Sertifikaty.bel
Product certification & compliance documents · Google Ads Search
Sertifikaty.bel is a Minsk-based certification center serving manufacturers and importers who need compliance documents to operate on the Belarusian and EAEU market: conformity certificates, declarations, technical conditions, construction work certification.
The market has entirely search-based demand — clients know they need a certificate and search for it. The challenge was capturing that demand efficiently across four structurally different service types, each with its own keywords, competitive landscape, and conversion behavior.
Campaigns were split by the type of compliance document, not by industry or client size. Each track had its own set of keywords, ad copy, and landing page — no audience mixing across incompatible intent signals.
| CAMPAIGN TRACK | SPEND | CONVERSIONS | CPL |
|---|---|---|---|
| Certification | $7,129 | 1,902 | $3.75 |
| Certificates | $2,819 | 880 | $3.20↙ best |
| Other documents (TU, TR TC) | $2,681 | 505 | $5.31 |
| Declarations | $2,257 | 435 | $5.19 |
| Product certification | $1,190 | 198 | $6.01 |
| Construction | $1,151 | 199 | $5.78 |
The best-performing cluster in the account was not a purchase-intent group — it was an informational one. Users searching for mandatory certification lists converted at the lowest CPL in the account.
"get certification certificate in Minsk"
"list of products subject to mandatory certification"
"how to certify a product in Belarus"
Queries like "list of products subject to mandatory certification in Belarus" brought users still checking whether they needed certification at all. They converted immediately — because the answer was yes. CPL: $0.80–$1.86. This segment was the single most efficient acquisition channel in the account.
Four campaign tracks — certificates, declarations, technical conditions, construction permits — each mapped to a distinct intent and search behavior. No mixing audiences across incompatible service types meant tighter messaging and more predictable CPL per track.
The 'Mandatory certification list' ad group ($1.97 CPL) beat every purchase-intent group in the account. Users searching for a list are in active research mode — they get an answer, realize they need help, and convert on the spot.
These tracks ran at $5.19–$5.31 CPL versus $3.20–$3.75 for certificates — but showed steadier monthly volume with weaker seasonality. They served as a reliable base load while the certification campaigns handled peak demand.
Google Ads Search delivered 4,868 conversions at $4.63 avg CPL across all certification service tracks. Best-performing campaign: Certificates at $3.20 CPL. Best-performing group: Mandatory certification list queries at $1.97 CPL. Total spend: $22,523 over 2+ years.
Best discovery: informational intent converts faster than purchase intent
Most efficient group: mandatory certification list — $0.80–$1.97 CPL
Channel: Google Ads Search only · avg CPC $0.24
Client name used with permission. Report ID is internal. Metrics reflect specific account conditions — results vary by market, budget, and funnel maturity.