Google Ads for a cargo and oversized transportation

Business objectives
The business came to us after terminating the work with the previous contractor. The problem is that they are dissatisfied with the results of their advertising campaigns. There are leads, but the conversion into customers and the money earned do not pay off the advertising campaign.

Main business areas: international transportation and oversized transportation.

Results with the previous contractor:

Cost per lead: 443 UAH including VAT.
Total number of leads in the last month: 50 leads.

What we did to achieve the result

1. We analyzed past data:
   • Started to calculate transparently the price of a lead and a client. The efficiency table (pictured above) was not created and only after starting to work with Spilno marketing agency did the client get a transparent result on the work of the previous agency.
   • We checked the work of all goals – whether everything was set up correctly. This is very important. Without proper Google Analytics and conversion tracking, there is no point in launching an advertising campaign.
   • We checked the call tracking settings.
   • We started calculating the result not only at the level of leads, but also at the level of customers and revenue. We don’t display this information in the table.
2. Made changes to your Google Ads account:
   • We checked the import of conversions into Google Ads.
   • We analyzed the previous advertising campaign to understand what worked well, what didn’t work at all, and what could be redone.
   • We reworked the account structure so that each service provided by the client was in separate campaigns.
   • We created search advertising campaigns and Performance Max campaigns.
3. We tested the new strategy.

After launching the new campaigns, the result was relatively quick. Within a week, we received 2 times more requests than last month.

We saw that Performance Max campaigns bring very cheap leads, so we quickly reallocated budgets to these campaigns. A week later, the number of calls decreased, so we concluded that search campaigns were still generating more quality calls and returned everything as we had originally set it up. The calls came back.

All we had to do was improve the quality metrics, reduce the cost per click, and optimize our advertising campaigns.

Results by January

The cost per inquiry dropped by almost half, from 443 UAH to 230 UAH. The business received twice as many inquiries in the same period and the “profit” from the ad campaign fully covered the cost.
Continuing work.

Update as of April 2, 2025

Results:

August:

• Cost per lead: 230 UAH (incl. VAT)
• Number of leads: 103
  

September:

• Cost per lead: 294 UAH (incl. VAT)
• Number of leads: 85
  

October:

• Cost per lead: 320 UAH (incl. VAT)
• Number of leads: 105
  

November:

• Cost per lead: 226 UAH (incl. VAT)
• Number of leads: 152
  

December (for 12 days):

• Cost per lead: 257 UAH (incl. VAT)
• Number of leads: 43
  The account was blocked in December, so we worked only 12 days. The unblocking took exactly one month.
  

January (from January 12):

• Cost per lead: 254 UAH (incl. VAT)
• Number of leads: 63
  

February:

• Cost per lead: 279 UAH (incl. VAT)
• Number of leads: 91
  

A “lead” refers to a phone call or a submitted form from the site.
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