Red de concesionarios Luxaflex: performance marketing escalado a través de 60+ franquiciados
Luxaflex® is the market leader for blinds, awnings and roller shutters, and one of the largest retailers of the best-known curtain brands. We were brought in to fix a franchise paid search programme where the cost was too high and the sales too low.
- −93%Cost per lead — contact-form submissions and calls combined
- +3,191%Growth in monthly contact requests over three years
- +527%Increase in conversion value across the franchise network
- +270%Conversion rate improvement, despite a dramatic rise in traffic
Luxaflex® franchisees had run paid media before. It hadn’t worked — the cost per acquisition was too high and the resulting sales too thin to justify the investment. We were asked to do the job properly: build a paid search programme that could fund itself and scale across a national franchise network where every dealer had different stock, different lead times and different local competition.
Get into the data before touching the ads
The first thing we did was nothing visible. We sat with each franchisee and learnt their commercial, operational and promotional ecosystems from the inside — manufacturing process, lead times, gross margin per product family, and what the typical Luxaflex customer actually wants when they pick up the phone.
Only once we understood the unit economics of each dealer did we decide which channels to lean on. The answer wasn’t more channels; it was paid search done properly, focused on high-volume, low-cost leads that the dealers could actually fulfil.
“Understanding the importance of local search for this franchise operation was the single biggest unlock — and the thing previous agencies kept missing.”
— LUXAFLEX FRANCHISE MARKETING TEAM
46% of Google searches are local. Most of our keyword budget wasn’t.
Brand terms were valuable but capped. The search volume — and the genuinely incremental demand — sat in long-tail, non-brand queries that were still geographically anchored. “Rollos Hamburg”, “Markisen München”, “Jalousien in meiner Nähe”.
We rebuilt the account structure around four overlapping keyword layers:
- Brand — defensive, capped budget, high intent
- Generic product — category-level demand, qualified by landing-page targeting
- Hyper-local — long-tail geo modifiers mapped to the nearest franchisee
- Offer-based — seasonal promotions synced to franchisee stock and capacity
Seasonality and dealer coordination did the rest
Window coverings is a seasonal business — awnings sell in spring, shutters in autumn, blinds year-round but with regional spikes. We modelled seasonality per product family and per franchisee territory, then pre-built creative and budget pacing schedules around it.
The other half of the work was unglamorous coordination: weekly check-ins with franchisees to keep promotions consistent across ads, landing pages and showroom stock. When an ad promised “20% off external shutters this weekend”, the landing page said the same thing, the dealer had the product available, and the team answering the phone knew about the offer. That single piece of operational hygiene closed more sales than any bidding tweak we made.
What the numbers did
Three years in, the same network running through the same Google Ads account looked like a different business:
- Conversion rate up +270%, despite traffic rising sharply
- Conversion value up +527%
- Monthly conversions up +3,191%
- Cost per conversion down −93%
No new media channel. No miracle product. Just a properly structured account, honest local targeting, and the discipline to keep ads, landing pages and dealer reality in sync.