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Case studies(02)
01
2023–2024 · 12 months
Perimetr Remonta - turnkey apartment renovation, St. Petersburg
A year of work on marketing an apartment renovation company, the average bill is ~1.5 million rubles. Over the year, revenue grew 3.16 times.
×3,16
revenue for the year - from 17 to 71 million rubles
+1039%
more applications per year
−73%
Each application has become cheaper
+577%
return on investment in advertising
Context
The company does turnkey apartment renovations in St. Petersburg, the average bill is ~1.5 million rubles. Advertising was already running, but the requests were expensive and unstable: there were a lot of requests “just to find out the price,” the sales department was drowning in cold leads, and it was impossible to plan revenue.
Insight
When I looked at the transactions for the year, it turned out that the money was brought in not by those who first asked the price, but by those who managed to look at the portfolio and got to the measurement. The main loss was not in advertising, but at the junction “left a request → a surveyor came out”: while the manager was getting ready to call back, the client went to those who responded faster. The bottleneck is the speed and quality of the first touch, not the volume of traffic.
Solution
Rebuilt the funnel around a quick first touch. Advertising links were tailored to warm requests - “turnkey renovation”, design project, specific residential complexes; added quiz and auto-response to instantly qualify targets and book them for measurement, and cut off non-targets before the call. The sales department has been relieved of the burden of cold leads - managers began to work only with those who have passed the qualifications.
Result
Revenue increased 3.16 times - from 17 to 71 million rubles per year. The number of applications increased by 1039%, and at the same time each fell in price by 73%, and the return on advertising increased by 577%. The growth was not based on a one-time budget fill, but on the system: cheap targeted application → quick response → qualification before measurement. Below is how the numbers changed by month.
Applications by month, pcs.31 → 353 · +1039%
What does this mean for business: the flow of applications has become predictable and growing - the sales department can be planned and scaled, rather than putting out fires.
Application cost, ₽4 180 → 1 130 ₽ · −73%
What does this mean for business: the same budget brings in many times more applications - advertising pays off, and does not “eat up” the margin.
Revenue by month, RUB million×3.16 per year
What does this mean for business: revenue growth is a consequence of the system, and not a seasonal surge: over the year, monthly revenue increased from 2.6 to 9.1 million rubles.
02
from May 2025 · in operation
KapitalStroy - renovation of apartments and houses, Tambov
Context
I joined the company as a marketer. There was no order in marketing, the flow of clients for repairs was unstable. The task is to build a clear attraction system and bring in more paying clients.
Insight
Conducted interviews with clients and collected the client's journey - from the first thought about repairs to signing the contract. The main thing became clear: in Tambov, people choose a contractor not by price, but by trust - first they google a specific request (“turnkey two-room renovation”, “finishing out a new building”), then they go to look at reviews and examples on Avito. Contextual advertising is almost not involved in this connection. Therefore, the bet was made not on expensive traffic, but on ensuring that the company was visible exactly where the decision was made - in search and on Avito.
Solution
Along the client's journey, the website and communication with the client were redesigned. Made a new website kapitalstroy68.com - a clear structure and separate pages for requests for which repairs are sought in Tambov. Launched Avito from scratch as a separate application channel. The choice is in favor of SEO + Avito - because in this niche and city, clients are looking for repairs there, and not through an expensive context.
Result
Within a few months, based on requests for renovation of apartments and houses in Tambov, the site reached the top of Yandex, and Avito brought in contracts for more than 5 million rubles. Clients have become more solvent and more often reach the agreement - that is, the system brings not just applications, but money.
8 → 76
queries in the top 10 of Yandex
1 → 18
requests in top 3
26 → 7
average site position
5+ million ₽
contracts with Avito
Queries in the top 10 Yandex8 → 76
What does it mean: the site became visible based on requests for which people in Tambov are actually looking for repairs.
03
Avito · Ivanovo
YOHOM - country houses, Ivanovo
Context
Sale of country houses, dachas and cottages. The goal is to bring in applications from people who are really looking for a house outside the city, and not “cold” views.
Insight
An analysis of the statistics showed that applications were not given by the most beautiful advertisements, but by those where the first photos immediately showed the entire house and the main figures - area, plot, turnkey price. People on the fence filter out the options in seconds and write only to those who do not have the feeling of a “hidden price”. Therefore, we repackaged the display case for a quick, understandable selection, and not for a “spectacular” presentation.
Solution
I designed a profile and display window for houses, dachas and cottages so that advertisements would be opened and written on. I set up and ran advertising, disabling what does not bring in applications. I analyzed the applications by numbers: you can see how much the application costs, where it comes from and which ads work better - this is the basis for further automation of processing.
Result
For a month - a flow of applications at a predictable price, with transparent analytics for each ad.
65
applications one month in advance
1 093 ₽
cost of one application
3 969
ad views per month
25
advertisements published
Applications by week, pcs.65 per month
What does it mean: predictable flow at a price of ~1,093 RUR per application - sales can be planned.
04
2020–2025 · ongoing
Auto funnels, chatbots and AI platforms for experts and online schools
Igor Mann
MarketGuru
Znanie Society
Public Chamber of Moscow
Megacampus
Polina Marishova · Media trainer · Founder of the school @dom.rechi
Polyanskaya Anastasia · Founder of the online school WOW.Marketing
and other experts
Context
Experts and online schools in various topics - education, psychology, languages, sports, investments. There is a product, there is an audience, but sales are based on manual work: managers manually answer, warm up, and lead to payment. People get lost between messages, and some applications go cold.
Insight
When I sorted through the correspondence, I saw a pattern: about 40% of applications fell through not because of the price, but because of the pause before the first response - the person wrote in the evening, the manager answered in the morning, and interest faded. And those who made it to the point of purchase almost always received an answer to 2-3 specific objections: doubt about the result, price, and “will it work for me?” This means that it is not the discount that sells, but the speed of response and the removal of correct objections - exactly what can be automated.
Solution
I assembled turnkey automatic sales funnels: message chains, chat bots, landing pages, a connection with CRM and closed subscription clubs. The bot takes care of the first contact, qualification and warm-up - the manager is already connected to the warm client. Now I am strengthening this with artificial intelligence: I am making bots and training platforms with AI that respond meaningfully, and not according to a rigid script.
Result
The bot responds in seconds and works 24/7: it asks the necessary questions, removes those very objections and transfers the already warm client to the manager. The share of requests reaching payment has approximately doubled, up to 70% of routine correspondence is closed by a bot without human intervention, and the team deals only with those who are actually ready to buy. Below is a demo: this is how the bot qualifies a lead. Try clicking on the answers.
Hello! I am an AI bot. I’ll clarify the task in a minute and transfer it to a live manager. What are you working with?
Repair and construction
Online school / expert
Another niche
Understood. What is your budget for marketing per month?
up to 50,000 ₽
50–150 000 ₽
150,000 ₽ and above
Great. When are you planning to start?
Already now
Within a month
For now I'm just watching
Thank you! Based on the answers, you are a warm lead ✅ I am submitting the application to the manager, he will respond within 15 minutes. If you want to speed things up, write to Nikita directly:
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