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Setting up and running Google Ads advertising for a hosting provider

How to ensure stable growth in applications and reduce the cost of a lead through systematic search optimization and PMax

#PPC

Input data:

Client: Ukrainian hosting provider.

Services: hosting, domains, related hosting solutions.

Term: 3 months.

Team: contextual advertising specialist, analyst, project manager, designers, proofreaders.

Problem: The market for hosting services and domains in Ukraine is highly competitive. Companies compete not only for price, but also for trust, reputation and stability of the service. The main challenges are high competition in search, constant growth in the cost of a click, the difficulty of scaling without losing efficiency, the need to maintain a stable application cost and uneven demand in regional areas. The project required system optimization, updating the account structure and strengthening advertising results.

Tasks:

increase the number of applications and service registrations;

reduce the cost of customer acquisition;

scale the account without losing the quality of traffic;

strengthen the brand's position in search.

List of works:

Conducted an advertising audit and Google Analytics 4. Checked the correctness of tracking applications, registrations, domain orders and hosting. Optimized conversion settings.

Built separate campaign logic for domains, hosting and brand. Separated campaigns by geography and domain types. Processed negative keywords to clean traffic. Redistributed budgets to the most effective areas.

Launched and optimized Search campaigns in key areas: brand, hosting, domains, and regional domains. For each area, separate ad groups with relevant texts and landing pages were created.

Launched a PMax campaign for Ukraine. Used it as a reach scaling tool. Optimized a set of creatives for the main services. Connected audience signals.

Regularly analyzed search queries, disabled irrelevant traffic, adjusted bids, tested ads, and redistributed the budget between Search and PMax.

Results

After implementing the updated structure and systematic optimization of campaigns, a steady growth in indicators was recorded.

Example of creative design

October 2025:
- conversions – 160;
- conversion cost – 308 UAH.

November 2025:
- conversions – 234;
- conversion cost – 206 UAH.

December 2025:
- conversions – 385;
- conversion cost – 133 UAH.

Dynamics of results for 3 months of working with the account

In general, the:
- number of conversions increased by 2.4 times;
- cost of the application decreased by more than half;
- share of branded traffic increased;
- quality of leads increased;
- account became stable to seasonal changes.

Results

After implementing the updated structure and systematic optimization of campaigns, a steady growth in indicators was recorded.

Example of creative design

Dynamics of results for 3 months of working with the account

Conclusions

The combination of search campaigns and PMax made it possible to reach users at all stages of the funnel: from searching for a domain to ordering services. The key factor in success was systematic work with the account, namely, working out a competent campaign structure, separating directions for domains and hosting, focusing on regional queries, scaling thanks to Performance Max, active remarketing and regular optimization based on analytics. A comprehensive approach allowed not only to reduce the cost of customer acquisition, but also to ensure stable business growth in the long term.

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