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About the Project:
Niche:Window Installation Company
Promotion Region:Kyiv, Ukraine
Term:May-December 2024
Our client, a company specializing in the installation of plastic windows and doors in Kyiv and the Kyiv region, aimed to increase the number of calls and leads from their website. The client was willing to increase the advertising budget, but only if the cost per lead remained stable or saw minimal growth.
We also implemented tracking to identify which queries and campaigns generated actual revenue and which ones wasted the budget.
Client Objectives
● Increase the number of calls and leads from the website.● Raise the overall advertising budget without significantly increasing the cost per lead.● Track the queries and campaigns that drive revenue.
Challenges
● Decline in leads and calls:At the start of the project, the number of leads had dropped by almost half without any clear reason.● Rising cost per lead:The cost per lead had doubled, making advertising unprofitable.● Limited market:The plastic window market in Kyiv and the surrounding region is highly limited, making it difficult to achieve growth without increasing the cost per conversion.● Increasing the advertising budget:A sudden budget increase could have further inflated the cost per lead, so scaling needed to be gradual and controlled.
Solutions
● Launched new search campaigns:Used different keyword match types to improve campaign efficiency.● A/B testing of ads:Wrote new ad copies, allowing us to pause ineffective ones and focus on top-performing ads.● Performance Max (Pmax) campaigns:Designed banners and launched Pmax campaigns to reach users across multiple platforms.● Query and campaign tracking:Implemented tools to identify which queries and campaigns generated actual revenue, optimizing budget allocation.● Bid optimization:Adjusted bids by device, audience, geography, and schedule to improve ad relevance.● Gradual scaling:Increased the budget by more than double while ensuring minimal growth in the cost per lead.
Results
Comparison of two 7-month periods:● Traffic growth: +95%.● Increase in leads: +36%.● Increase in calls: +51%.● Budget growth: +64%.● Maintained profitability: Achieved significant growth with only a minimal increase in the cost per lead despite operating in a limited market.
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