Event venue "Iskra Space"

#HoReCa

Task and reason

Iskra Space is a modern multimedia platform for business and educational events.
Before working with us, all advertising was concentrated only in Yandex Direct, but there were few requests.
The client needed to increase the number of incoming leads while maintaining a modest advertising budget - 25,000 ₽ per month.

In order to effectively compete in the niche of conferences, events and corporate events, we have built a clear strategy:

We collected the most targeted key queries and completely focused on the audience who are looking for a platform for specific event formats.
We emphasized the USP in the advertisements. The advantages of the site were spelled out in each ad in order to immediately cut off the non-target audience and reduce the number of empty clicks.
We analyzed Yandex Metrica. We checked the correctness of all goals, adjusted them and added new ones - to see real effectiveness.
We launched daily optimization. Manual and systematic work allowed us to maintain efficiency, despite high competition in the niche and a limited budget.
Regular reporting. The client received weekly and monthly transparent reports on dynamics, traffic and cost of a lead.
Collaboration with the site. In parallel with the promotion, the landing page was refined, which helped improve conversion.

Promotion

We retained the main channel - Yandex Direct, but completely rebuilt the logic of its work:

exact semantics for requests for renting venues for events;
ads that clearly highlight the features of Iskra Space;
constant optimization of bids, negative keywords, geos and adjustments.

Result

Despite the budget of only 25,000 rubles per month, we managed to achieve stable lead generation and increase traffic to the site.

The average cost of a lead is 3000 ₽
Stable flow of applications even in highly competitive conditions
Daily optimization allowed us to maintain efficiency from the first days to the present moment
After finalizing the landing page, the conversion improved, which increased the effect of advertising

Even in the narrow and expensive niche of renting venues, Iskra Space began to receive a sufficient number of requests without increasing the budget.