Securitas are a leading global security services company specialising in intelligent, protective services built on people, technology and knowledge. They serve a wide range of customers in various industries and customer segments.
A Snippet of
The Requirements
Since Securitas began 80 years ago, they have relied on the power of their name. While that served them well, as the digital landscape became a crucial player in the marketing game, Securitas sought assistance to strengthen their brand. After discussing the business’s objectives, we decided on Google Search, Display and social media advertising. We planned to create a greater depth of campaigns aimed at SME decision-makers highlighting the benefits of services that fit their specific challenges.
YEAR
2022
TYPE
Paid Ads
The Project Process
We started first on Google Ads. Geek started from scratch to create optimised Search campaigns for numerous key security services. As Securitas cover the whole of the UK, we needed to ensure the campaign budget didn’t get swallowed up in specific locations but instead was evenly distributed across the country. Therefore, we created several campaigns for different core locations. Within these Campaigns, we crafted several Ad Groups for the particular services we wanted to target.
We also implemented Display Ads. With high-quality visuals, core service messages and descriptions, we ensured that the people we wanted to reach out to saw and repeatedly saw Securitas’ campaign when they went on certain websites, YouTube, Gmail and other various Google platforms.
For LinkedIn & Meta, we’ve run multiple ads to target different company profiles depending on their size. We have targeted three groups: one being businesses with up to 15 employees, the second being businesses with SME employees and facility managers. Each group will be shown one of the five ads we have orchestrated for that specific group. Our main objectives were to build awareness, drive cold traffic, and retarget people to the website. Through a multi-layered advertising campaign with various creative and text combinations, we developed a set of campaigns that successfully continue to meet Securitas’ goals.
Through all strategies, we’re building the marketing plan to retarget people based on their Google, LinkedIn and Meta behaviours to raise awareness. So no longer are we seeing these digital marketing platforms siloed; we see them as a combined effort to meet modern marketing goals.
