A year of work and one key discovery
An online-psychologist services project. An interesting case in growing conversion value: the work ran for nearly a year, and over that time we built a system where each country and region has its own unique campaign.
The key discovery: it's a mistake to run one campaign on a single region and keep the whole budget on it. Far better to spread budgets across regions at once — and get the needed impressions and clicks in each, achieving a high CTR.
Grow conversion value
Grow conversion value in paid search and, amid an actively rising auction, hold the needed cost per click and a steady flow of conversions from ads.
Geo-segmentation and quality work
Budgets by region
Instead of betting on one region, we spread budgets across several — the needed impressions and clicks in each.
Geo-segmented ads
An ad for each country/region is more appealing to locals — hence the campaigns' high CTR.
Ad quality
Using the keyword in parameters immediately raises the ad's quality and relevance.
Economy control
In a rising auction we systematically held the cost per click and the conversion flow.
ROAS ≈7.4× and CTR up to 18%
The lead ad group 'online psychologist' is telling: 2,555 clicks, CTR 8.43%, 243 conversions, conversion value ≈349,967 UAH on spend ≈47,476 UAH — ROAS around 7.4×. Precise geo and intent segmentation lifted CTR for several groups well above average.
| Metric | Value |
|---|---|
| ROAS | ≈ 7.4× (lead group) |
| Clicks · CTR | 2,555 · 8.43% |
| Conversions | 243 · value ≈349,967 UAH |
| Spend (group) | ≈47,476 UAH |
| CTR of some groups | 'psychologist chat' 18.09% · 'anonymous psychologist' 15.48% · 'psychologist price' 12.89% |
Source: the project's Google Ads account (online psychologists), over a year of work.
Project team
The project was run by Alyona Polyukhovich — PPC and targeting (PPC + Meta). Full team and roles on the 'About' page.
What's next
A similar performance case: full-cycle paid search for a services site. Running ads across several regions? The concrete next step is an ads audit.