SEOZA

Project
Client: Violeta Dziubenko — Career Consultant
Period: 07.11.2025 – 17.11.2025
Platform: Telegram Ads

Client Goal

Main goal — attract targeted potential clients to a free job search practicum with further monetization through paid products.

Intermediate goals:
• grow a relevant Telegram channel audience
• drive users through a bot
• motivate users to complete the first lesson and submit homework
• receive first MQLs and SQLs even with a limited budget

Product & Expertise

Violeta Dziubenko has been a career consultant since 2019.

Trust factors:
• 6+ years in career consulting
• 1000+ clients
• 40,000+ CVs reviewed
• 3000+ interviews conducted
• placements in Ukraine, EU, USA, Canada, UAE
• 22,000+ LinkedIn followers

The practicum is live hands-on work with an expert: voice feedback, real tasks, and personal reviews — not a webinar or марафон.

Funnel

Telegram Ads → bot/post → first lesson → homework → MQL → SQL

Two main objectives:
• bot interactions (warm leads)
• post promotion (subscribers & warming)

Work Performed
Strategy & Setup

• Telegram Ads account audit
• strategy development
• campaign structure
• hypothesis building
• technical brief for designers

Launch & Execution

• ad creatives & copywriting
• bot campaigns
• post promotion campaigns
• testing formats, audiences, creatives

Optimization & Analytics

• daily performance analysis
• bid, creative & audience optimization
• disabling weak combinations
• scaling best campaigns
• daily detailed reports
• client communication & final summary

Campaigns

12 campaigns launched with two objectives:
• bot interactions
• subscriber growth

A core of the most efficient campaigns with the lowest conversion cost was formed.

Audiences

6 audience clusters tested in two formats:
• TOPICS (interests)
• CH (Telegram channels)

Best performers:
• TOPICS 1: Job + Motivation
• TOPICS 5: Marketing, PR

They delivered the lowest cost per conversion and stable volume.

Creatives

5 creatives tested:
• 2 for bot traffic
• 3 for post promotion

Based on:
• candidate pain points
• social proof
• Violeta’s expertise
• clear free practicum offer

Results
Conversions & Leads

• 122 conversions total
• €1.4 average conversion cost

Bot:
• 75 bot starts
• €2 per message
• €156 spent

Subscribers:
• 47 new subscribers
• €2 per subscriber
• €22 spent

Leads:
• 5 MQLs
• 1 SQL (preliminary)
• €35 per MQL
• €178 per SQL

Overall Metrics

• Total spend: €178
• Impressions: 120,436
• Clicks: 649
• CPC: €0.27
• CPM: €1.40
• CTR: 0.46%

Overall Performance

The campaigns showed strong efficiency with a minimal budget:
• low CPC and CPM
• stable conversions
• first MQLs and SQLs from launch
• metrics below Telegram Ads niche benchmarks

This confirms:
• strong strategy
• relevant creatives
• precise audience targeting
• effective campaign structure

Business Conclusion

Telegram Ads works not only for reach, but also for lead generation and funnel building.

Even with €178, it was possible to:
• attract a targeted audience
• generate first MQLs and SQLs
• validate demand
• prepare the project for scaling

Scalable Service

Turnkey Telegram Ads setup:
• strategy and funnel design
• campaign launch and management
• testing audiences and creatives
• optimization and scaling
• transparent analytics and reporting

Client: Online wholesale & retail store of household goods
Period: Nov 19, 2025 - Jan 12, 2026
Platforms: Google Ads (Search, Shopping, Performance Max)

About the Client
This is is an online store selling household goods for home, office, and everyday use.

The store works with both retail and wholesale clients, offering fast delivery and flexible terms.

Client Goals
Main goal: Scale online sales and test Google Ads profitability as the core acquisition channel.

Additional goals:
build a full e-commerce analytics system
launch Shopping ads via Google Merchant Center
test Search, Shopping, and Performance Max campaigns
prepare the ad account for scaling

Strategy
The project was split into two phases.
Phase 1 - Setup & Channel Validation
keyword research and launch of Search campaigns
initial testing of Shopping and Performance Max
user behavior analysis
baseline performance metrics

Phase 2 - Optimization & Scaling Preparation
removing unprofitable combinations
focusing budget on high-intent commercial queries
account structure optimization
preparation for budget scaling

What Was Done
Analytics & Tracking
GA4 setup and Tag Assistant connection
micro-goals (15s / 30s engagement)
full e-commerce events: purchase, add_to_cart, begin_checkout, phone calls
verification of value, items, transaction_id parameters

Accounts & Feeds
Google Ads & GA4 linking
Google Merchant Center setup
product feed via Prom API
domain verification and full site validation
98 approved products

Advertising Structure
Search campaigns (UA / RU) by product categories
dozens of ad variations
full use of extensions
negative keyword lists

Launch & Optimization
focus on high-intent keywords ("buy", "wholesale", "bulk")
daily search term monitoring
budget balancing between Search, Shopping & P.Max
creative assets for Performance Max
continuous account optimization

Results
Overall Performance
Total conversions: 851
Avg. CPA: 32 UAH
ROAS: 974%
Ad spend: 27,362 UAH

Sales Funnel
Purchases: 21 (1,302 UAH CPA)
Begin checkout: 244 (112 UAH CPA)
Add to cart: 509 (53 UAH CPA)
Phone leads: 77

Traffic

Clicks: 4,367
Impressions: 76,792
CTR: 5.69%
CPC: 6.2 UAH
Revenue Potential
Users formed carts worth approx. 213,000 UAH, showing strong scalability potential and high purchase intent.

Client: Local food delivery restaurant (main product — pizza)
Location: Ursynów, Warsaw, Poland
Website: https://maketake.pl/

Google Maps: Make&Take Ursynów local listing
Advertising platform: Google Ads (Performance Max, local formats, Google Maps, YouTube, Search)

About the Business
Make&Take Pizza is a local restaurant specializing in pizza delivery and takeaway in the Ursynów district.


For this business, it is critical not just to generate clicks, but to drive real visits and orders to a specific location.

Campaign Goal

Main goal: Increase the number of actual orders by attracting local users with high purchase intent.

A Performance Max campaign with the goal “Local store visits and promotions” was selected, allowing to:

reach users across Google Maps, Search, Display, and YouTube
optimize toward local actions
scale ads during hours with the highest visit intent

What Was Done

analysis of the business, location, and local demand (Ursynów)
Google Ads account setup and optimization
advertiser verification and moderation approval

Analytics & Conversions

synchronization with Google Business Profile
setup of local actions as conversions:

Campaign Structure
Performance Max campaign creation
asset group setup
bidding strategy: Maximize conversions
local targeting: Ursynów

Optimization & Management

optimization during learning phase
creative and format adjustments
CPC and impression control
monitoring CTR, conversions, and spend
focus on high-intent actions (Directions + Calls)

Campaign

Name: Local store visits and promotions — Performance Max
Location: Ursynów
Bidding strategy: Maximize conversions
Daily budget: 70 PLN

Results

Overall Metrics
Impressions: 104,197
Clicks: 1,519
CTR: 1.46%
Avg. CPC: 0.98 PLN
Total spend: 1,487.61 PLN

Conversions
Total local actions: 412
Avg. CPA: 3.61 PLN
Conversion rate: 27%

Conversion breakdown:

364 — Directions
38 — Click to call
10 — Calls from ads

Actual Business Results

During the campaign period:
635 total orders recorded (ads + organic + repeat customers via POS system)

This reflects the real business impact, as most customers:

first plan a visit or call via Google Maps
place the order later by phone or on-site


Customer Behavior
Ads generated demand during daytime, while peak orders occurred between 16:00–21:00, confirming the strategy of warming up users before decision time.

Campaign Dynamics

During optimization:

expanded creative pool (banners + video)

integrated YouTube Shorts

optimized for Directions and Calls

analyzed active hours

adjusted budget during scaling

After the learning phase, the campaign reached stable local conversion volume with predictable costs.

POS systems track the final purchase, which often happens later.
That’s why 412 local actions + 635 real orders provide the full performance picture.

Final Conclusion

The campaign:
delivered a stable flow of local customers
achieved a low average CPA of 3.61 PLN
confirmed the effectiveness of Google Maps and Performance Max for restaurants
created a solid foundation for scaling during peak hours

Scaling Potential

Recommended growth points:
increased budget from 16:00–21:00
stronger focus on video formats (Shorts, local YouTube ads)
testing promotional offers in Google Maps
separate asset groups for takeaway and delivery

Scalable Service

This case demonstrates how a properly built Google Ads strategy can directly impact offline sales and local demand.

We don’t just generate clicks — we build a system that:

Workflow: strategy → launch → optimization → scaling → analytics & reporting

This case proves how Google Ads can directly influence offline sales and local demand.

Theme:
Digital marketing: targeting, contextual advertising, SEO, SMM for online businesses.

Task:
Optimize Google Ads to attract applications with minimal costs.

Strategy:
1) Development of a campaign plan, setting up conversions.
2) Semantic core, clustering of keywords.
3) A/B testing, campaign optimization.

Results:
1) Conversions: 26
2) Cost per conversion: 246 UAH
3) CPC: 3.63 UAH
4) CTR: 5.34%
5) Expenses: 6405 UAH

Campaign analysis:
1) Targeting: 10 conversions, 210 UAH/conversion
2) Context: 6 conversions, 257 UAH/conversion
3) SEO: 5 conversions, 297 UAH/conversion
4) SMM: 5 conversions, 320 UAH/conversion

Approach:
1) Transition from phrase match to broad match to increase traffic.
2) The campaign with maximum efficiency yielded 6 conversions at 110 UAH each.

Conclusions:
1) Scale campaigns with phrase match.
2) Continue optimizing ads and keywords.
3) Test new audiences to improve effectiveness.

Budget forecast:
1) 19,600 UAH (500$): 78 applications/month (2-3 per day)
2) 39,200 UAH (1000$): 152 applications/month (5-6 per day)

SEO Case: How We Doubled Visibility and Significantly Increased Traffic for an Accounting Services Website in 9 Months
Starting Situation (June 2024):

Our main task was to attract the target audience through organic search and significantly improve the site's positions for key queries in the accounting services niche.

Our strategy and work performed:
We applied a comprehensive approach to SEO promotion, which included the following key stages:
Deep site audit: We identified and corrected technical errors, problems with setting up conversion tracking, and broken redirects.
Content marketing and optimization:
We collected a complete semantic core (a list of keywords by which clients search for services).
We developed technical tasks for copywriters and created new, search engine-optimized and user-friendly articles.
Internal linking: Developed and implemented a strategy of internal links between site pages to improve indexing by search engines and distribute the "weight" of pages.
External optimization (Link building):
Placed natural links on authoritative resources (crowd marketing).
Carefully analyzed potential donor sites for placing links.
Regularly increased high-quality link mass.
For the client, this increases the authority of his site in the eyes of search engines, which is an important ranking factor.
Constant monitoring and analytics: Regularly monitored site positions, analyzed user behavioral factors (how they interact with the site) and made necessary adjustments to the strategy, improving the user experience (UX). For the client, this guarantees that our work is based on data and we respond flexibly to changes.
Impressive results in 9 months (June 2024 - March 2025):
Organic Traffic Growth (Google Analytics 4)( https://take.ms/7Cere ):

There is a steady and significant growth in search visitors, especially noticeable after the active phase of strategy implementation (since September 2024). (See Chart 1 )
Number of search users: 6,737.
Sessions engaged: 40,072.
Average site interaction time: 1 minute 38 seconds.
Returning users: 1,238 repeat visitors.
Visibility improvement (Google Search Console):
Visibility in Google Search Console ( https://take.ms/pU8nQJ ):

Number of search clicks: 8.34 thousand.
Site impressions in search: 193 thousand.
Average CTR (click-through rate): 4.3%.
Average search position: 15.4 (significant improvement compared to the start).
Dynamics of positions by key queries (Serpstat):
First month (June 2024 https://take.ms/BzXmq ):
Top-1: 3 keys (2%)
Top-3: 9 (5%)
Top-10: 31 (18%)
Outside TOP-20: 36 (21%)
Last check (March 2025 https://take.ms/MOwKU )
Top-1: 9 (5%)
Top-3: 26 (15%)
Top-10: 79 (47%)
Outside TOP-20: 22 (13%)
Key conclusion: The number of queries in the TOP-10 has more than doubled (from 31 to 79), and the number of "invisible" queries outside the TOP-20 has significantly decreased.
What does this mean for business?
Exit from the "shadow": We successfully brought the site out of the so-called Google "sandbox", ensuring active ranking.
Attracting target customers: Significantly increased visibility for commercial queries that bring real customers.
Increased conversions: The number of conversions from Google search has increased almost 4 times.
Movement to leadership: Many important pages of the site are gradually approaching the TOP-3 search results.

This case demonstrates that systematic and professional work on SEO allows you to achieve significant growth in traffic and visibility even in competitive niches, such as accounting services. We can implement a similar strategy, adapted to the specifics of your business, for your project.

Client: Online service in the transportation sector operating in the Ukrainian market (B2C segment)

Client request: To verify the effectiveness of TikTok Ads platform as a lead source. The client previously rarely used TikTok in their marketing strategy, so it was important to gather basic metrics, test different approaches, and assess the feasibility of scaling.

Work strategy:
1. Build basic advertising infrastructure: set up TikTok Pixel, conversion events, reporting system.
2. Develop and launch three hypotheses with different offers: universal, discount with deadline, quiz landing.
3. Create 5 campaigns and 5 ad groups to test audiences, formats, and messages.
4. Implement 11 creatives (videos and animations) adapted for TikTok's vertical format.
5. Test two audience approaches: interest-based (travel) and broad audience without targeting.

Results (test period: 10 days):
Conversions: 14 leads (MQL).
Average cost per lead (CPA): 136 ₴.

Main advertising metrics:
CPM — 69.14 ₴
CTR — 0.53%
CPC — 19.95 ₴

Most effective audience: interest-based (CPA — 126 ₴, 11 conversions).
Best creative format: animation (CPA — 73 ₴, with a smaller sample).

Conclusions:
Interest-based audiences yielded better results than broad audiences. It is recommended to further develop look-alike audiences based on existing leads. The hypothesis with the universal offer (no time restrictions) showed the most stable results. The discount option did not meet expectations. Animated creatives are potentially more effective than videos but require additional testing to confirm the hypothesis.
TikTok demonstrated a competitive CPA even compared to Meta Ads, making the platform promising for further work.

Scaling potential:
- With maintained current CPA and a budget of 15,000 ₴/month, approximately 110 leads per month can be expected. With a better CPA (~100 ₴), up to 150 leads are forecasted.

Recommended next steps:
- Implement retargeting for users who viewed more than 50% of the video or visited the landing page.
- Expand the number and types of creatives, including adding user-generated content (UGC).
- Test other call-to-action options ("Book now", "Get a consultation", "Learn more").
- Gradually increase campaign budgets while monitoring CPA dynamics.
- Develop reporting structure and regularly launch new hypotheses.

Client feedback:
The client was satisfied with the test results. The campaign provided valuable insights into audience behavior, effective formats, and advertising messages. Based on the data obtained, a clear action plan for further promotion has been developed. The client plans to continue working with TikTok Ads with updated approaches.

This project involved a full cycle of launching and optimizing advertising for a company providing paving services. Before the campaign started, the client had no prior experience in digital marketing, so our task included both technical preparation and building a lead generation funnel from scratch.
We began with an in-depth competitive analysis, researching over 10 direct competitors, their advertising offers, positioning, and platforms used. Most of them actively worked with Google Ads and Meta Ads but had weak unique selling propositions, lacked video content, and had low-quality ad creatives. Based on this, we developed a strong competitive advantage for the client, created a marketing trigger proposal, and provided recommendations for improving the website structure and ad content.

https://take.ms/38sHS
https://take.ms/2l34V
https://take.ms/g1IHE

What we did

We fully set up the Meta advertising account, created a Business Manager, connected analytics, and gathered initial creatives based on materials from the client. On Facebook/Instagram, we launched lead generation through an internal form with additional fields for pre-qualification. A total of 8 audiences, 2 campaign formats, and 9 creatives (banners and videos) were tested.
The most effective was the form with additional questions – it generated 100% leads, mainly from two audiences: au-2 and au-7. The first showed stability even at the banner stage, while the second provided the best cost per lead after launching video creatives.

https://take.ms/NPqXY
https://take.ms/XqrOR

Creative Ad2 (banner) maintained effectiveness for the first two weeks, and video Ad5 later reduced the cost per application to 961 UAH. The CTR indicator within 1% indicated a need to update creatives, but CPC (63 UAH) and CPM (174 UAH) remained within market ranges.

Campaign results
13 leads, including:
-9 — MQL (Marketing Qualified Leads)
-5 — SQL (Sales Qualified Leads)
Average CPL: 1713 ₴
Total budget: 22,276 ₴
Best audience: au-7 (CPL ≈ 632 ₴ per video)
Most effective creative: Ad5 (video) — CPL 961 ₴

Key metrics:
CPC — 63 ₴
CPM — 174 ₴
CTR — 1%
Impressions — 130,463
Reach — 38,847
Clicks — 350

Next steps
For the second phase of the campaign, we developed an optimization plan. It involves launching remarketing to users who interacted with videos and creating Lookalike audiences based on collected MQLs. Special attention is given to creating new video creatives showing the laying process, before/after results, and customer reviews. Additionally, testing new cascading funnels is planned: video → traffic → form on the website.
To better control the quality of engaged leads, status updates (MQL/SQL) and automated application processing via Telegram bot or CRM will be implemented. This will allow more precise campaign management based on LTV and CAC data.
https://take.ms/UJ2wc ru
https://take.ms/KKl1a UA

Client recommendations

We provided practical marketing strategy recommendations: strengthen the USP, create a website (main page, pricing section, case gallery, calculation form), produce a drone video, and implement a simple lead capture mechanic. Alongside Meta Ads, launching Google Ads based on key search queries was advised.
We also proposed a long-term SEO strategy as an alternative to reduce dependence on paid channels. This includes website optimization, relevant content creation, and strengthening external links.

Conclusion

The campaign confirmed that even in a niche local market, an effective online sales system can be built. From scratch, we created a funnel generating quality leads, tested hypotheses, optimized creatives and audiences, and laid the foundation for scaling. The client received transparent analytics, clear lead economics, and recommendations that enable further progress with lower risks and higher efficiency.

Case: Comprehensive SEO optimization and development of the website https://www.shtondadesign.com/ for increasing organic traffic and conversions

CMS: Webflow

Background
The client, owner of the website https://www.shtondadesign.com/, approached us with a request for comprehensive SEO optimization and further development of the site. The website was relatively new and required significant work to ensure its visibility in search engines and attract the target audience. The initial state of the site was characterized by a lack of basic SEO optimization, inadequate analytics, and low organic traffic levels.

Client's problem description

The main goal of the client was to increase organic traffic to the site, improve its rankings in search results for key queries, and set up an effective system for tracking results and user behavior. Additionally, it was important to create conditions for further site development and content strategy.

Problem-solving / task resolution

Audit and analysis:
Conducted a full technical audit of the site to identify issues hindering indexing and ranking.
Collected semantic core, identified keywords and phrases relevant to the client's business.
Analyzed competitors in the niche to identify their strengths and weaknesses.

Meta-tag optimization:
Created unique and optimized meta titles and meta descriptions for each page of the site, considering keywords.

Analytics setup and tracking:
Installed and configured Google Tag Manager (GTM) for effective tag management.
Installed Google Analytics 4 (GA4) for data collection and analysis of traffic and user behavior.
Installed Google Search Console (GSC) for monitoring indexing and search queries.
Installed Microsoft Clarity for user behavior analysis using heatmaps and session recordings.
Provided the client with access to GSC and Microsoft Clarity.
Integrated GA4 with GSC for a more comprehensive data picture.
Conversion setup:
Configured conversion goals in GA4 via GTM and tested their operation.
Set up and verified events for tracking important user actions.
Technical optimization:
Created and configured robots.txt file to manage indexing.
Created and configured sitemap.xml file to facilitate indexing.
Removed pages with duplicate or no content from indexing.
Optimized site load speed by compressing images and using caching.
Fixed 404 errors and other technical issues.

Content strategy:
Developed technical specifications for writing high-quality, SEO-optimized text for the homepage.
Provided links to the technical specifications and the ready-made text for the homepage.
Developed a plan for creating new content for the blog and other site sections.

Instruction and support:
Provided detailed instructions on using key analytics tools (Google Search Console, Google Analytics 4, Google Tag Manager, Microsoft Clarity).
Ensured client support at all stages of the work.

Results demonstration
After optimization, the site began actively indexing in search engines and receiving its first clicks from search (screenshot from GSC added to the report: https://take.ms/dhmvp). The site's positions for target queries started to improve. The configured analytics allows tracking effectiveness and user behavior. This indicates successful initial optimization and the beginning of an active process of attracting organic traffic and potential clients.

CMS: Webflow
The client, owner of the website https://www.rostu.agency/, contacted us with a request for initial SEO optimization and ensuring proper indexing in search engines. The website was relatively new, created on Webflow, and required significant work to improve its visibility in search engines and attract the target audience. The initial state of the website was characterized by a lack of basic SEO optimization, inadequate analytics, and no organic traffic.

Client's problem description

The main goal of the client was correct website indexing in search, absence of errors during website launch to indexing, and setting up an effective system for tracking results and user behavior. Additionally, it was important to create conditions for further development of the website and its content strategy.

Task/problem solution

Audit and analysis:
Conducted a full technical audit of the website to identify issues hindering indexing and ranking.
Collected semantic core, identified relevant keywords and phrases for the client's business.
Analyzed competitors in the niche to identify their strengths and weaknesses.

Meta-tag optimization:
Created unique and optimized meta titles and meta descriptions for each page of the website, considering keywords.

Analytics setup and tracking:
Installed and configured Google Tag Manager (GTM) for effective tag management.
Installed Google Analytics 4 (GA4) for data collection and analysis of traffic and user behavior.
Installed Google Search Console (GSC) for monitoring indexing and search queries.
Installed Microsoft Clarity for user behavior analysis using heatmaps and session recordings.
Provided the client with access to GSC and Microsoft Clarity.
Integrated GA4 with GSC for a more comprehensive data picture.

Conversion setup:
Configured conversion goals in GA4 via GTM and tested their operation.
Set up and verified events for tracking important user actions.

Technical optimization:
Created and configured robots.txt file to manage indexing.
Created and configured sitemap.xml file to facilitate indexing.
Removed pages with duplicate or no content from indexing.
Removed lorem ipsum placeholder texts from the code.
Optimized website loading speed by compressing images and using caching.

Content strategy:
The page already had quite good text, but a technical task was developed for rewriting the content for SEO optimization and including relevant keywords on the page.
Provided a link to the technical task and the ready text for the homepage.

Instruction and support:
Provided detailed instructions on using main analytics tools (Google Search Console, Google Analytics 4, Google Tag Manager, Microsoft Clarity).
Ensured client support at all stages of the work.

Results demonstration:
After optimization, the website began to be indexed by search engines and received its first clicks from search (screenshot from GSC: https://take.ms/tUwSt). The website's positions for target queries started to improve. The configured analytics allows tracking the effectiveness of work and user behavior. This indicates successful initial optimization and the beginning of active organic traffic and potential client engagement.

About the client

The client is a development company from France engaged in building modern houses, cottages, and multi-story buildings. At the start of the project, the client had nothing: no social media pages, advertising account, analytics, CRM. The task was set — to fully launch lead generation from scratch through Meta Ads (Facebook/Instagram), working with a limited budget.

What we did

Preparatory stage:
Created a business manager, advertising account, pixel from scratch.
Set up pages and all necessary integrations for ad launch.
Conducted an in-depth competitor analysis in the French construction market.
Developed a campaign launch strategy considering budget constraints.
Built a campaign structure with audience segmentation and creatives.

Launch and optimization:
Launched 5 advertising campaigns.
Tested 18+ different audiences.
Tested 10+ creatives, including banners, videos, slideshows.
Conducted deep optimization: replaced connections, cut ineffective ones.
Implemented a table instead of CRM to record lead statuses (MQL/SQL), as the client had no CRM.
Regularly tested 2–3 new creatives weekly.

Results

In total, received 327 leads, including:
Campaign 1: 156 leads
Campaign 2: 92 leads
Campaign 3: 75 leads
Campaign 4: 2 leads
Campaign 5: 2 leads

Budget:
Total spent approximately €2,000 (staged: €363, €176, €80, €1,230, €150)

Cost per lead:

Lowest cost per lead — €1.61 (Ad5)
Best monthly result — €2.45 per lead (au-3)

Other effective creatives:
Ad4 — 88 leads at €2.22
Ad8 — 15 leads at €1.61
Ad10 — 1 lead at €0.59

Other metrics:
CTR reached a maximum of 3.08%, average level — 2%+
Cost per click (CPC): from €0.07 to €0.32
CPM (cost per 1000 impressions): over €13, which is an adequate indicator for France

Challenges in work
Low feedback from the client. Although we implemented a table for updating lead statuses, they were filled partially. Instead of clear SQL feedback, we received general responses — “called,” “went out,” “sent commercial offer.”

Budget constraints. Despite small budgets, we managed to deliver results and surpass the market average.
Complex niche. Construction is one of the most competitive topics in France, especially in Meta Ads advertising.

Conclusions
Thanks to a structured strategy, regular testing, and optimization, we managed to build a full-fledged advertising infrastructure for the client in the construction sector in France from scratch. Within the limited budget, we attracted 327 leads with a stable application cost from €1.61 to €2.45. The case confirms that even in a complex B2B niche, without CRM and with minimal resources, it is possible to achieve results — provided there is a systematic approach, clear segmentation, and competent work with creatives and audiences.

Client's problem and request:

The main task was to attract new applications and customers for each business using targeted advertising. The Logistics Academy required an increase in the number of applications for courses, while Kings of Transport sought to attract customers for transport services. It was important to ensure optimal advertising costs while maximizing the number of applications and conversions.

Approach to work / strategy:

Competitor Analysis: A detailed analysis of competitive campaigns in the market was conducted for each client.
Creating terms of reference for a video copywriter and designer: Preparing technical specifications for developing creatives, focusing on the specifics of the business and target audience.
Leadform creation: Create and configure leadforms to collect applications.
Development of advertising campaigns: Creation and setup of advertising campaigns on 2 advertising accounts for each client, taking into account their goals and audiences.
Audience creation: Developing targeted audiences based on geography, interests, and behavioral factors.
Reporting: Daily and weekly reporting to track campaign performance and adjust strategy.

Results achieved:

Applications : 60
Ad clicks : 101
Views : 6038
Coverage : 3988
Cost per application : 3.50 USD
Cost per click (CPC) : 1.84 USD
CTR : 1.89%
CPM (cost per 1000 impressions) : $34.78
Total cost : 210.01 USD

Advertising office: Kings of Transport:

Applications : 15
Ad clicks : 22
Views : 2084
Coverage : 1156
Cost per application : 5.03 USD
Cost per click (CPC) : 3.02 USD
CTR : 1.20%
CPM (cost per 1000 impressions) : $36.19
Total cost : 75.42 USD

Customer feedback:

Clients are happy with the results, as the campaign has delivered a steady stream of leads, even with an optimized budget. They appreciate our approach to competitor analysis and the accuracy of our targeting settings. However, further work on creatives and audiences will be necessary to scale further.