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:

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

The cost of an appeal decreased by almost 2 times from 443 UAH to 230 UAH. The business received 2 times as many requests for the same period, and the “profit” from the advertising campaign fully recouped the costs.

Let’s keep working.