How integrated advertising provided a stable flow of leads and a low cost of application in 4 months

Project: Innovative Service Solutions

Website: iss-tech.com.ua
Industry: Company specializing in repair and maintenance of office equipment
Region: Holosiivskyi and Pecherskyi districts of Kyiv

Initial request from the client

The client wanted to launch an effective advertising campaign for a service specializing in the repair and maintenance of office equipment, with a focus on one of the key services – cartridge refilling.

Solution

• We collected a semantic core prioritizing search queries related to cartridge refilling and office equipment repair.
• Analytics and call tracking were configured to monitor high-quality phone calls.
• We launched Google Search + Performance Max with segmentation by thematic subgroups for maximum ad relevancy.
• A strong emphasis was placed on geotargeting: two priority districts + a 1 km radius to attract the closest potential clients.
• The advertising campaigns were optimized to maximize the number of leads.

Goals

✅ Increase the number of phone calls and filled-out service request forms for cartridge refilling.
✅ Reach legal entities and small businesses that require office equipment maintenance.
✅ Ensure a steady workload for the service technicians.

Tasks

✅ Create effective search campaigns using relevant keywords.
✅ Configure Performance Max for maximum visibility across Google Ads channels.
✅ Use geotargeting to reach nearby potential clients.
✅ Launch remarketing to retain potential customers (although it turned out to be less effective).

Implementation

✅ Search campaigns with relevant ad copies launched.
✅ Performance Max campaigns configured with thematic subgroups.
✅ Geotargeting applied: two districts + 1 km radius.
✅ Remarketing launched, but showed low effectiveness.
✅ Campaign optimization performed based on conversion and cost-per-lead metrics.