Launch "from scratch" and 760+ leads for disinfection services

Niche: Sanitary services (disinsection, deratization)
Tool: Google Ads (Search, Performance Max)
Period: May 2024 – April 2025

Task: Complete restoration of the advertising account after losing access from the previous contractor. Setting up analytics and launching a systematic lead generation in the absence of historical data.

What has been done:
- Technical setup: Implemented Google Analytics 4 and Google Tag Manager from scratch. - Set up call tracking (Binotel) and forms on the website.
- Geo-strategy: Gradual scaling from a nationwide campaign to detailed targeting in specific cities (Vinnytsia, Odesa, etc.) with the highest conversion rates.
- Smart Bidding: Transitioned from the "Maximize Clicks" strategy to smart Target CPA strategies, which stabilized the cost per lead.
- Multichannel: Launched Performance Max campaigns to reach audiences on Gmail, YouTube, and Discovery.

Result:
- Attracted 761 quality leads.
- Average cost per lead (CPL) — 346 UAH (in a competitive service niche).
- Budget implemented — 264,000 UAH.
- Average cost per click (CPC) — 13.31 UAH.
- Created a transparent reporting system where the client sees the cost of each attracted order.