In this case study, we share the results of the work of the Inweb team, which helped RBK Kronos increase conversions by +374% in the repair and construction sector, thanks to thorough testing and optimization of PPC campaigns. Using narrow targeting and focusing on specific product categories, we achieved our goals, significantly increasing the effectiveness of advertising for the client., high competitiveness and limited region, low demand for services due to a full-scale invasion and targeting only a general set of services. However, despite all the difficulties, we were able to bring the client’s business to a new level.
About the client To conversions with narrow targeting
RBK Kronos is an experienced player in the market of repair and construction services, which has been operating in the Lviv market for 12 years. The client performs the entire range of works — from cosmetic decoration to installation of engineering systems.RBK Kronos. The company highlights 4 priority advantages. Advantages of RBK Kronos.
Telemarketing data capture entails how to build telemarketing data the acquisition of contact information in a manner such as through subscription forms, feedback forms and registrations for occasions. Ensure you appeal to your target market and always keep the information arranged, and updated through CRM systems. Always respect privacy act including GDPR in order to get the data ethically. This way trusts the client and makes the telemarketing campaigns more effective.
MThe brand’s priority is to attract customers who are interested exclusively in complex repairs of apartments, new buildings and offices in Lviv.Input dataThe RBK Kronos company approached us in January 2024 with a request to increase the number of orders and improve the position of the site in paid search results. Prior to cooperation with the digital marketing agency Inweb, the client worked with various contractors for about 6 years and did not get the desired results. When starting work on the project, we and the client understood all the possible difficulties, in particular.
Client tasks To conversions with narrow targeting
Increase the number of orders by priority categories: design of apartments, repair of apartments in new buildings, repair of one-room apartments and repair of houses.Get 5-8 orders per month, including all promotion channels.Promotion strategyWhen developing the strategy, we focused only on the priority categories, which were previously agreed with the client, namely: apartment design, renovation of apartments in new buildings, renovation of one-room apartments and renovation of houses.
Preparatory stage. To begin with, we audited the account and found that the goals in the analytics were set up incorrectly. That’s why the Inweb analytics team set up new goals in Google Analytics 4.
Also, according to our recommendation, the client’s team installed a Call Tracking system for correct tracking, since the main flow of leads was through calls.Separately, we recommended improving the application form on the website, namely adding a pop-up about sending the form. This solved the problem of duplication of requests by clients, because this user did not receive a notification about the successful submission of the request and this caused them to be duplicated.
Choice of tools
Then the main work began: an analysis of the priority categories was carried out and the main competitors were identified. For the launch, we chose the hottest promotion channels: search campaigns and campaigns with maximum efficiency (Performance Max), since we still had a limited budget at the start. In Performance Max campaigns, we decided to use the following targeting signals.2. Performance Max campaigns with creatives by category. apartment design using signals on Site Visitors, Search Topics and Competitors.Repair with a signal to Competitors, dividing it into 3 groups of objects: repair of one-room apartments, repair in new buildings and repair of houses.Performance Max campaigns for RBK Kronos.The campaign has added all necessary extensions and negative keyword lists at the campaign and account level. We received the first conversions in the first week after launching the campaigns
Work on errors
After the first campaigns and the results buy b2b email data obtained, we conducted a detailed analysis of the campaigns, cleaned all irrelevant search queries, excluded certain URL pages from the Performance Max campaigns and decided to change the structure.Search campaigns were divided into more detailed segments – all services were highlighted separately, since each category had a different price per click, and cross-exclusions were made between campaigns. Separately launched a search campaign with a key query “turnkey”.Relaunched Performance Max campaigns – launched separate campaigns for each category and used different targeting signals within the campaigns . By interests (repair and design);
search requests for each type of service.To visitors of specific pages of the site . To updated lists of competitors.After making significant adjustments, costs began to decrease, conversion relevance increased, but the cost per conversion was unsatisfactory.Results for the second month of promotion.
Optimization and scaling
Since the price per conversion did chicago business not suit us and the client, we carried out optimization. We kept only those campaigns that brought relevant conversions — a turnkey search campaign with key queries, a Performance Max campaign for the “Apartment Design” category, and a general campaign for the “Renovation” category.Separately, we also launched Performance Max campaigns for other signals.Collected a list of new buildings in Lviv that have been put into operation, and on such a signal launched a campaign, within the framework of which objects were divided into 3 groups according to priority services;launched a campaign with a signal for Investors (we chose interests that fit our goal), within the framework of which we also divided objects into 3 groups according to priority services.The following results were obtained in the third month of work:
