Formlab: ads that answer to CRM deals
Industrial design studio (device enclosures, prototyping). We rebuilt the semantics, moved Yandex Direct to pay-per-conversion and wired attribution all the way from the ad click to the deal in CRM.
What we did
- ✓Rebuilt the semantic core from scratch — real buyer queries instead of generic 'design' keywords
- ✓Yandex Direct switched to pay-per-conversion: budget is spent on target actions, not clicks
- ✓End-to-end attribution: call tracking, email marketing platform and CRM custom fields tied together — every deal shows its ad source
- ✓Offline conversions: 'qualified lead' status flows from the CRM back into ad optimization
- ✓VK Ads funnel with video creatives as a second channel
How the work is structured
Semantics
Collected and validated buyer queries for industrial design and enclosure manufacturing
Conversion goals
Defined the target action and set up goal tracking end to end
Pay-per-conversion
Moved campaigns to paying for results instead of clicks
CRM attribution
Wired UTm, call-tracking and marketing data into deal cards
Ongoing
SEO and site migration are the next phases of the same engagement
How it looks
End-to-end attribution scheme
Related services
FAQ
What does 'pay-per-conversion' mean here?
The ad account is billed only when a visitor completes the target action — not for clicks or impressions. It shifts the risk of junk traffic from the client to the channel.
Why does attribution matter for a B2B studio?
B2B deals close slowly and offline. Without click-to-deal attribution you optimize ads blindly; with it, every deal in the CRM shows which campaign and query brought it.