Nearly PLN 2 Million in Sales – A Google Ads Campaign in Nigeria
Case Study of a Client in the Specialist Maritime Training Sector
The client approached us with the need to promote maritime courses in international markets. Nigeria was the key market – a country where the maritime sector is developing dynamically.
There is significant demand for merchant navy officers in Nigeria, while the industry faces serious staffing shortages, particularly of qualified seafarers. Nigeria has fewer than 8,000 active seafarers, which stands in clear contrast to other maritime countries. Our task was to prepare an English-language Google Ads campaign aimed at selling management-level courses (Management Level Courses).
Table of Contents
- PLN 2 Million from a PLN 6,700 Budget – How Did We Do It?
- Campaign Results
- Why Was the Campaign Effective?
- Our Experience = Campaign Success
PLN 2 Million from a PLN 6,700 Budget – How Did We Do It?
First, we conducted in-depth research into the Nigerian market – we examined local search queries, competitors, and the level of interest in maritime training.
Next, we developed an advertising message tailored to the audience – focusing on the prestige of international qualifications, the short study period, and high earnings after completing the courses.
The campaign was run using Performance Max to make the most of Google’s algorithms and reach people genuinely interested in the courses.
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Campaign Results
Impressions
908 000
Average Cost per Click (CPC)
PLN 0.17
Cost per Conversion
PLN 87
Clicks
40 600
Campaign Cost
PLN 6,702
Conversion Value
PLN 1.78 million
CTR
4.47%
well above the industry average
Number of Conversions (Course Sales)
77
Mobile phones were the highest-converting device (76 of 77 conversions), confirming the mobile-first nature of users in Nigeria.
Why Was the Campaign Effective?
01
Market Fit
ads created in English, reflecting local realities and candidates’ needs
02
Precise Targeting
the entire budget was focused on Nigeria, where the target audience is actually located
03
Cost Optimization
low CPC and a relatively modest budget (PLN 39 per day) translated into an impressive conversion value
04
Practical Messaging
emphasis on rapid career development and working in an international environment
Our Experience
= Campaign Success
The campaign in Nigeria was a major success – with a budget of just over PLN 6,700, we generated course sales worth PLN 1 780 0000.
This proves that properly tailoring an advertising strategy to the market and applying precise targeting can deliver spectacular results.
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