The main goal of the campaign for the platform BLpaczka.com the goal was to acquire high-quality leads from companies looking for efficient courier services. The activities were dynamic and based on continuous progress—from initial tests, through aggressive optimization, to the phase of stable result scaling.
Key tactics used in the campaign:
- Advanced form analytics were implemented. To provide the algorithms with the correct signals, a Tax ID (NIP) validation requirement was added. The event was counted as a full conversion only when the user completed this field. Inquiries without a Tax ID were not reported to the algorithm, allowing the system to flawlessly focus on business leads.
- We targeted campaigns at the brand queries of courier companies integrated with the platform. By leveraging the high recognition of the carriers cooperating with BLPaczka, we effectively intercepted determined users with strong purchase intent, offering them access to the sought-after services in one place.
- The campaign reached potential customers at various stages of the funnel through the combined power of Search, Performance Max, Display, and Discovery.
The effectiveness of these measures is best illustrated by the data. Since October 2024, there has been a very sharp increase in the rate of new registrations. The total number of new registrations (Total Registrations) rose from a few hundred per month to a record high of 3,537 in January 2025. This directly impacted the volume of “Full Registrations” (Full Registrations), which rose from 559 accounts in September 2024 to 2,777 by May 2025. The average click-through rate (CTR) during the optimization period remained at 7.00%.
What did we do?
- Creation of a comprehensive media channel mix including Search, Performance Max, Display, and Discovery networks.
- Precise query segmentation (brand, generic, service, and competitor) to optimize bids.
- Configuration of custom events and implementation of VAT ID validation in the registration form.
- Testing and a smooth transition from Cost Per Lead (CPL) minimization to conversion maximization.
