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 · 7,340 conversions · $1.30 CPA vs $66 US healthcare CPL (LocaliQ)
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: Kazakhstan, Kyrgyzstan, Belarus, Azerbaijan, Georgia.
Challenge: build a Google Ads client acquisition system that works across markets and scales without driving up cost per lead.
- Google Ads: Search and Performance Max across 5 countries
- Language segmentation: Russian, English, Azerbaijani, Kazakh
- 683 targeted campaign changes over 4.5 months
- 27 appeals to Google moderation — pulled campaigns out of disapproved without losing budget
Result: $1.30 CPA vs $66 US healthcare CPL (LocaliQ 2025), 7,340 conversions, #1 auction share in 4 of 5 countries
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