The client is a logistics company selling transportation and logistics services online to transpo...The client is a logistics company selling transportation and logistics services online to transpo...
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Leonid Zamriy
• Sep 9
The client is a logistics company selling transportation and logistics services online to transport businesses. The main goal was to test market demand, generate applications, and determine which Google Ads approach could deliver the best conversion efficiency at a controlled cost.
I started by setting up conversion tracking and analytics to accurately measure campaign performance and identify which traffic was generating meaningful actions.
The main test focused on two Search campaign approaches: Phrase Match and Broad Match. This allowed me to compare traffic quality, conversion volume, and acquisition costs while determining which keyword strategy was better suited to the niche.
I monitored campaign performance daily and optimized the account in real time, focusing on search queries, keyword efficiency, ad relevance, CTR, and cost per conversion.
During the test period, the campaigns generated 28 conversions, 12.91% CTR, and a $4.21 average cost per conversion with approximately $119 in total ad spend. The campaigns also generated 94 clicks at an average CPC of approximately $1.26.
The Phrase Match campaign delivered the strongest results, generating 20 conversions at $4.69 CPA with a 13.15% CTR. The Broad Match campaign generated 8 conversions at a significantly higher $11.89 CPA and 10.35% CTR.
Based on these results, I identified Phrase Match as the most efficient campaign approach and recommended scaling it while continuing to optimize search queries and keyword targeting.
Search query optimization had a direct impact on conversion efficiency by helping reduce irrelevant traffic and concentrate the budget on higher-intent searches. At the same time, relevant ad messaging and strong ad quality contributed to the high CTR and improved click efficiency.
Results & Business Impact
The campaign successfully validated demand for the client's logistics services while generating applications at a cost significantly below the performance of the Broad Match campaign.
The final results included:
28 conversions $4.21 average CPA 12.91% CTR 94 clicks ~$1.26 average CPC ~$119 total ad spend
The client was satisfied with the high conversion rate achieved with a controlled advertising budget and decided to continue in the same direction and increase the budget for the most effective campaigns.
Conclusion
The test demonstrated that Phrase Match was substantially more efficient than Broad Match for this logistics business during the initial validation period.
The key growth drivers were accurate conversion tracking, continuous search-query optimization, relevant ad messaging, and daily campaign management. The strongest campaigns could then be scaled to increase application volume while maintaining control over acquisition costs.
Google AnalyticsGoogle AdsGoogle Ads Specialist Search Engine Marketing
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