PropTech Investment Platform Cuts Lead Cost 62% Below KPI and Reaches 9,000 Users
Simple Estate needed investor registrations under ₽5,000 each — EZCA delivered them at ₽1,903 via Yandex.Direct, 62% below the ceiling, scaling the platform to 9,000 registered users.
Simple Estate is a commercial real estate crowdfunding platform enabling investors to pool capital into professionally vetted properties for rental income. EZCA managed a 6-month Yandex.Direct performance campaign from July to December 2023, targeting new investor registrations. The campaign drove 225 registrations at ₽1,903 ($19) CPA — against a client KPI of ₽5,000 — while site traffic grew over 800% and the total user base crossed 9,000.
A PropTech platform needed investor registrations at a strict cost ceiling — and its existing channels couldn't reliably deliver them.
Simple Estate had a compelling product: fractional commercial real estate investment with a low entry threshold, professional property selection, and predictable rental income. Growing the registered user base required paid acquisition operating within a defined unit economics ceiling — no more than ₽5,000 per registration. The audience spanned experienced real estate investors down to first-time crowdfunding participants, each with different motivations and conversion behaviors. Without properly segmented campaigns, offline conversion tracking, and multi-step goal configuration, the platform's algorithms would optimize toward clicks and sessions rather than actual registrations — the only metric that mattered.
EZCA built a Yandex.Direct campaign around offline conversion tracking and five audience segments, then optimized weekly for 6 months.
The campaign was structured around five audience clusters: crowdfunding interest, commercial real estate investors, rental business operators, first-time investors, and retargeting pools of prior site visitors. Offline conversions and multi-step goal actions were configured before launch to ensure Yandex's algorithms optimized toward completed registrations — not intermediate signals. EZCA also delivered broader marketing infrastructure in parallel: site design, brand strategy, SMM strategy, and a full marketing strategy were built alongside the paid campaigns. Throughout the six months, campaigns were actively managed on weekly cycles: new audiences were identified and tested, ad copy analyzed and rewritten, creatives developed and A/B tested, budgets adjusted based on performance, and competitive intelligence fed back into targeting decisions.
Simple Estate hit 9,000 registered investors at a unit cost the client thought was impossible to achieve.
225 registrations were delivered at ₽1,903 ($19) average CPA — 62% below the ₽5,000 client ceiling. Registration cost dropped 40% over the campaign period as optimization compounded. Site traffic grew over 800%. Marketing efficiency improved 50% overall. Beyond the Yandex.Direct campaign itself, EZCA delivered the full marketing infrastructure: site design, brand strategy, SMM strategy, and marketing roadmap. The platform entered 2024 with 9,000 registered users, a proven acquisition channel, and the operational foundations to scale spend confidently.
Key metrics from this engagement
- Paid Search
- Performance Marketing
- Analytics & Attribution
- CRO
- Yandex.Direct
- Duration
- July–December 2023
- Stage
- Growth
- Region
- CIS