How Search Pros turned a niche B2B safety tech company into a consistent lead machine through a data-driven Google advertising.

Client: Safety First Wireless 
Service: Google Ads Management, pay per click advertising
Industry: Elevator Safety and Telecommunications
Location: USA

Business Overview

Safety First Wireless is a national supplier and integrator of cellular communication solutions for safety-critical systems like elevator phones, area of refuge systems, and emergency pool phones. They specialize in upgrading outdated analog and POTS-based systems to modern, code-compliant cellular technologies. With a plug-and-play approach, Safety First makes it easy for property managers, builders, and communities to enhance reliability, reduce costs, and meet current safety regulations without major infrastructure changes.

The Challenge

The challenge Safety First faced was navigating the complexities of digital advertising in a highly niche and technical industry. Despite being a trusted national supplier of emergency communication solutions, their Google Ads campaigns were underperforming, with high costs per acquisition and a large volume of irrelevant traffic.

Their specialized offerings—like elevator emergency phones and area of refuge systems—were often misunderstood by search engines, making it difficult to connect with high-intent buyers. On top of that, technical issues like a malware-infected website disrupted visibility and credibility. It became clear that a more strategic, hands-on approach was needed to turn things around.

Their goal was simple: to generate more qualified leads at a lower cost by reaching the right customers searching for emergency communication solutions.

The Strategy

To overcome these challenges, Search Pros implemented a focused and strategic Google Ads approach tailored to Safety First’s niche market. The aim was to eliminate inefficiencies, improve lead quality, and bring consistency to their digital advertising performance.

Our strategy included:

  • Building a comprehensive negative keyword list to filter out low-intent and irrelevant traffic.
  • Launching test campaigns to experiment with targeting, messaging, and bidding strategies
  • Implementing strategic keyword selection to focus on high-conversion search terms
  • Enhancing ad copy to speak directly to commercial decision-makers and safety compliance needs
  • Setting up geo-targeting to reach relevant markets with higher conversion potential
  • Resolving technical issues, including malware cleanup and restoring Google trust
  • Gradually transitioning campaign control from the client to our in-house team for tighter optimization and faster iteration

By utilizing precise keyword targeting, location-based audience segmentation, a robust negative keyword strategy, and continuous ad copy experimentation, we significantly increased lead generation while reducing wasted ad spend.

The Results: From Inefficiency to Scalable Lead Generation

  • The campaign has consistently generated 60–97 conversions every month for over a year, resulting in 1,000+ total conversions — a strong, sustained performance in a highly specialized B2B niche.
  • Cost per conversion remained stable, staying between $76–$85 throughout most of the campaign, maximizing budget efficiency and return on ad spend (ROAS).
  • Average CPC decreased from $6.89 in January 2024 to $6.19 in March 2025, demonstrating improved bidding efficiency.

Over the course of 15 months, the campaign evolved from early momentum into a fully optimized lead generation engine. Conversions remained strong and cost-efficient, while continuous refinement of keywords, bidding, and targeting helped reduce waste and improve quality. The result: a profitable, scalable PPC strategy that continues to deliver meaningful results for Safety First’s business.

The Bottom Line: Month-over-Month, Profitable Growth for Safety First

At Search Pros, our mission is simple: drive consistent growth and maximize return on ad spend (ROAS) for our clients. With a hands-on, data-driven approach to Google Ads, we helped Safety First turn targeted clicks into qualified leads—month after month.

Through strategic bidding, smart targeting, and continuous optimization, we delivered a campaign that stayed profitable, scalable, and reliable across a 15-month span. The results speak for themselves.

We’d love to help your business achieve the same. Ready to grow with PPC that actually works? Contact Search Pros  and let’s build your success story together.