Metal fabrication firm hits capacity ceiling with 300%+ ROMI on paid ads
EZCA rebuilt ArtMetall.ru's ad infrastructure across Yandex.Direct, Google Ads, and social — driving ROMI above 300% and CAC to ₽800–2,000 per order until the factory ran out of capacity.
ArtMetall.ru is a metal structure fabrication company targeting 120 orders per month at ₽10,000 average order value. EZCA ran a comprehensive audit, launched and managed campaigns across Yandex.Direct, Google Ads, and social platforms, and implemented end-to-end analytics. ROMI exceeded 300% and CAC stayed between ₽800–2,000. The engagement ended when client production capacity was fully exhausted — a direct consequence of the lead volume generated.
ArtMetall.ru had a clear order target but no reliable paid acquisition system to reach it consistently.
Metal fabrication is a high-intent, search-driven category — buyers know what they need and go looking for it. ArtMetall.ru's challenge was that their analytics were broken (data not transmitting correctly between systems), their ad accounts were misconfigured, and there was no visibility into which campaigns were driving actual orders. Without accurate tracking, every optimization decision was based on incomplete data. Any B2B service business running paid search without clean attribution will recognize this: you're spending real budget with no reliable signal about what's working.
EZCA fixed the measurement infrastructure first, then rebuilt and scaled campaigns with a clear attribution loop.
EZCA began with a comprehensive audit of analytics, site functionality, and ad accounts — identifying and correcting data transmission errors between platforms, setting up proper goal tracking, and configuring payment notification alerts. Ad accounts across Yandex.Direct, Google Ads, and social platforms were restructured for efficiency. Target audience parsing was run on social networks to identify relevant communities and segments. More than 20 hypotheses were tested across targeted and contextual advertising — testing formats, audiences, placements, and messages. End-to-end analytics were implemented to give full funnel visibility from ad impression to completed order. Budget was managed dynamically based on performance data.
ArtMetall.ru reached its production capacity ceiling — the limiting factor became manufacturing, not marketing.
ROMI averaged above 300% throughout the engagement. Customer acquisition cost held between ₽800 and ₽2,000 per order against a ₽10,000 average order value — strong unit economics for the fabrication segment. The campaign was ultimately stopped not for performance reasons but because client production capacity was fully utilized: the factory could not take more orders without compromising quality or delivery timelines. Revenue and specific business metrics are NDA-protected, but the engagement's conclusion — production at maximum capacity — speaks to the quality of the demand generated.
Key metrics from this engagement
- Paid Search
- Paid Social
- Analytics & Attribution
- Performance Marketing
- Yandex.Direct
- Google Ads
- VK Ads
- Duration
- 2023
- Stage
- Growth
- Region
- CIS