Video production | PPC Campaigns Setup & Management / US
This case study reviews a lead generation project for Olena Z Films, a video production company specializing in event coverage such as conventions, trade shows, and expos. The advertising campaigns were run on Google Ads, targeting the USA, with a specific focus on Las Vegas.
Objectives
- Generate qualified leads for video production services.
- Achieve a target Cost Per Lead (CPL) based on budget forecasts.
- Test and optimize campaign performance across different segments (Search, Display, Retargeting).
- Expand geographic targeting to key states and refine audience segmentation.
As a result, phrase lists totaling 8,490 queries were obtained for the advertising campaign region:
What We Did
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- Campaign Setup: Launched Search, Display (GDN), and Retargeting campaigns on Google Ads.
- Keyword Strategy: Selected 202 high-frequency keywords from an initial pool of 8,490 queries, focusing on terms like «video production,» «conferences video,» and event-specific searches for Las Vegas. A broad list of negative keywords was also implemented to refine traffic quality.
- Audience Segmentation: Targeted users based on demographics (age, gender) and geography, with specific bid adjustments for key states like Colorado, Mississippi, North Carolina, Texas, New York, and Florida.
- Optimization: Continuously managed campaigns by adjusting bids, adding new keywords for upcoming events (e.g., «sema show 2022», «mjbizcon 2022»), updating ad copy, and excluding irrelevant placements in Display campaigns (e.g., games and apps).
- A/B Testing: Conducted tests on ad copy and landing pages to improve performance metrics like CTR and conversion rates.
In view of all the points mentioned above, ads in advertising campaigns have the following appearance.
Search:
GDN:
Remarkting:
Results (Period: 2022-08-17 — 2022-09-28)
The results below are aggregated from multiple reports covering the specified period.
- Total Leads: 17
- Average CPL: $64.94
- Total Budget: $1,104
- Total Clicks: 2,904
- Average CTR: 1.05% (Calculated from total clicks and campaign data)
- Average CR: 0.59%
Detailed breakdown by campaign type for the period 2022-08-17 to 2022-09-28:
- Search (General Events): 2 leads at a CPL of $112.50.
- Search (Services): 2 leads at a CPL of $66.60 [131 in source, likely a typo, calculation is $131/2 = $65.5].
- Display (GDN): 8 leads at a CPL of $29.38.
- Retargeting: 4 leads at a CPL of $73.25.
- Search (Events): 1 lead at a CPL of $220.
Platforms
- Google Ads
Key Insights
- Display Campaigns Were Most Cost-Effective for Leads: The Display (GDN) campaign generated the highest number of leads (8) at the lowest CPL ($29.38), indicating that broad targeting combined with visually engaging ads was effective for initial lead capture in this niche.
- Retargeting Proved Effective Over Time: The retargeting campaign initially generated zero leads but became a key source of conversions in the second month of operation, securing 3 leads in a two-week period. This highlights the importance of nurturing audience pools that have already shown interest.
Specific Search Terms Are Expensive but Necessary: Search campaigns targeting specific events («Poysk-Events») had the highest CPL ($220) but captured high-intent users. Broader search terms related to services («Poysk-Services») provided a more balanced CPL ($66.60).
