CASE STUDY: ADCLEANING

Industry: Residential and Commercial Cleaning Services

Collaboration Period: February 2025

When we took over the project, the company was facing a fragmented sales system, technical errors in advertising campaigns, and an underutilized CRM database. The primary objective was to transform the commercial and marketing departments into a systemic, predictable, and strictly performance-driven structure.

1. Strategic Objectives and Tasks

• Audit and Diagnosis: Evaluating active advertising channels and technological tools: CRM, IP telephony, scripts, alongside a deep-dive analysis of the competitive ecosystem: pricing, response time, positioning.

• Sales Efficiency: Implementing a rigorous reporting, control, and KPI-based compensation system for sales managers.

• Strategy and Scaling: Developing a 12-month marketing plan, calculating the optimal required lead volume, and consistently attracting qualified inquiries to meet sales targets.

2. Our Approach and Implemented Solutions

The structural intervention was organized into 7 strategic stages, focusing on two major areas:

A. Optimization of Processes and the Sales Team

• CRM Restructuring: We identified inaccurate data entry in customer profiles. We developed and implemented a strict operating standard (terms of reference/guidelines) for employees, administrators, and supervisors, which is now consistently used.

• Tool Development: We eliminated improvisation by creating dedicated communication scripts for both phone calls and social media messaging.

• Control and Monitoring: We introduced mandatory daily reports and ongoing tracking of individual conversion rates per manager, while also expanding the staff to ensure an impeccable customer experience.

B. Reconfiguring the Performance Marketing Infrastructure

• Correcting Meta Errors: We eliminated misconfigurations in targeted ad campaigns across Facebook and Instagram.

• Google Ads Technical Architecture: We set up event monitoring from scratch via Google Tag Manager, launched smart Remarketing, Search (contextual advertising), and Display (banner) campaigns, and optimized the Google Business profile.

• Channel & Product Diversification: We scaled advertising toward new segments: B2B (offices, commercial spaces) and B2G (government institutions).

  • In addition to online channels, we introduced outdoor advertising on public transport to boost brand awareness.

  • We identified new market opportunities, introducing high-margin services – roof washing and painting.

• Branding Strategy: We developed a new slogan and implemented the psychological "value-added exchange" technique, offering an unexpected gift to every client upon service completion.

3. Results Achieved during the first 4 Months

By dynamically redistributing budgets based on seasonality, profit margins, and creative performance, we achieved massive cost optimization.

Without increasing the initial marketing budget, we delivered:

• +257% increase in the number of leads within the first 3 months.

• Tripled the conversion rate: from 10% to 30% from lead to confirmed sale.

• 2.85x growth in total sales volume.