Lead generation through Google Ads for UkrMadera - modular houses

I helped the company UkrMadera — a manufacturer of modular homes — launch advertising in Google Ads from scratch and build a stable system for attracting applications in Spain and Portugal.

A new advertising account was created, analytics were set up, and a complete lead generation structure was built with a focus on hot search traffic.

The project included Search, Performance Max, remarketing, keyword segmentation, negative keywords, and full conversion tracking.

What was done (step by step)
1. Building the campaign structure

A clean and logical structure was created:

Search campaigns based on user intent:

• modular homes
• prefab houses
• tiny houses
• modular construction companies

Brand campaign

2. Keyword segmentation

Keywords were divided into:

High commercial intent
Informational queries
GEO + local queries
Competitor queries

Complete lists of negative keywords were created for exclusion:

DIY
free projects
vacancies
cheap construction
architecture schools
queries "how to build"

3. Ad and extension optimization

New ads were written with a focus on:

Unique Selling Proposition: fast construction, European standards, delivery
Call to action
Trust triggers: experience, certificates, materials

All types of extensions were connected:

• Callout
• Structured Snippets
• Sitelinks
• Calls

4. Conversion setup (GTM + GA4)

Events were set up:

Form submissions
Phone clicks
WhatsApp clicks
Landing page events
UTM tagging by sources

Duplicates of events were corrected
Incorrect triggers in GA4 were fixed

5. Weekly optimization

Regularly performed:

Removal of expensive non-target queries
Bid adjustments by devices and regions
Scaling effective groups
Creating remarketing audiences
Increasing CTR through A/B testing of ads

Result

Launch of advertising from scratch without errors
Stable flow of applications
High quality of leads
Controlled cost per application
Transparent analytics