MindPilot Case

• Created and configured a Google Ads advertising account from scratch, including an analytics account and Tag Manager.
• Conducted a niche analysis and formed a promotion strategy.
• Worked out the semantic core: collected keywords, wrote adaptive and dynamic ads, created lists of minus words.
• We set up search advertising campaigns by key areas: brand, competitors, target audience. We have developed two separate directions - for the business audience and for individual customers. For each direction, the semantic core was individually selected and unique ads were developed that meet the requests and needs of each audience segment.
• Created and configured a campaign with maximum efficiency (Performance Max).
• Launched a campaign in the context-media network with targeting by topics, keywords and interests.
• Developed account performance forecast and agreed budget accordingly.

Our main goal was to attract a relevant audience and get leads.

Development and optimization of campaigns

After running the advertising campaigns, the following steps were taken:

• Conducted regular work with semantics: expanded negative word lists and worked out search queries to improve traffic quality.
• Reallocated budget between campaigns according to their conversion rates and current results.
• Tested automated bidding strategies to lower CPC and increase CTR.
• Analyzed campaign performance based on Google Ads and Google Analytics 4 data and made appropriate adjustments.
• Optimized ad texts and extensions based on performance metrics.
• Provided the client with regular reporting and recommendations for further development of the advertising account.
• Additional conversions have been configured to track clicks on target buttons on the site — this allows you to monitor audience interest and analyze user behavior even in the absence of basic conversions.

Important factors: 

First, the account was created from scratch - Google Ads algorithms need at least 2 weeks to learn and reach stable indicators, so the first month is an adaptation stage, and not a full-fledged operation. 

Second, the neurofeedback niche is highly specialized - most potential customers are just starting to discover this direction, which requires additional efforts to generate perceived demand and attract targeted traffic.

Taking into account these factors, thanks to the successful operation of the account, the results of the first month are as follows:

• In the first 30 days, 5 form submissions, 1 click by phone and 3 clicks by telegram were recorded (engagement from lead to sale = 50%, Instagram shows only 10%).
• In addition, clicks on target buttons on the site were recorded, which indicates the interest of users.
• Already at the start, it was possible to attract targeted appeals from interested users, which confirms the correctness of the chosen strategy and campaign settings.
• Further optimization of semantics, bids and ads will reduce the cost of lead acquisition and increase the number of conversions in the coming months.Open in full size

In the first 30 days of working with the account, we managed to build a full-fledged advertising infrastructure from scratch and get the first targeted hits. The main goal was to attract relevant traffic in the narrow niche of neurofeedback - and the client has already received the first leads.

Such a result at the start in this niche is an indicator of quality work: a competently assembled semantic core, correctly configured conversions and a correct structure of an advertising account. After the training period, there is an increase in demand. With further optimization, we expect a stable increase in the number of conversions and a decrease in the cost of attracting leads.

We are currently working on setting up branding campaigns to increase reach and brand awareness.