Google Ads Search Advertising - Foreign Passport

Case: Attracting clients for the issuance of foreign passports through Google Ads search advertising

Client - A company that specializes in the issuance of foreign passports and ID cards in Ukraine. It has a physical presence in a large city. The service is provided offline, clients make appointments through the website or phone.

Task:
- Set up effective search advertising on Google.
- Attract targeted traffic to the website with maximum conversion to applications.
- Reduce the cost per lead by filtering out non-targeted queries.

Work on the project:
- Market and demand analysis
- Collected and clustered over 200 keywords.
- Identified the most commercial queries.
- Grouped ads by query type and user intent.
- Wrote over 20 variants of adaptive text ads.
- Added extensions: address, phone number, links to website sections, advantages.
- Added over 300 negative keywords (free, sample, photo, forum, how to do it yourself, etc.).
- Separate control of mobile traffic (bid optimization).
- Work with the landing page.
- Checked loading speed, responsiveness.
- Implemented Google Analytics and Google Tag Manager counters.
- Added a clear call to action - an application form with a minimal number of fields, phone number for calls.

Google Search Ads is an effective channel for a niche service with clear demand. In this case, the following worked: the correct campaign structure, strict filtering of non-targeted queries, localization of ads, and a minimal funnel on the website.

#GoogleAds #ContextualAdvertising #SearchAdvertising