Ukrainian Sofa is a local business specialising in upholstery services for both private clients and commercial customers. To maintain a competitive edge in their market, the company engaged PPC Order to conduct a comprehensive PPC audit.
The objective was clear to maximise service enquiries while working within a constrained budget by optimising Google Adwords campaigns. A thorough PPC campaign audit was carried out to identify inefficiencies, optimise spend and drive higher-quality leads.
Google Adwords optimisation actions
The project began with a comprehensive PPC campaign audit to evaluate the account’s health, performance metrics, and keyword effectiveness. This audit included:
1. A detailed review of current keyword targeting and negative keyword lists to filter out irrelevant or low-converting traffic.
2. Analysis of paid search performance and display ad engagement.
3. Assessment of ad copy effectiveness, focusing on how well the unique selling points of “Ukrainian Sofa” were communicated.
4. Evaluation of audience targeting and remarketing tactics to improve conversion rates from previous website visitors.
Results one month after campaign optimisations
The optimisations delivered impressive results within just one month:
✓ +44% increase in online leads was achieved. The number of service requests rose from 18 to 26 per month.
✓ –40% reduction in CPL. Cost per lead dropped from ₴1153 to ₴685, making lead generation significantly more cost-effective.
✓ –14% overall reduction in ad spend. Smarter targeting and elimination of wasteful clicks allowed for budget savings without sacrificing reach.
✓ +39% increase in high-intent traffic, with improved targeting attracted more qualified visitors to convert.
✓ Stopped wasted spend. Efficiency was significantly improved by cutting irrelevant traffic and optimising bids.
Paid search vs display campaign insights
Google search campaigns
☝ +120% traffic volume
☝ +44% higher CTR
☝ –42% lower CPC (from ₴26 to ₴15)
☝ +26% growth in budget to capitalise on high-performing keywords.
Display campaigns
☝ –66% decrease in traffic, but…
☝ +136% higher CTR, showing better engagement.
☝ –46% lower CPC, increasing cost-efficiency.
☝ –82% decrease in budget, focusing spend on the most effective ads.
Managing demand surge
Due to the campaign’s success, Ukrainian Sofa experienced a surge in customer enquiries. To manage the increased order volume, the account was intentionally paused for two weeks, allowing the company to fulfil demand without compromising service quality.
Google Adwords for business impact
Following the PPC optimisation, Ukrainian Sofa experienced a significant uplift in monthly service revenue, with an additional increase of ₴64,000. This growth illustrates how effective Google advertising, when managed by a certified PPC expert, can transform local business marketing.
Key takeaways
This case exemplifies the power of strategic Google Ads optimisation for small businesses. A well-structured campaign combined with precise keyword research, compelling ad copy, and smart audience targeting can significantly improve lead generation and ROI.
Expert PPC management and ongoing campaign audit services are essential to identify inefficiencies and optimise budget spend effectively. By applying data-driven decisions, businesses can achieve meaningful growth even when working with limited advertising resources.