How Google Ads Helped Attract Targeted Inquiries for Pentesting in Ukraine
About client
The company operates in the field of cybersecurity and provides pentesting services for businesses in Ukraine. The main focus is on identifying vulnerabilities in web resources, internal infrastructure, and digital products of companies to reduce the risks of data leaks and financial losses.
Project goal
- Increase the efficiency of advertising campaigns
- Attract more targeted inquiries for pentest services
- Reduce the share of non-targeted traffic
- Receive consistent applications within a controlled budget
Tasks
What Was Done
- Optimized search campaigns for commercial queries
- Filtered out some non-targeted traffic related to training, job vacancies, and free tools
- Redistributed the budget among campaigns based on their effectiveness
- Increased impressions for priority areas
- Conducted regular monitoring of bids, search queries, and traffic quality
How We Achieved This Result
- Focused on more targeted B2B queries
- Reduced the share of non-target clicks by expanding negative keywords
- Redistributed the budget to campaigns that yielded better results
- Maintained stable performance through continuous optimization of search queries and ads
- Achieved a steady flow of inquiries in a niche without a sharp increase in costs
Results
Impressions: 35,637
Clicks: 3,036
CTR: 8.52%
CPC: 12.52₴
Total spent during the period: 37,998.33₴
Conversions: 268
CPL: 141.92₴
CR: 8.42%
Conclusion
For the pentesting niche in Ukraine, Google Ads can be an effective source of inquiries provided there is a proper campaign structure, continuous work with search queries, and quality traffic control. In this project, the main results were achieved through the optimization of search campaigns, traffic cleaning, and budget redistribution in favor of the most effective areas.
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