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Sagan Dali

“Sagan Dali” is an oriental medicine clinic in Moscow specializing exclusively in evidence-based Eastern therapies, including acupuncture and herbal medicine, combined with modern techniques like laser treatment

Previously, the company had run SEM campaigns with another agency, but the client was dissatisfied due to inconsistent customer traffic at the new branch.

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Our objectives included

Conduct an audit of past PPC campaigns to identify errors and shortcomings
Reduce the budget and cost per lead
Ensure a stable flow of customers for the new branch

Findings

In Google, $321 of the $891 total budget was wasted on non-targeted queries. The average cost per conversion on regional search platforms (Yandex) was $35, with a monthly budget of $900, making the ads unprofitable. Ads were frequently displayed at the bottom of search results pages, which mobile users rarely scroll to. Low CTR (click-through rate): 2.9% on Yandex and 0.68% on Google. Poorly configured ad strategy, including using the same text for all campaigns

We started forecasting and identified priority tasks

Promote two core programs: “Healthy Spine” and “Weight Correction”, along with treatments like acupuncture, herbal medicine, and laser therapy.
Reduce budget and cost per conversion.
Stabilize customer flow for the new branch.
Exclude irrelevant audiences (e.g., users searching for surgery or insurance-based healthcare).

Results

Compiled a keyword list (approved by the client)
Created multiple ad variants highlighting different advantages
Filtered non-converting keywords (e.g., “free treatment”, “surgery”)
Implemented call tracking software to monitor ad-generated calls
Developed targeted landing pages to improve conversions
Applied geographic targeting to focus on neighborhoods near the clinic

The results speak for themselves

1

leads In the 2 weeks

1

leads in the month

1 %

reduction in cost per lead

1 $

click-through rate

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