AX Services: How a Window Service Company Overcame the Crisis and Increased Profits by 230%

AX Services provides window repair and maintenance services in Kyiv. The company approached us with a challenge: their contextual advertising had become unprofitable, and the number of incoming leads had sharply declined.

Our task was to reduce the cost per acquisition and increase the volume of leads. We completely relaunched the ad campaigns, created new landing pages, and optimized all key processes.

For AX Services, we developed a comprehensive strategy that covered all aspects of advertising and optimization.

✅ Market and Competitor Analysis

We conducted in-depth research to identify competitors’ strengths and weaknesses, their advertising approaches, as well as customer expectations and objections. This helped highlight the company’s unique advantages.

✅ Service-Based Campaign Segmentation

We divided all services into separate Google Ads campaigns (seal replacement, glass unit replacement, window repair, and maintenance). This approach allowed for more precise budget allocation and performance analysis for each service.

✅ New Landing Page Development

We created dedicated landing pages for each service with clear value propositions, social proof (reviews, case studies), a strong trust focus, and well-crafted responses to key customer objections.

✅ A/B Testing

We launched multiple versions of landing pages, creatives, and campaign structures to identify the most effective combinations. Continuous testing helped increase the conversion rate to 10%.

✅ Campaign Optimization

We refined the bidding strategy, implemented negative keyword lists, rewrote ad copy, and paused underperforming campaigns. Regular performance analysis and adjustments ensured consistent improvement.

✅ Dynamic Remarketing

We used personalized banners to re-engage users who had interacted with the site but hadn’t completed a lead form.

This strategy allowed the company to significantly reduce the cost per lead, increase the number of clients, and achieve a stable monthly revenue.

To achieve the set goals, we applied several key methods that became the foundation of AX Services’ success:

1. Comprehensive Audit and Ad Analysis
We started with an in-depth analysis of existing ad campaigns and landing pages. We identified major issues such as missing negative keywords, poor campaign structure, and irrelevant creatives. Based on these findings, we decided to fully relaunch the advertising efforts.

2. Campaign Structuring
We divided all company services into separate campaigns (window repair, seal replacement, maintenance, etc.). This approach allowed us to:

• Allocate the budget more accurately between services.
• Analyze the performance of each service individually.
• Use tailored ad copy and dedicated landing pages for each direction.

3. Development of High-Converting Landing Pages
We designed new landing pages based on the audience’s real search intent and needs. Key elements included:

• A clear call-to-action (CTA) above the fold.
• Separate sections for each service with clear benefits and descriptions.
• Client testimonials in audio format to build trust.
• Case studies demonstrating the company’s real results.

4. Continuous A/B Testing
We tested different variations of headlines, layouts, buttons, and page structures. This iterative process gradually increased landing page conversions up to 10%.

5. Google Ads Optimization
Based on performance insights, we:

• Used a bidding strategy focused on conversions.
• Regularly updated keyword and negative keyword lists.
• Turned off underperforming ads and replaced them with more relevant ones.
• Implemented automated bid adjustment rules for competitive hours.

6. Dynamic Remarketing
We implemented personalized ad creatives for users who had previously interacted with the website. This helped re-engage potential customers and increase overall conversions.

7. Daily Monitoring and Adaptation
We continuously monitored campaign performance and made prompt adjustments. Regular data analysis allowed us to maintain consistent efficiency and stability.

Revenue Growth: We helped the company achieve a stable monthly revenue of $7,000.

Improved ROI: Reached a 330% return on investment through strategic campaign optimization.

Lower Cost per Lead: Reduced customer acquisition costs by 34% thanks to ad optimization and new landing pages.

Team Expansion: Scaled the team from two to five technicians, added two managers, and implemented a CRM system for efficient workflow management.

Market Leadership: AX Services became one of the leading window service providers in Kyiv.