Case Study: Google Ads Setup and Optimization for Outdoor Advertising Website toatee.com.ua in Ukraine

Initial Campaign Status and Project Goals

The website toatee.com.ua provided outdoor advertising services throughout Ukraine. Before campaign optimization, the site received approximately 200 daily visits, and the CTR was at 1.8%. The main source of new clients was referrals and minimal organic traffic. Key issues included unstructured ad groups, duplicate keywords, lack of ad extensions, low snippet clickability, and insufficient audience segmentation. The project goal was to increase website traffic and conversions while maintaining or reducing the cost per click and cost per conversion, as well as improving CTR and overall ad budget efficiency.

Analysis of Existing Campaign and Identification of Bottlenecks

During the campaign audit, all metrics and the structure of existing ad groups were analyzed. It was found that keywords did not match service categories, ads did not highlight the company’s advantages, and extensions such as sitelinks and service highlights were not used. Some ad groups targeted overly broad queries, increasing irrelevant traffic and wasting budget. Competitor search query analysis revealed opportunities for high-converting niche keywords, including “outdoor advertising Kyiv,” “banner production Ukraine,” “custom billboards,” “facade advertising,” and “street advertising structures.”

Campaign, Ad Group, and Keyword Structuring

To improve targeting accuracy, the campaign was divided into ad groups by service category: billboards, banners, posters, facade advertising, and promo structures. Each group had its own set of keywords and negative keywords to exclude irrelevant traffic. Exact and broad match types were used with Ukraine geo-targeting to show ads only to relevant audiences. This structuring allowed effective budget allocation and improved ad relevance, positively impacting CTR and conversions.

Ad Text Optimization and Use of Extensions to Increase CTR

Ad texts were completely rewritten to highlight the company’s benefits and client needs, emphasizing production timelines, material quality, team professionalism, and examples of completed projects. Multiple ad variations were tested for each group to identify the most clickable combinations of headlines and descriptions. Sitelinks, call extensions, and service-specific details were added. As a result, average CTR increased from 1.8% to 2.7%, generating more targeted site visits without increasing the budget.

Bidding Strategies and Budget Optimization

A “Maximize Conversions” strategy with budget limits was applied to achieve maximum conversions at controlled CPC. The average cost per click was 4.56 UAH. Bid adjustments were made based on Ukrainian regions, device type (mobile, desktop), and time of day. Budget optimization reduced spend on irrelevant impressions and increased the share of targeted traffic. Real-time keyword monitoring and bid adjustments maintained a cost per conversion of 38.83 UAH and increased the conversion rate to 11.79%.

Monitoring and Analytics of Campaign Performance

Daily monitoring of CTR, CPC, conversions, and CPA was implemented. Reporting by ad group and keyword allowed identification of high- and low-performing combinations, enabling prompt strategy and budget adjustments. A/B testing of ad copy and extensions identified optimal versions and increased CTR across all service categories. Weekly conversion trends were tracked to anticipate seasonal peaks and optimize ad scheduling for maximum efficiency.

Examples of Keywords and Ad Text for Outdoor Advertising

High-performing keywords included: “outdoor advertising Kyiv,” “billboard production Ukraine,” “custom banners,” “facade advertising,” “street advertising structures,” “outdoor advertising signs,” and “poster production.” Sample ad headlines: “Turnkey Outdoor Advertising – Fast & High-Quality,” “Billboards and Banners by Professionals,” “Facade and Street Advertising Solutions in Ukraine.” Descriptions emphasized advantages: “Production in the shortest time,” “Material quality guaranteed,” “Experienced team ready for projects of any complexity.”

Achieved Campaign Results

Following implementation of the comprehensive campaign strategy:

• Average CTR increased from 1.8% to 2.7%.
• Daily site visits rose from 200 to over 400.
• Average CPC was 4.56 UAH, with cost per conversion reduced to 38.83 UAH.
• Conversion rate reached 11.79%, attracting more qualified clients with lower costs.

The campaign demonstrated a stable lead flow and high ROI, providing toatee.com.ua with an effective customer acquisition channel across Ukraine.

Conclusions and Recommendations for Further Campaign Development

This case demonstrates that proper setup and optimization of Google Ads significantly improve advertising efficiency in the outdoor advertising niche. Structured ad groups, precise keywords, optimized ad texts, extensions, and strategic bid and budget management increased CTR, conversions, and reduced customer acquisition costs. For further improvement, regular performance analysis, keyword expansion, new ad format testing, remarketing for returning visitors, and bid adjustments by region and device are recommended. This approach ensures toatee.com.ua maintains a strong lead flow, improves ROI, and scales campaigns to new regions in Ukraine.