Details on PPC campaigns and AI optimization of the website https://www.passport-ua.org/
Project: Document Service Center
Website: https://www.passport-ua.org
Niche: Document processing services
Regions: Ukraine (with EU targeting)
Initial Challenge
The client’s main request was to improve the performance of Google Ads campaigns for passport and ID card services, both for clients in Ukraine and for Ukrainians living abroad in the EU.
Solution
To improve the effectiveness of Google Ads campaigns for passport and ID card services, we conducted a comprehensive audit, optimized keywords and ad creatives as well as integrated updated search campaigns along with Performance Max campaigns. This allowed us to increase the number of leads, reduce their cost, and lower the cost per click (CPC).
Goals
✅ Increase the number of service inquiries
✅ Reduce the cost per lead
✅ Lower cost per click
Tasks
✅ Audit and optimize existing ad campaigns
✅ Remove low-performing keywords and expand negative keyword lists
✅ Improve ad quality in both search and display campaigns
✅ Select optimal bidding strategies for each campaign
✅ Calculate the conversion value for every promoted service
Implementation
✅ Conducted an in-depth audit of all campaigns
✅ Launched new and optimized search campaigns
✅ Strengthened performance with Performance Max
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Results:
Thanks to a systematic approach to optimization, campaign segmentation, bid strategy testing and a deep understanding of the service specifics, we managed to achieve the following results:
Cooperation period February – June 2025, compared to the previous period
With a 23.5% decrease in ad spend, we achieved 179.95% more leads. The cost per lead (CPA) was 72.67% lower than before our cooperation and 20% below the set KPI. The conversion rate (CR) increased by 158.34%.
Conclusion:
Thanks to the coordinated and professional work of our team, we achieved impressive results. We significantly improved the efficiency of the advertising campaigns, which led to a substantial increase in the number of clients acquired – all while spending less. This is a clear confirmation of the success of the implemented strategies and the high quality of our work.
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