VALUE-BASED ADVERTISING
Smart Bidding and auto-strategies:
data and algorithm control
We configure Smart Bidding in Google Ads and Yandex Direct auto-strategies based on available conversion data. We check goals, value transmission, and budget constraints, and we evaluate changes taking into account the sales cycle.
TASK
DATA
SCENARIO
PILOT
VERIFICATION
LAUNCH
value, constraints
DATA QUALITY
ECONOMICS
RESULT VERIFICATION
projects
of studio
models
Premier Partner status
marketing, analytics
The algorithm optimizes what,
what you pass to it
If the main signal is a button click, the algorithm looks for people inclined to this action. First, we break down the path from inquiry to sale and select events that truly correspond to the business task.
We check for duplicates, delays, returns, and value transmission. For lead generation, we consider confirmed stages from CRM, for trading — order cost and agreed adjustments. We separate revenue, margin, and advertising costs: high ROAS does not in itself mean high profit.
We select a strategy considering the platform's capabilities, data volume, and budget. Google Smart Bidding and Direct auto-strategies are configured according to different rules. After launch, we observe learning and evaluate results over a period that accounts for conversion delay and the deal cycle.
- Audit of primary and secondary goals
- Checking for duplicates, value, and conversion delays
- Agreed metric: CPA, ROAS, or deal economics
- Budget and rules for intervention before launch
- Report with limitations and conclusions on changes
Goal
Optimization by significant event
Value
It is clear what amount and why is transferred
Budget
Expenses and intervention terms agreed
Period
Evaluation takes into account training and sales cycle
ROAS and profit answer different questions
ROAS shows the ratio of attributed revenue to advertising costs. To evaluate profit, you also need returns, cost of goods sold, and other agreed-upon expenses. We do not pass off one indicator as the other.
Bid management through signal quality
The auto-strategy does not fix analytics errors and does not replace the offer that the audience needs.
Clean conversions
We separate primary and diagnostic events. We verify re-sending and the link to the order so that one sale does not turn into multiple results.
Connection to economics
We agree on the source and meaning of value. If CRM data is used, we account for deal confirmation time and availability of adjustments on the platform.
Evaluation of changes
We define the initial period, hypothesis, and evaluation criteria. With available tools and sufficient data, we use experiments; we do not pass off a small sample as a proven effect.
From audit to managed optimization
The order of actions helps distinguish a data problem from the result of the strategy itself.
Economics verification
We analyze the sales cycle, revenue, costs, and budget constraints. We choose the indicator by which the work will be evaluated.
Conversion audit
We check goals, attribution, duplicates, and delays. We determine key events and the source of value.
Data handover
We configure agreed-upon events and available offline conversions. We reconcile test records with the source.
Strategy selection
We check the requirements of a specific platform and campaign. We coordinate settings, budget, and conditions for stopping or adjustment.
Launch and observation
We track data delivery, consumption, and training. We avoid unreasonable frequent changes that could complicate evaluation.
Result analysis
We compare periods, accounting for sales delays and demand changes. We report CPA, ROAS, or agreed-upon economics and the plan for the next review.
Platform, analytics and confirmed sale
The toolset depends on account availability, interfaces, and data.
Google Ads
Smart Bidding for conversions or their value. We verify applicability and requirements for the specific campaign type and chosen strategy.
Yandex Direct
Auto-strategies for campaign goals and available data. For margin optimization, we separately check the meaning and completeness of the value being transferred.
CRM and reporting
Approved statuses and payments, transfer log, and duplicate control. The report is built on available data with explicit calculation rules.
— COST
Pricing
to bid management
Monthly work. Deadlines below refer to the initial setup; scope of management and integrations are fixed before commencement.
| Scope of work | Audit and Setup Goal verification, setup, and monitoring for one month 35 000 ₽/month setup from 7 days | POPULAR ROAS Optimization Conversion value and an agreed audit plan 70 000 ₽/month setup from 15 days | AI Ad Management Integrations and analytics per technical task from 130 000 ₽/month setup from 30 days |
|---|---|---|---|
|
Analytics Audit
|
Goals and event forwarding | Goals, value, and adjustments | Full agreed chain |
|
Conversion value
|
Basic setup | Dynamic value upon availability | CRM data and economics per task |
|
Offline conversions
|
Not included | Accessible integration per request | Connector and delivery control per task |
|
Hypothesis testing
|
Analysis before and after | One consistent check | Verification program according to the task |
|
Reporting
|
Work and metrics report | ROAS report and limitations | Dashboard based on accessible data |
|
Work period
|
One paid month | One paid month | One paid month |
Monthly cost of services. Advertising budget, paid services, and third-party licenses are paid separately. Work begins upon availability of accounts and sufficient data. CPA, ROAS, and profit growth are not guaranteed; a long sales cycle may require several paid months of observation.
— QUESTIONS AND ANSWERS
Everything that matters
before start
Scope of work, source materials, approval order, and launch conditions.
-
How many conversions are needed for launch?
There is no single threshold for all platforms and strategies. We check the current requirements of the chosen campaign and the quality of available history. To evaluate the result, we also need a period that takes into account conversion latency and data volume. -
Is it possible to optimize by clicking on the phone number?
Such a click is useful as a diagnostic event, but it is not equal to a conversation or sale. We choose the main goal based on business tasks and the availability of confirmed data. We reflect signal limitations in the evaluation. -
Do you guarantee the necessary ROAS?
No. The result depends on demand, supply, the site, the budget, and data quality. We are responsible for agreed-upon work, setup verification, and a transparent report. The target metric sets the direction for optimization, not a promise of a result. -
Why can't you judge immediately by the first week?
The platform may require time for learning, and sales may be confirmed after the click. We will agree on the evaluation period based on the deal cycle and data latency. At the same time, we check transmission errors and exceeded agreed limits from the moment of launch. -
What is included in the monthly payment?
Work of the selected package, monitoring, and report during the paid month. Deadlines of 7, 15, and 30 days refer to initial setup. If additional months are needed for assessment, they are paid for separately; integrations beyond the assignment are valued separately.