Financial & legal consulting | PPC Management / US
This case study details a PPC campaign for FinCzech, a financial and legal consulting firm specializing in the registration of small investment funds in the Czech Republic. The campaigns were run on Google Ads and Microsoft Ads, targeting an international audience.
Objectives
The primary objectives of the advertising campaigns were:
- Increase qualified leads through online form submissions and other contact methods.
- Establish a consistent flow of clients to allow for better budget and workload planning.
- Explore and test new geographic markets, such as Dubai and other English-speaking countries, to attract clients unfamiliar with the Czech jurisdiction.
- Attract high-quality leads from a specific target audience, including owners and top management of financial companies, regardless of the cost per lead.
What We Did
To achieve the client’s goals, the following actions were implemented:
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- Launched Paid Search campaigns on Google Ads and Microsoft Ads, targeting users actively searching for investment fund registration services.
- Implemented Remarketing campaigns to re-engage users who had previously visited the website.
- Conducted keyword research and segmentation, focusing on 98 high-frequency key phrases related to asset management, fund creation, and offshore company registration.
- Continuously optimized campaigns through A/B testing of ad copy, images, bidding strategies (e.g., «Maximum conversions,» «Maximum clicks»), and landing pages.
- Managed geographic targeting by adding and excluding specific regions based on performance analysis.
- Refined audience targeting by adding extensive lists of negative keywords to filter out irrelevant traffic.
In view of all the points mentioned above, ads in advertising campaigns have the following appearance.
Search:
GDN:
Remarketing:
Results (Period: 2023-09-04 — 2025-09-10)
Over the entire period covered by the reports, the campaigns achieved the following combined results across Google Ads and Microsoft Ads.
- Total Leads (Conversions): 830
- Total Budget: $9,500.32 USD
- Average CPL: approximately $11,4 USD
- Total Clicks: 62,370
- Average CTR: 5.42%
- Average CR: 1,33%
Platforms
- Google Ads
- Microsoft Ads
Key Insights
- Remarketing campaigns proved highly effective for conversion generation in Google Ads, often yielding a lower CPL and higher conversion rate compared to Paid Search campaigns, especially in later periods.
- Microsoft Ads consistently generated a high volume of leads at a very low CPL, demonstrating its value for reaching the target B2B audience in this niche.
- Strategic geographic targeting was crucial. Testing and refining locations—such as adding high-net-worth individual (HNWI) vacation spots and excluding underperforming countries—allowed for more efficient budget allocation.
