Case Study: How We Boosted Fire Safety Company Leads by 375%

The fire safety industry is built on trust, compliance, and the ability to deliver reliable solutions that protect people and businesses. Yet, even in such a mission-critical sector, companies cannot afford to overlook the digital landscape. Without a strong online presence, even the most capable providers risk losing visibility and credibility with decision-makers.

This was exactly the challenge faced by our client, a European fire safety company offering consulting, training, and specialized equipment solutions. While their expertise was unquestionable, their digital presence did not reflect the professionalism and authority of their brand. Their website was outdated and uninspiring, online campaigns underperformed, and generating qualified leads at a sustainable cost proved difficult.

Brand Activator partnered with the client to transform their digital presence from the ground up. The collaboration included:

• Designing and launching a modern, high-trust website aligned with the brand’s mission and values.
• Running Google Search Ads targeting compliance-driven queries.
• Executing LinkedIn Ads campaigns focused on reaching compliance officers, HR leaders, and facility managers across Europe.
• Leveraging Google Display campaigns for remarketing to warm audiences.
• Implementing ongoing A/B testing and campaign optimization.

The results were significant:

• 420% increase in monthly website traffic.
• CTR between 15–23% on Search campaigns, outperforming industry benchmarks.
• 62% lower Cost per Lead (CPL) compared to previous campaigns.
• Steady growth in qualified leads and greater visibility among European businesses.

This case study explores the client’s background, challenges, strategy, and the measurable impact of the partnership. It illustrates how even highly regulated industries like fire safety can achieve transformative results through the right digital strategy.

Brand Activator approached the project with a holistic strategy, combining website redesign with multi-channel marketing campaigns. The execution unfolded in several phases:

1. Website Transformation

• Developed a new website with a clean, modern design optimized for trust and authority.
• Improved UX and navigation to guide visitors seamlessly to service pages and contact forms.
• Added mobile responsiveness, ensuring accessibility across devices.
• Enhanced messaging to emphasize compliance expertise and employee safety.

2. Google Search Ads

• Conducted keyword research focused on compliance, training, and workplace safety.
• Built targeted campaigns designed to capture high-intent searches.
• Continuously optimized ad copy for clarity and authority.
• Achieved CTRs ranging from 15% to 23%, far above the industry norm.

3. LinkedIn Ads

• Targeted decision-makers such as compliance officers, HR directors, and facility managers.
• Created campaigns highlighting the company’s training and consulting expertise.
• Leveraged professional tone and trust-building creatives to resonate with B2B audiences.

4. Google Display & Remarketing

• Implemented remarketing campaigns to re-engage visitors who had interacted with the site but had not yet converted.
• Designed visual banners that reinforced the company’s credibility and safety mission.

5. Ongoing Optimization

• Set up tracking systems for form submissions and lead quality measurement.
• Conducted A/B testing on headlines, landing page structures, and CTAs.
• Reduced CPL by refining targeting and reallocating budgets toward the most effective channels.

This integrated strategy ensured that every element—from first impression on the website to ad engagement and remarketing touchpoints—worked together toward the same goals: visibility, authority, and cost-effective lead generation.

The collaboration produced measurable results that exceeded expectations:

• 420% increase in monthly website traffic – The redesigned website, combined with targeted ads, brought significantly more qualified visitors.
• CTR between 15% and 23% in Google Search campaigns – Far above industry standards, reflecting the precision of the targeting and messaging.
• 62% lower Cost per Lead (CPL) – Budgets were used more efficiently, generating more leads without overspending.
• Higher lead quality – Leads captured through Search and LinkedIn were better aligned with the client’s ideal customer profile.
• Enhanced brand authority – The new website and ad creatives helped position the client as a trusted leader in fire safety consulting and training.
• Expanded reach on LinkedIn – Ads effectively connected the brand with decision-makers across multiple European markets.

Beyond the numbers, the transformation had a long-term effect: the client’s digital presence now reflects the professionalism and reliability of their offline expertise.