Get the Most Out of Your Search Campaigns

Promodo Maksym Bereshchuk — Product Development & PPC Expert  Artem Mudrak — Head of Product Development     

KLR is a Ukrainian bus carrier operating 50 routes across 16 European countries. 100% of ticket sales happen online. But how can a business grow when it’s competing with well-known European carriers? Our challenge was to increase monthly ticket sales from non-branded search by 154%. And we started thinking — how? KLR had 100 manually created search ad groups. For example, for the Ternopil – Rome route, there were just two groups: Ternopil – Rome and Rome – Ternopil. But each route includes dozens of stops in different towns and cities. We calculated that each route could have up to 1,000 possible combinations, all of which are eligible for ticket sales and additional revenue. That means 50 routes translate into 50,000 directions already served by KLR. Setting up all those ad groups manually would be time-consuming, expensive, and prone to human error. So we set an ambitious goal: to automate the launch of search ads for all possible routes and ensure that each ad stayed up to date. We achieved this with the help of our proprietary automation tool, G-Mos. Together with KLR’s development team, we built a data feed from their CRM, which sends G-MOS all the necessary information: route names, prices, landing pages, and availability. Based on this, G-MOS automatically generates keywords, ad copy, and the corresponding Google Ads groups. This way, a single specialist was able to set up 50,000 ad groups in just 3 hours — not as a one-time effort, but with automatic updates every 2 hours. If a route becomes unavailable — the ad pauses. If the ticket price changes on the website — it’s updated automatically in the ad. At the same time, we refreshed the entire search ad strategy: we restructured brand campaigns, added ads for competitor queries, improved Performance Max campaigns, launched new campaign types, and incorporated local languages into the ad copy. As a result, the number of tickets sold via search increased fivefold, while the budget grew by only 14.5%. The goal was exceeded by 67%. This campaign demonstrated how automation helps move beyond standard approaches — and focus on what really matters: results.