Niche:heavy equipment for horizontal drilling

Promotion Region:USA

Term:April - October 2022

A platform specializing in the sale of used heavy equipment for horizontal drilling in the US market. The main task was to increase the number of conversions/leads with a stable CPA. One of the client's requirements was to scale the project by increasing the advertising budget.

● Increase the number of leads.● Scaling campaigns by increasing advertising spend.● Reducing CPA.

🔺 Competition in the market: There were several similar platforms on the market that offered similar or identical products, since all participants did not own the equipment and were only looking for potential customers.🔺 The need to scale: It was necessary to increase the advertising budget, while maintaining or, if possible, reducing the target CPA.🔺 Sale of used goods in limited quantities: the goods existed in only one copy for all market participants/competitors.

✅ We restructured the advertising cabinet: the current Search campaigns were reorganized and their number was reduced, DSA campaign and PMax campaign were launched✅ Change in bidding strategies.✅ Regular monitoring of landing pages in DSA campaigns, which were no longer relevant due to the lack of products.

Budget increase: from $600 to $1500
Leads: from 13 to 73
CPA: decrease from $56 to $21

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