1st Choice Security: Reduced Google Ads Costs and Doubled Conversions

The Challenge

Struggling to Convert Ad Spend into Real Results

1st Choice Security, a provider of commercial and industrial roller shutter solutions, faced a frustrating situation. Despite significant investment in Google Ads, they were not seeing the expected return on their marketing spend. The ads were live, traffic was coming in, but conversions were scarce. Additionally, the lack of proper conversion tracking meant they had no clear insight into where their budget was going or why it wasn't delivering the desired results.

Their website, while functional, was outdated, slow and not optimised for conversions. It wasn’t effectively capturing leads or driving engagement. The content was minimal, and the site lacked the robust structure needed to target specific locations and services. This was a significant missed opportunity, as 1st Choice Security offered a wide range of specialised services across multiple locations.

The company knew they were wasting money on ads that weren’t converting and that their online presence was underperforming. They needed a comprehensive solution that would not only stop the financial drain but also position them for growth in a highly competitive market.

Our Approach:

Transforming the Website for Maximum Conversions

We began by completely overhauling 1st Choice Security’s website. The new design was clean, modern, and, most importantly, focused on driving conversions. Every element, from the layout to the calls-to-action (CTAs), was strategically designed to guide visitors toward making an inquiry or requesting a quote.

Website Improvements:

• Clean, User-Friendly Design: Ensured that no text or buttons were hidden behind other elements, making navigation straightforward and intuitive.

• Simplified Headline: Refined the website heading from four separate headings to one clear, compelling headline: "Commercial & Industrial Roller Shutter Specialists."

• Social Proof: Displayed their 5-star Google rating prominently to build trust with potential customers.

• Clear CTAs: Implemented prominent, easy-to-find calls-to-action throughout the site to encourage user engagement.

We also ensured the site was super fast and fully responsive, providing a seamless experience across all devices. This was crucial, as many potential customers (79%) were accessing the site via mobile devices.

The next major improvement was in the Core Web Vitals—key metrics that assess a website's performance and user experience.

Core Web Vitals Improvement:

• Performance Score: Increased from 37 to 92.

• SEO Score: Boosted from 84 to 100.

Revamping the Google Ads Campaign

Dedicated Ad Groups and Landing Pages: For each service and location, we created a dedicated ad group that aligned with a specific landing page on the new website.

For example:

• An ad group targeting "Stockport roller shutters" would lead to a dedicated Stockport-focused landing page.

• Similarly, an ad group for "agricultural industrial doors" would direct users to a specialised agricultural doors page.

We restructured the campaigns to target these keywords more effectively, with tightly themed ad groups and tailored ad copy. Conversion tracking was meticulously implemented to ensure every click could be tracked and analysed, allowing for continuous optimisation.

Content Expansion and SEO Optimisation

Recognising the need for a more robust online presence, we created over 20 location-specific pages and more than 40 service-specific pages. These pages were meticulously optimised for SEO, ensuring they ranked well for local search queries.

SEO and Content Strategy:

• Targeted Content: Each page was crafted to address the specific needs and concerns of the target audience in each location. This included valuable information and clear CTAs tailored to drive engagement.

• Organic Growth: This approach not only supported the Google Ads strategy but also began driving organic traffic to the site, reducing reliance on paid advertising.

Continuous Monitoring and Optimisation

Post-launch, we didn’t just set it and forget it. We continuously monitored the performance of the Google Ads campaigns and the new website, making data-driven adjustments to maximise performance. Regular reports were provided to 1st Choice Security, keeping them informed of progress and return on investment (ROI).

The Impact

Transformational Results that Drove Business Growth

The results of our efforts were nothing short of transformative for 1st Choice Security. By addressing the root causes of their underperforming online presence, we were able to deliver measurable, impactful results:

1. Significant Increase in Conversions: Within just a few months, 1st Choice Security saw a dramatic increase in conversions, directly attributed to the new Google Ads campaigns.

   

2. Cost-Per-Conversion Slashed: One of the most significant outcomes was the reduction in cost-per-conversion, which dropped to £21.66. This represented a huge saving for the company, effectively cutting their ad spend in half while driving more leads.

3. Organic Traffic Growth: The newly created location and service pages began to gain traction in search engines, leading to an increase in organic traffic. This not only brought in more potential customers but also diversified the sources of traffic, reducing reliance on paid advertising.

4. Business Expansion: The increased demand generated by the improved website and ad strategy meant that 1st Choice Security needed to expand their team to keep up with the influx of new business. This growth was a direct result of their improved online presence and more effective marketing strategy.

5. Enhanced Market Position: With a stronger, more visible online presence, 1st Choice Security has positioned itself as a leader in its field, outpacing competitors who are still relying on outdated marketing tactics.