Goods from Turkey: +75% More Qualified Leads Through Google Ads Optimization

Introduction

Turanline.com is an online store operating in the B2B segment and specializing in wholesale goods from Turkey. The project is focused on Kazakhstan, Uzbekistan, and Kyrgyzstan, with the main emphasis on wholesale orders with international delivery.

The client approached us intending to increase the number of leads and improve the performance of their Google Ads campaigns. The project was already generating inquiries, but the volume remained low, while the cost per conversion was still relatively high. In addition, some campaigns had strong external metrics but failed to generate a sufficient number of qualified inquiries.

Preliminary Analysis

Before launching the optimization process, we analyzed the advertising account structure, existing campaigns, semantic core, search queries, and user behavior.

At the initial stage, our team identified several limitations:

— some search queries were too broad and informational
— the cost per click remained high
— certain campaigns failed to convert despite having a CTR of around 15-20%
— the average top impression rate was approximately 65%, but this did not deliver the required lead quality
— automated bidding strategies lacked enough data for fast optimization toward target actions

The campaigns required a more precise structure, narrower keyword targeting, and more accurate signal transmission for Google Ads algorithms.

Our Actions

The work was carried out across 6 advertising campaigns, with three search campaigns and three Google Display Network campaigns, respectively. The primary focus was on improving traffic quality, reducing conversion costs, and increasing the number of qualified leads, while not scaling the budget aggressively.

In search advertising, we began by revising the semantic core. Broad and informational queries were excluded, and our experts shifted the focus toward more specific keywords related to wholesale purchases from Turkey. This was especially important for a B2B project, because users could search within a similar niche without having the intention to place wholesale orders. This difference directly affected click costs and conversion quality alike.

Our experts also separately refined the conversion logic. Since the campaigns primarily relied on automated bidding strategies, we proposed temporarily using the “Add to Cart” action as a primary conversion signal for the advertising system to accelerate machine learning. At the same time, this action was not included in the final conversion reporting used for performance evaluation. Thanks to this approach, the algorithms receive signals about interested users more quickly and improve optimization for the primary target actions, like phone calls, lead submissions, messenger transitions, and callback form submissions.

Our team rebuilt the creative strategy for display advertising. Instead of using generalized promotion across all product categories, we segmented banners according to specific product groups and audience interests: wholesale goods from Turkey, wholesale women’s and children’s clothing, Turkish goods marketplaces, and equipment from Turkey. So, we work more precisely with different audience segments and better adapt advertising messages to user intent.

At the same time, we cleaned up placements within the Google Display Network. Irrelevant placements were removed to prevent the budget from being spent on impressions that did not attract qualified users. This is especially important for display campaigns, where a high volume of impressions alone cannot be considered a successful result if ads are shown to users without purchasing intent.

Additionally, our team created content for display advertising campaigns. We also made minor adjustments to the website to improve the connection between advertising traffic and landing pages. So this made the user journey clearer and reduced losses during transitions from ads to the website.

Results

During the cooperation period from December 2025 to May 2026, our optimization efforts increased the number of conversions while simultaneously lowering their cost. At the same time, overall budget growth remained controlled and stayed within acceptable limits.

In search advertising, the cost per conversion decreased by 28%, while the number of conversions increased by 69%. The number of impressions grew by 10%, while advertising spend increased by 22%.

These results demonstrate that the additional budget was not spent on expanding reach for the sake of reach itself, but rather on generating a larger number of qualified actions.

In display advertising, the cost per conversion decreased by 55%, the number of conversions increased by 105%, and the number of impressions decreased by 36% after placement optimization. At the same time, advertising spend decreased by 7%.

This indicates that after removing irrelevant placements and segmenting creatives, the advertising became significantly more precise, resulting in fewer random impressions and more effective user interactions.

Overall, the client received 75% more qualified leads with only a minor budget increase. Considering we have a project with a limited advertising budget and a B2B business model, this is a significant result, as the campaigns generated more inquiries without aggressive scaling of advertising expenses.

Conclusion

In this project, growth was achieved through precise optimization rather than simply increasing the budget. Narrowing the semantic core, properly configuring conversion tracking, segmenting display campaigns, and cleaning up placements allowed us to improve traffic quality and reduce lead costs.

For B2B e-commerce projects involving international delivery, this approach is especially important. So, an advertising strategy should consider not only clicks and impressions, but also the actual intent of users to place wholesale orders.