Pirogov Sanatorium: 1,241 inquiries from a domestic campaign
The historical Google Ads campaign generated 1,241 inquiries at 325 UAH from a 403K UAH budget, with 16% conversion to a paid service
During the 2021-early 2022 measurement period, reduced international travel required a shift toward the domestic Ukrainian market
Campaigns described the provider's existing programmes for domestic guests and introduced two- to three-day stays. Search groups matched the programme being considered, while Ukrainian- and Russian-language creative showed the provider's staff and guests rather than stock photographs
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Historical context
This case covers Pirogov Clinical Sanatorium in Odesa from September 2021 to January 2022. It describes the campaign and market conditions of that period, rather than the property’s current availability or operating situation
What changed
Domestic audience. Google Ads campaigns shifted toward residents of Ukraine as international visitor flows declined
Programme-specific requests. Separate search groups connected the request to programmes offered by the provider. Medical suitability and treatment decisions remained with the provider’s clinicians
Short stays. Two- to three-day programmes gave guests an alternative to a 14-day stay, with a lower initial commitment
Localised creative. Ukrainian- and Russian-language material showed the sanatorium’s staff and guests
Results for the stated period
The campaign spent 403K UAH and generated 1,241 inquiries at 325 UAH each. The reported conversion to a paid service was 16%. The source also reports 70% occupancy and some repeat guests returning for longer stays two to three months later. Occupancy is a property-level result; it is not a clinical outcome
See sanatorium and booking-service marketing for the commercial approach
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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