Executive Summary
We worked with a Fire Advisor - a fire safety company that wanted more business inquiries from companies and property managers, not just random website visitors. Their existing website and advertising setup were not bringing enough qualified leads, and most of their marketing spend was hard to justify.
Our goal was simple: build a lead generation system that could consistently bring in serious inquiries at a lower cost.
About the Client
The client operates in the fire safety industry and provides services and equipment related to fire protection and compliance. Their customers are mainly businesses, property owners, and organizations that need certified fire safety solutions.
In this industry, trust and credibility are critical. A lead is valuable only if it comes from someone who is actually responsible for safety decisions, not just from general browsing.
The Challenge
We worked with a Fire Advisor - a fire safety company that wanted more business inquiries from companies and property managers, not just random website visitors. Their existing website and advertising setup were not bringing enough qualified leads, and most of their marketing spend was hard to justify.
Our goal was simple: build a lead generation system that could consistently bring in serious inquiries at a lower cost.
Our Strategy
We treated the project as a practical setup, not as a branding exercise.
First, we updated the website so it could clearly explain what the company offers and make it easy for visitors to contact them. We also fixed tracking so we could measure form submissions, calls, and key actions.
Then we rebuilt the advertising structure with a focus on buyer intent:
- On Google, we focused on search campaigns for people actively looking for fire safety services
- On LinkedIn, we targeted decision-makers in relevant industries
- We used remarketing to stay visible to people who had already visited the site
Instead of trying to reach everyone, we focused on reaching the right people.
The Results
During the engagement period, the work produced clear results:
- Qualified leads increased by approximately 375%
- Website traffic increased by over 400%, driven mainly by high-intent search and remarketing
- Cost per lead dropped by more than 60%
- Click-through rates moved into the 15–23% range, depending on campaign type
- A higher share of inquiries came from companies and decision-makers with real purchase intent
The most important change was that lead generation stopped being random and became something that could be controlled and improved over time.
Key Takeaways
- In B2B safety services, it is better to get fewer serious inquiries than many low-quality ones
- Clear campaign structure makes it easier to see what works and what does not
- You cannot scale lead generation if you do not measure forms, calls, and key actions correctly
- Targeting people who are actively looking for fire safety services works better than showing ads to everyone
- Lead generation becomes stable only when traffic, ads, and the website work together as one system
Related FAQs
How do I track ROI from digital campaigns?
Use analytics tools like Google Analytics and conversion tracking to measure revenue against ad spend. You can also try Brand Activator's free ROI Calculator to optimize your ads for better conversions and higher ROI.
How do you lower Cost per Lead (CPL)?
You can lower CPL by targeting the right audience, refining ad copy, and optimizing landing pages for stronger conversions. The key is to deliver real value through compelling creatives, ensuring more qualified leads without overspending.
What is a good CTR for Google Ads?
A strong CTR varies by industry, with 3–7% considered above average and some niches reaching 10%+. At Brand Activator, we’ve managed dozens of campaigns, achieving CTRs above 20%+, rare but possible with precise audience research and a strong marketing team.