Customer: Cargofast Ltd

Brand: Cargofast

Tools: Google Ads, Benchmark

Objectives: To popularize the brand in the target B2B segment, increase the number of requests for Cargofast services through the corporate website

About the project: Cooperation with Cargofast began in 2019 and lasted for 6 months of project work on Google Ads

About Cargofast

Cargofast is a privately owned freight forwarding and NVOCC company based in Brazil with more than 50 years of experience in the logistics industry. It operates in a wide range of international forwarding services covering the whole world. Cargofast's business is based on freight forwarding, logistics and distribution.

The company has earned a reputation as a reliable and customer-oriented provider of logistics solutions. Cargofast's goal is to become a full-cycle logistics provider offering prompt communication and impeccable quality of service at competitive prices.

Project goal

Since the international logistics niche in the country is very competitive due to the number of small local carriers and global brands that are also represented in Ukraine, we have chosen a strategy of the most sustainable and time-tested advertising channels.

Assessment of the market and competitors' strategies

At the first stage, we conducted an extensive study of the marketing strategies of more than 30 competitors, both large and small players in the logistics market. 
This analysis gave us an understanding of the tools and approaches used by competitors to achieve results, as well as identified market trends and opportunities.

We evaluated the following parameters:

• Competitors' advertising strategies: Google Ads, SEO, content marketing
• Comparison of targeting approaches
• Bid and budget analysis

The information we received allowed us to develop a unique promotion strategy aimed at staying ahead of the competition through accurate segmentation and aggressive advertising policy.

Google Ads: An integrated approach to promotion

Various Google Ads tools were used to drive traffic and increase brand awareness:

Search campaigns (Google Search) — with a division by key queries and Cargofast services. The campaigns were aimed at the target audience that is actively looking for logistics services in Ukraine.

Google Display Network (GDN) — banner ads targeted by interests and demographics helped to significantly expand the reach.

Smart Campaigns — automated campaigns that optimized ads in real time based on user data and behavior.

Performance Max (PMax) — new opportunities for comprehensive coverage with Google Ads across all possible channels, including search, YouTube, and Gmail.

DSA campaigns (Dynamic Search Ads) — dynamic ads helped to cover additional search queries and attract an audience looking for logistics solutions.

RLSA and RDMLSA — retargeting campaigns helped to bring back users who had already visited Cargofast's website and show them personalized offers.

Google Ads results

An integrated approach to Google Ads and a detailed analysis of competitors allowed us to achieve the following results in six months of work:

Reach: over 6.2 million users, which has significantly increased brand awareness among the target audience.

Clicks: more than 124 000 clicks, which indicates a high interest in the company's services and hitting the target niche audience.

CTR (click-through rate): 2.55%, which is significantly higher than the average for the logistics and transportation niche at the time of cooperation.

CPC (cost per click): $0.043, which made advertising as cost-effective as possible.

Difficulties in promoting the international logistics niche and their solutions

1. High cost per click (CPC)

The problem: Competition in the logistics niche can lead to a high cost per click, reducing the profitability of advertising.

Solution: Optimize campaigns with narrow targeting by keyword and region, as well as the use of remarketing.

2. Difficulties with targeting

Problem: Incorrect definition of the target audience.

Solution: Using long-term keywords and geographic segmentation to accurately reach customers in need of international logistics services.

3. Long sales cycle

Problem: Lengthy decision-making processes that reduce instant conversions.
Solution: Dynamic remarketing to return users who have shown interest and lead nurturing through email or personalized offers.

4. Tracking conversions by phone

Problem: Difficulty tracking phone calls triggered by advertising.

Solution: Integrate call-tracking tools (e.g., Ringostat) to accurately track calls coming from Google Ads and evaluate campaign effectiveness.

Conclusions

Working with the logistics company Cargofast has shown us how important a detailed analysis of the market and competitive environment is for developing a successful advertising strategy. Thanks to the use of powerful Google Ads tools and regular monitoring of competitors, we were able to significantly increase brand reach, reduce the cost of clicks, and attract a large amount of targeted traffic.

This case study emphasizes that a competent marketing approach can bring a brand to a new level even in the competitive logistics services market.