Case Study: Stoloto achieves a 420% reduction in CPA and 50% lower CPC with Taboola

Dentsu X Finds High-Quality Traffic that Converts for Stoloto, Russia’s Largest Lottery Distributor, Using Taboola

Stoloto, Russia’s largest distributor of state lotteries, partnered with Dentsu X to boost brand awareness and attract more paying users. The challenge was to reach Russian citizens at scale while optimizing traffic to increase lottery signups and lower acquisition costs.

Dentsu X used Taboola to promote editorial blog stories about lottery winners with clear CTAs, driving high-quality, relevant traffic that raised average session duration by eight seconds and produced measurable conversion uplift. After optimizing for conversions, Stoloto saw a 50% drop in CPC, a 420% decrease in CPA, and about 12× ROI versus other traffic sources.

Stoloto

Lubov Germanova

Head of Digital Media