Accounting services for individual entrepreneurs

Work period:
6 months

Advertising budget:
from 38,000 to 62,000 UAH / month

What has been done:
— complete restructuring of Google Ads;
— separate campaigns for:
• accounting for individual entrepreneurs of group 2,
• accounting for individual entrepreneurs of group 3,
• submission of reports,
• opening/closing of individual entrepreneurs,
• brand + competitive semantics;
— setup of GA4, Google Tag Manager, call tracking, and conversion import;
— exclusion of non-target queries;
— optimization of landing pages and offers.

Results:
— average number of leads: 95–135 / month;
— CPL:
first 2 months — ~780 UAH,
after optimization — 310–420 UAH;
— website conversion from ads:
was ~2.1% → became 6.4%;
— share of qualified leads:
about 68–74%;
— average contract value allowed to keep ROMI positive starting from the 2nd–3rd month.

Main problem of the niche:
a large amount of "cold" or informational traffic:
"how to submit a report", "how to close an individual entrepreneur by oneself", "fines for individual entrepreneurs", etc.
Therefore, critically important are:
— a well-structured campaign;
— strict exclusion;
— separate management of search queries;
— correct tracking of only quality leads, not all forms indiscriminately.