Task

Solve the problem of irrelevant calls (repair of appliances not serviced by the service), set up an analytics system from scratch, and bring the advertising campaign to stable profitability

Key challenges:

Poor technical condition of the website. DDoS attacks and mass generation of fake requests (spam) from bots.

What was done

1. Technical refinement of the website (CRO):

• Created a technical specification to fix layout bugs and visual artifacts.

• In cooperation with the programmer, increased loading speed and improved usability.

• In cooperation with the programmer, installed protection against spam attacks to exclude fake leads and ensure correct algorithm training. 

2. Google Ads campaign optimization:

• Disabled automatic application of Google recommendations.

• Changed keywords from broad match to phrase match.

• Implemented negative keywords for strict traffic filtering.

• Conducted analytics audit: set up tracking of macro conversions (calls, forms).

• Switched the campaign to the Target CPA automated strategy.

Result

Traffic quality: Calls regarding irrelevant appliances completely stopped.

Website conversion rate (CR): increased and stabilized at 14%.

Expenses for the period: €380

Number of leads: 53 

Cost per lead (CPA): €7 

Further plans:

After successfully cleaning the traffic and stabilizing the cost per lead, the project moves to the scaling phase. A gradual increase in the daily budget is planned to achieve the maximum number of requests within the KPI.