The client operates in the logistics industry. It is an international company offering comprehensive parcel shipping services for businesses worldwide.
Our collaboration with the client began on September 4, 2023, initially focusing on Google Ads campaigns in the Polish market. Over time, it expanded to include France, Spain, and the United Kingdom.
As Delante, in addition to Google Ads, we also supported the client with SEO and LinkedIn Ads activities to build brand awareness comprehensively and acquire high-quality leads.
The main goals of the cooperation were to build brand awareness across European markets and to generate valuable leads. Although the overall objectives were similar across all markets, the methods of execution varied depending on the level of brand recognition in each country.
In Poland, the brand was initially unknown, so we first focused on brand awareness campaigns to build recognition. Only after several months of intensive branding efforts did we start scaling campaigns aimed at traffic acquisition and lead generation. This approach helped establish a solid foundation, enabling us to move toward more advanced lead generation strategies.
In the French market, the brand already had a reasonable level of awareness, allowing us to move faster toward lead and traffic generation campaigns. From the very beginning, we strongly focused on optimizing campaigns for inquiries and conversions.
In the UK, the brand was already well recognized, so branding campaigns were kept to a minimum. The majority of the budget was allocated to lead generation campaigns, designed to attract the most valuable users.
Na rynku hiszpańskim, podobnie jak w Polsce, rozpoczęliśmy od działań wizerunkowych. Po zbudowaniu rozpoznawalności marki, zaczęliśmy skalować działania pod kątem generowania leadów i zwiększenia ruchu na stronie.
Due to low brand recognition at the start, a significant part of the budget was allocated to brand awareness campaigns to attract users’ attention. Another key challenge was selecting the right keywords for the Polish market and conducting a competitive analysis, both essential for crafting effective strategies.
Although the brand was already recognized, competition in the French market was intense. We performed detailed market and keyword analyses to stand out from competitors. Additionally, we regularly adjusted awareness campaigns in response to the growing number of searches for specific services.
The UK market was highly competitive, requiring campaigns to be optimized for lead quality. We focused on precise audience targeting to avoid wasting budget on irrelevant users while maximizing conversions.
In Spain, we faced challenges similar to those in Poland – low brand awareness and the need to adapt keywords to the local market. Collaboration with a translation agency was crucial to ensure messages were linguistically accurate and culturally relevant.
Each market came with its own unique challenges. The biggest difficulties included varying levels of brand recognition which required different pacing and the need to adapt campaigns to specific market conditions, such as competition or cultural differences.
For each market, we conducted an in-depth keyword analysis using analytical tools and consultations with the SEO department and translation agency. This ensured that campaigns were closely aligned with the needs and search behaviors of local users.
Working with a translation agency allowed us to maintain high-quality ad texts that were not only linguistically correct but also well adapted to user intent and local culture. Localization of content played a key role in improving campaign effectiveness.
Campaigns were divided into ad groups reflecting specific goals in each market. For example, in Poland, we first focused on brand campaigns, later shifting toward advanced lead generation. In the UK, by contrast, we concentrated primarily on lead campaigns, with minimal branding activity.
All campaigns were continuously monitored and adjusted based on performance. Thanks to ongoing optimization, we achieved better results in a short period, directly impacting lead quality and sales outcomes.
Throughout the collaboration, a key element was tailoring campaigns to the specifics of each market. This approach involved meticulous keyword selection, translation and copywriting work, and appropriate ad format selection.
Despite having achieved many of our goals, the collaboration still holds great potential for further development. In the future, we plan to focus more on analyzing not just the quantity, but also the quality of inquiries.
We will analyze leads from specific channels and campaigns to tailor strategies and ad messaging even more precisely to user needs and expectations across different countries.
Our goal is to contribute as much as possible to the client’s business growth and we believe this will be a step toward achieving even more ambitious results in the future.
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