ADCLEANING

About the Company

ADCLEANING provides cleaning services for residential and commercial properties.
Start of cooperation: February 2025

1. Tasks

1.1 Conduct an audit of existing advertising channels
1.2 Evaluate the speed and quality of responses to customer inquiries
1.3 Identify the current set of tools (CRM / IP telephony / scripts / USP / business processes)
1.4 Analyze the competitor market (websites / social media / lead processing speed and quality / service pricing)
1.5 Develop a 12-month promotion strategy including positioning, communication channels, budgets, and sales plans
1.6 Implement a new compensation system for sales managers (KPI-based)
1.7 Implement reporting and monitoring systems for the sales department
1.8 Determine the monthly number of leads required to meet the sales targets
1.9 Generate the required monthly number of leads for the sales department
1.10 Increase sales according to the established plan

2. Solution

The entire project was divided into 7 stages:

Analysis and audit of both the client and competitors
One-on-one meetings with each sales manager and the administration
Documentation development (scripts / business processes)
New configurations for end-to-end analytics in the CRM system and advertising accounts (GOOGLE ADS and META ADS—Facebook / Instagram)
Launch of new advertising campaigns in GOOGLE ADS and META ADS
Collection of all data on leads and sales, broken down by each sales manager
Daily monitoring of lead-to-sale conversion rates

During the project, the following issues were identified:

Incorrect completion of client cards in the CRM. A detailed specification for proper completion by employees, administrators, and supervisors was developed, implemented, and is now used consistently.
Lack of sales scripts for both social media inquiries and phone calls
Errors in the setup of targeted advertising on social networks
Lack of event tracking in GOOGLE TAG MANAGER
No remarketing campaigns in GOOGLE ADS
Lack of contextual and banner advertising in GOOGLE ADS
Incomplete information in GOOGLE BUSINESS

After developing all necessary documentation for the sales department, training sessions and employee testing were conducted.

New ads were created for contextual and banner campaigns in GOOGLE ADS.
Targeting settings were adjusted in META ADS (Facebook / Instagram).
Transparent reports were created for leads and sales, from submission date to payment date.

3. Results

Thanks to the newly configured analytics system, the client gained a clear understanding of advertising budget allocation, campaign efficiency, and overall marketing performance. The transparent data enabled the client to make informed decisions and optimize internal processes.

These actions resulted in:

Expansion of the sales department staff to improve customer experience
Significant adjustments to advertising campaign settings and optimization of the marketing budget
Establishment of a standard workflow for completing CRM client cards and daily reports
Introduction of additional tasks for sales managers relating to customer base development
Launch of new advertising campaigns aimed at B2B (offices, commercial spaces) and B2G (government institutions) audiences
Identification of demand for new services—roof washing and painting
Development of a new slogan
Implementation of the “value-added exchange” technique, offering an unexpected gift to all clients
Addition of outdoor advertising on public transport to support brand awareness
Optimized distribution of advertising budgets by creatives, taking into account seasonality and service margin

Key results achieved within the first 4 months (without increasing the marketing budget):

+257% increase in inquiries within the first 3 months
Lead-to-sale conversion rate increased from 10% to 30%
Sales growth by 2.85×