After successfully establishing Victoria Help’s digital presence, the next step was to turn visibility into real leads. We had to make the clients coming so we began working on a campaign. A campaign with the goal of generating qualified leads and simultaneously expanding the brand recognition online.

First things first, we needed structure. We held several meetings with Victoria Help to gather customer data and insights. On top of that, we conducted our own research—analyzing competitors in Bulgaria and neighboring countries. All of this for us to build a solid plan and define the customer profiles we were going for.

With all the insights gathered, we built our customer personas and shaped the campaign strategy with all the budgets, roadmaps and ad channels.

Our strategy followed a three‑step funnel template, having Awareness, Consideration and Conversion phases —with each phase flowing into the next and overlapping slightly.

Recognizing that Victoria Help’s site is full of information and content that leads visitors toward the “Book now” button, we were going to use Google Search Ads as primary ad channel for convertions. Audiology is a very niche service that people search for only when they need help, so search ads were the best tool to reach high‑intent users.

We began by building segmented keyword lists with the special help of modern-age marketing tools and good-old research. From there, we set up the campaign with multiple ad groups, each focused on specific keyword themes revolving around their services. Once launched, we monitored performance closely and changed the campaign goals, depending of the campaign's phases.

With Google Search Ads creating a “vacuum” at the end of the funnel, Meta Ads played the key role of smoothly guiding potential customers into it.

Our Meta approach relied on separate campaigns and creatives, each tailored to the relevant customer persona. For example, we developed different copy and variations of the creative for the three persona groups. Every creative was also designed to align with the goals of its funnel stage. Starting with the goal of building awareness of the brand and services, moving into creating trust and validation in the consideration phase, and concluding with special offers and discounts during the final conversion stage. All of this was clearly laid out in the initial strategy and executed accordingly.

In the end, the campaign achieved its goals—generating qualified leads and boosting Victoria Help’s visibility online. Google Search captured high-intent users, while Meta campaigns guided others smoothly through the funnel, delivering strong overall results.