Marketing for DNA Labs — Lead Growth and Analytics
Vlas Fedorov — performance marketing specialist, in medical marketing since 2016. Search advertising, geo-targeted campaigns, end-to-end analytics for DNA labs.
5 countries · 8,700+ conversions · CPA 5x below target
Sound familiar?
- National chains dominate search results — major lab networks take the top spots
- Expensive clicks that don't convert — high-intent keywords are overheated, ROI unclear
- No analytics by location — unclear which collection points generate leads
- Hard to scale to new cities — every launch starts from scratch
What I do
- Search advertising — Google Ads, Yandex Direct. Campaigns that win auctions.
- Geo-targeted ads for collection points — Google Maps, local platforms. Clients to specific locations.
- Finding channels that work — testing new sources and scaling results.
- Analytics and dashboards — connecting ads to leads.
- Scaling to new markets — launching using a proven system.
Case Study: DNA Lab Network
5 countries: Russia, Georgia, Kazakhstan, Uzbekistan, Azerbaijan.
Challenge: build a client acquisition system that scales without increasing cost per lead.
- Google Ads and Yandex Direct campaigns across all regions
- Geo-targeted ads for sample collection points
- Analytics dashboards with country and location breakdown
- Automated reputation management
Result: CPA $1.05 (target $5), 8,700+ conversions, #1 auction share
Work Process
Methodology: SOSTAC + PDCA
- Audit (1-2 days) — channel analysis, competitor data, cost per lead by location
- Strategy (3-5 days) — media plan with lead forecast
- Launch (1-2 weeks) — campaign setup, analytics integration
- Optimization (ongoing) — weekly reports, discovering new channels
FAQ
- How much does it cost?
- Depends on location count and geography. Minimum ad budget starts at $1,000/month. Let's discuss on a call — I'll explain what's possible within your budget.
- How fast will I see results?
- First actionable data in 2-3 weeks after launch. Target metrics in 6-8 weeks of systematic work.
- Do you work with small labs?
- Yes, if there's budget for advertising and commitment to systematic work. Single-location strategies exist too.
- Can we compete with major chains?
- Yes. Niche queries and local geo-ads create room to maneuver.
Not a fit if
- Ad budget under $1,000/month
- Need "leads by next week"
- No clear goals or priorities change weekly
- Looking for someone who just follows orders — I follow my own methodology and take responsibility for results