Context
TJ-Legal is an international company that helps companies and individual clients who work outside their own country.
In the case of this campaign, the target group were Polish construction companies operating in Germany.
Goals:
Acquiring leads for “Freistellung” and “Steuernummer” services addressed to construction companies operating on the German market.
Duration:
The campaign has been going on continuously for a year and a half
1. Market and keyword analysis
In the first stage, an in-depth analysis of keywords related to the German tax system was carried out, with an emphasis on phrases related to documents for exemption from construction tax (Freistellung) and obtaining a tax number (Steuernummer). Keyword words with high purchase intention were selected, which were also popular among Polish entrepreneurs operating in Germany.
2. Creation of advertising content
The campaigns contained refined content that communicated the company's key advantages, such as its many years of experience and simple online application process. As part of the activities, both Search and Performance Max campaigns were created, where we also added visual materials, including animations prepared using a dedicated Google Ads engine.
3. Landing page optimization
To increase conversions, we analyzed the company’s existing website using tools such as Google Analytics and HotJar. Using the insights we gained, we worked on various changes that were supposed to streamline the registration process and encourage users to go through the entire process. The pages were also optimized for loading speed and responsiveness, which significantly improved the quality of the user experience.
4. Account structure optimization
The campaign was divided into separate campaigns for people living in Poland and Germany. Within the Search campaign, we created separate ad groups for Freistellung and Steuernummer services, which allowed us to ensure a high level of matching between keywords, ad content and landing page. All this enabled better monitoring of results and cost optimization.
5. Bidding strategy optimization
Initially, we used the standard automatic strategy "Maximize conversions" to collect the right amount of data as quickly as possible and then switch to the Maximize conversions mode with a target CPA (in this case, the cost of acquiring a lead). This model allowed us to maximize the number of acquired leads, while controlling the cost of each of them, which was fundamental to the profitability of the campaign.
Campaign Results
- Over 2 million views
- Over 2000 leads acquired
- The average cost of acquiring a lead is €15
Summary
The Google Ads campaign for TJ Legal brought tangible results, allowing the company to acquire valuable leads optimized budget. This enabled TJ-Legal to be recognized on the Polish market and improved the conversion rate thanks to precisely tailored advertising content and effective keyword analysis.
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Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl