Inter-Visa

80 conversions and 10.3K clicks for 24K UAH: Google Ads for jobs abroad on a limited budget.

80: CV (Conversions)
10,3K: Clicks
24K UAH: Ad Spend
300 UAH: CPA

We set up analytics and Google Ads for jobs abroad: from a site audit to two campaigns in two languages.

Industry: Employment abroad
Market: Ukraine · jobs: PL / DE / CZ / LT / Europe · RU / UK
Period: 09.2021 — 02.2022
Status: Paused: in February 2022 the war froze the new site and the advertising.
Services: Targeted Advertising Advertising audit Google Ads
Technologies: Google Ads Google Analytics 4 Google Tag Manager

BRIEF

What did the client come with?

Inter-Visa is a project with jobs abroad and company representatives in separate regions of Ukraine. It needed Google ads for its jobs, but the budget was limited and the site was not improved before launch.

Problem list

Job pages needed work, but for financial reasons ads launched on the site as it was
Limited budget: two campaigns with separate budgets for the regions where the company is present
Analytics and conversion tracking had to be set up from scratch

GOALS AND TASKS

Launch job ads on a limited budget

01
Set up measurement
Google Tag Manager and Google Analytics, with form submissions and phone clicks in the header tracked as the main conversions in Google Ads.
02
Cover the regions of presence
Two campaigns with separate budgets for the regions where the company has representatives.
03
Split queries by destination
10 ad groups in two languages per campaign: Poland, Germany, the Czech Republic, Europe, Lithuania.

PROCESS

Three steps from audit to pause

Step 1: Finding clarity

We audited the site and wrote a brief for improving its sections and job pages.

Stage result:

A brief for the site improvements. For financial reasons, ads launched on the site as it was.

Step 2: Building the growth architecture

VECTOR IT

Google Tag Manager and Google Analytics; form submissions and phone clicks in the header tracked as the main conversions in Google Ads.

VECTOR MARKETING

Two campaigns with separate budgets for the regions where the company is present. Each has 10 ad groups in Russian and Ukrainian: Poland, Germany, the Czech Republic, Europe, Lithuania.

VECTOR CONTENT

Ads adapted to each group of search queries.

Step 3: A new site and a pause

Because of the limited budget and the site quality, conversions stayed expensive. In early 2022 work began on a new site: brief, design and features approved, ads paused until launch.

Stage result:

80 conversions for 24K UAH, about 300 UAH per conversion.

RESULT

The site first, then the ads

Over the period: 80 conversions and 10.3K clicks for 24K UAH, about 300 UAH per conversion. A limited budget and a site not improved before launch kept the cost high. On 23 February 2022 the war froze the new site and the advertising.

80: CV (Conversions)
10,3K: Clicks
24K UAH: Ad Spend
300 UAH: CPA

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