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Optimization of Google Ads for a Company in the Accounting Services Sector
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Optimization of Google Ads for a Company in the Accounting Services Sector

Work process

Steps Taken

Audit and Optimization of the Advertising Account

  • Conducted a detailed analysis of the client’s advertising account and identified several technical errors and ineffective strategies used by the previous contractor.
  • Provided recommendations for correcting mistakes and improving the overall strategy.
  • Selected new key search queries and revised negative keywords to reduce spending on irrelevant clicks.

Launching New Campaigns

  • Created and launched new ad campaigns, categorized by the client’s main services.
  • Developed effective ad copy with a unique value proposition to attract the target audience’s attention.

Landing Page Optimization

  • Analyzed landing pages and suggested improvements, such as moving contact forms to the first screen to improve conversions.
  • Since the client’s website was newly developed and migrated to WordPress, implementing these changes required additional time.
  • Decided to test campaigns with the existing page design before introducing the recommended improvements.

Implementing Additional Conversion Optimization Tools

  • Integrated Binotel Call Tracking, Get Call, and additional contact forms on the website to accurately track lead sources.
  • After implementing these tools, lead volume increased while costs decreased.

Campaign Expansion

  • Launched additional campaigns, including Performance Max, which delivered the best conversion cost results.
Results obtained

Results

Total Spend: 22,065 UAH

Leads: 517 total leads from all website contact forms

Average Cost per Lead: 88.97 UAH (compared to the KPI target of 200 UAH)

Website Conversion Rate: 3.55%

Clicks: 6,979

Average CPC: 3.16 UAH

Work process

Conclusions

Ad Account Audit: Identifying and correcting technical errors and strategic flaws significantly improved campaign performance.

Landing Page Optimization: Moving forms to the first screen and adding conversion tracking tools helped increase lead volume.

Expanding Advertising Channels: The Performance Max campaign generated a high number of leads at an acceptable cost.

This case study demonstrates how a comprehensive approach to analyzing and optimizing Google Ads campaigns, improving landing pages, and implementing conversion tracking tools can significantly reduce lead costs and increase lead volume.