When CTR Makes a Lead Cheaper

Year: 5, Month: 5, Week: 3, Day: 1

We brought 4 more applications for migration lawyers.

We hit a CTR record in this project — and on cold audiences in VK it’s rare: CTR reached 2.35%.

How we got there:

We launched proven combinations and retargeting (ads to warm users), with messaging focused on the client’s competitive advantages.
We also wrote new copy based on a strong and romantic case from one of the applicants — with their permission, after interviewing them. That text lifted CTR by at least a full percentage point.

When the conversion path already works, CTR optimisation makes sense. It can reduce CPL.

A bitter spoonful: we launched a carousel of services on the best keyword-intent audience, and it delivered zero subscriptions and zero applications.

We moved in micro-budgets, so the scale is small. Still, those steps helped us find a reasonable monthly spend level that keeps leads flowing.

Key numbers:

Spend: RUB 1,277.48
CPL: average RUB 313.91, best RUB 303

Result you can apply: CTR work pays back after the funnel is functional. Use micro-budgets to find a stable spend level. Format novelty does not guarantee conversion.