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PERFORMANCE MARKETING CASE STUDY✓ VERIFIED METRICS

Parcel Solution

Logistics & Supply Chain — Courier & Logistics Services

CAMPAIGN FOCUSCourier & Logistics Services

PRIMARY OBJECTIVELead Generation

PLATFORMS USED

Google Ads

MY ROLE & SCOPE

StrategyMedia BuyingCampaign OptimizationConversion Tracking

THE CHALLENGE

Maximize qualified courier enquiries while lowering CPL in a highly competitive search market.

THE STRATEGY & APPROACH

01 EXACT-MATCH STRATEGYGoogle Ads

Exact-match search campaign structure focusing on courier booking intent

02 NEGATIVE STRATEGYGoogle Ads

Negative keyword pruning to stop non-commercial traffic drain

03 CONVERSION STRATEGYGoogle Ads

Conversion rate optimization on quick inquiry lead forms

PERFORMANCE INTELLIGENCE

Source: Google Search Ads Report (01 Jun 2026 – 30 Jun 2026)

TOTAL SPEND

52,400₹

CLICKS

14,200

CTR

6.1%

AVERAGE CPC

3.69₹

LEADS GENERATED

480

COST PER LEAD (CPL)

109₹

CONVERSION RATE

11.2%

Verified Data Source: Google Search Ads ReportReporting Period: 01 Jun 2026 – 30 Jun 2026Last Updated: 11 August 2026

THE SHIFT (BEFORE VS AFTER)

Cost Per Courier Lead

BEFORE210₹

AFTER109₹

IMPROVEMENT↑ 48.1%

Form Conversion Rate

BEFORE5.4%

AFTER11.2%

IMPROVEMENT↑ 107.4%

CAMPAIGN EXECUTION TIMELINE

RESEARCH

Target audience intent & competitor benchmarking

BUILD

Campaign architecture & conversion tracking setup

LAUNCH

Controlled ad deployment across target platforms

OPTIMIZE

Bid adjustment, negative targeting & creative iteration

SCALE

Budget reallocation to high-ROAS & low-CPL segments

MEASURE

GA4 attribution and monthly ROI performance reporting

PERFORMANCE RESULT & IMPACT

"Achieved lower Cost Per Lead with improved lead verification and booking quality."

WHAT I LEARNED

01High-intent Google Ads search queries produced significantly stronger conversion quality.

02Audience & route segmentation improved bid efficiency and acquisition cost control.

03Continuous creative iteration prevented audience ad fatigue.

04Conversion tracking optimization enabled accurate server-side lead attribution.

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