Context
Business challenge
The national retail chain needed a manageable flow of candidates across regions: from Moscow and Saint Petersburg to Ramenskoye, Vsevolozhsk and Solnechnogorsk.
Retail · high-volume recruitment
Perekrestok: high-volume recruitment in retail
2 056 leads in January–April 2026. Cost per lead fell by 53% over a year.
Objective
What needed to change
Reduce cost per lead, keep ad accounts transparent and consistently meet stores' high-volume staffing needs.
What we did
Split campaigns by vacancy and location
Built separate campaign combinations for different roles and cities to manage budgets and CPL more precisely.
Reworked creative and messaging
Updated ads to reflect the actual job conditions and made the offer clearer for candidates.
Optimised continuously
Tracked leads, qualification and candidates starting work, shifting budget towards effective campaign combinations.
Results
In January–April 2026, we generated 2 056 leads at an average CPL of 411 ₽. Over a year, CPL fell from 869 ₽ to 411 ₽, and the agency generated 30 000+ leads over the entire partnership.
- 2 056
- leads in January–April 2026
- 514
- leads per month
- 843 thousand ₽
- budget for the period
- 1 369 ₽
- cost per qualified lead
- 30%
- conversion to qualified lead
- 11%
- conversion to a candidate starting work
- ~13 500 ₽
- cost per candidate starting work
- −53%
- CPL reduction over a year
- 371 ₽
- best CPL in February 2026
- 30 000+
- leads over the entire partnership
The Otclick team helps us maintain a steady flow of candidates and keep our advertising campaign results transparent.
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