A paid campaign for a Moscow plastic surgery clinic cut cost per lead from 972 to 163 RUB in two months.

Starting point

This plastic surgery clinic in Moscow ran paid campaigns before this engagement, but cost per qualified lead was high and inconsistent, running as high as 972 RUB per lead early on. The clinic needed that number down without losing the volume of genuinely qualified inquiries the practice depends on to fill its schedule.

Moscow’s plastic surgery market is crowded and competitive on paid search and paid social alike, which pushes bid costs up for any clinic running broad targeting. A clinic that cannot tell which procedure or audience is actually converting ends up bidding against its own competitors for clicks that were never going to book a consultation.

What we did

We rebuilt the campaign structure around the procedures and audiences that were actually converting into qualified leads, rather than the broader targeting the clinic had been running. Each week we reviewed cost per qualified lead by campaign and by creative, cutting what was expensive and moving budget toward what was working, the same loop we run across Growth Lab engagements.

A plastic surgery audience responds differently to different offers and creative angles, so testing ran in fast cycles, with underperforming combinations cut within days rather than left to run out a longer budget cycle. Over two months, working within an 80,135 RUB budget, cost per qualified lead came down from 972 RUB to 163 RUB, a result driven by campaign structure and targeting changes rather than a larger budget behind the same approach.

Across the full two months the campaign produced 130 qualified leads at an average cost of 616 RUB each, a figure that blends the higher early costs with the much lower costs reached by the end of the period. The clinic’s team stayed part of every weekly review, confirming which leads turned into a booked consultation so the campaign optimized toward people who actually showed up, not just people who filled out a form.

What the team kept

The clinic kept the campaign structure and targeting built around its highest-converting procedures and audiences, along with the weekly review process that ties spend to cost per qualified lead rather than to total spend. The reporting format that shows cost per lead trending down week over week, rather than a single end-of-month number, stayed as the way the clinic’s owner now reads paid performance.

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