Background
eSurvey is an international leader in the fields of global positioning, surveying, and automation solutions, and is part of the UniStrong Group — a pioneer in geospatial technology. To enhance its online presence in overseas markets, the company has chosen to promote its website through Google SEM (Search Engine Marketing).
Sharing of original data
At the start of the project in 2022, the client's website had just launched. As of February 2023, the website's monthly traffic had reached a total page view (PV) count of 3,500.
Our Services — SEM
a) Keyword research with professional optimization recommendations and strategic advice.
b) Creating ads and writing compelling copy; breaking down monthly and weekly targets based on KPI goals, and reviewing progress weekly according to the plan.
c) Preparing SEM monthly reports to keep the client informed of the latest traffic trends and lead updates in a timely manner.
d) Optimizing keywords, bids, ad copy, match types, and audience targeting based on client needs.
f) Ad monitoring and analysis
Setting the maximum Cost Per Click (CPC) the client is willing to pay for each ad click.
Utilizing bidding strategies to optimize ad performance, such as manual bidding, automated bidding, or target ROAS (Return on Ad Spend) bidding.
g) Campaign ad monitoring and optimization
For time-sensitive promotional campaigns, DMS promptly builds and launches ad groups based on the client’s plan, sets appropriate bidding strategies, and continuously monitors and optimizes performance.
Results & Performance Sharing
a) English Website (Google SEM Campaign)
Since February, we have been continuously optimizing the Google SEM campaigns, and website traffic has shown steady growth.
(Why Google Optimization Was Necessary)
In the early stages, we optimized the landing pages, refreshed the ad creatives, and completed a thorough keyword research process.We consistently adjusted keyword bids and added negative keywords, which led to a significant increase in both PV (Page Views) and UV (Unique Visitors).
The client frequently adjusted the target countries/regions during the campaign, resulting in fluctuations in lead quality and volume. To address this, DMS replicated core keywords and researched localized terms to add region-specific keyword variations, ensuring a healthy click-through and conversion rate across all regions.
As a result, during the period from April to June 2025, performance improved significantly — CPL (Cost Per Lead) dropped by 65%.
Future Optimization Strategy:
1. Maintain stable bidding control to ensure ad positioning above key competitors
2. Continue keyword and competitor research to identify new opportunities
3. Focus on lead quality over traffic volume — emphasizing qualified inquiries over general clicks
4. Reduce CPL through ongoing performance-based adjustments
Optimization Process Overview
1. From January 2023 to May 2024, total website traffic increased by nearly 700%.
2. In June 2024, after internal discussion, the client reduced lead generation from PPC channels.
3. Before June 2024, eSurvey focused its SEM campaigns only on Vietnam and the United States.
4. After June 2024, the marketing team expanded targeting to Nordic countries, APAC, South America, and the Middle East. At the time, we advised the client that the current budget might not support effective performance across such a broad geographic range.
5. From April 2025 onward, after analyzing campaign data, DMS recommended a strategy shift — reallocating more budget toward countries with higher click-through rates and better lead performance.
b）Leads generation numbers
c）Bounce rate performance better than competitor
About The Author
Stephen Tseng
Co-founder of dminorstudio. regularly writes about the intersection of AI, SEO, and B2B growth strategy.