NFT Advertising Case Study: Google Ads for an NFT Project

The goal was to advertise the site across several markets: the USA, UK, Germany, and Canada. In this case study we walk through what we did in Google Ads to hit the set goals.

We started working with this project in April 2022. The client explained that the project was new - basically a startup - and they needed to test how interested their potential audience would be in their services.

The client's service is specific and targets users who create NFTs.

The client set us the task of launching search ad campaigns across several regions - USA, UK, Germany, Canada - and pulling in the highest-quality traffic possible.

After looking at the search demand, we picked targeted queries that had relatively small monthly search volumes.

We mapped out the action plan:

• account architecture design;

• setting up conversion tracking in GA4;

• setting up and launching the ad campaigns.

Given that we were planning to run ads in several countries at once, we decided to create a separate campaign for each country.

That approach to account architecture later let us turn off the underperforming countries and keep only the geos that were generating leads.

When we started the partnership, the client had no conversion (event) tracking set up in Google Analytics 4.

Using Google Tag Manager, our specialists set up event tracking for when a user successfully fills out and submits a request form on the site.

For each country, we created ad campaigns with display set to the relevant geos and turned off search partners. This way we specifically chose to test only traffic from Google's search results.

We added keywords in phrase match and built several variations of responsive ads.

While setting up the ads, we added all the relevant extensions to the ad account to lift CTR.

58 requests on the site in 1 month.

After the first tests, the client was completely satisfied with the results - both with the number of leads and the cost per lead.

We continue working with the client, optimizing the ad campaigns each month and together with the client expanding the list of advertised services in the NFT niche.