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KMB Progress · B2B · PPC · 2024 vs. 2023
Costs −32%.Clicks +55%.
Year-on-year comparison 2024 vs. 2023: a lower ad budget, more visits and better-quality traffic.
−32%advertising costs
+55%clicks
+27%traffic
CZK 29 → 12average CPC
Project goal
Cut paid advertising costs while bringing in more relevant customers.
Starting point
- Conversions in Google Ads were not set up correctly in 2023.
What we did
- 1
Performance Max
Better budget allocation and more precise targeting.
- 2
Search terms
Regular analysis and exclusion of irrelevant keywords.
- 3
Ad creative
Optimising creatives for higher engagement and ad quality.
- 4
Sklik as a supplement
We kept Sklik as a supplementary channel.
Results
Google Ads proved to be the main source of quality leads. We continue to optimise Google Ads and are testing new approaches on Sklik.
−32%advertising costs
+55%clicks
+27%traffic
CZK 29 → 12average CPC
CZK 228,271 → 157,008total spend 2023 → 2024
+62%time spent on the website
+25%interactions per visit
108forms from Google Ads (CZK 516 on average)
223phone clicks from Google Ads (CZK 250 on average)
16 + 13forms and phone clicks from Sklik
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