Details
Website: https://legalab.com.ua
Project: Translation Bureau
Industry: Professional Document Translation Services
Region: Ukraine
Promotion Period: April 2023 – ongoing
Client’s Initial Request: The client already had Google Ads campaigns set up, but the current configurations were not generating enough leads and the cost per lead was too high.
Solution: To achieve the set goals, we focused on adjusting and optimizing the existing search and remarketing campaigns within the Google Display Network.
Goals:
✅ Increase the number of service requests.
✅ Reduce the cost per lead.
✅ Decrease the average cost per click (CPC)
Tasks:
✅ Optimize the number of keywords used for advertising
✅ Improve the quality of responsive search and display ads
✅ Expand the list of negative keywords
✅ Choose the right bidding strategy for each campaign to meet specific goals
✅ Calculate conversion value for each promoted service
Implementation:
✅ Around 1,500 keywords were processed, those that displayed low efficacy were paused.
✅ Over 5,000+ search queries were analyzed, irrelevant terms were added to the negative keyword list
✅ New responsive ads for Search and Display Networks were created
✅ The maximum number of ad extensions were added
✅ Conversion values for each service were calculated based on lead-to-order conversion rates and average order value
✅ Tailored bidding strategies were selected for each campaign based on experimental results – no one-size-fits-all approach was used
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Results:
To meet the objectives, we analyzed data from about 20 advertising campaigns, processed 1,500+ keywords and 200 ads.
Legalab offers 19 multifaceted services, each targeting users looking for document translation.
For each priority service, we created two campaigns – one for Kyiv and another for the rest of Ukraine (excluding Kyiv). Why? Because CPC in different regions can vary by 2-3 times. Moreover, since the company is physically located in Kyiv, the main offline audience is in the capital, where clients can visit the office in person.
Each service had a unique selling proposition (USP) clearly written in the ad copy.
We kept only the keywords that historically drove conversions and added effective search queries as new keywords.
Conversion values were defined for each service, and optimal bidding strategies were selected based on dozens of experiments. There was no universal solution for all campaigns, so we selected options for each individual case. Depending on the campaign, we used strategies like “Target CPA (Cost per Acquisition)”, “Maximize Conversions” and “Target Impression Share”.
Optimization results included:
✅ Increased number of conversions (calls, “call back” requests, and filled contact forms)
✅ Reduced cost per conversion
✅ Reduced average CPC by 4.77%
Note: This growth in conversions was not due to increased ad spend. In fact, the advertising budget decreased by 8.17%.
Conclusion:
Eventually, diligent work with keywords and search queries, combined with thorough testing of bidding strategies and a deep understanding of the value of each conversion, became the foundation for results that not only met but greatly exceeded initial expectations. This case demonstrates how a strategic, data-driven and continually optimized approach to PPC advertising can unlock new growth opportunities and help achieve ambitious business goals.