Capital Logistic Group
International freight · Google Ads + Meta · 38 months
Capital Logistic Group is a Ukrainian logistics company operating international freight across 6 regional direction groups: Asia, Europe, Turkey, China, Poland, and the USA. Services span freight forwarding, warehouse logistics, customs clearance, and consolidated shipping. Primary client: companies needing end-to-end international logistics.
Campaign ran from June 2022 to July 2025 — 38 months. Target KPI: CPL ≤ $8, ≥100 leads/month. Budget: ~$1,500/month. Channels: Google Search + Performance Max (route-specific) + Meta Ads (Instagram/Facebook for retargeting and lead forms).
Each transport direction runs as an isolated campaign track with dedicated keywords, landing pages, and copy. 1,500+ keywords organized by route × cargo type. 45+ ad groups.
Best performing direction — cultural fit, fast cycle
High volume, longer sales cycle
Competitive market, price-sensitive queries
Seasonal peaks, separate ad schedule
Low volume, high LTV per client
- →Google Search → Quiz LandingPrimary acquisition
Intent queries by cargo type and direction fed into a quiz landing page — higher qualification rate than standard contact form
- →Meta Ads retargetingRe-engagement layer
Quiz non-completers and site visitors retargeted on Instagram + Facebook with direction-specific creative and updated offer
- →Meta Lead FormsSupplementary volume
Used in periods of low search volume; lower qualification rate but fills pipeline gaps in off-peak months
- →HubSpot CRM + UTMFull-funnel attribution
Every lead tagged: source → direction → manager → deal stage. CPL calculated per route, not in aggregate
A logistics company running campaigns for Turkey routes, Chinese imports, and European freight in one campaign view cannot optimize any of them. Turkey → Ukraine has 23% close rate at $5.7 CPL. USA routes have 11% close rate at $7.9 CPL. These require different bid strategies, different copy, and different landing pages. Blending them produces a mediocre average that optimizes toward the median, not the best.
Logistics decisions involve cargo type, volume, destination, and timeline — a single-field contact form captures none of this. A quiz landing page (3–5 questions: route, cargo type, volume, urgency) pre-qualifies the lead before any human interaction. Close rate for quiz-sourced leads was 23% vs 11% for standard form leads. The quiz also gives sales teams pre-qualified context, shortening the first call.
Retargeting users who visited the Turkey → Ukraine page with China shipping creative produces zero relevance. Route-segmented retargeting audiences — one pixel segment per landing page topic — produce dramatically higher click-through and re-engagement rates. The incremental setup cost is 2 hours. The CPL reduction is 15–22% on retargeted leads.
A logistics client who converts once at 18% close rate is worth tracking. A client who makes 2.6 requests per year with a consistent close rate is worth acquiring at a higher CPL than any single-transaction framing would suggest. Knowing the repeat request rate allowed the team to justify a slightly higher acquisition spend on high-LTV routes (USA, Middle East) where per-request margins are higher.
38 months of continuous lead generation across 6 international transport directions. 830 clients acquired at an average CPL of $6.1 — below the $8 target. Average 122 qualified leads per month. Best performing route: Turkey → Ukraine at 23% close rate, $5.7 CPL, 7.1% CTR. Client repeat request rate: 2.6 per year. Company revenue grew +37% YoY between 2023 and 2024.
Structure: 6 route directions · 1,500+ keywords · 45+ ad groups · route-level CPL tracking
Result: 830 clients · $6.1 avg CPL · 18% close rate · +37% client YoY revenue
Client name is real. Report ID is internal. CPL and close rate figures are account averages across the 38-month period. Route-level data adjusted for client confidentiality.