HFE — Master Campaigns
Cost-per-lead comparison between Master Campaigns and standard campaigns
Website
Niche
Medicine (hair transplantation)
Location
Moscow
Target Region
Russia
Budget
From $5,000/month
Start Date
February 2022
Result
Lead share from Master Campaigns grew from 31% to 80%
Result
CPA dropped by 55% in Master Campaigns
Contextual Advertising for a Medical Clinic
1
Test new offers
2
Improve segmentation via headline rotation
3
Personalise quizzes
4
Reclaim lost leads
5
Pilot the Master Campaigns tool
Challenges of Advertising in the Medical Niche (2022)
Lack of trust in Master Campaigns among specialists
Marketers don't trust automation, preferring manual management due to fear of losing control.
Need for sufficient data for algorithm training
Algorithms need large volumes of data. Without statistics, the system cannot optimize campaigns.
Mixed results from past launches
Previous experience shows mixed results, creating doubts about the system's reliability.
Choosing the right target action was critical
Incorrectly chosen optimization goal can reduce overall advertising campaign effectiveness.
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Setting Up Master Campaigns: Key Stages
- Stage 1. Setup & Preparation
Created 3 campaigns using the principle:1 campaign = 1 target action for optimisationCampaigns & Target Actions
Campaign (Name is conditional)
Target Action
«Quiz»
User submitted a form after completing the quiz
«Call»
User called the clinic number
«All CRM Inflows»
All submissions and status updates tracked via Client ID
Set targeting across all of Russia
Added high-frequency keywords
Included 4 headline variations + 4 image options (to be clarified)
Optimised ad display for both male and female audiences
Set target cost per action at 50% of the maximum allowed by KPI
To help the algorithm learn quickly, we set the weekly budget equal to ten target actions — per Yandex recommendations
Important Note: With this setup, we only pay for conversions explicitly defined as target actions in each campaign. For example, if a campaign targets calls but users submit forms instead — those are free! We only pay for the set goal.
- Stage 2. Launch Results
First 2 weeks:
Master Campaigns accounted for 31% of all leads
CPL was on average 38% higher than in standard campaigns
By Week 3:
CPA dropped by 3% compared to other campaigns
Share of leads from Master Campaigns rose to 55% of total from Yandex.Direct
Over the next 6 weeks:
Master Campaigns delivered 58–80% of all Direct leads (67% average)
- CPA was on average 55% lower than non-Master Campaigns
Final Lead Distribution Across Campaign Types:
Campaign (conditional name)
Lead Share
«Quiz»
66%
«Call»
17%
«CRM»
17%
The «Quiz» campaign performed best , likely because it generated large volumes of data quickly, giving the algorithm enough to learn from.
The Impact of Introducing Master Campaigns
After launching, we confirmed that Master Campaigns are a powerful tool for generating high-quality leads at a lower cost.
Key Outcomes:
10x increase
in the share of leads from "Campaign Master" out of total leads from "Direct"
55% reduction
in customer acquisition cost (CPA) from "Campaign Master"
66%
was the share of leads from the most successful "Quiz" combination