Details on PPC advertising and AI optimization of the website https://legalab.com.ua/
Project: Translation Bureau
Website: https://legalab.com.ua
Industry: Professional Document Translation
Region: Ukraine (with further expansion to EU countries, the USA and Canada)
Client’s Initial Request: The client already had active Google Ads campaigns, but the current setup failed to deliver the desired number of leads. The cost per lead was significantly overpriced. They needed professional optimization focused on efficiency rather than just ad visibility.
Solution: We started with in-depth optimization of the existing search and remarketing campaigns and launched new search campaigns based on service priority. Gradually, we scaled up advertising activity by: adding Performance Max campaigns for maximum efficiency, testing various ad formats, expanding the range of promoted services, targeting new geographical regions. In addition to Ukraine, the campaigns began to reach audiences in the EU, the USA and Canada – primarily targeting Ukrainians living abroad.
Goals:
✅ Increase the number of service requests
✅ Reduce cost per lead
✅ Lower cost per click
Tasks
✅ Audit and optimize existing ad campaigns
✅ Eliminate ineffective keywords and expand negative keyword lists
✅ Improve ad quality in both search and media campaigns
✅ Select the most effective bidding strategy for each ad campaign to meet set goals
✅ Calculate conversion value for each advertised service
✅ Expand targeting to Ukrainians living abroad
Implementation
✅ Around 1,500 keywords were analyzed, those that did not deliver sufficient results were paused.
✅ Over 5,000 search queries were processed, irrelevant terms to negative keyword lists were added.
✅ New responsive ads for both the Search Network and Display Network were created, including all available ad extensions.
✅ Conversion value for each service was completed based on the average check and lead-to-sale conversion rate
✅ Individual bidding strategies for each campaign were defined – including Target CPA, Maximize Conversions, Target Impression Share – depending on the service type, its specifics and data collected from A/B testing various configurations
Більше
Results:
Before scaling up, we analyzed data from over 20 advertising campaigns, processed more than 1,500 keywords and 200 ads. Separate campaigns were created for each of the 19 services offered by the bureau, taking into account geo-targeting (Kyiv vs. other regions), click cost and user behavior.
For each service, we developed a unique USP, configured individual conversion values and selected the most effective bidding strategy based on the campaign goal. In some cases, “Target CPA” delivered the best results; in others, “Maximize Conversions” or “Target Impression Share” performed better. There was no one-size-fits-all solution – we tested and tailored strategies for each specific area.
Initial results (June-July 2023 vs. the previous period):
📈 +42.1% – increase in leads (calls, completed website forms, “callback” requests)
💰– 29.26% – reduction in cost per lead
💸 –10.57% – decrease in average cost per click
🧾 All this – with virtually no increase in budget (+0.5%)
As the project developed, advertising activity not only maintained the dynamics but gradually scaled up. We expanded the number of promoted services, tested new campaign formats – including Performance Max – and moved beyond the Ukrainian market by targeting Ukrainians living in the EU, Canada and the USA.
This approach not only increased reach but also uncovered new, stable conversion sources across different regions.
Long-term results (March–June 2025 compared to March–June 2023):
📈 +74.24% – increase in the number of conversions
💰 –18.92% – decrease in cost per lead
💸 –50.72% – drop in average CPC
🌍 Advertising successfully expanded beyond Ukraine
This not only increased overall reach but also unlocked new sources of consistent conversions across various regions.
Conclusion:
This case demonstrates how a systematic approach to analytics, keyword management and advertising strategies allows for steady growth in lead volume while reducing acquisition costs.
We gradually optimized existing campaigns, tested new approaches and progressively scaled advertising to include new services and markets.
As a result, we not only improved performance metrics but also built a sustainable advertising model that supports the business’s long-term growth.
This approach can serve as a solid foundation for your own project – especially if you value data-driven decisions, strategic thinking and a clear focus on results.