Case Study

EN Tercüme

Translation agency built from scratch. Website, SEO, tracking, and paid search working together to generate compounding value for a local sworn translation office in Kadikoy, Istanbul.

Search Ads SEO GTM GA4 WordPress Google Business Profile

13x

ROAS Confirmed

2,966

Total Clicks

46k

TRY Total Ad Spend

WhatsApp Leads

Context

Starting from zero

Former business partner opened a new office with no website. I volunteered to build everything from scratch. Sworn translation is a premium, trust-dependent service. The right clients choose credibility over price. The strategy combined professional brand positioning with performance marketing to establish the agency as the go-to office in its district.

What Was Built

Brand Positioning

Built the agency's complete digital identity from scratch
Professional site design with consistent visual language
Local authority through Google Business Profile optimization and structured service pages
Positioned a new office as the trusted sworn translation provider in its district

Website

WordPress with Astra and Elementor
Form routing and Cloudflare Turnstile
Email automation

SEO

Rank Math on all pages
Meta titles, descriptions, keywords, alt texts
Internal/external linking
Search Console connected

Tracking

GTM with five conversion actions
Firing to GA4 and Google Ads
Career visitors excluded from ad audiences
Custom GA4 audience of job applicants used to exclude non-commercial traffic from ad targeting
Offline conversion uploads of high-value clients fed back into Google Ads
Customer match lists enabling continuous targeting and acquisition of long-term B2B contracts
This feedback loop has resulted in a growing number of recurring corporate clients

Paid Search

High-intent keywords (yeminli tercüme, tercüme bürosu)
Negatives filtering students and free-service seekers
Local targeting Kadikoy

Campaign Results

From first click to confirmed revenue

Accurate conversion tracking went live November 2025 alongside a Max Conversions campaign. The agency owner confirmed 13x ROAS by December 2025.

After January 2026, budget became irregular (voluntary project). Despite constraints, consistent €100 weekly spend returned €200+ in confirmed projects, peaking at €2,000 in a single week (March 2026). Offline conversion uploads and customer match lists created a feedback loop: high-value B2B clients are uploaded back into Google Ads, training the algorithm to find similar prospects. This has led to a growing number of long-term corporate contracts. Campaigns also contributed to increased local visibility, including media coverage for the agency, demonstrating how performance campaigns built on a solid brand foundation generate visibility that compounds beyond paid reach.

Lead Mix

Which channels actually drove leads?

Get Directions

Quote Form

Phone Call

Contact Form

Email Click

Visual Data

Campaign performance at a glance

Key Takeaways

What this project reinforced

Build tracking before launching ads.
Service page structure matters for users and SEO.
Exclusions are as important as inclusions.
Even with minimal budget, well-structured campaigns generate ROI.

Phase 1: Website Build

The project started with nothing: no domain, no hosting, no content. I registered the domain, set up WordPress hosting, and chose Astra with Elementor for its speed and flexibility. Every service page was built to target a specific translation type (sworn translation, document translation, notarised translation) so that each could rank independently and serve as a dedicated landing page for ads.

Form routing was set up so that quote requests from different service pages were tagged by service type. Cloudflare Turnstile replaced traditional CAPTCHA to reduce friction. Email automation confirmed form submissions to both the client and the agency.

Phase 2: SEO Setup

Rank Math was configured on every page with unique meta titles, descriptions, and keyword targets. Alt texts were added to all images. Internal linking connected service pages to the homepage and to each other. External links pointed to relevant government pages (e.g. notary requirements) to build topical authority. Google Search Console was connected from day one to monitor indexing and crawl issues.

Phase 3: Tracking & Analytics

Google Tag Manager was the foundation. Five conversion actions were set up: WhatsApp clicks, quote form submissions, phone calls, Get Directions clicks, and email clicks. Each fired to both GA4 (for behavioural analysis) and Google Ads (for campaign optimisation). A custom audience exclusion was built to filter out career page visitors from ad targeting, preventing wasted spend on job seekers.

Beyond exclusions, GA4 audiences were set up to segment high-value clients and integrated directly with Google Ads for targeting. Offline conversion uploads were implemented to feed confirmed B2B client data back into Google Ads, creating customer match lists. This closed-loop system trains the algorithm to find prospects matching the profile of existing high-value clients, resulting in a growing pipeline of long-term corporate contracts.

Phase 4: Keyword Research & Campaign Prep

Keyword research focused on high-intent, transactional queries in Turkish: yeminli tercüme, tercüme bürosu, noter onaylı tercüme. Search volume and competition were mapped. Negative keywords were critical: filtering out students searching for free translation tools, people looking for translation apps, and broad informational queries that wouldn't convert. Geographic targeting was narrowed to Kadikoy and surrounding districts on the Asian side of Istanbul.

Phase 5: Campaign Launch & Optimisation

The Max Conversions campaign went live once tracking was verified end-to-end. Early data showed WhatsApp as the dominant lead channel, which informed ad copy adjustments (emphasising quick WhatsApp contact). Budget allocation was refined based on day-of-week and time-of-day performance. The Max Clicks campaign was retained in parallel to build brand visibility and compound organic search value over time.