Nex CCTV · CCTV and security-system installation · Sydney, NSW
Nex CCTV: over 1 in 12 ad clicks became a call or quote request
Nex CCTV turned more than one in twelve Google Ads clicks into tracked calls and quote requests over the ten days the ads ran. Phone calls made up 54% of that contact, 76% of ad clicks came from mobile phones, and ads aimed at named Sydney suburbs were clicked 1.6 times as often as the service ads.
Services
Google Ads management · Website design and landing pages
The advertising covers security systems and property settings.
Security systems
CCTV installation
CCTV repairs and maintenance
Alarm systems
Intercom systems
Show all 5 services+
Access control
Property settings
Residential CCTV
Commercial CCTV
Strata and apartment CCTV
Warehouse and retail security
Show all 5 services+
Construction-site CCTV
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–6pm
The results
Results for Nex CCTV.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 12
ad clicks became a tracked call or quote request, at least
The ten days the ads ran
How it was measured
Tracked calls and website quote requests recorded by Google Ads, divided by ad clicks over the same days. Rounded down: the rate was a little better than 1 in 12.
54%
Tracked contact from the ads that came as a phone call
The ten days the ads ran
How it was measured
Tracked calls as a share of all tracked calls and quote requests recorded by Google Ads over the same days. Rounded down.
76%
Ad clicks that came from mobile phones
The ten days the ads ran
How it was measured
Google Ads clicks from mobile phones as a share of all ad clicks. Rounded down.
1.6×
Click rate of ads aimed at named suburbs, against the service ads
The ten days the ads ran
How it was measured
Clicks divided by impressions for the suburb campaign, compared with the same for the service campaign. Rounded down.
79%
Calls and quote requests from clicks made on weekdays, 8 am to 5 pm
The ten days the ads ran
How it was measured
Tracked calls and quote requests from ad clicks made Monday to Friday between 8 am and 5 pm (Sydney time), as a share of all of them. Rounded down.
How we measured +
Enquiries are tracked calls and website quote requests recorded after ad clicks across ten advertising days. Campaign click-rate comparisons use clicks divided by impressions. These are early enquiry results for the stated run.
In one minute
The 60-second version
Nex CCTV, from the brief to the result in 5 short slides.
01 The business
A Sydney CCTV installer for homes and businesses
Nex CCTV designs and installs security cameras, alarms and intercoms across Sydney, with fixed-price camera packages and a free on-site quote.
02 The problem
Learning fast which searches turn into calls
The account had to show quickly which camera searches, suburbs and pages turned clicks into calls and quote requests, with every contact recorded against its ad click.
02
03 What we built
Service ads by system, plus suburb ads with their own pages
One campaign covers home cameras, installation, packages, alarms, intercoms, repairs and camera brands. A second targets searches naming Sydney suburbs, each landing on that suburb's page.
04 What happened
More than one in twelve clicks became a call or quote request
Over the ten days the ads ran, more than one in twelve ad clicks became a tracked call or quote request. Calls made up 54% of that contact, and 76% of clicks came from phones.
1 in 12ad clicks became a tracked call or quote request, at least
05 What we learned
Suburb ads drew clicks; the packages page drew interest
Ads aimed at named suburbs were clicked 1.6 times as often as the service ads, and the fixed-price packages page drew nearly a third of all ad clicks.
1.6×click rate for suburb ads, against the service ads
01 / 05
Insights
What the data showed
Details from the Nex CCTV project. Open a card for the finding and its source.
Calls01
54%
Phone calls made up 54% of tracked contact from the ads, just ahead of quote requests.
Phone calls54%
Website quote requests45%
Just over half of the contact from the ads came by phone, and the rest through the website quote form. A camera system raises questions about coverage, recording and installation, and many people chose to ask them by phone. Keeping the call button in view beside the quote form serves both kinds of buyer.
Source and basis. Tracked calls and website quote requests recorded by Google Ads over the ten days the ads ran, each as a share of the total. Rounded down.
Local02
1.6×
Ads aimed at named Sydney suburbs were clicked 1.6 times as often as the service ads.
Service ads1×
Suburb ads1.6×
Searches naming a suburb met an ad and a page for that suburb, and people clicked them 1.6 times as often as the service ads. The suburb ads were a small slice of the account, about 15% of clicks, and over ten days they turned fewer of those clicks into contact. The suburb pages would be the next thing to strengthen.
Source and basis. Clicks divided by impressions for the suburb campaign, compared with the same for the service campaign, over the ten days the ads ran. Rounded down. The share of clicks is suburb-campaign clicks as a share of all ad clicks.
Device03
76%
Phones brought 76% of ad clicks and about four in five calls and quote requests.
Phone share of ad clicks76%
Phone share of calls and quote requests81%
Three in four ad clicks came from a mobile phone, and phones brought about four in five of the calls and quote requests Google Ads recorded. Most people weighing up cameras for a home or business did it on a phone. The packages, service and suburb pages need their call button and quote form within easy reach on a small screen.
Source and basis. Google Ads clicks, and tracked calls and quote requests, by the device used for the ad click, as shares of the totals over the ten days the ads ran. Rounded down.
Website development · Nex CCTV
We built their website, too.
Explore the website we designed for Nex CCTV: the pages, the mobile experience and the path to an enquiry.
Explore Nex CCTV’s website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Service page: a plain Sydney heading for CCTV installation, leading straight into a free on-site quote form.
01 / 02 · Service page: a plain Sydney heading for CCTV installation, leading straight into a free on-site quote form.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Nex CCTV
Nex CCTV designs and installs CCTV, alarm and intercom systems for homes and businesses across Sydney, NSW.
CCTV and security-system installation · Sydney, NSW
SoudCoh services
Google Ads management
Website design and landing pages
What we put in place
The campaign work
A Google Ads service campaign covering home cameras, installation, fixed-price packages, alarms, intercoms, repairs and camera brands.
A suburb campaign for searches naming Sydney suburbs, each landing on that suburb's page.
Tracked calls and quote requests recorded against the ad click that produced them.
A review of contact rates by campaign, contact route, device and time of day.
What the project delivered
The outcome
More than one in twelve ad clicks became a tracked call or quote request over the ten days the ads ran, with phone calls making up 54% of that contact.
Nex CCTV turned more than one in twelve Google Ads clicks into tracked calls and quote requests over the ten days the ads ran. Just over half of that contact came by phone, most clicks came from mobile phones, and ads aimed at named Sydney suburbs drew a higher click rate than the service ads.
The business
Nex CCTV designs and installs security cameras, alarm systems and intercoms for homes and businesses across Sydney. Its website, which carries the Nex Data name, sells fixed-price camera packages and offers a free on-site quote. This page covers the Nex CCTV Google Ads account only; the separate Nex Data account is not combined with it.
What we set out to do
The account had to show quickly which searches, suburbs and pages turned clicks into calls and quote requests. Someone adding cameras to a home needs a different conversation from a business owner with a system that needs repair, so the searches had to be kept apart by system and by need. Every call and quote request had to be recorded against the ad click behind it.
What we built
The service campaign has ad groups for home security cameras, residential CCTV, camera installation, fixed-price CCTV packages, alarm systems, intercoms, wireless and IP camera systems, repairs and maintenance, and named camera brands. A second campaign targets searches naming Sydney suburbs, from Liverpool and Blacktown to Campbelltown and Concord, each landing on that suburb's page.
Service pages open with a plain heading and lead straight into a free on-site quote form.
Calls from the ads are tracked and matched to the ad click, and every quote request sent from the website is recorded against the click that brought the visitor.
What happened
Over the ten days the ads ran, more than one in twelve ad clicks became a tracked call or quote request, and ads were clicked on 7% of the times they were shown. The service campaign produced most of the contact. 79% of calls and quote requests came from clicks made on weekdays between 8 am and 5 pm.
Calls and forms both mattered
Phone calls made up 54% of tracked contact, and website quote requests the other 45%. A camera system raises questions about coverage, recording and installation, and many people chose to ask them by phone, so the call button and the quote form both need to be in view.
Suburb ads drew a higher click rate
Ads aimed at named suburbs were clicked 1.6 times as often as the service ads. They were a smaller slice of the account, about 15% of clicks, and over ten days they turned fewer of those clicks into contact, so the suburb pages would be the next thing to strengthen.
Phones and packages led the way
76% of ad clicks came from mobile phones, and phones brought about four in five calls and quote requests. The fixed-price packages page drew nearly a third of all ad clicks and a similar share of contact, and the ads for home and residential cameras drew about three in ten clicks. Where Google showed the search, about one in five clicks named a camera brand.
How we measured it
Calls and quote requests are conversions recorded by Google Ads against an ad click. The contact rate divides them by ad clicks over the same days, rounded down. No job outcomes are recorded for this account, so this page reports contact rates rather than revenue, and ten days of data show direction rather than a settled rate.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
Put your own numbers to work: work out your own quote-to-win rate, with your own click price and close rate. It takes about a minute and asks for nothing.
— 06 · The rules behind it
How we run accounts
How we manage the campaign.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to your business.
We took the tracked calls and website quote requests that Google Ads recorded against an ad click over the ten days the ads ran, and divided them by ad clicks over the same days. The rate was a little better than 1 in 12; we round down.
Is ten days enough to judge a campaign?
It is enough to see how often clicks became contact and which routes people used, but not to judge return. The figures rest on ten days of data, so they show direction rather than a settled rate.
Did the suburb ads work better than the service ads?
They were clicked 1.6 times as often, but they were a small share of clicks and turned fewer of those clicks into contact over ten days. The service ads produced most of the calls and quote requests.
How does this relate to Nex Data?
The ads lead to the business's CCTV website, which carries the Nex Data name. This page covers the Nex CCTV Google Ads account only. The separate Nex Data account has its own case study, and the figures are not combined.
What do the results in this Nex CCTV case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: The ten days the ads ran. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for my business?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
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