Starting point: about the project
The work ran for almost a year. Along the way we found a key pattern: each country and region needs its own unique campaign with its own strategy. It's a mistake to run one campaign for a single region and keep the whole budget on it.
The goal
Raise the value of conversions in paid search and, in a rapidly growing auction, hold the required cost-per-click and a steady flow of conversions from ads.
What we did
- Split budgets across regions. Instead of betting on one region, we spread budgets across several — to get the needed impressions and clicks in each.
- Segmented ads by geo. An ad tailored to each country or region looks more appealing to locals and performs noticeably better — which lets us reach a high campaign CTR.
- Raised ad quality. Using the keyword in ad parameters immediately lifts ad quality and relevance.
- Kept the economics. In a growing auction we systematically controlled cost-per-click and the conversion flow.
Results
Geo and intent segmentation paid off. The flagship ad group «online psychologist» is telling: on roughly UAH 47,500 in spend it generated nearly UAH 350,000 in conversion value — a return on ad spend (ROAS) of about 7.4×.
| Clicks | 2,555 |
| CTR | 8.43% |
| Average cost per click | UAH 18.58 |
| Conversion rate | 9.52% |
| Conversions | 243 |
| Conversion value | ≈ UAH 349,967 |
| Spend | ≈ UAH 47,476 |
| Return on ad spend (ROAS) | ≈ 7.4× |
Precise geo and intent segmentation pushed CTR on several groups well above average: «chat with a psychologist» — 18.09%, «anonymous psychologist» — 15.48%, «psychologist price» — 12.89%. We've worked with the client for over a year and, in a growing auction, hold the required cost-per-click and a steady conversion flow.
Source: the project's Google Ads account data (dashboard screenshots, ad-group breakdown), engagement over 1 year.
Team and project parameters
| Engagement period | over 1 year |
| Geography | several countries / regions |
| Project type | Google Ads search campaigns (multi-region) |
The project was handled by the SEOquick team:
- Alyona Polyukhovich — paid search & targeting (PPC + Meta)
Engagement — over 1 year. Geography — several countries and regions.
What's next
A similar performance case with real numbers: Setting up a Google Ads campaign.
Running ads across several regions? The concrete next step is to try our free keyword generator and Google Ads generator.