Nowadays when an increasing number of traditional crafts, due to the saturation of the market with cheap and ubiquitous goods, barely makes ends meet, it is more important than ever to present services and products to as many people as possible and introduce them to the quality of domestic product or service and support traditional crafts. The budgets of traditional crafts have always been modest and, in the current circumstances of pandemics and restrictive measures, are more under pressure. That is why advertising through traditional channels such as television, radio, posters, etc. is almost unprofitable. With the growing popularity of social networks, the growing number of users and the time they spend on networks, many companies see an opportunity to advertise to a specific segment of the audience that they consider to be most similar to the profile of their most frequent client. Today, when such advertising is more accessible, simpler and cheaper than ever before, the question arises as to how profitable such advertising is in traditional craft shops. Lepen design is a family shoemaking craft that has been in business since 1985 and is a great example of testing the cost-effectiveness of advertising on social media and Google search engine. There were three types of advertising campaigns showing examples of repair, restoration and maintenance services for footwear and other leather goods that the craft deals with, and the ultimate goal was the arrival of clients in the physical store and ordering the service. By surveying customers in the store and combining data with work orders, a set of key data was created to calculate the cost-effectiveness of advertising presented later in this paper.