Steps Taken
Conversion Tracking Setup and Campaign Preparation
- Implemented Google Ads Conversion Tracking for more efficient conversion tracking compared to Google Analytics.
- Configured conversion goals and integrated them with the client’s funnel.
Campaign Launch and Audience Testing
- Started with a limited budget for gradual testing and Google Ads algorithm training.
- After an initial surge in traffic, the account was blocked—a new account was quickly created, and all settings were transferred.
- Tested multiple audience types, including topics, interests, lookalike, past customers, and engagement-based audiences.
Campaign Optimization and Creative Strategy
- Initially, only one creative was used due to tight deadlines, despite the recommendation to test at least three for optimal cost per lead.
- Average cost per lead: ~$3.5–3.6 (200 UAH per conversion).
- Identified three most effective audiences for future optimization.
Budget Management and Technical Challenges
- Irregular budget payments disrupted the campaign’s learning phase, causing instability.
- Discussed landing page optimizations to improve conversion rates, but the client chose to proceed with existing resources.
Results
Average cost per lead: $3.5–3.6 (200 UAH per conversion).
KPI Achievement: Despite initial challenges and tight deadlines, the campaign achieved a strong lead generation rate.
Optimization Insights: Effective audience segments were identified, but the project was suspended due to the February 24, 2022, invasion, making the funnel no longer relevant.
Conclusions
Account Warm-Up & Multiple Creatives: The account block highlighted the need for gradual warm-ups when launching new accounts. Testing multiple creatives significantly improves efficiency.
Consistent Budget Payments: Payment delays negatively impact Google Ads learning algorithms and overall campaign performance.
Landing Page Optimization: Improving the landing page could have boosted conversion rates, but this was not implemented due to client constraints.
This case study demonstrates successful YouTube ad management despite limited time and resources. A comprehensive approach to goal tracking, audience testing, and creative analysis allowed for competitive lead costs and campaign efficiency.