Thirty years of reputation made the clinic’s brand its growth ceiling: 95% of leads came from brand queries, per-lead costs on cosmetology search reached 258 ₽ per click, and aesthetic-medicine marketing demands maximum proof and trust from cold audiences.
Healthcare & Wellness
Elena Clinic — Breaking the Brand-Traffic Ceiling
A plastic-surgery leader dependent on its own name for 95% of leads scaled non-brand traffic to 46% and cut lead cost 4×.
95% → 54%
Brand dependence
46%
Non-brand traffic share
847 ₽
Cosmetology cost per lead
151
Qualified leads (3 months)
The challenge
The approach
A diversified Yandex.Direct architecture across five interlinked campaign types: brand search as the baseline, non-brand search for plastic surgery and cosmetology, unified product performance campaigns (EPK) with product-style ads, and promo master campaigns. The key insight came from splitting product campaigns: surgery dominated the combined feed, so cosmetology got a dedicated campaign with autotargeting, look-alike audiences, premium-district geo layers and varied ad formats.
The results
In three months: 151 qualified leads booked to paid consultations, cosmetology lead cost down to 847 ₽ in the dedicated product campaign (versus a 7,607 ₽ plan), non-brand share at 46% against a 65% first-month KPI of ambitions — the clinic’s growth no longer depends on its name alone.
