PPC Case Study: 632% CTR Climb for a Prominent Translations Provider

About

Skrivanek Baltic, a branch of the globally recognized Skrivanek Group based in Latvia, has been offering comprehensive translation services to B2B and B2C clients since 2003. Despite their established presence, challenges in lead quality and market reach required a fresh approach to their PPC strategy, particularly in effectively capturing the Russian and English-speaking markets.

They reached out to scandiweb to develop a focused and refined approach for targeting key audiences in multiple languages.

Objectives and expectations

The client’s primary challenges were lead quality and limited market reach, specifically a lack of Russian and English translations.

Our main objectives for the project included

• Increase market reach to include Russian and English-speaking audiences
• Optimize results and enhance the quality of leads while maintaining a steady cost per conversion.

Main KPIs to track

• Conversions
• Cost per conversion

The client expected to achieve these goals without increasing the overall budget, which meant a highly strategic and efficient campaign management approach.

Our approach

Our strategy to revamp Skrivanek Baltic’s PPC efforts focused on immediate improvements as well as long-term goals:

1. Conversion tracking optimization
2. Segmentation and targeted campaigns
3. Automated bidding and campaign refinement

We mainly worked with PPC ads for B2C in Google Ads and later expanded to B2B using the same platform.

Upon taking over the account, we prioritized optimizing conversion tracking to align with key business goals. Focusing on the B2C market, we initiated Google Search Ads campaigns targeting Russian and English audiences. To address limited initial engagement, we expanded our reach with a Performance Max campaign centered on high-demand services, resulting in sustained positive performance.

Building on this success, we segmented our audience into three Performance Max campaigns (Russian, English, and Latvian) to drive consistent engagement and conversions across all markets. Simultaneously, we refined our Search campaigns through rigorous testing of automated bidding strategies. We maintained a high-performing, budget-constrained brand campaign throughout this period.

We also conducted a pilot B2B campaign in the German market to explore the potential for broader European reach.

Results

One year after taking over the account, the results were significantly positive. With thorough planning, execution, and ongoing optimization, we were able to enhance Skrivanek’s market reach and lead quality. 

Main improvements

• +632.55% CTR
• +49.48% click share
• Increased impression share by 16.42% without excessive increase in budget
• Language-specific conversions: +47% for Russian and +7% for English
• Overall conversion rate improved by 41.89%
• Aligned conversion tracking with key business objectives.

The case study was prepared by PPC Specialists Jevgenija Mjasojedova and Ahmed Tantawy.

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