Client
A company providing consulting and legal support on land management issues.
Client Request
Increase the number of relevant queries from Google Ads.
Project Specifics
Google Ads technologies are primarily designed to meet the needs of advertisers offering goods and services with a significant level of stable demand. Therefore, the standard strategies and tools effectively used in most projects are not suitable for promoting complex and highly specialized services.
Challenges:
- Low volume of search queries, unsatisfied demand.
- Lack of a unified approach to formulating queries in the target audience, with differences in phrasing.
- The need to combine legally significant terminology from the client with simplified audience queries and Google’s Advertising rules, especially under the “Other restricted businesses” category, including official documents and government services.
PPC Strategy Implementation
Search Network campaigns had been running for a long time, delivering stable results. However, due to the low volume of search queries, this type of campaign reached its limit, and to continue growth, we needed to change the approach: instead of satisfying existing demand, we had to generate demand among the target audience.
This approach is not yet popular among small advertisers due to delayed effects and additional costs, but in niche segments, these financial investments are justified.
Demand Gen Campaign as a Tool for Generating Demand
Since the path to purchase is non-linear, it’s essential to engage with consumers at all touchpoints. Previously, this required maintaining a complex ad account architecture with separate campaigns for each stage:
- Video ads for cold audiences during the Awareness stage.
- Media campaigns for interested audiences during the Consideration stage.
- Search campaigns at the Action stage.
(simplified customer attraction funnel)
Today, with the help of a Demand Gen campaign, it’s possible to reach the audience at the right stage within a single campaign. This significantly simplifies ad account management, reduces click costs, and delivers a higher performance rate.
Results of the Demand Gen Campaign Over 4 Months
Despite a relatively small budget for the test launch, our team achieved the following results:
| 156 | UAH 39,91 | 23 000 + |
| Conversions | Cost per Conversion | Clicks |
At the same time, the average cost per conversion in Search Network campaigns for the same period was UAH 115, which is 92% higher than the cost per conversion in the Demand Gen campaign.
Conclusions
- Demand Gen can generate conversions with minimal budgets in specialized niches.
- Search Network campaigns should not be abandoned, even with such a significant difference in conversion cost, as the effectiveness of Demand Gen will also decline without active search campaigns.
Project Team
- Project Manager: Alexandra Nesina
- PPC Specialist: Valeria Bigun
- Head of Contextual Advertising: Galina Lyman
