A 53,840 RUB campaign brought a Murmansk dental clinic 121 qualified leads at 445 RUB each.

Starting point

This dental clinic in Murmansk needed a steady flow of qualified leads from paid channels, not a single spike of low-quality inquiries that would flood the front desk for a week and dry up after. The campaign budget was fixed and modest, 53,840 RUB, which meant every ruble had to be checked against actual lead quality from the first week rather than spent broadly and reviewed later.

A regional clinic competes on a smaller local audience than a national brand, so the same targeting mistakes cost more relative to the budget: an ad shown to the wrong part of Murmansk, or built around a procedure the clinic does not actually offer, burns through a fixed budget fast with nothing to show the front desk at the end of the week.

What we did

We built a paid campaign around the clinic’s local service area and the specific procedures that convert best for a dental practice, with creative and targeting reviewed weekly against cost per qualified lead rather than raw lead volume. Lead qualification was agreed with the clinic up front, so an inquiry only counted once it matched what the clinic’s own front desk considered a real prospective patient, not just a click on an ad.

We also grew the clinic’s social following alongside the paid program, using the same offers and content that were converting in paid campaigns to build an owned audience the clinic could reach without paying for every impression. This is the same Growth Lab approach we run for other healthcare clients: a fixed weekly review of cost against lead quality, not a media plan set once and left running.

The clinic’s own front desk stayed part of that loop throughout. Whoever answered the phone flagged whether a caller matched what the ads promised, and that feedback went straight back into which campaigns kept running the following week, rather than sitting in a report nobody read until the budget was already spent.

Within the 53,840 RUB budget the campaign produced a steady pace of 4 to 5 qualified leads a day, for a total of 121 over the period, at an average cost of 445 RUB per qualified lead.

What the team kept

The clinic kept the campaign structure and the targeting built around its local service area, the lead qualification criteria that define a real prospective patient, and the social following built alongside the paid program.

Figures reported by the client and by our own campaign dashboards for the period stated.