through Meta advertising
7.9 Million Impressions
across the country through Google Display advertising
Outranking Major Competitors
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.
Since Securitas began over 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 its 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. There are always risks with these digital platforms due to them being third-party. Of course, with the stature of Google and Social Media third-party platforms, there are limited risks, but it does mean they can occur occasionally.
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 Securiats’ 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.
After working with Securitas for several months while managing their campaign, we were notified that the newly created Display and Search campaigns were experiencing limited performance due to a Trademark issue. We appealed this issue with Google. However, this appeal was rejected by Google’s automation system…
Unfortunately, when appealing a policy violation in Google, it goes through an automated process with a BOT – not a human. It was clear from the account that Geek Designs managed the Securitas ad account, as the Google account and billing processes were in the Securitas name.
What had happened was that Securitas owned a trademark over the term “Securitas”; therefore, Google recognised this and saw the ads as violations. As Google’s automated system could not address this issue, the marketing team here at Geek spent a significant amount of time over several weeks contacting various Google representatives to address the problem affecting the campaign.
We took this significant time away from the team at Securitas and solved the issue for them. Once Google was satisfied that Securitas owned the account, the campaigns ran successfully again.
While working with Securitas, we understood the marketing team’s frustrations with the website.
Securitas’s website development team is based at their head office in Sweden. This meant communication would be prolonged when adding new elements to the site. But as Securitas is a global company, all countries have separate websites under one universal website theme, meaning nobody in the UK knew how to work on the website. To streamline amendments being made, our in-house development team took over the task of managing the UK website. Now when features roll out on the UK version of the Securitas site, we can work within the backend so the UK can take advantage of these features.
Overall, we have aided Securitas with numerous issues in and outside the scope of the initial conversation to ensure the team have the time to focus on internal tasks. Geek is Securitas’ digital partner.
See More
