10
Signed contracts
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₽19m in apartment renovation contracts: how we built an Avito enquiry system
KapitalStroy case study: turnkey apartment renovation in Tambov.
25 October 2025 – 25 October 2026
19.04
Million ₽ in signed contracts
55 000
₽ spent per signed contract
The starting point
Yandex Direct and VK generated most enquiries for KapitalStroy, but volumes fell short of the marketing department’s plan. The company needed another source of potential customers.
The goal was to attract people looking for turnkey apartment renovation. I managed the Avito channel end to end: competitor and audience research, profile design, ad setup and testing.
Researching competitor offers
We compared five companies’ offers, promotions, selling points and testimonial formats. The sample contained similar promises: turnkey renovation, transparent estimates, contracts and warranties.
These terms matter, but do little on their own to distinguish one contractor from another. The presentation needed people, completed projects and a clear explanation of the service.
Ads for different renovation needs
Audience research highlighted the desire for a finished home, clear budgets and timelines, and less work coordinating the renovation. We used these needs to test complete offers for different renovation categories.
We added key renovation information and videos to the ads, giving people more detail to evaluate the service before contacting the company.
Profile design for desktop and mobile
We prepared wide and portrait profile covers featuring the company director, the renovation offer and key terms.
The Avito profile in use
The profile brings together company information, ads for different renovation categories and a portfolio of completed projects.
Shifting the focus to selfies
During campaign management, results became more noticeable after a change in presentation: selfies in finished interiors, videos and fuller service details. Text-heavy covers proved less successful.
Selfies became an important part of the visual presentation. Below are three examples of advertising materials from the project.
Results over one year
Reporting period: 25 October 2025 – 25 October 2026.
11 617
Ad views
520
Dashboard contacts
812
Favourites
10 contracts worth ₽19.04m
According to AmoCRM, Avito generated 10 contracts worth ₽19,040,062 in total. Avito spend was ₽550,000, or ₽55,000 per contract.
| Metric | Result |
|---|---|
| Avito spend in the project summary | ₽550,000 |
| Signed contracts | 10 |
| Total signed contract value | ₽19,040,062 |
| Average contract value | ₽1,904,006 |
| Spend per signed contract | 55 000 ₽ |
| Contract value per ₽1 spent | ₽34.62 |
| Spend as a share of contract value | 2.89% |
An additional source of customers
Over the year, Avito became another source of turnkey renovation customers. The work covered research, profile design, ad creation and testing.
The main outcome was 10 contracts worth ₽19.04m. The visual presentation shifted towards people and video, supported by clear service information.