Go Life Safety — Ads Deep Dive

! Executive Summary — Critical Findings

Zero Conversions on Google Ads

$315.49 spent across all campaigns with 0 tracked conversions in 30 days. Either conversion tracking is broken or landing pages are not converting. This is the #1 priority to fix.

Extremely High CPCs on Search

Average CPC of $2.41–$5.08 across Search campaigns. The "Informational" campaign is paying $4.28/click for educational queries that rarely convert directly.

Search Impression Share Very Low

Only 10% impression share on general campaigns. GLS is missing 90% of available searches due to budget and/or bid constraints.

Meta Ads: Low Budget but Generating Activity

$225.49 total spend across 2 campaigns. Lead campaign generated 1 lead at $178.53 CPA. Traffic campaign is efficient at $0.15/click with 160 landing page views last week.

Combined Ad Spend Overview (30 Days)

Total Spend

$540.98

Google: $315.49 | Meta: $225.49

Total Clicks

1,063

Google: 494 | Meta: 569

Total Impressions

42,478

Google: 27,342 | Meta: 15,036

Total Conversions

2

Google: 1 (PMax) | Meta: 1 Lead

Google Ads Deep Dive

0 Conversions (Search)

Campaign Performance (30 Days)

Campaign	Type	Spend	Clicks	Impr.	CTR	Avg CPC	Conv.	Impr. Share
Search \| General	Search	$146.87	61	727	8.39%	$2.41	0	10%
PMAX \| General	PMax	$87.57	415	26,492	1.57%	$0.21	1	10%
Search \| Informational	Search	$55.64	13	156	8.33%	$4.28	0	28%
Search \| BDA & ERRCS \| Florida	Search	$25.41	5	67	7.46%	$5.08	0	35%
Total		$315.49	494	27,442	1.80%	$0.64	1

Last 7 Days vs. 30-Day Average

Last 7 Days Spend

$133.18

↑ 86% above weekly avg ($75.03/wk)

Last 7 Days Clicks

145

↑ 17% above weekly avg (123/wk)

Last 7 Days Conversions

0

Still zero — conversion tracking likely broken

Search | Informational 7d

$38.58

69% of 30-day total spent in last 7 days alone

Top Keywords by Spend

Keyword	Match	Campaign	Spend	Clicks	Impr.	CTR
"Emergency responder radio coverage"	Broad	Search \| General	$104.88	47	369	12.7%
"what is a das system"	Broad	Search \| Informational	$29.19	7	50	14.0%
"NFPA BDA requirements"	Broad	Search \| General	$17.00	7	237	2.95%
"bda systems"	Phrase	BDA & ERRCS \| FL	$14.69	3	23	13.0%
"bda testing near me"	Broad	Search \| Informational	$13.99	2	95	2.1%
"Bi-Directional Amplifier systems"	Broad	Search \| General	$12.16	3	50	6.0%

Search Terms — Waste & Opportunity

Wasted Spend (Irrelevant Terms)

"new technology in safety" — $10.95, 6 clicks. Very broad, not BDA-specific.
"all essential fire & security" — $5.91, 4 clicks. Competitor name (already excluded).
"phoenix g2" — $5.18, 1 click. Product name search, not intent-based.
"bda systems co" — $5.89, 2 clicks. May be searching for a company called "BDA Systems."
"what are das systems" — $5.08, 1 click. Informational-only intent, $5+ CPC.

High-Intent Terms (Worth Investing In)

"bda systems" — $9.88, 2 clicks. Direct service search.
"bda system code requirements" — $5.79, 1 click. Compliance intent = buyer signal.
"nfpa 72 standards" — $5.46, 1 click. Code research = potential project.
"das system meaning" — $5.38, 1 click. Awareness but high-value industry.
"emergency responder radio coverage" — Core service term, good CTR.

Meta Ads Deep Dive

2 Active Campaigns

Campaign Performance (30 Days)

Campaign	Objective	Spend	Clicks	Impr.	CTR	CPC	CPM	LPV	Leads
Lead Campaign \| Fire Alarm Companies & Property Owners	Leads	$178.53	263	6,806	3.86%	$0.68	$26.23	43	1
Informational \| Traffic	Traffic	$46.96	306	8,230	3.72%	$0.15	$5.71	239	0
Total		$225.49	569	15,036	3.78%	$0.40	$15.00	282	1

Last 7 Days (Mar 3–9)

Lead Campaign

Spend

$72.28

Clicks

73

CPM

$32.90

Landing Page Views

10

Leads

1

Video Views

70

Informational | Traffic

Spend

$32.62

Clicks

215

CPM

$5.60

Landing Page Views

160

Leads

0

CPC

$0.15

Ad Set Targeting Detail (Lead Campaign)

Ad Set	Status	Daily Budget	Targeting	Optimization
Ad Set #1 \| Property Owners/Managers	Active	$10.00/day	Florida \| Ages 28-65 \| Property owners, facilities managers, construction managers, business admins	Offsite Conversions (Lowest Cost)
Ad Set #2 \| Fire Alarm Companies	Active	$10.00/day	Florida \| Ages 28-65 \| Fire alarm & protection companies, electrical contractors	Offsite Conversions (Lowest Cost)
Ad Set #3 \| UGC \| Property Owners	Paused	$2.00/day	Same as #1	Offsite Conversions (Lowest Cost)

✓ Recommendations & Action Items

P1 — URGENT

Fix Google Ads Conversion Tracking

With $315 spent and 0 conversions tracked (except 1 on PMax), conversion tracking is almost certainly broken or misconfigured. GLS's primary conversion goal is phone calls and form fills.

• Verify Google Tag is firing on the website (golifesafety.com)
• Check conversion actions in the account — ensure phone call tracking and form submissions are configured
• Test call tracking: make a test conversion and verify it appears in Google Ads within 24-48 hours
• Consider adding Google Call Extensions to all Search campaigns for direct call tracking

P2 — HIGH

Pause or Restructure "Search | Informational" Campaign

This campaign is spending $4.28/click on informational queries ("what is a DAS system," "bda testing near me"). These are awareness-stage searchers unlikely to convert directly.

• Option A: Pause entirely and redirect budget to Search | General (where intent is higher)
• Option B: Keep running but lower bids significantly and set a stricter daily budget cap ($5/day max)
• The Meta "Informational | Traffic" campaign is already doing this job at $0.15/click vs. Google's $4.28/click — Meta is 28x cheaper for awareness

P3 — HIGH

Add Negative Keywords to Search | General

Several search terms are burning budget on irrelevant queries:

• Add "new technology in safety" as negative (too broad, not BDA-specific)
• Add "phoenix g2" as negative (product search, not service)
• Add "bda systems co" as negative phrase (company name search)
• Review all search terms weekly and add negatives for off-topic queries
• Consider switching from Broad match to Phrase match on top keywords to reduce irrelevant triggers

P4 — MEDIUM

Increase Budget for "Search | BDA & ERRCS | Florida"

This is the most targeted campaign (Florida-specific BDA services) but only spent $25 in 30 days with 35% impression share. It has the highest intent searchers but is budget-constrained.

• Increase daily budget by 50-100% to capture more high-intent Florida searches
• The "AG3 | Fire Alarm Testing FL" ad group has 0 impressions — check if keywords are active and approved
• Reallocate budget from the Informational campaign to this one

P5 — MEDIUM

Meta: Reactivate UGC Ad Set & Test New Creative

The Lead Campaign is generating engagement (428 post engagements, 311 video views) but only 1 lead at $178.53 CPA. The UGC ad set is paused — consider reactivating with fresh creative.

• Reactivate "Ad Set #3 | UGC" with a higher budget ($5-10/day) and test new UGC-style video creatives
• The Traffic campaign is extremely efficient ($0.15/click, 160 LPVs last week) — ensure there's a strong CTA on the landing page to capture those visitors
• Consider adding a retargeting audience from Traffic campaign visitors → Lead campaign
• Test a lead form ad (on-platform form) vs. website landing page to reduce friction

P6 — OPTIMIZATION

Update Ad Copy — Year Reference & Headlines

Current headlines include "Stay Code Compliant 2025" — this needs to be updated to 2026. All asset performance labels are "PENDING" which means not enough data yet to determine winners.

• Update "Stay Code Compliant 2025" → "Stay Code Compliant 2026"
• Add call-to-action headlines: "Get a Free BDA Assessment", "Request a Signal Survey Today"
• Add location-specific headlines: "Florida BDA Experts", "Serving All of Florida"
• Test urgency angles: "New Fire Code Deadline", "Compliance Inspections Are Coming"

P7 — STRATEGY

Cross-Platform Budget Reallocation

Current split: 58% Google ($315) / 42% Meta ($225). Given Meta's dramatically lower CPCs for awareness and Google's conversion tracking issues:

• Short-term: Shift awareness budget from Google Informational → Meta Traffic (28x cheaper per click)
• Fix Google conversion tracking BEFORE increasing Google spend
• Ideal split after fixes: 70% Google Search (high-intent only) / 30% Meta (awareness + retargeting)
• Consider adding call-only campaigns on Google for the phone_calls conversion goal

Recommended Negative Keywords (Ready to Add)

Based on search term analysis. These should be added to all Search campaigns immediately:

Competitor Names

• "phoenix g2" (product)
• "bda systems co" (company)

Too Broad / Off-Topic

• "new technology in safety"
• "safety technology"
• "jobs" / "careers" / "salary"
• "training" / "certification"

Informational Only

• "what is" (for Search General)
• "how does" (for Search General)
• "meaning" (for Search General)
• "definition" (for Search General)

Immediate Next Steps

This Week (Critical)

1 Audit & fix conversion tracking on Google Ads (phone calls + form fills)
2 Add negative keywords listed above to Search campaigns
3 Pause or reduce "Search | Informational" budget to $5/day
4 Update "2025" → "2026" in ad headlines

Next 2 Weeks

5 Increase Florida campaign budget after conversion tracking verified
6 Reactivate Meta UGC ad set with fresh video creative
7 Build a retargeting audience on Meta from Traffic campaign visitors
8 Test call-only campaign on Google for phone lead generation