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PATENTRESULT

Initial Data

Age of the site:
8 years
Business Type:
Legal and Consulting Services — patenting and trademark registration.
Promotion region:
Ukraine
Advertising Platform:
Google ADS
At the start of the project:
the company had solid experience and a professional team, but the flow of new leads from search was unstable. The main challenge was high competition in the niche and the need to filter out informational queries (people simply looking for "what a patent looks like") from real business requests for TM registration or patenting inventions.

Objectives

  • /01 Attract high-quality leads: Generate conversions from clients interested in "turnkey" registration services.
  • /02 Segment demand: Divide advertising into local (registration in Ukraine) and international.
  • /03 Highlight expertise: Create ads that convey professionalism and legal guarantees.
  • /04 Set up tracking: Implement analytics to monitor applications via website forms, messengers, and direct phone calls.
  • /05 Optimize budget: Exclude non-target traffic to reduce the Cost Per Lead (CPL).

Implementation Strategy

The strategy was based on building an expert sales funnel. Advertising campaigns were divided by sectors: “Trademarks,” “Invention Patents,” and “International Registration.” The primary focus was on relevance: a user searching for TM registration in the USA was directed to a page specifically about international law, rather than a generic homepage.

Work Performed

Semantic Collection and Clustering

  • Target keywords were collected: “trademark registration price,” “copyright protection,” “obtain a patent for a utility model.”

  • Query groups were formed based on the geography of protection (Ukraine, Madrid System, individual countries).

Structuring Advertising Campaigns

  • Campaigns were divided by types of legal services for precise budget management.

  • Targeting was configured for business audiences and intellectual property owners.

Development of Professional Ads

  • Responsive search ads were prepared with an emphasis on benefits: “Identity check in 1 day,” “Experienced patent attorneys,” “International protection.”

  • Call-to-Action (CTA) elements were designed to encourage a free initial consultation.

Ad Extension Setup

  • Sitelinks: Added for specific services (TM, patents, copyright).

  • Price Extensions: Configured for basic services.

  • Structured Snippets: Added with a list of registration countries.

Traffic Optimization (Negative Keywords)

  • A strict list of negative keywords was formed to cut off non-target queries: “student papers,” “download free sample,” “legislation,” “essay.” This ensured the budget was spent only on commercial queries.

Analytics and Remarketing

  • Goals were configured in Google Analytics 4: form submissions for preliminary TM searches and clicks on contact details.

  • Remarketing was implemented to bring back users who visited service pages but did not leave an inquiry.

Results
Stable Lead Flow: The configured system began bringing in targeted inquiries from business representatives.
High Lead Quality: Due to the deep processing of negative keywords, the majority of inquiries concern real commercial tasks.
Expert Positioning: Patent Result brand ads hold leading positions for core professional queries.
Performance Transparency: Configured analytics allow for evaluating the cost of each acquired service and effectively planning the advertising budget.
Foundation for Scaling: A structure was created that is ready for launching new directions (e.g., registration in the IT sector or industrial design).
Stable Lead Flow: The configured system began bringing in targeted inquiries from business representatives.
High Lead Quality: Due to the deep processing of negative keywords, the majority of inquiries concern real commercial tasks.
Expert Positioning: Patent Result brand ads hold leading positions for core professional queries.
Performance Transparency: Configured analytics allow for evaluating the cost of each acquired service and effectively planning the advertising budget.
Foundation for Scaling: A structure was created that is ready for launching new directions (e.g., registration in the IT sector or industrial design).

Analysis and confirmation of results

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