Google Ads optimization for business (logistics and delivery)

Client:
Logistics company that sells services online for transport companies.
Task:
Optimize advertising campaigns to attract applications and check the demand for logistics services. The goal is maximum cost efficiency while increasing conversions.

Strategy:
1) Set up analytics to track conversions.
2) Test two types of search campaigns: phrase match and broad match.
3) Daily monitoring and real-time optimization.

Results:
1) Conversions: 28
2) CTR: 12.91%
3) Cost per conversion: 176 UAH
4) Total spend: 4,926 UAH

Campaign comparison:
1) Phrase match: 20 conversions, 196 UAH/conversion, CTR 13.15%
2) Broad match: 8 conversions, 497 UAH/conversion, CTR 10.35%

Conclusions:
1) The phrase match campaign yielded the best results and was scaled.
2) Optimization of search queries significantly affected the cost per conversion.
3) High-quality ads contributed to improved CTR and reduced cost per click.

Client feedback: The client appreciated the effectiveness of the campaign, particularly the high conversion rate at minimal click costs. Given the positive results, the client decided to continue working in the same direction and increase the budget for the most effective campaigns.

Recommendations:
1) For logistics companies, it is important to use phrase match for precise targeting.
2) Continuous testing and optimization of keywords is the key to success.
3) Effective campaigns should be scaled to increase the volume of applications.