How Expanding Paid Search to International Regions Helped American Petroleum Institute Boost Conversions


The American Petroleum Institute (API) is a leading association that represents the U.S. natural gas and oil industry.  After establishing strong digital marketing performance in the United States, API wanted to expand their paid digital efforts even further. In order to increase conversions on their website and broaden their reach, API looked to take their paid search strategy to international audiences.

Our strategy

The Perfect Search team and the API team established which international locations made the most sense for API’s brand to target.

Perfect Search implemented Google search campaigns for the chosen international target locations (9 total) and created comprehensive ad groups for API’s services/topics that were best suited to each location.

The paid search team consistently monitored performance and customized campaign optimizations to align with specific conversion goals important to API’s business.


592% increase in subscription service forms

169% increase in certification applications

83% decrease in cost/conversion compared to U.S. conversions

What this means for your business

If your organization has the capacity to expand its reach internationally, you need to consider testing new markets. Expanding paid search campaigns to an international audience produces impressive results. 

Of course, it’s worth considering the value of expanding to international campaigns for your organization. Even if going international doesn’t make sense, we have the opportunity to learn about new locations and markets. With strategic advertising in new locations, you can attract new users to your business and improve the efficiency of your digital marketing efforts.

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