Case: Advertising of heating and air conditioning systems
Contextual Advertising
Elite-Service is my longest-standing client. We have been collaborating for over 20 years — since August 2004. During this time, search advertising has evolved from virtually no competition to one of the most expensive advertising auctions in Ukraine. This case demonstrates how constant optimization allows for receiving inquiries even with high click costs and a limited budget.
Elite-Service specializes in the design, installation, and maintenance of heating, ventilation, and air conditioning systems. In the early 2000s, search advertising was launched with a very broad list of search queries. The cost per click and competition were low, so even impressions on general queries, such as "air conditioner," despite a large number of irrelevant inquiries, brought in clients.
The number of internet users in Ukraine was rapidly growing:
* 2005: 1.8–2.2 million people (4.5% of the population).
* 2012: 15.3 million people (33.9%).
* 2021: 29.5–30.0 million people (75–85%).
* 2025: 31.5–35.3 million people (82.4–89.6%).
Over 20 years, the internet audience has grown nearly 20 times, while competition and click costs have increased even more.
By 2012, advertising campaigns were revamped: keywords were divided by services, initially using phrase match, then exact match, as well as a large list of negative keywords to filter out irrelevant queries. At the beginning of 2013, the cost per click was around 1.5 UAH.
In 2021, the website was blocked by Google due to detected malware. After unsuccessful attempts to resolve the issue, the site was completely migrated to the Prom.ua platform, as it contained a catalog of equipment.
The new website provided several advantages:
1) The Google ad block was lifted;
2) The site became mobile-friendly;
3) The Ukrainian language was added;
4) Conversion tracking was set up with data transmission to Google Ads;
5) Texts were revised with a focus on the company's advantages and alignment with the ads.
As a result, the website's conversion rate and advertising effectiveness increased. Thanks to conversion statistics, it was possible to implement bid adjustments based on gender, age, districts of Kyiv, device type, and time of display. This allowed for more efficient budget use in a highly competitive environment.
Results as of the end of June 2026 (last 30 days):
- 20 competitors in the "Auction Statistics" report;
- Average cost per click — 39 UAH;
- 155 clicks;
- 52 conversions;
- Cost per conversion — 115 UAH.
Both macro-conversions (calls) and micro-conversions were tracked: phone number display and transition to the contact page.
For over 20 years, I have been exclusively engaged in Google search advertising for small businesses. During this time, Google's algorithms, cost per click, and competition levels have changed dramatically, but one thing has remained constant — systematic work with advertising yields results. If your business needs not just clicks, but real client inquiries on a limited budget, I would be happy to help.
Elite-Service specializes in the design, installation, and maintenance of heating, ventilation, and air conditioning systems. In the early 2000s, search advertising was launched with a very broad list of search queries. The cost per click and competition were low, so even impressions on general queries, such as "air conditioner," despite a large number of irrelevant inquiries, brought in clients.
The number of internet users in Ukraine was rapidly growing:
* 2005: 1.8–2.2 million people (4.5% of the population).
* 2012: 15.3 million people (33.9%).
* 2021: 29.5–30.0 million people (75–85%).
* 2025: 31.5–35.3 million people (82.4–89.6%).
Over 20 years, the internet audience has grown nearly 20 times, while competition and click costs have increased even more.
By 2012, advertising campaigns were revamped: keywords were divided by services, initially using phrase match, then exact match, as well as a large list of negative keywords to filter out irrelevant queries. At the beginning of 2013, the cost per click was around 1.5 UAH.
In 2021, the website was blocked by Google due to detected malware. After unsuccessful attempts to resolve the issue, the site was completely migrated to the Prom.ua platform, as it contained a catalog of equipment.
The new website provided several advantages:
1) The Google ad block was lifted;
2) The site became mobile-friendly;
3) The Ukrainian language was added;
4) Conversion tracking was set up with data transmission to Google Ads;
5) Texts were revised with a focus on the company's advantages and alignment with the ads.
As a result, the website's conversion rate and advertising effectiveness increased. Thanks to conversion statistics, it was possible to implement bid adjustments based on gender, age, districts of Kyiv, device type, and time of display. This allowed for more efficient budget use in a highly competitive environment.
Results as of the end of June 2026 (last 30 days):
- 20 competitors in the "Auction Statistics" report;
- Average cost per click — 39 UAH;
- 155 clicks;
- 52 conversions;
- Cost per conversion — 115 UAH.
Both macro-conversions (calls) and micro-conversions were tracked: phone number display and transition to the contact page.
For over 20 years, I have been exclusively engaged in Google search advertising for small businesses. During this time, Google's algorithms, cost per click, and competition levels have changed dramatically, but one thing has remained constant — systematic work with advertising yields results. If your business needs not just clicks, but real client inquiries on a limited budget, I would be happy to help.