Marketer, analyst, ex-CMO focused on the Google ecosystem (Ads, Merchant Center, GA4, GTM). Google Partner. 150+ projects, 100+ positive reviews on Freelancehunt, 12+ countries.
- I work directly, with no account managers or subcontractors
- I measure results in sales, not in-platform conversions
- Maximum expertise in the Google ecosystem — instead of “PPC, social ads and SEO, all in one”
Another case in the B2B services niche, for a manufacturing company doing metal processing in Kyiv and the Kyiv region. This is one of my longest-standing clients — we have been working together for more than three and a half years.
Contents
How the cooperation started
The company does powder coating, sandblasting, metal structure fabrication, laser cutting, metal welding — everything to do with metal. At the start, the idea was to launch ads for the client’s production shop in Kharkiv.
The client already had a website, but it was old, and the client himself had no access to it. Some ads had run there at some point, but what and how — nobody knew. Working with that was absolutely not an option.
I suggested building a one-page landing page on Wix — we needed a quick solution that could be deployed as fast as possible. I built the landing page in exactly 3 days. I once worked in this niche myself, so I know both the internal processes and the sales well — no brief was needed, because I know how this audience thinks, how it searches and what answers it wants to get.
Stage one: a landing page on Wix
We connected call tracking right away — in this niche, lead forms are as rare a beast as a decent person in today’s world. At the start we used Ringostat.
The budget here is one of the smallest I work with — but the client is happy with the volume of leads search ads deliver, and for now we work in this “flat” mode. As I said in the case study on B2B industrial heating equipment, in B2B niches the cost per lead is not the top priority.
For the period from January 1, 2025 to September 12, 2026, the cost per lead came to 287 UAH ($6.4). In fact it is even lower, because we don’t track website forms or orders that come by email — and they do come — plus the same 10–15% that are impossible to attribute by definition. Even 287 UAH ($6.4) is an impressive number for a niche where orders run into 4–5 digits.
Key takeaway: this business lives on customer lifetime value. If you land a big customer, the job is not to lose them, and they will keep bringing large orders. But big orders rarely come the first time — in 95% of cases you first get a small test order, you produce it and deliver it with quality and on time, and only then is there something to talk about for further cooperation.
The average conversion rate on the dashboard for the whole period shows 3.75% — a bit off, because in Q1 2025 we ran local campaigns that generated a lot of traffic with a low share of relevant inquiries, which drags the number down. In reality, across different periods (the business has seasonality), the average conversion rate was 5–8%. A top result, given that the landing page was simple and built fast — but this audience, as it turned out, doesn’t care about visuals at all.
Stage two: moving to plain HTML
The next Wix payment came up, Wix raised its prices, and I didn’t like the builder itself — as with any builder, we were heavily limited in functionality. I suggested building the landing page in plain HTML and deploying it to Cloudflare — that way we saved $200 a year on Wix hosting out of nowhere. Not a big amount, but better to save it than not.
Case Study: 2x More Leads Without a Single Change in Google Ads
In May 2026 we switched to a new landing page — visually better, and I really liked it. After the switch, the conversion rate on this landing page came to 15.79% — these are tracked unique phone inquiries. Lead quality is extremely high — over 90%.
We don’t use a CRM here: the person who handles the leads is also the production manager, a guy aged 55+, and explaining a CRM to him is a lost cause — extremely hard. But we still have a sense of lead quality: for every call, this guy reports in our Telegram chat — whether the inquiry was good, whether they’ll bring an order or not, comments. So I don’t even push this — what we have is more than enough for now. Not a perfect setup, but we take external circumstances into account and adapt to the client.
After the new landing page, advertising at the same spend simply became cheaper out of nowhere — we started getting more leads for the same money. The landing page is as fast as possible, answers users’ questions as fully as possible, and loads lightning-fast because it is built in plain HTML without unnecessary scripts. There is only the call tracking script, GTM and analytics — 80–90 points for speed in Google PageSpeed Insights, because there is nothing extra, none of the plugins that WordPress, for example, is guilty of.
Switching from Ringostat to Binotel
At the second stage, we switched telephony providers from Ringostat to Binotel — Ringostat is simply more expensive, and Binotel fully covers the functionality we need. We switched to optimize costs.
When people ask which provider is better — Binotel, Ringostat, Unitalk or Fonet — I say: choose for yourself, I work with any of them. But my recommendation, especially for small projects, is Binotel. I like Ringostat for its more convenient interface and easier data analysis right in the provider’s dashboard — but that costs extra. Basically, Binotel’s minimum plan is more than enough for tracking, sending data to the CRM and back to Google Ads.
Google Tag Gateway
Google Tag Gateway is connected here — I have it on almost all my sites, because it is a free feature that moves the execution of certain scripts to the server side and improves the quality of incoming data that used to get lost — up to 14%, according to Google. I haven’t measured it myself, because overall there are no tracking problems on my projects, but if you can improve something for free — why not.
I explain Google Tag Gateway in detail and how to set it up quickly in this video:
Final numbers
For the period from January 1, 2025 to September 12, 2026, we got 757 unique inquiries at 288 UAH ($6.4) each, with a budget of 218,985 UAH ($4,866). On average we spend up to 15,000 UAH ($333) a month — one of the smallest budgets I work with.
The foundation here is search campaigns, no Performance Max at all. We tested PMax once — it was no use whatsoever, so the base is search campaigns, and we have been working with that for quite a while.
Summary
The client doesn’t bother himself with any nonsense. He sees the results — and he doesn’t care what you do in the ad account or with the website. Results are what matters to the client, and that is one of my core values in life too. A shared focus on results and no silly questions — I’ve written separately about the most common client questions on Google Ads here and here.
I really like this case, because it has lasted more than 3.5 years. When you work with a client for that long, it shows that you do quality work, they are happy with you, and your expertise is at a high level.
How to set up Google Tag Gateway via GTM and Cloudflare in a few minutes — step by step with screenshots in the article on Google Tag Gateway.
How I work with B2B and service businesses — on the Google Ads for B2B and service businesses page.
Another Search-only lead generation case, 687 leads at $2.19 — see the overseas employment agency case study.
Where to find me
Message me on Telegram or by email — I respond quickly. Telegram channel and YouTube are for those who want to see real cases before reaching out and understand my approach.