Intro

Frigo Milos is a dedicated electrician operating in Belgrade, with a niche focus on washing machine repairs. His commitment to offering 24/7 emergency services using only original parts set him apart. 

However, despite his transparent approach and his goal to foster a customer-centric model, Frigo found himself entangled in market challenges. His 18 months old business was overshadowed by the threat of bankruptcy, driven by high operational and advertising costs.

Challenges

Faced with an exceptionally competitive market, Frigo placed his reliance on Google Ads to be visible to his potential clients, but he faced the following challenges:

• The intense competition led to inflated daily advertising costs, making it an uphill battle to maintain a presence. 

• The unscrupulous tactics of competitors, clicking on his ads to deplete his budget and lower his rankings, added another layer of complexity to his challenges.

• His association with an under-performing digital agency exacerbated the situation, with poor website design and user experience acting as barriers to customer conversion.

Solutions & Implementation

We adopted the approach to digital transformation:

• The initial audit revealed misalignment in the Google Ads system, leading to a misdirected audience and unnecessary budget expenditure. 

• We crafted a strategy centering on aggressive bidding and refinement of keywords and regions, and the development of a new, concise offer presented on a user-friendly website.

• To address the competition-induced budget leaks, we placed the defensive, AI-driven digital system which inspected and blocked IPs and exact devices of competitors who’d intentionally click on Frigo’s ads.

Outcomes

From the onset, Frigo experienced an influx of calls the very next day and successfully secured two jobs, marking a turning point for his business.

The fruits of our strategy were immediate: 

• In 20 days Frigo got his 1st part-time employee due to high demand for his service.

• The upward trajectory continued, and by the end of the 3rd month, Frigo's team expanded to include 3 additional members.

Market-share

The graph shows the Ad auction insights and the impressions share. We are the top blue participant. 

The sample from GoogleAds market from June 16th to September 30th 2023 shows our market lead.

Since June 16th, we have overtaken the leading position for Frigo in the market, starting practically from the moment we launched the new system and strategy.

The graph shows how competitors attempt to attack the market's leading position at certain times:

• the red competitor almost immediately detected us entering the market and tried to keep up until they gave up, being unable to justify their ads spending with return on investment

• not long after the yellow competitor tried to make an attack, but without results (a yellow peak in July).

The graph shows how we calculate the lowest ads spending with maximum ROI.

Our strategy secures 3-5 paying clients per day for Frigo, with his current 20-30% sales close-rate.

By monitoring his incoming sales calls through a virtual cloud-based phone system, and listening to his conversations with the leads we bring him, we clearly noticed space for further improvements in his sales skills, which, over time, could increase his close rates.

Feedback

Frigo Milos highlighted the stark contrast between his previous experiences with indifferent agencies and the personalized, result-oriented approach adopted by our consultancy. 

The understanding of his challenges and the solution provided were key elements in rebuilding his trust in digital partnerships.

He shared with us humorous anecdotes about competitors contacting him, requesting that he reduce his online pace, trying to negotiate, and attempting to uncover backstage details about his Google Ads breakthrough.