Case: contextual advertising for the Dialo translation agency
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Input data
Site type
Subject
Translation agency
Link to the site:
Monthly budget:
About the client:
Objectives
Results
It was done
Short result
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641%
Number of transitions
3 months
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€0.60
Average price per transfer
3 months
376%
Number of sales
3 months
Project: promotion of translation agencies through PPC
We were approached by Dialog, a translation agency specializing in written and oral translations for businesses and private clients. The task was to create a stable flow of requests and increase brand awareness using contextual advertising on Google Ads.
Problem: why was advertising optimization necessary?
High competition in the translation niche: many agencies offer similar services.
High cost per click in Google Ads due to competitor activity.
The difficulty lies in differentiation - it was necessary to show the unique advantages of the Dialog bureau.
The task is to reach the top for queries such as “translation agency Kyiv”, “professional translations”, “legalization of documents”.
Promotion actions and strategy
1. Market and keyword analysis
We have carefully selected the key queries that generate the largest number of leads:
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"official documents translation bureau",
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"notarized translation",
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"Interpretation for business."
Branded cues were also added to capture those who had already heard of Dialog.
2. Development of advertisements
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Texts with clear calls to action: “Order document translation today”, “Official translation with quality guarantee”.
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Google Ads extensions were used: phone numbers, address, links to service pages.
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A/B testing of multiple ad variants.
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3. Targeting and geography
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The main emphasis is on Kyiv and large cities in Ukraine.
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Additionally, campaigns have been set up for foreign clients who require translations into Ukrainian.
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4. Campaign optimization
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Excluding irrelevant queries that do not generate leads.
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Daily CTR and bid monitoring.
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Budget optimization with redistribution to the most profitable keywords.
Advertising campaign results
CTR (click-through rate): increased to 7.2% thanks to clear ads.
Conversion: The number of translation requests increased by 45% in the first month.
Cost per lead: reduced by 28% compared to initial campaigns.
ROI: every UAH 1 invested brought UAH 4.8 in profit.
Conclusions: how contextual advertising helped translation agencies
This case proved that even in the competitive translation niche, you can get a stable flow of applications through the right Google Ads strategy.
Key success factors:
accurate selection of keywords;
convincing ads with UTP;
constant optimization of campaigns;
focus on a specific target audience.
Contextual advertising has become an effective growth tool for Dialog translation agency, allowing it to reach a new level and attract more clients every month.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Contextual advertising for Dialog translation agencies
Contextual advertising for the Dialog translation agency has become a systemic growth channel, not just an attempt to test Google Ads. The translation agency operates in a competitive niche where clients compare dozens of offers and expect impeccable quality, speed, and legal correctness of documents. That is why contextual advertising for translation agencies had to immediately cut off untargeted traffic and bring people who are really ready to order document translation, legalization, notarization, or oral support. In the case of contextual advertising for the Dialog translation agency, the emphasis was on commercial requests with a clear intention — to order a translation online or get a consultation. A competently built campaign structure, detailed keyword selection, and thoughtful ads made it possible to turn Google Ads into a predictable source of applications and concluded agreements.
Input data and translation agency niche
Dialog Translation Agency specializes in written and oral translations for business and private clients, including official documents, contracts, technical documentation and event support. The main website acts as a showcase of services and a portal for online applications, and the monthly budget for contextual advertising was limited to a fixed amount, so each click had to maximize the chance of an application. The translation niche is characterized by high competition and significant cost per click, especially for queries such as “translation agency Kyiv”, “official translation of documents”, “translation with notarization”. The task was to configure contextual advertising for the translation agency in such a way as to reach exactly those users who are looking for a fast and reliable service, and not just interested in the topic. An additional focus was working with clients from other cities and countries who are preparing documents for study, work or immigration.
Problems of contextual advertising in the field of translations
The translation services market has several typical challenges: general requests without a clear purchase intention, expensive search impressions, and difficulty in rebuilding from competitors. Before launching this contextual advertising case, a significant part of the traffic came from users who were only looking for information about translation or legalization, but were not yet ready to order a service. Because of this, the average cost per click remained high, and there were few applications. Another problem is the similar wording of ads from different translation agencies, where it is difficult to understand why Dialog is the best choice. For effective contextual advertising of translation agencies, it was necessary to clearly distinguish between informational and commercial requests, add the maximum number of negative keywords, and emphasize the strengths of the service: official status, an experienced team of linguists, accuracy of terminology, and adherence to deadlines.
Contextual advertising strategy for Dialog bureau
The contextual advertising strategy for the Dialog translation agency was built around the connection "user intent - specific service". For search campaigns in Google Ads, keywords with a high probability of conversion were selected: order document translation, translation agency of official documents, translation with notarization, urgent translation for a visa or study. Separate groups of ads were created for different categories: legal documents, business translation, personal documents and oral translations. The ads emphasized quality assurance, confidentiality and meeting deadlines, and there were always clear calls to action. The use of Google Ads extensions - address, phone, links to service pages - simplified contact with the agency. In parallel, A/B testing of texts was carried out to find formulations that provide higher clickthrough rates and the best price for the application.
Google Ads campaign results for translation agencies
Already in the first months, optimized contextual advertising for translation agencies showed a significant jump in efficiency. The click-through rate of ads increased due to more precise selection of key queries and more convincing wording focused on the real needs of customers. The number of conversions from search increased several times, while the average cost of a click, on the contrary, decreased due to an increase in the quality score. The flow of applications from the form on the website and telephone calls became stable, which allowed the agency to plan the workload of the team of translators. At the same time, the share of untargeted traffic decreased: thanks to working with negative keywords, it was possible to cut off queries that did not bring leads. The case of contextual advertising for the Dialog translation agency demonstrated that competent campaign setup gives a noticeable increase in applications even with a limited budget.
Conclusions and further steps for the development of the translation service
Dialog's experience in promoting translation agencies proves that contextual advertising of translation agencies brings the best results when it is based on analytics, clear segmentation and regular optimization. Focusing on commercial requests with a strong intention to order a translation, using well-thought-out ads and constant monitoring of search terms turn Google Ads into a managed channel for receiving applications. The next steps for further growth can be scaling successful campaigns, expanding geotargeting, launching remarketing for those who viewed services but did not leave an application, as well as close integration with SEO and content marketing. This approach allows you to build a long-term customer acquisition system, where contextual advertising supports the brand, increases recognition and regularly brings new applications from business and private customers.