VIVA — a Ukrainian manufacturer of special equipment.
Contextual Advertising
VIVA — a Ukrainian manufacturer of special equipment. For over 25 years, they have been producing garbage trucks, grain carriers, dump trucks, and supplying equipment for the agricultural, road, and communal sectors. The geographical coverage is all of Ukraine, but the ambitions are much broader. The target audience includes communal enterprises, road and construction companies.
Tasks:
1. Segment the target audience and develop relevant creatives for each segment of special equipment.
2. Launch and optimize advertising campaigns considering different audiences and formats, including retargeting.
3. Ensure quality interaction with the sales department to assess and improve lead quality, as well as adjust the marketing strategy.
Results:
Meta Ads:
- CPL — $8.06
- Conversions to sales — already in the first weeks
- Static creatives performed best
- Constant visual updates: we regularly update creatives to prevent "burnout"
- Average cost of a qualified lead (who completed a call and is interested) — $11.30
- Qualification rate of lead forms in the first weeks — 60% (meaning every second lead is genuinely interested in the equipment)
Google Ads:
- Budget: 10,600 UAH
- Leads: 9 (only considering forms — not all calls were recorded)
- CTR — 5.57% (Wordstream average for B2B — 2.41%)
- Separate campaign with individual ads for each type of equipment
- Campaigns are regularly restarted because demand, cost per click, and audience behavior differ by category
- Daily cleaning of search queries, filtering out irrelevant ones — hence the traffic is very high quality
- Negative keywords, goals, scripts — updated and optimized
- Average cost of a qualified lead — 1178 UAH, but these are already confirmed inquiries with interest in a specific product
Tasks:
1. Segment the target audience and develop relevant creatives for each segment of special equipment.
2. Launch and optimize advertising campaigns considering different audiences and formats, including retargeting.
3. Ensure quality interaction with the sales department to assess and improve lead quality, as well as adjust the marketing strategy.
Results:
Meta Ads:
- CPL — $8.06
- Conversions to sales — already in the first weeks
- Static creatives performed best
- Constant visual updates: we regularly update creatives to prevent "burnout"
- Average cost of a qualified lead (who completed a call and is interested) — $11.30
- Qualification rate of lead forms in the first weeks — 60% (meaning every second lead is genuinely interested in the equipment)
Google Ads:
- Budget: 10,600 UAH
- Leads: 9 (only considering forms — not all calls were recorded)
- CTR — 5.57% (Wordstream average for B2B — 2.41%)
- Separate campaign with individual ads for each type of equipment
- Campaigns are regularly restarted because demand, cost per click, and audience behavior differ by category
- Daily cleaning of search queries, filtering out irrelevant ones — hence the traffic is very high quality
- Negative keywords, goals, scripts — updated and optimized
- Average cost of a qualified lead — 1178 UAH, but these are already confirmed inquiries with interest in a specific product