A Targeted Approach
Assure and Secure are a team of highly skilled and experienced security professionals based in Belfast, dedicated to providing top-quality service to their clients. They sought to increase their online visibility to drive qualified traffic to their website, and boost conversions for more targeted services. They partnered with Platform Marketing Agency to develop and execute a highly targeted Google Ads campaign that would achieve these goals.
01.
The Keywords to Success
Our digital marketing and paid ads expert began by conducting thorough market research to understand their competitors and identify opportunities. They performed extensive keyword research to find high-intent keywords that potential customers were using to search for specific security services they wanted to push, especially in the off season of events and festivals. The research identified several customer segments, each with specific needs and search behaviours. Keywords were categorised accordingly to ensure that ads were highly relevant to each audience.
02.
Copy that Counts
With the keyword strategy in place, our paid ads expert crafted compelling ad copy tailored to each service category offered by Assure and Secure. The copy was designed to emphasise what sets Assure and Secure apart from competitors, such as personalised service, reliable staff, vast experience, sound track record and solid reputation plus comprehensive coverage across Northern Ireland as well as promoting their training courses which would further bolster future manpower. We used strong calls-to-action (CTAs) to encourage clicks and conversions and multiple versions of ad copy were created to test which messages resonated most with the target audience.
03.
Focus On Success
We structured the Google Ads campaign to ensure optimal performance across different segments. Campaign Segmentation: Separate campaigns were created for each product category to allow for more precise targeting and budgeting.
Within each campaign, ad groups were organised by keyword themes, aligning closely with specific user intents. Finally precise geotargeting was deployed to focus on the regions where Assure and Secure’s services were most relevant, ensuring ad spend was concentrated in high-potential areas.
04.
Cleared for Landing
Regular practice for us here in tandem with Google Ads campaigns, we work on optimising client landing pages and Assure and Secure’s was no different. With the simple aim of improving conversion rates. Making the pages relevant ensures they are closely aligned with ad copy and keyword intent, providing a seamless user experience. Clear CTAs, easy-to-navigate forms, and trust signals (e.g. certifications etc) were added to boost lead generation. The lead forms were also a great way to obtain qualified leads. We designed new structures for these from the ground up which transformed the kind of leads coming in. Ensuring prospective customers have a smooth journey from the ad to hitting send on that for was crucial.
05.
Optimise For the Wins
Once the campaign was live we closely monitored performance and made data-driven adjustments to optimise results. Implemented bidding strategies to maximise conversions within the allocated budget. We also regularly analysed ad performance, click-through rates (CTR), and conversion rates to report to the client and identify areas internally for improvement. Negative keywords were continuously updated to prevent ads from showing for irrelevant searches, thereby improving the quality of traffic.
06.
Scaled for Success
By leveraging detailed market research, segmented targeting and continuous optimisation, we not only increased brand visibility but also significantly boosted conversions and improved ROI. Assure and Secure continue to benefit from the increased online presence and the influx of high-quality leads generated by the campaign and as a result are now in a position to scale their business even further across the country with this solid foundation. This work highlights the importance of a well-crafted and expertly managed Google Ads campaign in driving measurable results for businesses in competitive industries.
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