Sootvetstvie
Full-service accounting firm · March 2021 – July 2023
Sootvetstvie provides full-cycle accounting services to small and medium businesses in Minsk: bookkeeping, tax reporting, accounting recovery, audit preparation, and 1C software support. Target clients: sole proprietors, LLCs, and foreign representative offices.
At project start, paid traffic ran to a single generic landing page. There was no segmentation by service type, client pain, or intent stage. CPL sat above the $6 target. The task: build a stable, predictable lead flow at scale from Google Ads and Yandex.Direct.
| BLOCK | WHAT WAS DONE |
|---|---|
| Semantics | Collected and refined 1,100+ keywords |
| Structure | Split campaigns into 60+ ad groups by service, pain point, and offer |
| Segmentation | Dedicated tracks: full-service accounting, reporting errors, audit, recovery, pre-inspection prep |
| Offers | Tested 3 core offers with dedicated landing pages each |
| Geo targeting | Minsk city + 15 km radius |
| Channels | Yandex Search, YAN (display), dynamic ads, Google Search, Performance Max |
| Analytics stack | Calltouch + Roistat + GTM + AmoCRM + UTM tagging |
1,100+ keywords were split into 60+ ad groups — not by service name alone, but by the reason someone searches. Each group mapped to a distinct intent and got its own message and landing page.
Sole proprietors and LLCs looking for a regular accountant on retainer
Businesses who suspect errors in submitted reports or face an upcoming filing deadline
Companies preparing for or currently under a tax inspection
Businesses needing full accounting recovery — often after a bad in-house hire
Companies needing setup, maintenance, or troubleshooting of 1C accounting software
Businesses wanting a standalone accounting health check before a deal or filing
Traffic was never consolidated on a single page. Each core offer and intent category had its own dedicated landing page to avoid mixing messages and to precisely match user expectations.
- →Search query cleanup2× per week
Removed non-converting and irrelevant queries to protect budget
- →Ad copy rotationEvery 3–4 weeks
New headline/description variants tested, underperformers removed
- →Budget reallocationOngoing
Budget shifted toward groups, offers, and channels with lower CPL and higher lead quality
- →Bidding strategyYandex: target CPA · Google: Maximize Conversions + tCPA
Automated bidding tuned to actual lead cost, not proxy metrics
- →Lead quality reviewMonthly CRM audit
Tracked which sources produced clients who completed deals, not just contacts
- →End-to-end attributionCalltouch + Roistat + AmoCRM
Full path from click to signed client — decisions made on revenue, not clicks
"Check your accounting report for free" outperformed all alternatives. CTR 6.2%, lead conversion 21%. Worked best on audiences already anxious about reporting errors or an upcoming tax inspection.
CRM data showed sole proprietors (ИП) accounted for 2 out of every 3 leads. This segment responded faster and converted better — messaging and bids were reallocated accordingly.
Search campaigns on high-intent queries (accounting management, report filing, audit, record recovery) produced the most predictable flow. Combined with the quiz funnel "Find Your Accountant", it outperformed standard contact forms.
Peak conversion windows: 09:00–12:00 and 17:00–19:00. Bid modifiers were adjusted to concentrate budget in those slots without wasting budget overnight.
Existing clients returned for additional services: audits, 1C accounting software, record recovery. Advertising ROI extended well beyond the initial acquisition — the repeat share lifted overall LTV significantly.
Over 29 months, Google Ads and Yandex.Direct delivered a stable, predictable lead flow for accounting services: 128 leads/month at $4.7 avg CPL — 22% below the $6 target. Total client acquisition over the period: ~1,030 clients.
Top offer: “Free report audit” — 6.2% CTR · 21% lead conversion
Top channel pairing: Google Search + quiz funnel
Client name used with permission. Report ID is internal. Metrics reflect specific account conditions — results vary by market, budget, and funnel maturity.