This is a case study of a security firm based in Waterford. They came to us with a website that looked like it was built in 2014 and zero digital marketing infrastructure. They were growing slowly through referrals and wanted to break out of that ceiling.
Three months later, they had 50 new clients.
The situation
The business was doing fine. But they knew they were leaving money on the table. Competitors with worse reputations were winning jobs because they showed up better online. Their website had no clear call to action, no proof, and no way to capture leads outside of a phone number that went to voicemail during jobs.
They had run some Facebook ads previously with no result. No follow-up system. No tracking. They didn't know what had happened to the money.
What we built
The website
We rebuilt their website around a single objective: get the visitor to request a callback or quote. Every element was there for a reason. We included:
- A clear headline that named their service and location
- Three proof points above the fold
- A testimonial from a named client with a photo
- A short form that took under 60 seconds to fill in
- A mobile-first design since most local searches happen on phone
The follow-up system
The old process: enquiry comes in, someone checks email later, calls back when they remember. We replaced that with:
- Instant SMS acknowledgment within 30 seconds of form submission
- Automated follow-up sequence over 5 days for leads who didn't respond
- CRM pipeline showing every lead, its status, and next action required
The ads
Once the system was in place, we ran Meta Ads targeting local business owners and property managers in Waterford and surrounding counties. We tested three different angles and scaled the one that drove the lowest cost per qualified lead.
The results
- 50 new clients signed in 90 days
- Cost per acquired client: under €60
- The website's contact form conversion rate: 18%
- Average deal value: monthly recurring contract
What made the difference
Most businesses build the advertising first and the system second. We do it the other way around. There is no point driving traffic to a website that leaks or following up on leads inconsistently.
The security firm's previous Facebook campaign failed not because Facebook doesn't work but because there was nothing to catch the leads when they arrived.
Same traffic, better infrastructure, completely different result.