We reduced CPL by 48.5% in two months while promoting niche services.

Cruises are categorized as services with a long decision-making cycle when it comes to purchasing. Initially, potential clients select dates that align with their vacation period or school holidays for their children and compare various options. Furthermore, such trips are typically high-cost, which adds to the extended consideration process.

“ProfZabory” is a company that provides turnkey fence installation services, from sales and installation to warranty service in Moscow and the Moscow region. They are certified to meet GOST standards and offer a two-year warranty on all fences. Key clients include private homeowners, cottage, and dacha owners.

48.5% lower CPL (Cost Per Lead)

Campaign objectives

The teams aimed to attract the maximum number of users to the website to submit cruise booking applications. The effectiveness of the campaigns was measured by the cost per lead, which was not to exceed the benchmarks set by previous campaigns.

Mechanics

As the primary promotion objective on VK Advertising, the team selected the “Website” format and added a pixel to the business page to anonymously track user actions.

They launched two campaigns: one in December and another in January, both optimized around pixel-tracked events—specifically, form submissions. VK Advertising algorithms targeted ads to users most likely to perform the desired action.

The December campaign consisted of nine groups, each containing four ads. Each group was configured with broad demographic targeting: men and women aged 30 to 70, residing in Russia. To reach a more specific audience, this broad demographic was combined with additional targeting criteria:

Group 1: Broad demographic + interests in premium cars, tourism, and the Eastern Mediterranean.
Group 2: Broad demographic + keyword targeting (e.g., “cruise,” “buy tours,” etc.).
Group 3: Broad demographic + interest in premium cars.
Group 4: Broad demographic + retargeting users who visited the website in the last 14-30 days.
Group 5: Broad demographic + look-alike audience based on the business’s CRM, with additional targeting for tourism and Eastern Mediterranean interests. The look-alike audience was exported from the myTarget platform.
Group 6: Broad demographic + look-alike from myTarget + interest in premium cars.
Group 7: Broad demographic + look-alike audience + interest in tourism and Eastern Mediterranean.
Group 8: Broad demographic + look-alike from myTarget + interest in premium cars. This group was relaunched to test the effectiveness of different creatives.
Group 9: Identical to Group 4, with broad demographic + retargeting users who visited the site in the last 14-30 days.

The January campaign included four groups and utilized the best-performing targeting strategies from the December campaign:

Group 1: Broad demographic + interest in premium cars.
Group 2: Broad demographic + look-alike from myTarget + interest in tourism and Eastern Mediterranean.
Group 3: Broad demographic + interest in premium cars, relaunched to test different creatives.
Group 4: Retargeting users who visited the site in the last 14-30 days.

Several creatives were developed to highlight the benefits of early booking. Using the universal ad format, uploaded images automatically adapted for display across all VK platforms and in the advertising network.

An example creative:

Each campaign’s budget was optimized at the group level: algorithms monitored which ads delivered the best results, allocating more spending to those ads. To maximize conversions—form submissions—as affordably as possible within the campaign settings, the team selected a minimum-cost bidding strategy in VK Advertising.

Results

In evaluating the campaign results, the teams focused on the average cost per application, which was between 1,900 and 2,000 rubles—48.5% lower than the cost in previous campaigns conducted in November.