PPC Case Study: An 6.5× Increase in Conversions in Just a Few Months Through Proper Ad Setup
Logistics company
– Attract more customers through paid advertising channels and increase sales
Business owners engaged in retail and wholesale trade
August, 2025 - present day
Kazakhstan
Challenges of the Project
A company specializing in the transportation of various types of cargo from China and Turkey to Kazakhstan and other CIS countries approached us. The client provides full-cycle logistics services, including customs clearance, certification, and other related processes. We had worked with this client before, but the cooperation was temporarily paused when they switched to an in-house specialist. In August, the company returned to us to relaunch and manage their PPC advertising.
It is also important to note that at the time they reached out, the client already had an ad account and an active search campaign in place. In other words, this was not a “from-scratch” project for our team.
Project Analytics: Performance in the First Month of Cooperation
First, we reviewed the existing search campaign and started optimizing it within the very first month of work. After the client returned, we quickly restored traffic and reached a steady pace of lead generation almost immediately.
The campaign showed a strong share of high-intent traffic (62 conversions out of 250 clicks), which confirmed that the keyword structure and bidding strategy had been set up correctly.
The mobile search campaign “China → Kazakhstan” delivered the following results:
– 250 clicks
– 62 conversions
– Average CPC — $4.33
– Cost per conversion — $17.47.
Team actions
All stages — from data collection to optimization and scaling — were carried out within our systematic approach to client projects. This model follows a clear sequence of steps: audit, hypothesis development, testing, optimization, and further scaling. We apply this exact approach to every RegisTeam service.
For this project, we completed the following:
1. Analysis of Performance in Previous Months.
At the initial stage, we reviewed the past advertising setup and performance. As a result, we immediately disabled the Demand Gen campaign due to its low efficiency. The client’s priority was qualified leads and conversion growth, so the budget was reallocated in favor of search campaigns.
2. Launch of a New Structure: Performance Max + Search (Desktop).
In September, we scaled the account structure by launching Performance Max and adding a new desktop search campaign. The results were immediate:
- 23 conversions from PMax at around $1 each in just 2 days;
- The desktop search campaign showed strong potential, but was unstable at first due to the lack of historical data.
3. Search Stabilization and Performance Alignment in October.
At the beginning of October, both search campaigns returned to stable performance. To achieve this, we:
- balanced the bids,
- adjusted audience signals,
- added new relevant ad groups,
- reduced the share of irrelevant impressions.
This allowed us to regain control over the cost per conversion and drive consistent traffic growth.
October became the peak performance period, with a steady upward trend throughout the month. During this time, the campaigns reached their strongest results:
- Search: up to 20 conversions per week with an average cost of ≈ $14;
- Performance Max: up to 70 conversions per week with an average cost of ≈ $1.15.
Both channels worked in sync, reinforcing each other, while the traffic remained consistently high-intent.
Results
During the reporting month, the account showed steady performance growth. The core search campaigns continued to deliver predictable results, while the structured, multi-channel approach across the account generated a total of 435 conversions for the period.
The cost per lead remained low and fully controllable — from $12 to $15 in search, with a stable lead flow throughout the month. The campaigns ran smoothly, without drops in performance, with a clear distribution of roles between the different advertising tools.
Key results in numbers:
1. The account is once again generating leads consistently.
2. The number of conversions has increased 6.5 times thanks to the updated structure and optimization of the main search campaigns.
3. CPA fell by more than 3 times, which significantly reduced the cost of each lead.
4. The total number of leads per month is 435, with a stable limited budget and economical rates.
As a result, the account was brought back to stable lead generation, and the key metrics continue to show positive growth — confirming that the chosen strategy is working as intended.
Conclusion
After resuming our cooperation, we transformed the ad account from an unstable system into a fully manageable and predictable lead generation tool. Through consistent optimization of search campaigns and the launch of a comprehensive advertising approach, we significantly increased the number of conversions, reduced their cost, and brought traffic quality to a much higher level.
Search campaigns began to generate qualified inquiries on a regular basis, while Performance Max stabilized and focused on high-intent audiences with a strong likelihood of conversion. All key metrics show positive momentum: conversions increased, and CPA dropped significantly.
The RegisTeam team can both launch advertising from scratch and strengthen existing campaigns by delivering solutions that drive steady growth, controlled spending, and measurable long-term results.
Call us or submit a request online — let’s grow your business together.
