How to reduce the cost per click by 85% and the cost per conversion by 62% with Demand Gen
Client: Internet provider Lanet Network
Work period: May-July 2025
Team: contextual advertising specialist, designers, proofreaders
Problem: Lanet Network is one of the most famous Internet providers in Ukraine, with brand recognition and a large customer base. But it is precisely its wide presence in the market that creates a new challenge: finding new users is becoming increasingly difficult, because most of the potential audience is already familiar with the brand or already uses the services of this provider.
Task: to increase the number of applications on the site, as well as not just collect hot leads, but also create new demand by reaching users who have not yet considered Lanet Network as their provider.
To test the effectiveness of demand generation campaigns, a Demand Gen campaign was launched, consisting of two ad groups: Video and Graphics. The main goal was to reach new audiences and stimulate interest in the Lanet Network services by visually engaging users. The campaign did not have a fixed target CPA, which allowed us to focus on analyzing the cost of conversions, traffic volumes and interaction levels.
The campaign tested several video options of different lengths and styles, as well as different graphic creatives, to assess which formats and messages resonate best with the new audience. This allowed us to gain a deeper understanding of user behavior and form a basis for further optimization of the campaigns.
https://www.youtube.com/shorts/Dl3fxjELBnI
https://www.youtube.com/shorts/_QbGMNI45o8
As a result of launching a demand generation campaign, it was possible to achieve a broad reach of a new audience with a moderate budget. Video ads became the main source of conversions and showed high efficiency in terms of cost per reach and number of interactions. Despite a lower CTR compared to graphic creatives, it was the video format that provided the highest number of conversions.
To test the effectiveness of demand generation campaigns, a Demand Gen campaign was launched, consisting of two ad groups: Video and Graphics. The main goal was to reach new audiences and stimulate interest in the Lanet Network services by visually engaging users. The campaign did not have a fixed target CPA, which allowed us to focus on analyzing the cost of conversions, traffic volumes and interaction levels.
The campaign tested several video options of different lengths and styles, as well as different graphic creatives, to assess which formats and messages resonate best with the new audience. This allowed us to gain a deeper understanding of user behavior and form a basis for further optimization of the campaigns.
https://www.youtube.com/shorts/Dl3fxjELBnI
https://www.youtube.com/shorts/_QbGMNI45o8
As a result of launching a demand generation campaign, it was possible to achieve a broad reach of a new audience with a moderate budget. Video ads became the main source of conversions and showed high efficiency in terms of cost per reach and number of interactions. Despite a lower CTR compared to graphic creatives, it was the video format that provided the highest number of conversions.
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