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Manufacturing of stone stairs

Service: production and installation of stone stairs
Tools: contextual advertising + web analytics

Point A - Initial situation

The client contacted us with a need to consistently receive orders in the premium construction services niche. Key challenges before starting work:

  • high cost per lead due to a narrow and expensive audience;
  • low efficiency of advertising campaigns - there were clicks, but they did not convert into requests;
  • lack of analytics: it was difficult to assess the actual performance of channels; 
  • part of the budget was «eaten up» by irrelevant requests (non-stone stairs, repairs, railings, etc.). 

Point B - What we did

We've developed a strategy to attract applications for a narrow niche:

  • We completely rebuilt the Google Ads structure for specific types of stairs and materials;
  • We cleaned up the semantics, disabled irrelevant queries, and added a large number of negative keywords;
  • implemented web analytics, connected call and application tracking;
  • optimized bids based on efficiency and user behavior on the site;
  • We tested creatives, clarifications, and extensions to improve ad relevance;
  • We implemented a strategy for maintaining contextual search results with minimal costs. 

Working period

3 years

Advertising budget

  • Total budget: 2 000 $
  • Actual expenses in the office: 1.98 thousand $
  • Average monthly budget: total ≈ 55 $/month

(This is one of the most cost-effective projects in the portfolio with an excellent CPL.)

Results

  • Cost per lead: 2,5 $
  • Clicks: 4.08 thousand.
  • Views: 30.1 thousand.
  • Average cost per click: 0,48 $ 

With a CPL of 2.5 $ the client received approximately 800+ targeted applications for the period - with a minimum advertising budget.

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Niche: real estate, sale of apartments in new buildings Tools: contextual advertising + web analytics  

Point A - Initial situation

When the client contacted us, the following difficulties arose:
  • unstable lead flow in a highly competitive real estate niche;
  • significant increase in cost per click and lack of a clear budget allocation strategy;
  • advertising campaigns were not segmented by audience, warm-up stages, or benefit blocks;
  • Analytics did not allow for accurate tracking of actual conversions, which made optimization difficult.
Point B - What we did We've created a complete lead generation system with a focus on qualified traffic:
  • developed a new Google Ads structure for different real estate formats, queries, and demand levels;
  • implemented event tracking: calls, requests, transitions to messengers;
  • cleared the semantics, excluded expensive non-targeted queries;
  • launched A/B tests of ads, warm-up links, and various unique selling propositions;
  • optimized the advertising budget by distributing it among effective campaigns;
  • We stepped up our retargeting efforts, which significantly increased lead conversion.
As a result, we were able to obtain high volumes of high-quality traffic at a low cost per application.

Working period

1 year

Advertising budget

  • Total budget: 21,000 $
  • Account expenses: 17.5 thousand $
  • Average monthly budget: ≈ 1,450 $/month

Results

  • Cost per lead: 3.5 $
  • Clicks: 39.5 thousand.
  • Views: 1.34 million
  • Average cost per click: 0.44 $
With a CPL of 3.5 $ the client received approximately 6,000+ leads per year, which is an excellent indicator for real estate. The high volume of applications allowed the client to consistently close sales and flexibly plan advertising loads.

Real estate

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