Case Study · Business Events · Demand Generation
More of the right enquiries — fewer of the wrong ones
Kaz Conference runs turnkey business events across Kazakhstan — large international and government-level conferences and forums. We rebuilt a single catch-all account into a per-service engine that grew qualified requests while filtering out the low-value rentals.
qazconference.kz ↗- Client
- Kaz Conference
- Sector
- Business-event agency
- Service
- Turnkey conferences & forums
- Channel
- Google Ads
- Tactics
- Search · PMax · Remarketing
- Markets
- Almaty & Astana
- Focus
- High-value enquiries
- Region
- Kazakhstan
01 — The Challenge
A great agency hidden behind a one-size-fits-all account
Kaz Conference organises business events of any scale — and also rents equipment and provides interpreters. The priority was clear: win large conference and forum clients, and stop wasting budget on people looking to rent a single microphone or projector. But the account sent every ad to the homepage, ran a weak semantic core with no negatives, and targeted all of Kazakhstan — even though the vast majority of real requests came from just two cities.
02 — The Strategy
Structure first — then aim it where the clients are
Instead of one campaign trying to do everything, we built a clean per-service structure, pointed spend at the cities that actually convert, and tracked every meaningful action to the source.
One campaign per service
Reworked keywords and semantic core, built negatives manually, and gave each service its own ad group and dedicated landing page.
Aim at the right cities
Re-set geo-targeting to the cities that actually convert and layered in search remarketing to stay with high-intent visitors.
Track & personalise
A quiz funnel integrated into the site, dynamic H1 swapping (via GTM) to match each visitor's search query, and GA4 tracking for calls, forms and quiz submits — later moving to target-CPA bidding.
03 — Execution
Rebuilt the account, the landing pages,
the tracking — and the message
The work behind the lift
Every change pushed the account toward the same goal: more high-value enquiries, fewer of the ones that waste a sales team's time.
- ✓ A dedicated ad group and landing page for each service
- ✓ A quiz form integrated into the site to capture and qualify leads
- ✓ Dynamic H1 swapped to the visitor's search keyword via GTM for message match
- ✓ Responsive search ads with fully populated extensions and images
- ✓ Manual negatives to filter out single-item rental queries
- ✓ GA + GA4 with call, form and quiz conversion tracking
04 — The Results
A sharper account that brought in more — and better
05 — Why It Worked
Three moves that changed the mix
Structure over sprawl
One campaign per service with its own landing page made every click more relevant — and every result readable.
Quality over quantity
Negatives and tighter targeting filtered out the low-value rentals, so the sales team spent time on real conference clients.
Aimed where it pays
Refocusing geo on the two cities that actually convert concentrated budget where the clients really were.
“Completely happy with Dmytro's work — a true professional who executes with precision and is always in touch. An expert in his field, which let me focus on operations and running events. You can fully hand over the paid-marketing channel and stop worrying about it — just keep the ad budget topped up on time. The results pay for themselves.”
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