Video production | PPC Campaigns Setup & Management / US

This case study reviews a lead generation project for Olena Z Films, a video production company specializing in event coverage such as conventions, trade shows, and expos. The advertising campaigns were run on Google Ads, targeting the USA, with a specific focus on Las Vegas.

Objectives

Generate qualified leads for video production services.
Achieve a target Cost Per Lead (CPL) based on budget forecasts.
Test and optimize campaign performance across different segments (Search, Display, Retargeting).
Expand geographic targeting to key states and refine audience segmentation.

As a result, phrase lists totaling 8,490 queries were obtained for the advertising campaign region:


What We Did

Campaign Setup: Launched Search, Display (GDN), and Retargeting campaigns on Google Ads.
Keyword Strategy: Selected 202 high-frequency keywords from an initial pool of 8,490 queries, focusing on terms like "video production," "conferences video," and event-specific searches for Las Vegas. A broad list of negative keywords was also implemented to refine traffic quality.

Audience Segmentation: Targeted users based on demographics (age, gender) and geography, with specific bid adjustments for key states like Colorado, Mississippi, North Carolina, Texas, New York, and Florida.
Optimization: Continuously managed campaigns by adjusting bids, adding new keywords for upcoming events (e.g., "sema show 2022", "mjbizcon 2022"), updating ad copy, and excluding irrelevant placements in Display campaigns (e.g., games and apps).
A/B Testing: Conducted tests on ad copy and landing pages to improve performance metrics like CTR and conversion rates.