How I implemented the task:
First, a semantic core was collected from the main manufacturers of spare parts, as well as from competitors. All keywords were distributed according to its intent — commercial or informational. Informational search queries are usually employed when a person doesn't have any concrete intention to purchase. Commercial search queries indicate a formed request and purchase intent. Parameters such as words “price, buy, cost”, etc. in the semantic core and geolocation in search queries attest to this.

Then we analyzed the semantic cores of competitors. With the use of several services such as Spywords, we identified keywords used by competitors. We compared it to our semantic core and after we realized how much we are ahead in frequency, and what queries we should add.

Then, before launching the ad, I conducted an audit of competitors' ads. The audit showed that:

— 33.3% of competitors use the website name in the title. Words such as "delivery across Russia", "delivery speed" and "availability" are also often used.
Identifying the factors used by competitors made it possible to stand out from them due to competitive advantages when creating an ad.
It was also taken into account that most competitors usually use one of the significant advantages in the title.

—11.4% of competitors mention the possibility of delivery across Russia in their ad texts. This is the most common factor.
In addition, many competitors indicate what a spare part is intended for and apply the call to action right in the ad text.
In general, many competitors use advantages in the ad text, some of them do not. This point was taken into account, therefore we took the most compelling factors from the selected competitors and added our own factors.

— There is no single type of ad extension that is being used by every competitor. The analysis of the situation showed that competitors neglect the opportunity to increase the amount of space occupied in search results, which is basically an opportunity to tell more about themselves.
Taking into account the fact that not all competitors use these advantages, we took up more space in the search results and captured more attention of a potential client.

I took into account the conclusions from preliminary analytics, launched ads, and conducted several repeated small (weekly) and large (monthly) optimizations of advertising campaigns with the use of the proprietary method.

Brought in 1241 leads from contextual advertising and spent 467 thousand rubles (6671 US dollars) on it.