ASGroup.pro
Sole proprietor & SMB accounting · Yandex.Direct
ASGroup.pro provides monthly accounting retainer services and starter packages for sole proprietors across Russia. The client base spans businesses at very different stages: just-registered IPs looking for their first accountant, established companies on simplified tax, and owners frustrated with their current accountant.
Campaigns ran on Yandex.Direct — Search, YAN display, and retargeting — across Moscow, St. Petersburg, Yekaterinburg, Kazan, and Novosibirsk. The task was a stable lead flow with CPL below ₽500 and 150+ leads per month.
The core strategic decision: don't segment by what the service is — segment by where the client is in their business journey. Each stage has a different fear, a different urgency, and a different reason to act.
Just registered, has no accountant yet. Needs immediate help, unfamiliar with the process.
Quick start · no bureaucracy · clear onboarding
Running for 6+ months, needs stable ongoing accounting and reliable document access.
Stable service · online document access 24/7
Has an accountant but wants to change — usually due to quality issues or communication.
Safe transition · fast onboarding · no gaps
3,000+ keywords were collected and split across campaigns. 200 negative keyword groups were built to cleanly separate the segments and filter non-target traffic.
Every segment got its own dedicated chain: ad → landing page → lead capture → retargeting. Two lead capture mechanics were tested to match different audience readiness levels.
Hot demand — user already knows what they need
Cold demand — user needs engagement before committing
| LEVER | WHAT WAS DONE | EFFECT |
|---|---|---|
| LAL audiences | Built lookalike segments from existing leads and high-quality conversions | Broader reach without degrading lead quality |
| Ad copy rotation | Refreshed texts and angles in response to demand shifts and audience pain points | Ads stayed relevant through changing conditions |
| YAN micro-tests | Tested 30+ headline variants and creative angles in display network | Found higher-engagement copy for cold traffic |
| Segment adaptation | Separate messaging for IPs working with marketplaces — a fast-growing sub-segment | Higher ad relevance for a growing part of the audience |
| Retargeting | Returned landing page visitors who didn't convert on first visit | Recovered demand that didn't close immediately |
Splitting campaigns by where the client is in their business lifecycle — just launched, running, or looking to switch accountants — drove better results than grouping by service type. Each stage needed a different message and a different offer.
A quiz funnel with a quick cost estimate converted cold audiences better than a direct contact form. It created a first engagement step for users who weren't yet ready to leave their contact details, then moved them toward a lead.
This segment already understood the value of professional accounting and had an active pain point. They converted more slowly but became more committed long-term clients with higher revenue per account.
Freshly registered businesses had an urgent, concrete need. They were the highest-converting segment in terms of speed — fewer touches, shorter sales cycle, ready to sign.
No single lever held the result. Consistent CPL below target required search + YAN together, regular ad copy refreshes keyed to current demand signals, and retargeting to recover visitors who didn't convert on first visit.
Yandex.Direct campaigns across 5 Russian cities delivered a stable lead flow with ₽398 avg CPL — 20% below the ₽500 target — and a ~20% lead-to-client conversion rate. Total clients acquired: ≈1,420.
Best capture path: quiz + PDF lead magnet for cold audiences
Highest LTV: switchers from freelance accountants
Fastest to close: new IPs registered within 3 months
Client name used with permission. Report ID is internal. Metrics reflect specific account conditions — results vary by market, budget, and funnel maturity.