Paid search for a full-service outdoor advertising manufacturer
Systematic Google Ads optimization for an outdoor advertising manufacturer
Key project metrics
Who the client is
Mart Group is a Ukrainian manufacturer of full-service outdoor advertising, on the market since 2004. It had a running Google Ads campaign, but after the war began it hadn’t received enough attention.
What the client needed
Increase conversions to 30+ a week and lower the cost per lead to $10. Scale the existing ad campaign while controlling traffic quality.
What we did
Account audit and restructuring
We removed duplicate keywords and re-clustered them by topic and match type, deepening the campaign segmentation.
Ad optimization
We improved the existing ads and added new variants with keywords in the headlines, CTAs and logical pinning using the 1-3, 2-9, 3-3 scheme.
Tracking setup
We installed call tracking and additional feedback forms for correct conversion tracking and attribution.
Expanding the ad formats
We combined search campaigns for hot demand, GDN for scaling reach, and remarketing for working with warm audiences.
Budget optimization
We applied a clear campaign structure by category and audience for controlled budget distribution and better traffic quality.
Results achieved
What it gave the client
A systematic approach to Google Ads structure and optimization delivered noticeable conversion growth in a highly competitive niche without a proportional budget increase. Correct tracking setup and a combination of ad formats covered every stage of the sales funnel and raised the return on investment.
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