Gold Buying & Precious Metals / Local Service
CPA $2.73 →
$1.56: Doubled Leads Without Increasing Budget
The Challenge
A gold buying business in Uzbekistan — one of the most competitive local service niches in the region. The client purchases gold jewelry, banking equipment, and precious metals. In this market, speed and trust are everything: customers decide within minutes whether to call or move on to a competitor.
The business was spending heavily on Google Ads but had no visibility into what was actually working. Performance Max campaigns were generating volume — but the sales team confirmed that the majority of incoming leads were low quality, wrong audience, or completely off-target.
Two additional challenges made this harder than a typical local service account:
Messenger-first behavior. In Uzbekistan, Telegram is the primary business communication tool. A significant portion of potential customers prefer to send a photo of their gold via messenger rather than calling — requiring multi-channel tracking beyond standard call and form setups.
Language segmentation. The market operates across two languages — Uzbek and Russian — with meaningfully different search behavior and vocabulary. A single campaign structure couldn’t serve both audiences effectively.
What We Did
Implemented full call tracking
Built the measurement foundation before touching campaigns. Integrated call tracking for all website calls, set up Click to Call mobile conversion tracking, and tracked Telegram button clicks as a separate conversion event. First time the client could see actual cost and volume of every contact type.
Killed Performance Max
After analyzing performance data, shut down all automated campaigns entirely. PMax was generating clicks but confirmed poor-quality leads by the sales team. Every dollar moved to controlled search campaigns where we governed exactly which queries triggered ads.
4-block campaign structure around real intent
Brand (full control over branded queries), Exact Intent (tight match for highest-intent searches), AI-Driven Search (smart campaigns for low-frequency long-tail queries), Scale Broad (broad match with strict negative keyword management for maximum market coverage).
Segmented by language
All campaigns duplicated across Uzbek and Russian with language-specific ad copy for each. This alone improved relevance scores and reduced wasted spend on mismatched queries in a bilingual market.
Dominated top of search
Consolidated budget and clean structure pushed priority campaigns to sustained top-of-page positioning — reaching 97% Top Impression Share, effectively removing competitors from the user's field of view for virtually every relevant query in the region.
The Results
Conversions nearly doubled while CPA dropped 43% — achieved without increasing the budget. The shift from automated to manual search wasn't just a tactical change; it was a structural one. Cleaner data fed better decisions, which fed better results.
The 97% Top Impression Share meant the client's brand appeared at the top of search for virtually every relevant query in the region. Competitors weren't just losing clicks — they were losing visibility.
Evidence
Results trend
Results comparison
We’ve been working together (Google and Meta ads) for several months now, and the results have been impressive — the number of clients has nearly doubled. Serg and his team are real pros in what they do — highly skilled, proactive, and focused on delivering growth. Definitely recommend working with them!
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