Case Study: Launching Ads from Scratch for a Translation Bureau in Kyiv

Analytics Setup

Since the client had never advertised on Google before, they received the standard new advertiser bonus that’s automatically applied to all fresh accounts we create.

Our first step was setting up analytics. For WordPress, this means installing the Google Site Kit plugin, creating a Tag Manager container and Google Analytics, entering the IDs, and completing the setup. Then, in Tag Manager, switching to preview mode, sending a test form submission, and checking which events WordPress generates. Those events were used to set up conversions — separately for Analytics and for Ads.

Google now strongly recommends setting up dedicated conversions for each platform — one for Analytics, another for Ads. This ensures fewer discrepancies, faster data transfer, and better campaign optimization.

We also connected Microsoft Clarity to observe user behavior in the first days after launch, added all key event tags (click-to-call, messengers, forms), and set up Binotel (dynamic call tracking + callback pop-up).

Since the client wanted to target Europe as well, we also had to implement a GDPR banner (Consent Mode) using CookieYes (free plan, no extra cost).

Key points

Installed Google Site Kit and connected it to Google Tag Manager and Google Analytics.

Configured in GTM:
- form submissions, phone clicks, messenger clicks, e-mail copy;
- dynamic call tracking with Binotel;
- conversion linker tag for Google Ads;
- integration with Microsoft Clarity.

Assigned synthetic conversion values (e.g., form submission > phone click).

Set up GDPR Consent Mode via CookieYes (free plan).

Ad Campaign Launch

Then came the advertising itself — and the competition was tough. CPC in Ukraine was around $1–2, which is high for the market. With a budget of only $20 per day, sometimes campaigns got just 1–2 clicks a day.

We focused on categories like duplicate documents, criminal record certificates, notarial translations, apostille. Popular services, but with extremely high competition, especially in Europe.

The first two months were hard. We constantly cleaned up keywords, added negatives, tested ads, adjusted structure. With five campaigns and such a small budget, it was difficult to find balance.

We tested everything: manual CPC, Max Conversions, Target CPA, even portfolio bid strategies. Only after two months did we manage to switch successfully to smart bidding.

Key points

Received a new account bonus from Google Ads.

Started with manual bidding.

Launched campaigns for key services:
- duplicate of birth certificate,
- criminal record certificate,
- notarial translations,
- apostille,
- translation bureau services.

Targeting: Ukraine + Europe (Ukrainian and Russian-speaking audience).

Challenge: very small budget (~$20/day) with high competition and CPC of $1–2.

Optimization

Regularly cleaned search queries, added negatives, and tested ad variations.

Tried different strategies: manual bidding, “Maximize Conversions,” “Target CPA.”

Only after 2 months managed to stabilize campaigns with smart bidding.

Now the structure is one campaign per service, each with its own budget. Some run only in Ukraine, others in both Ukraine and Europe.

The current bidding strategy is Max Conversions — the most effective with a limited budget. Ideally, we’d use Target CPA, but for now, the budget is too small.

Keywords were another challenge. While exact match seems precise, Google pushes advertisers towards broad match, and many conversions came from queries we hadn’t explicitly added. Since Google also hides part of the search terms, using only exact and phrase match risks losing volume. That’s why we had to use broad match and clean up with negatives.

Key points

Structure

- One campaign per service.
- Dropped “Ukraine vs Europe” split — different services required different geos.
- Each campaign had its own budget and CPL target.
- Strategy: “Maximize Conversions (within budget)”.

Policy & Moderation

Moderation was also tricky. Services like criminal record certificates or duplicate documents are seen as “government services” by Google, so ads often got “limited” or disapproved. We solved this through appeals, contacting support, or simply switching the landing page. For example, instead of linking directly to the service page, we advertised the homepage, which listed all services. This worked, even if conversion rates were slightly lower.

In the end, the biggest challenge was switching to smart bidding. Once we managed that, campaigns became stable, conversions grew, and account management became easier despite the small budget.

The secret here is simple: test, test, and test again — until it works.

Key points

Services like criminal record certificates and document duplicates fall under “sensitive.”

Issues: many ads received “Limited” or “Disapproved” status.

Solutions:
- filing appeals and contacting support,
- switching landing pages (main page often worked better).

Results

Successfully moved campaigns to smart bidding strategies.

Increased the number of leads despite the limited budget.

Resolved moderation issues through a mix of appeals and landing page changes.

Key Takeaways

Even small budgets can deliver results if strategies are tested and adapted.

In sensitive niches, landing page selection is as important as ad copy.

Best approach: start with exact match, then expand using broad match + negatives.

Switching to “Maximize Conversions” significantly improved campaign stability and lead quality.