Client and challenge
Balti Logistika — a Baltic logistics operator: international freight transport, customs clearance and cargo handling across Europe, the US and Asia.
Its customers are businesses: factories, distributors, trading companies. Every lead is valuable, but the decision to work together takes a long time.
Search advertising in logistics is cluttered: people are looking for removal crews, cheap house moves and driving jobs. That traffic eats the budget and produces no B2B leads.
We had to cut out every irrelevant click and keep only the people who genuinely need international logistics for their business — at a cost per lead that makes sense.
What we did
Search query audit
We broke down which queries were bringing in traffic — and how much of it was off-target.
Negative keywords
A negative keyword list cut out removal crews, private house moves, job hunters and the rest of the irrelevant traffic.
Conversion tracking
Campaigns now optimise for a B2B lead, not for clicks — we count what actually brings in money.
Ads in LV and EE
Separate campaigns in Latvian and Estonian — one for each Baltic market.
LinkedIn for decision-makers
We layered LinkedIn ads on top of Google — aimed at the people who sign off on logistics.
Bid optimisation
We shifted budget towards the queries that deliver high-quality leads.
Results in numbers
Google Ads data for 01.04 — 21.10.2024. Budget figures hidden.
Cut the noise — keep the substance
In logistics, half of all search traffic isn't your customers. Drag the slider: on the left, the raw stream of queries; on the right, what was left after the clean-up.
Negative keywords and proper conversion tracking filter out the irrelevant traffic — the budget goes only to people who genuinely need logistics for their business.
*That's what a B2B lead in logistics typically costs — the market benchmark. By cleaning up the traffic we keep our lead several times cheaper.
The account and the ads
The real Google Ads account and the ads that drove the flow. Budget figures hidden.
Hover to scroll through the site, or click to open it in a new tab.
“In an expensive channel, the winner isn't whoever pays the most — it's whoever cuts the waste most precisely.”
Is your ad channel running hot?
We work with B2B and complex niches: auditing and cleaning up search traffic, Google Ads and LinkedIn built around quality leads. Tell us about your challenge — we'll show you where the budget is leaking and put a plan on the table.