The client operates in the logistics sector, providing end-to-end parcel shipping solutions for businesses globally. Our collaboration with the client began on September 4, 2023, initially focusing on Google Ads campaigns for the Polish market. Over time, the scope expanded to include the French, Spanish, and UK markets.
At Delante, alongside managing Google Ads campaigns, we also supported the client with SEO and LinkedIn Ads initiatives. This multi-channel approach aimed to build comprehensive brand awareness while generating high-quality leads.
The primary objective of the collaboration was to establish brand awareness across European markets while acquiring high-value leads. While these goals remained consistent across all markets, the implementation strategy varied depending on the brand’s level of recognition in each country.
In Poland, the brand was largely unknown, so we initially focused on awareness campaigns to build recognition. Only after several months of intensive brand-building efforts did we begin scaling campaigns to drive traffic and generate leads. This approach allowed the brand to establish a solid foundation, enabling us to shift focus toward more advanced lead generation initiatives.
In the French market, brand recognition was already at a sufficient level, allowing us to move more quickly toward lead generation and traffic-focused campaigns. From the outset, we placed strong emphasis on optimizing campaigns for inquiry generation and conversions.
In the UK market, the brand already had strong recognition, so awareness campaigns were kept to a minimum. The majority of the budget was allocated to lead generation campaigns aimed at attracting the most high-value users.
In the Spanish market, similarly to Poland, we started with brand awareness activities. Once brand recognition was established, we scaled our efforts toward lead generation and increasing website traffic.
Due to low brand recognition at the beginning of the collaboration, a significant portion of the budget had to be allocated to awareness campaigns in order to capture users’ attention. Another key challenge was ensuring proper keyword localization for the Polish market, as well as conducting in-depth competitive analysis, both of which were critical to developing effective campaign strategies.
Although the brand was already recognized, competition in the French market was highly intense. We conducted comprehensive market analysis and in-depth keyword research to differentiate the brand from competitors. Additionally, we continuously adjusted awareness campaigns in response to the growing volume of queries for specific services.
The UK market was highly competitive, requiring our campaigns to be optimized for high-quality leads. We focused on precise targeting to avoid wasting budget on irrelevant users while maximizing conversions.
In Spain, we faced challenges similar to those in Poland—the brand had low recognition, and keywords needed to be tailored to the Spanish market. Collaboration with a translation agency was crucial to ensure that messaging was accurately adapted to the local context.
Each market presented unique challenges. The main difficulties were differences in brand recognition, which dictated varying campaign pacing, and the need to tailor campaigns to specific market conditions, including competitive intensity and cultural nuances.
For each market, we conducted a thorough keyword analysis using specialized tools and collaborating closely with the SEO team and a translation agency. This ensured that campaigns were accurately aligned with the local users’ needs.
Collaboration with a translation agency allowed us to ensure high-quality ad copy that was not only linguistically accurate but also tailored to the needs of users in each market. Localizing content to fit regional markets and cultural nuances was critical for maximizing campaign effectiveness.
Campaigns were carefully organized into ad groups aligned with specific objectives for each market. For example, in Poland, we initially focused on awareness campaigns before launching more advanced lead generation initiatives. In contrast, in the UK, the emphasis was placed primarily on lead generation campaigns, with awareness campaigns kept to a minimum.
Campaigns were continuously monitored and adjusted based on performance data. Regular optimization allowed us to achieve improved results in a short timeframe, directly enhancing lead quality and driving better sales outcomes.
Throughout the collaboration, a key element was tailoring campaigns to the specifics of each market. This approach included precise keyword selection, localized translations, and the strategic choice of ad formats.
Despite having achieved numerous goals, the collaboration with the client still holds significant growth potential. Moving forward, we plan to focus more on analyzing not just the volume, but also the quality of inquiries. Individual leads will be evaluated by channel and even by specific campaign, allowing us to fine-tune strategies and ad messaging to better meet user needs and expectations across different countries. Our goal is to maximize our contribution to the client’s business growth, taking another step toward achieving further strategic objectives.
