Case KROK

#services

A company with more than 30 years of experience in building IT infrastructures and developing enterprise business applications approached us with the task of attracting new potential clients. The main objective of the project was to test several advertising channels and identify the most effective sources of B2B lead generation for digital transformation and IT consulting services.

Challenges and Objectives

The company’s services target a complex B2B segment (large enterprises and corporate groups).
There was no clear understanding of which advertising channels would be most effective for attracting potential clients.
Several advertising platforms needed to be tested simultaneously.
It was necessary to evaluate the performance of different lead formats and determine the cost of lead acquisition.

Growth Plan

Advertising Channel Testing

Launch contextual advertising in Yandex Direct (Search and Yandex Advertising Network).
Launch advertising campaigns in Google Ads (Search and Display Network).
Test targeted advertising on Facebook.
Compare the performance of different traffic sources and identify the most effective ones.

How the Work Plan Was Structured

For this project, advertising campaigns were launched across several channels simultaneously. The main objective was to test multiple traffic sources and identify the most effective channel for attracting a B2B audience.

In Yandex Direct, ads were launched both in search results and in the Yandex Advertising Network. Search campaigns targeted users who were already looking for solutions in the fields of IT and digital transformation.

In Google Ads, both search campaigns and the Google Display Network were used to expand audience reach and increase brand awareness.

Additionally, Facebook targeted advertising was launched, where lead forms and website traffic campaigns were tested to generate inquiries from potential clients.

Throughout the campaign, key metrics were continuously analyzed: ad CTR, cost per click, and conversion into leads. This made it possible to compare the effectiveness of different advertising channels and ad formats.

Result

During the campaign period, several traffic sources were tested and the first inquiries from potential clients were generated.

The highest number of leads came through Facebook lead forms, where the cost per lead turned out to be significantly lower than in contextual advertising.

Contextual advertising in Yandex Direct and Google Ads provided significant audience reach and drove additional traffic to the website, allowing us to test demand and identify the most effective advertising formats.