Case
Google
Ads…
Bioenergybank.com.ua is a supplier and manufacturer of eco-friendly solid fuel (fuel pellets, granules, and wood or peat briquettes) for private homes, boiler plants, and commercial enterprises.
Niche: Manufacturing / Wholesale and retail sales / Solid fuel and energy
Project: shop-digital.com.ua
Period: Autumn 2020 (01.09.2020 – 30.11.2020) compared to Summer 2020 (02.06.2020 – 31.08.2020)
Tool: Google Ads (Search advertising with targeted segmentation by fuel type and match type)
[insane 915 leads]
[ Main goals of the project ]Achieve a manifold increase in the number of inquiries (leads) during the peak autumn period compared to the summer «off-season»
- also:
- Segment the advertising campaign structure by fuel type (pellets vs. briquettes) and intent (hot/commercial) to allow for flexible bid management.
- Effectively utilize an increased budget while preventing the waste of funds on non-targeted or purely informational traffic.
[ Results in numbers ]Results in figures (Comparison: Autumn vs. Summer)
- total advertising budget
- 1500$ (compared to 724 $ in the summer — an increase of +105.71%).
- Targeted leads/inquiries received
- 915 (compared to 456 in the summer — an increase of +100.66%)
- Average cost per lead (CPl)
- $1.63
[ performance campaign ]In highly competitive seasonal niches, success goes to those who are prepared for scaling in advance and maintain a well-structured account. Doubling the advertising budget during the autumn season resulted in a twofold increase in incoming orders (reaching 915 leads over three months). At the same time, a carefully developed campaign structure and the implementation of negative keywords kept the customer acquisition cost at just 73 UAH per lead.
- «Search RUS Pellets Commercial (Broad Match)»: 16,503.05 UAH invested → generated 21.53% of all inquiries (compared to 18.64% in the summer).
- «Search RUS Pellets Commercial»: 12,598.94 UAH invested → generated 21.64% of all inquiries (an increase in the share of leads from 12.28% in the summer).
- «Search RUS Briquettes Hot (Broad and Exact Match)»: Together, these generated 26.77% of all inquiries with a spend of ~15,300 UAH.
- «Search RUS Briquettes Commercial»: 7,043.44 UAH invested → generated 6.67% of inquiries (showing a manifold increase in share compared to 1.97% in the summer).
- The solid fuel and heating materials sector is highly seasonal:
- A surge in demand during the autumn: As the first cold weather arrives (September–November), demand for wood pellets and briquettes increases manifold. Private homeowners and commercial buyers begin stocking up in bulk for the winter.
- A hybrid B2C/B2B segment: Private customers typically purchase in smaller quantities (packaged in big bags or sacks), while B2B clients order fuel by the truckload or in large tonnage.
- The primary objective: To scale the advertising budget effectively at the start of the season—capturing the largest possible market share while maintaining an attractive cost per acquisition (CPA), even as competition intensifies and drives up auction costs.
[ Portfolio ]
# Recent Projects
[ What was done (Strategy and Implementation)]
# what we do
01
Clear segmentation by fuel type and intent
Pellet campaigns: Separate streams have been launched to address both commercial and mass-market demand («Search RUS Pellets – Commercial» and «Broad Match»).
Briquette campaigns: High-intent transactional groups («Search RUS Briquettes – High-Intent») and commercial-focused segments («Search RUS Briquettes – Commercial») have been identified and set apart.
02
Combination of match types (Exact + Modifiers)
To achieve maximum reach within the target market, a hybrid keyword selection strategy was employed:
Broad Match Modifier (BMM) was used to capture a wide range of search query variations (e.g., «buy wood pellets with delivery,» «wood briquettes price per ton»).
Meanwhile, exact and commercially-oriented keyword matches ensured the acquisition of high-conversion impressions for «hot» search queries—those containing terms such as «price,» «buy,» or «order.»
03
Scaling budgets during the autumn peak
With the arrival of September, advertising expenditures were systematically increased by 105.71% (from 724$ in the summer to 1490$ in the autumn).
This made it possible to maintain top positions in Google search results during periods of peak buyer activity.
Want a similar result for your business?
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