case study
CPC advertising for car
transportation service
AVTOVOZ
Location
Ukraine, Europe
Start date
March 2023
Category
Auto
View
Website
Task
- Creation of advertising campaigns from scratch;
- Increasing the number of targeted leads interested in car delivery across Ukraine;
- Attraction of potential customers from EU countries;
- Scaling results in the high season (spring-summer) for the most effective locations;
Project features
- Creating creatives in different languages according to location;
- Limited budget for wide geotargeting;
- High competition;
Tools and services
Project description
avtovoz.in.ua - a team of professional drivers with more than 20 years of experience in cooperation with large car dealers and car importers. The company provides car transportation services throughout Ukraine and its borders. The fleet includes 4 large car transporters for 8 cars and tow trucks for 1-2 cars. There is a special offer for car transportation from Europe to Ukraine.
Solution
CPC advertising for car transportation service
avtovoz.in.ua offers the expertise of a seasoned team of drivers boasting over 20 years of experience, in close collaboration with major car dealers and importers. Our company specializes in car transportation services across Ukraine and beyond its borders. Our fleet comprises four large car transporters capable of carrying up to eight vehicles each, along with tow trucks designed for transporting one to two cars. We also extend a special offer for transporting cars from Europe to Ukraine.
After thorough discussions with our client to understand the target audience, we’ve determined that our advertising campaigns aim to reach potential customers who require car transportation services within Ukraine, as well as to and from neighboring countries including Poland, Lithuania, Latvia, Germany, the Netherlands, Italy, Spain, France, the Czech Republic, and Switzerland. Additionally, we target Ukrainians currently residing abroad who need to transport their vehicles back home due to unexpected relocation, particularly those who moved in early 2022.
Given the absence of prior advertising experience, we analyzed service demand using Google Trends. Our findings revealed a notable seasonality, with peak demand observed from March through October, followed by a decline in interest throughout the autumn and winter months.
CPC advertising strategy for car transportation service
The business strategy comprised several key stages:
The conversion price within Ukraine stood at UAH 167.82, while in Germany, it proved to be the most expensive, surpassing UAH 500 per lead. It’s important to recognize that European traffic comes at a higher cost compared to Ukrainian traffic. For instance, the average cost per click in the aforementioned countries averaged UAH 12.05, whereas in Ukrainian cities, it remained below UAH 6.06.
Although we achieved a commendable outcome, our objective was to boost the number of conversions while reducing their average cost. Consequently, we optimized our current campaigns based on active locations, devices, and campaign schedules.
By the fourth month of operation, the cost of conversion within Ukraine had nearly tripled to UAH 58.92 (approximately $1.50):
Compared to the first month of operation, the average cost of conversion in the EU (Poland, Germany, Baltic states) decreased to UAH 101.85 ($2.68). If we compare the price for a lead in Germany, the price per conversion decreased by 78% to UAH 122.91 ($3.23).
The total number of conversions increased more than three times – 205 leads.
+1279
New leads generated
Results
Thanks to the effective work of our agency, we were able to attract new leads and provide the client with work for a long time.
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