Medical laboratory: 627 conversions at 50 UAH each
Point A — what the client came with
- Few active campaigns that did not cover all areas
- Applications came in unevenly, without a predictable flow
- CPA was inflated relative to the market
- Campaigns were not divided by services — everything in one
- A significant portion of traffic did not match the target audience
The first months of work are always a testing phase: we tested hypotheses, selected creatives, and built the account structure. There were fewer conversions, but that was when the foundation for stable results was laid.
Point B — current result
December 2025:
Expenses: 32,000 UAH (−11%)
Conversions: 627 (+20%)
CPA: 50 UAH (−26%)
Less spending, more applications, lower cost per result — this is growth in efficiency. Achieved through optimizing the structure of campaigns, local focus, and transitioning to conversion strategies.
How we did it — campaign structure
We built the account architecture for different user intents, rather than one universal campaign for everything.
Search campaigns:
- branded — protecting own traffic
- on competitors — intercepting interested audience
- on services and analyses — working with specific demand
Performance Max:
- a separate campaign for promotions, discounts, and special offers with corresponding creatives
YouTube:
- a campaign for brand awareness and demand generation in the region
All campaigns are set to the "Maximize Conversions" strategy — under the conditions of this project, it provides consistently better results than working on clicks or impressions.
What was the key to the result
1. Division by services — each direction has a separate campaign, keywords, and creatives for its audience
2. Local targeting — all traffic is tailored to the Transcarpathian region, which increases relevance and reduces costs for non-targeted impressions
3. Working on conversions, not traffic — every hryvnia of the budget is evaluated through results
4. Gradual scaling — first testing and confirming the hypothesis, then increasing the budget for what works
Challenges and how we solved them
Few conversions at the start: we tested different campaign formats, keyword options, and ad texts — finding what delivers results in this niche.
Non-targeted traffic: systematically expanded the list of negative keywords, adjusted bids, and narrowed targeting at the query level.
Uneven effectiveness between directions: redistributed the budget to services with the highest conversion rates — diabetes, branded queries, and popular analyses.
- Few active campaigns that did not cover all areas
- Applications came in unevenly, without a predictable flow
- CPA was inflated relative to the market
- Campaigns were not divided by services — everything in one
- A significant portion of traffic did not match the target audience
The first months of work are always a testing phase: we tested hypotheses, selected creatives, and built the account structure. There were fewer conversions, but that was when the foundation for stable results was laid.
Point B — current result
December 2025:
Expenses: 32,000 UAH (−11%)
Conversions: 627 (+20%)
CPA: 50 UAH (−26%)
Less spending, more applications, lower cost per result — this is growth in efficiency. Achieved through optimizing the structure of campaigns, local focus, and transitioning to conversion strategies.
How we did it — campaign structure
We built the account architecture for different user intents, rather than one universal campaign for everything.
Search campaigns:
- branded — protecting own traffic
- on competitors — intercepting interested audience
- on services and analyses — working with specific demand
Performance Max:
- a separate campaign for promotions, discounts, and special offers with corresponding creatives
YouTube:
- a campaign for brand awareness and demand generation in the region
All campaigns are set to the "Maximize Conversions" strategy — under the conditions of this project, it provides consistently better results than working on clicks or impressions.
What was the key to the result
1. Division by services — each direction has a separate campaign, keywords, and creatives for its audience
2. Local targeting — all traffic is tailored to the Transcarpathian region, which increases relevance and reduces costs for non-targeted impressions
3. Working on conversions, not traffic — every hryvnia of the budget is evaluated through results
4. Gradual scaling — first testing and confirming the hypothesis, then increasing the budget for what works
Challenges and how we solved them
Few conversions at the start: we tested different campaign formats, keyword options, and ad texts — finding what delivers results in this niche.
Non-targeted traffic: systematically expanded the list of negative keywords, adjusted bids, and narrowed targeting at the query level.
Uneven effectiveness between directions: redistributed the budget to services with the highest conversion rates — diabetes, branded queries, and popular analyses.
Kyiv 
Available for hire