How We Achieved 80% of Leads from Master Campaigns in the Medical Niche, While Reducing CPA by 55%

Setting Up Master Campaigns: Key Stages

• Stage 1. Setup & Preparation
  1. 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

  2. Set targeting across all of Russia
  3. Added high-frequency keywords
  4. Included 4 headline variations + 4 image options (to be clarified)
  5. Optimised ad display for both male and female audiences
  6. Set target cost per action at 50% of the maximum allowed by KPI
  7. 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
  1. First 2 weeks:
     • Master Campaigns accounted for 31% of all leads
     • CPL was on average 38% higher than in standard campaigns
  2. 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
  3. 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.