A Kyiv print and typography company came to me on a referral — they were already running Google Ads, but leads cost too much. An account audit, a sharper keyword structure, and new lead-capture channels (IP telephony + live chat) cut their cost per lead in half, over a partnership that ran about four years.
What do you do when Google Ads cost too much? A Kyiv print and typography company was already advertising but paying too much per lead. I audited the account, rebuilt the keyword structure, and added IP telephony and live chat so every call, message and form was captured — cutting cost per lead in half. One six-month window alone brought 533 leads at $4 each.
The company came to me on a referral. They already had a new website and live Google Ads — but the numbers didn't work: leads were coming in too expensive, and it felt like money was leaking.
Print buyers search in very specific ways — by product, by material, by process — so a lot of budget was going to the wrong clicks. And the site captured only part of the demand: people who wanted to call or ask a quick question had no easy way to.
So the job wasn't to launch from zero — it was to audit what was running, cut the waste, and open every channel a print buyer might use to get in touch.
Came in on a referral. Audited the running Google Ads account, found where budget was leaking, and mapped exactly where cost per lead could come down.
Set up Google Analytics and Tag Manager so every enquiry — not just form fills — was captured and measurable.
The site captured only part of the demand. IP telephony and on-site chat gave buyers more ways to reach them — calls, chat messages and form requests all became tracked lead signals.
Mapped how print buyers actually search (typography, UV printing, print on t-shirts, on paper…) and built a negative-keyword list to block waste.
Split the account into two campaigns — “typography / polygraphy” terms and “print” terms — with keywords grouped into tight ad groups.
Dialed in geo, budgets, bidding and schedules until cost per lead dropped by half; a later Maximize Conversions rollout validated smart bidding and scaled it across campaigns.
By auditing the running account, capturing every enquiry (call, chat, form) and tightening the keyword structure, cost per lead dropped by half. One representative six-month window brought 533 leads at $4 — part of a partnership that ran about four years.
