Promoting a Translation Agency in Ukraine with Google Ads

We already had a case with promoting a translation agency, but that was for the Cyprus region. Today we will present a successful (according to the client) case for the Ukraine region.

After the first meeting with the client, we formulated the goal of the advertising campaign: to generate 100-130 inquiries in the first month using Google Ads. The cost per lead should not exceed 450 UAH per inquiry.

Goals:

1. Cost per inquiry not exceeding 450 UAH.
2. Number of leads per month – 100-130 leads.

After setting the goals, the first thing we started doing was preparing the website for goal tracking. If goals are set but we cannot track them, we won’t be able to successfully manage the advertising campaign because we won’t “see” which campaigns bring us potential clients and which do not.

We recently shared how service businesses can track the success of advertising campaigns in a separate article.

The next step we took was to develop a promotion strategy and outline actions related to existing advertising campaigns.

Within a week of starting work, we had gathered enough statistics to clearly understand which campaigns were profitable for the client, which needed optimization, and which should be completely disabled.

We planned campaign changes with the goal of raising the quality score for all campaigns above 90%. We launched Performance Max campaigns for testing and cleaned up existing ones.

During the work, we also identified a percentage of low-quality inquiries (approximately 18%), which further increased the accuracy of measuring the cost per inquiry from Google Analytics.

List of changes during the first month of work:

• Configured correct conversion tracking for form submissions.
• Regrouped old and ineffective campaigns into new ones with new goals and bidding strategies.
• Created and launched local campaigns.
• Created and launched a DSA campaign.
• Collected new keywords and created new ad groups.
• Analyzed keywords and disabled ineffective and expensive ones.
• Tested various audiences and search themes in local campaigns.
• Rewrote all ads to “Excellent” quality.
• Regrouped extensions at the campaign level.
• Tested graphic images in search campaigns.

Results after one month of work (mainly optimization):

1. Number of leads – 157.
2. Cost per lead – 260 UAH.

The campaign is now ready for scaling. According to our assessment, the number of leads for translation agencies in Ukraine can be increased by another 2-3 times, with the cost per lead gradually increasing.

P.S. If you are also interested in achieving similar results, submit an application on the website of the digital marketing agency https://spilnoagency.com.ua/. In addition to Google Ads promotion, the company also specializes in SEO promotion, targeted advertising, and Instagram and Facebook advertising.

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