Case: Promotion of a credit broker in Kazakhstan

Client
BigCredit KZ – a financial service specializing in selecting credit offers for clients

Project Goals
➤ Attract targeted traffic to the website using Google Ads
➤ Optimize campaigns to achieve the maximum number of conversions
➤ Reduce customer acquisition cost (CPL)

Strategy and Implementation
➤ Campaign segmentation
▸ Several types of campaigns were created:
1. Phrase targeting (brand, commercial queries)
2. Broad targeting (brand, commercial queries)
3. General credit queries
➤ Bid automation
▸ The "Maximize conversions (Target CPA)" strategy was used
▸ CPA optimization was set up to control conversion costs

➤ Analysis and optimization
▸ Irrelevant keywords were filtered out
▸ Ads were optimized for the most converting queries
▸ A/B testing of headlines and descriptions was conducted

Results over the entire period of work (2018–2025)
➤ Budget: 5,316,364.13 UAH
➤ Clicks: 1,675,809
➤ Average cost per click: 3.29 UAH
➤ Total conversions: 532,882
➤ Average cost per conversion: 11.89 UAH
➤ Average conversion rate: 30.24%
➤ Total ad impressions: over 5.2 million

Conclusions and Key Achievements
➤ High conversion rate – over 30% in most campaigns
➤ Low customer acquisition cost – from 10.72 to 11.89 UAH
➤ Increased reach – over 5.2 million ad impressions
➤ Effective scaling – optimization allowed for over 532,882 conversions

This case demonstrates how the right targeting strategy, bid automation, and continuous optimization significantly reduced customer acquisition costs in a competitive financial niche.