We kept a print business's leads flowing
How we ran PnP — a Ukrainian printing and promo-products business — as a steady lead engine across posters, stickers, magnets and plaques, cutting the cost of each lead.
The partner
PnP is a Ukrainian printing and promo-products business — posters, stickers, magnets, plaques and more. It's a high-frequency, quote-led category where a steady flow of inquiries at a low cost per lead matters more than any single spike. The account needed dependable volume across a wide product range.
Goals
- A dependable, steady flow of print and promo inquiries.
- Cover a wide product range and general demand.
- Keep cost per lead low and consistent.
- Capture competitor and regional demand.
- Track every inquiry so bidding optimizes to real quotes.
Strategy
We ran PnP as a steady lead engine: high-intent general and regional search across the product range, backed by Performance Max for reach, all tuned to keep the cost per inquiry low.
- 01
Covered general and regional search
High-intent search across the product range and regions caught people actively looking for print and promo work.
- 02
Extended reach with Performance Max
A PMax campaign added volume across Google's inventory beyond pure search.
- 03
Held competitors off
A competitor campaign kept the business visible against rivals on comparison terms.
- 04
Kept cost per lead low
Tight query control and weekly optimization held the cost of each inquiry down and trimmed it further over time.
- 05
Delivered steady volume
The result was dependable quarter-on-quarter lead flow, up to +40% at the peak quarter, at a lower cost per lead.
Results
PnP ran as a steady lead engine — dependable quarter-on-quarter inquiry volume, up to +40% at the peak quarter, while the cost of each lead came down by nearly a fifth.
Lead consistency
Leads per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
More from Local services
Built a category-leading buying service to double-digit click-to-lead rates, with 6 in 10 leads driven by Performance Max.
PMax + Search · read case →Scaled an eyelash-extension supplier 5× at peak across B2C and B2B, on a Performance-Max-led build at a falling cost per order.
Performance Max · read case →Runs a kids' art school across three cities on Performance Max, filling seasonal camps and classes while cutting cost per booking by 60%.
PMax + Search · read case →Book your free audit.
No pitch.
We connect to your account, review the numbers live, and show you exactly what's working — and what isn't. If it's solid, we'll say so. If not, we'll show you precisely what we'd change and why.
Book my free audit →