Case PaySend

#services

PaySend is an international money transfer service that allows users to send funds to bank cards worldwide. The main objective of the advertising campaign was to reduce the cost of user acquisition while increasing the number of registrations in the service. To achieve this, contextual advertising campaigns were launched and optimized across Yandex Direct and Google Ads, targeting audiences in Eurasian markets.

Challenges and Objectives

Highly competitive niche of international money transfers.
The need to acquire users across several countries simultaneously.
The goal was to reduce the cost of acquiring new registrations in the service.
It was important to improve traffic quality and increase the share of high-intent users.

Growth Plan

Advertising Campaign Optimization

Optimize campaigns in Yandex Direct and Google Ads.
Reduce CPA by improving traffic quality.
Increase user conversion to registration.
Focus on the most effective audience segments.

How the Work Plan Was Structured

To attract new users, advertising campaigns were launched in Yandex Direct and Google Ads. The main focus was on audiences interested in international money transfers.

Throughout the campaign, continuous optimization was carried out: bid adjustments, budget redistribution across platforms, and analysis of user behavior metrics.

According to analytics data, a significant share of traffic came from contextual advertising. During optimization, special attention was paid to traffic quality, reducing the bounce rate, and increasing user engagement on the website.

User interaction metrics were also analyzed, including time on site, session depth, and registration conversion.

Result

As a result of advertising campaign optimization, the number of registrations increased while the cost of user acquisition decreased.

The majority of traffic was generated through contextual advertising, which drove more than 60,000 visits to the service website. Through continuous optimization, we were able to improve user acquisition efficiency and reduce the cost of a verified registration.

The final acquisition cost reached ₽200 per verified registration.