Campaigns that had run stably suddenly became expensive: rising CPA on lead forms, exhausted retargeting and broad keyword targeting, creatives that stopped performing. 66 leads in March at 539 ₽ each — with quality complaints on top.
Healthcare & Wellness · Hospitality
SPA Resort — Cutting Lead Cost 40% with VK Ads
Deep audience segmentation and qualifying lead forms doubled lead flow while cutting acquisition cost 40% in two months.
−40%
Cost per lead
66 → 125
Monthly leads
2 months
Timeframe
The challenge
The approach
Instead of squeezing broad audiences, the strategy moved to data-driven segments: seasonal detox and weight-loss programs, active family recreation with pools and nature, wellness stays — each with its own audience portrait built from actual booking data. Lead forms gained mandatory qualifying questions (dates, guests, purpose) turning them from contact-collectors into quality filters. FOMO mechanics with hard deadlines, parallel narrow groups, creative refresh every 1–2 weeks, payment-capacity filters.
The results
Lead volume nearly doubled while CPA fell 40% over two months (539.49 → 322.80 ₽), with lead quality confirmed by the resort’s booking office.
