Table of contents:
01/ Getting started
The client is a security company providing a full range of security services in Kharkiv and the Kharkiv region, Ukraine.
Geotargeting — Kharkiv and the Kharkiv region. The niche is highly competitive, with a high cost per click in the TOP 3 paid search results.
High competition: The security services sector in Kharkiv is one of the most aggressive niches in contextual advertising. The market includes both major nationwide brands and strong local competitors.
Overheated auction: Maximum bids for the top positions in search results for high-intent queries (“alarm monitoring”, “panic button”) reached UAH 400–500 per click.
Specifics of a frontline region: The demand for property protection is high, but decision-making in the B2B segment requires maximum trust and precise targeting.
Main tools: Google Search Ads, Performance Max, Google Analytics 4
02/ Project goals
- Comprehensive Google Ads launch: Creation and structuring of search campaigns for 7 separate service areas (alarm monitoring, business security, private home security, physical security, etc.).
- Implementation of Performance Max: Launch of automated campaigns to expand reach and acquire traffic at a lower cost.
- Lead generation: Consistent growth in the number of targeted inquiries (phone calls and website submissions).
- Cost control and optimization: Maintaining an acceptable average cost per click (CPC) under conditions of an auction with extremely high bids.
03/ Scope of work
Stage 1. Preparation and technical setup of advertising
- Marketing analysis: Conducted an audit of competitors in search results, analyzing their USPs, landing page structures, and advertising messages.
- Keyword research: Collected and clustered relevant search queries, divided into 7 main service areas of the company.
- Analytics setup: Implemented end-to-end conversion tracking in GA4 (form submissions, phone clicks, Binotel) to ensure the correct operation of Google algorithms.
Stage 2. Launch of advertising campaigns in Google Ads
- Search campaigns: Created relevant ads with maximum use of ad extensions (promotions, sitelinks, structured snippets, callouts, locations).
- Performance Max campaigns: Selected and developed high-quality graphic creatives, headlines, and video materials. Audience signals were configured.
- Bidding strategy: Thanks to flexible settings and the use of strategies with strict limits, we managed to maintain the average CPC at UAH 38.94, despite competitors’ maximum bids of UAH 400–500.
Stage 3. Advertising optimization and scaling
- Strict negative keyword management: Weekly search-term cleanup to filter out irrelevant intent (“jobs”, “security law”, “free”, “security guard job”).
- A/B testing: Continuous testing of headlines and calls to action (CTA) to improve ad quality and CTR.
- Conversion analysis: Monitoring performance by time, device, and specific locations across the region.
Stage 4. Analytics and results
- Total number of inquiries (leads): 354
- Total number of clicks generated: 7,670
- Average website conversion rate (CR): ~4.61% (an excellent result for the security services niche)
- Average cost per click (CPC): UAH 38.94 (10–12 times lower than peak auction bids)
04/ TO BE CONTINUED
Despite an overheated auction and extremely high competition in Kharkiv, we managed to build a manageable and cost-effective lead generation system.
Thanks to precise segmentation of search campaigns across 7 services, regular negative keyword optimization, and the hybrid use of Search + Performance Max, the project generated 354 high-intent inquiries. The key success of the strategy was maintaining the average CPC at UAH 38.94, allowing the client to receive a consistent flow of leads without overspending in auctions with bids reaching UAH 500.
