Google Ads
11 projects: Recruiting, Transport, Citizenship, Tax Refund
During the management of Google Ads campaigns, I handled advertising for 11 projects across various niches: from recruiting websites and transport services to Romanian citizenship services and tax refund platforms.
The goal was not just to scale traffic, but to make it high-quality: increase conversions, reduce cost per lead, and improve the efficiency of the advertising budget.
The goal was not just to scale traffic, but to make it high-quality: increase conversions, reduce cost per lead, and improve the efficiency of the advertising budget.
14.11.2021 – 15.11.2023 vs 16.11.2023 – 16.11.2025
Over two years of optimization (compared to the previous period), we achieved significant growth in key metrics: CTR improved, CPC decreased, and conversions multiplied, while maintaining high-quality traffic.
Results
Over a two-year period, managing 11 projects, overall conversions increased by +259.5% with only a 42.8% increase in budget.
- Conversions increased 3.6× (+259.5%) — multiple growth in target leads
- CTR increased almost 3× (+171.7%) — precise targeting and more engaging creatives
- CPC decreased by 32% — cheaper and higher-quality traffic
- Cost per Conversion decreased 2.5× (–60.3%) — significantly lower cost per lead
- Impressions decreased by 22.9% — reduction of unnecessary traffic and focus on the target audience
- Conversion Rate increased by 1.37% — higher traffic quality even while scaling campaigns
TVN, MD: News website
Objective: Provide continuous technical and semantic support for an existing media website, maintain content quality, monitor link health, ensure correct indexing, and support overall platform stability and SEO performance.
Tasks performed: Content editing and optimization, updating articles and media materials, monitoring internal and external links, correcting broken URLs, maintaining sitemap freshness, overseeing indexing processes, optimizing meta and heading structure for new content, improving article discoverability, and ensuring ongoing technical SEO hygiene.
Tasks performed: Content editing and optimization, updating articles and media materials, monitoring internal and external links, correcting broken URLs, maintaining sitemap freshness, overseeing indexing processes, optimizing meta and heading structure for new content, improving article discoverability, and ensuring ongoing technical SEO hygiene.
- Editing and optimizing new and existing content,
- Monitoring internal linking and fixing broken or redirecting URLs,
- Supporting stable indexing of new pages and media content,
- Updating and maintaining Sitemap and Robots.txt relevance,
- Checking meta titles, descriptions, and headings for new content,
- Adding missing alt text for images when needed,
- Monitoring Google Search Console for indexing and link issues,
- Supporting daily SEO hygiene and maintaining technical consistency of the website.
Bursa Muncii, MD: Recruitment website
Objective: Create a fully functional recruitment website from scratch, develop a complete content and taxonomy structure, implement technical SEO foundations, and ensure optimal performance and usability for both users and search engines.
Tasks performed: Full website development, structure planning, keyword and competitor research, semantic core creation, content writing, taxonomy implementation, meta and heading structure setup, URL architecture development, sitemap & robots.txt configuration, technical SEO optimization, schema markup (JSON-LD) integration, speed optimization, security protocol configuration, and continuous on-page optimization.
Tasks performed: Full website development, structure planning, keyword and competitor research, semantic core creation, content writing, taxonomy implementation, meta and heading structure setup, URL architecture development, sitemap & robots.txt configuration, technical SEO optimization, schema markup (JSON-LD) integration, speed optimization, security protocol configuration, and continuous on-page optimization.
- Full website setup and configuration,
- Designing and implementing service and category structures,
- Creating UX-friendly navigation and page templates,
- Writing SEO-optimized content for service and job pages,
- Creating SEO titles, descriptions, and headings (H1, H2),
- Implementing internal linking and sub-heading hierarchy,
- Adding alt text to all images,
- Creating and submitting Sitemap and Robots.txt,
- Creating a clean, optimized URL structure,
- Adding canonicals,
- Implementing security protocol (HTTPS),
- Adding structured data (JSON-LD),
- Conducting performance optimization (speed & loading),
- Running competitor analysis and semantic enhancement.
CETAROM, MD: Romanian Citizenship Services
Objective: Perform a technical audit of an existing website, correct identified errors, and optimize overall on-page.
Tasks performed: Technical audit, taxonomy optimization, competitive research, semantic core extension, content creation, meta and subheading structure optimization, sitemap creation, robot.txt configuration, URL correction, security protocol optimization, JSON LD addition.
Tasks performed: Technical audit, taxonomy optimization, competitive research, semantic core extension, content creation, meta and subheading structure optimization, sitemap creation, robot.txt configuration, URL correction, security protocol optimization, JSON LD addition.
At the end of the project audit, a number of technical and semantic problems were identified and corrected:
- Adding new services,
- Rewriting service pages' content per SEO,
- SEO title optimization for services,
- Writing SEO descriptions,
- Adding missing H1, H2, correcting sub-heading hierarchy,
- Add alt text to images.
- Add Sitemap, Robot.txt,
- Optimizing URLs with repetitive paths and ASCII characters
- Adding canonicals,
- Optimized security protocol (HSTS),
- Adding JSON-LD,
- Analyzing competitors, gathering semantics.
Strand, MD: Recruitment website
Goal: Perform a complete structural and semantic optimization of an existing recruitment website, enhance taxonomy and content organization, fix technical issues, and improve the platform’s overall usability, SEO performance, and vacancy management system.
Performed tasks: Website structure optimization, taxonomy expansion, adding new categories and subcategories, creating vacancy card templates, implementing new content blocks, rewriting and optimizing existing pages, configuring meta and heading hierarchy, improving internal linking, URL correction, sitemap & robots.txt adjustments, implementing technical SEO improvements, adding structured data (JSON-LD), and strengthening overall on-page optimization.
Performed tasks: Website structure optimization, taxonomy expansion, adding new categories and subcategories, creating vacancy card templates, implementing new content blocks, rewriting and optimizing existing pages, configuring meta and heading hierarchy, improving internal linking, URL correction, sitemap & robots.txt adjustments, implementing technical SEO improvements, adding structured data (JSON-LD), and strengthening overall on-page optimization.
At the end of the project audit, a number of technical and semantic problems were identified and corrected:
- Expanded website taxonomy with new categories and subcategories,
- Added and optimized multiple vacancy cards,
- Developed reusable templates for job postings and service pages,
- Improved the structure and logic of internal navigation,
- Rewrote and optimized key service and recruitment pages,
- Updated SEO titles, meta descriptions, and heading hierarchy (H1, H2),
- Improved internal linking across categories and vacancies,
- Corrected and optimized URLs,
- Added missing alt text for images,
- Updated Sitemap and Robots.txt,
- Implemented canonical tags where necessary,
- Added structured data (JSON-LD) for increased visibility in search,
- Improved security protocol configuration and basic technical SEO,
- Conducted competitive analysis and semantic refinement.
Andiva, MD: Recruitment website
Goal: Perform a complete structural and semantic optimization of an existing recruitment website, enhance taxonomy and content organization, fix technical issues, and improve the platform’s overall usability, SEO performance, and vacancy management system.
Performed tasks: Website structure optimization, taxonomy expansion, adding new categories and subcategories, creating vacancy card templates, implementing new content blocks, rewriting and optimizing existing pages, configuring meta and heading hierarchy, improving internal linking, URL correction, sitemap & robots.txt adjustments, implementing technical SEO improvements, adding structured data (JSON-LD), and strengthening overall on-page optimization.
Performed tasks: Website structure optimization, taxonomy expansion, adding new categories and subcategories, creating vacancy card templates, implementing new content blocks, rewriting and optimizing existing pages, configuring meta and heading hierarchy, improving internal linking, URL correction, sitemap & robots.txt adjustments, implementing technical SEO improvements, adding structured data (JSON-LD), and strengthening overall on-page optimization.
- Expanded website taxonomy with new categories and subcategories,
- Added and optimized multiple vacancy cards,
- Developed reusable templates for job postings and service pages,
- Improved the structure and logic of internal navigation,
- Rewrote and optimized key service and recruitment pages,
- Updated SEO titles, meta descriptions, and heading hierarchy (H1, H2),
- Improved internal linking across categories and vacancies,
- Corrected and optimized URLs,
- Added missing alt text for images,
- Updated Sitemap and Robots.txt,
- Implemented canonical tags where necessary,
- Added structured data (JSON-LD) for increased visibility in search,
- Improved security protocol configuration and basic technical SEO,
- Conducted competitive analysis and semantic refinement.
At the end of the project audit, a number of technical and semantic problems were identified and corrected:
LorEmAEsthetic, MD: beauty center and distributor
Goal: Technical audit of an existing website, correction of identified errors, and overall on-page optimization.
Performed tasks: Technical audit, integration of analytics systems, taxonomy optimization, content, meta and subheading structure optimization, sitemap creation, robot.txt configuration, URL correction, security protocol optimization, JSON LD addition, and blogging strategy.
Performed tasks: Technical audit, integration of analytics systems, taxonomy optimization, content, meta and subheading structure optimization, sitemap creation, robot.txt configuration, URL correction, security protocol optimization, JSON LD addition, and blogging strategy.
At the end of the project audit, a number of technical and semantic problems were identified and corrected:
- Integration with Google Analytics, Google Search Console, Google Tag Manager,
- SEO title optimization for products and services,
- Writing SEO descriptions,
- Adding missing H1, H2, correcting sub-heading hierarchy,
- Add alt text to images,
- Adding additional text blocks and optimizing product and service cards.
- Add Sitemap, Robot.txt,
- Optimizing URLs with repetitive paths and ASCII characters
- Adding canonicals,
- Optimized security protocol (HSTS),
- Adding JSON-LD,
- Analyzing competitors, gathering semantics, and writing a blog strategy.
TaxOnest, MD: tax return services
Goal: Increase the number of registrations from small and medium Moldovan businesses, as well as attract relevant traffic in the form of an audience interested in the products published by registered companies.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, identification of growth points, collection of missing semantics, page optimization, content strategy for the blog, and link building.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, identification of growth points, collection of missing semantics, page optimization, content strategy for the blog, and link building.
Lista, MD: Local Trade Hub
Goal: Increase the number of registrations from small and medium Moldovan businesses, as well as attract relevant traffic in the form of an audience interested in the products published by registered companies.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, identification of growth points, collection of missing semantics, page optimization, content strategy for the blog, and link building.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, identification of growth points, collection of missing semantics, page optimization, content strategy for the blog, and link building.
After the project audit, several technical issues were identified and technical tasks were written for the developers. As a result of these tasks:
- The loading speed increased;
- Duplicate pages were removed;
- Broken links were fixed;
- The sitemap was rewritten;
- A JSON-LD was written;
- The robot.txt file was corrected.
In addition, was collected missing semantics identified during the audit, optimized pages (including optimizing templates for products and companies), and implemented a 2-component strategy to attract companies and clients:
- A content plan was written for social media to engage companies;
- A strategy was developed for the blog to attract customers interested in the registered companies' products.
MobileStyles, USA: Booking website
Goal: Increase the number of registered masters and clients, as well as the number of app downloads.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, identification of growth points, website architecture expansion, collection of missing semantics, page optimization, creation of a content strategy for the blog, creation and implementation of a PPC strategy, and link building.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, identification of growth points, website architecture expansion, collection of missing semantics, page optimization, creation of a content strategy for the blog, creation and implementation of a PPC strategy, and link building.
After the project audit, several technical issues were identified and technical tasks were written for the developers. As a result of these tasks:
- Loading speed increased;
- Duplicate pages were removed;
- Broken links were fixed;
- Sitemap was rewritten;
- Robot.txt was fixed;
- JSON-LD was written;
- Site architecture was revised and expanded.
Corresponding growth opportunities were found and implemented:
- Landing categories and subcategories were added to the site to attract professionals looking for work, which allowed for relevant traffic from both clients and registered professionals;
- Professionals' profiles were revised and optimized, resulting in local traffic from clients in specific regions.
In addition, was collected missing semantics identified in the audit, optimized pages, including optimizing templates for services provided by professionals, and implemented a blog and PPC strategy:
- A clustered article system was developed and implemented for the blog, divided into topics and interests of the relevant audience, who were ready to order beauty services. Affiliate marketing components were also integrated;
- In addition to organic traffic, an advertising campaign was launched aimed at app installations and increasing brand recognition, with bids exceeding those of competitors.
ULS, USA: Digital marketing agency
Goal: Bring the website in line with current SEO guidelines, attract organic traffic, and increase brand visibility.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, analysis of business goals from an SEO perspective, identification of growth points, website architecture restructuring, creation of a blog post strategy, collection of missing semantics, page optimization, creation of a PPC strategy, and link building.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, analysis of business goals from an SEO perspective, identification of growth points, website architecture restructuring, creation of a blog post strategy, collection of missing semantics, page optimization, creation of a PPC strategy, and link building.
After the project audit, several technical issues were identified and technical tasks were written for the developers, resulting in:
- Increased loading speed;
- Removal of duplicate pages;
- Correction of broken links;
- Rewrite the sitemap;
- Correction of the robot.txt;
- Development of JSON-LD;
- Restructuring and expanding the site architecture;
- Correction of internal linking.
In addition, relevant growth points were found and implemented:
- Categories and subcategories for relevant outsourcing services were added to the site's landing pages;
- Landing pages for each service provided by the agency were added, with hierarchical grouping based on service type;
- A section of case studies was developed and added to increase brand trust;
- An FAQ page was added;
- A strategy was developed and implemented to increase brand trust through the publication of PDF presentations;
- All pages with commercial or organic value were reworked and optimized;
- A strategy was developed to increase the links profile while simultaneously bypassing competitors for key requests.
Furthermore, blog and PPC strategies were implemented:
- In addition to organic traffic, an advertising campaign was carried out aimed at increasing brand recognition and attracting clients interested in the provided services;
- Due to the site being hit by the Panda algorithm as a result of a large number of spammy links, it had to be removed from the sanctions. As a result, a low-frequency and low-competition query promotion strategy was developed and implemented for the blog. Positions were able to be regained and increased.
ExportPortal, Global: Import-export platform
Goal: Bring the website in line with current SEO guidelines, attract organic traffic, increase brand visibility, and increase registrations from exporters, importers, and manufacturers.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, collection of missing semantics, page optimization, optimization and implementation of a PPC strategy, and link building.
Performed tasks: Identification and elimination of technical factors negatively affecting SERP ranking, collection of missing semantics, page optimization, optimization and implementation of a PPC strategy, and link building.
After the completion of the project audit, a number of technical issues were identified and technical specifications were written for the developers. As a result of their work:
- The website loading speed increased,
- Duplicate pages were removed,
- Broken links were fixed,
- Redirect issues were corrected,
- The website architecture was expanded.
In addition, corresponding growth points were identified and implemented:
- Additional semantics were gathered;
- Relevant pages were further optimized;
- The product template was optimized.
Furthermore, the PPC strategy was reorganized and implemented as follows:
- The target audience was segmented based on their preferences, and ad groups were created accordingly;
- A low-frequency promotion strategy was developed and proposed for products already in stock;
- The conversion cost was reduced, and the conversion rate was increased.
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