Nex Data · Security systems and data cabling · Sydney, NSW
Nex Data's data-cabling searches turned Google Ads clicks into quote requests at 2.1 times the rate of its CCTV searches across Sydney. TV wall mounting did even better in the first weeks, while alarm and intercom searches fell short and their campaign was paused.
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Download this PDFRead it on the pageNex Data's data-cabling searches turned Google Ads clicks into quote requests at 2.1 times the rate of its CCTV searches across Sydney. The camera searches brought most of the clicks, but data cabling and TV wall mounting converted at a higher rate.
Nex Data installs security and data systems across Sydney: CCTV cameras, alarms, intercoms, door entry and access control, and the data cabling that offices, shops and homes run on. Its website carries a quote form on each service page.
Security and data searches are not all equal. Some bring people ready to ask for a quote; others bring clicks and little else. The account needed to learn which searches turn into quote requests and move the budget towards them.
A CCTV and data-cabling campaign carried the account throughout, with ad groups for camera systems, CCTV installation across Sydney and data cabling. An early campaign also covered smaller jobs such as TV wall mounting and networking. A later campaign gave alarms, intercoms, door entry and access control their own ad groups.
Every quote form from the ads is traced back to the ad group that produced it. Taps on the call button are recorded separately, because a tap does not confirm a conversation.
Data-cabling searches turned clicks into quote requests 2.1 times as often as CCTV searches. They took 15% of clicks and brought in 24% of quote requests. CCTV searches drew 64% of clicks but brought in 47% of quote requests.
Desktop computers gave 18% of clicks but 26% of quote requests, converting 1.6 times as well as phones. Weekday clicks did 1.3 times as well as weekend clicks.
In the first five weeks, TV wall-mounting searches converted at 4.3 times the CCTV rate and brought in 71% of quote requests in those weeks. The account then moved to a dedicated security and data campaign, which is why the overall quote-request rate was highest in those first weeks.
The alarm and intercom campaign ran for about 11 weeks. Its searches took 34% of clicks over that time but brought in 24% of quote requests, converting well below data cabling and a little below CCTV, and the campaign is now paused.
The desktop and weekday results point the same way, to customers who plan security and cabling work during the working week. Those weekday searches are the ones to protect when budget is limited.
A quote request is a quote form sent from the website after an ad click. Calls were recorded only as taps on the call button, so they are left out and the rates are a minimum. No job outcomes are recorded for this account, so this page compares quote-request rates rather than a return on ad spend. Services come from the ad group that served the ad, and multiples are rounded down.
For a security or data business that wants the same view of its own ads, see our Google Ads management.
Tags
That is one account. Yours is a different one.
We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.
The results
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
2.1×
quote-request rate for data-cabling searches against CCTV searches
While the ads ran
How it was measured
Quote forms divided by clicks for the data-cabling ad groups, divided by the same rate for the CCTV and security camera ad groups, over every day the ads ran. Rounded down.
4.3×
Quote-request rate for TV wall-mounting searches against CCTV searches
First five weeks of ads
How it was measured
Quote forms divided by clicks for the TV wall-mounting ad group, divided by the same rate for the CCTV ad groups over the same five weeks, when both ran. Rounded down.
1.6×
Quote-request rate on desktop computers against mobile phones
While the ads ran
How it was measured
Quote forms divided by clicks from desktop computers, divided by the same rate for mobile phones. Rounded down.
1.3×
Quote-request rate on weekdays against weekends
While the ads ran
How it was measured
Quote forms divided by clicks for Monday to Friday, divided by the same rate for Saturday and Sunday, Sydney time. Rounded down.
Quote requests are forms sent after an ad click; phone-number taps are excluded. Service comparisons use the periods when both service groups ran. Data-cabling and CCTV rates are quote requests divided by clicks for each service over the same days.
Insights
Details from the Nex Data project. Open a card for the finding and its source.
24%
Data-cabling searches turned clicks into quote requests 2.1 times as often as CCTV searches. CCTV searches drew 64% of clicks but brought in 47% of quote requests. For a business that does both, data cabling deserves more of the budget than its share of searches suggests.
Source and basis. Clicks and quote forms from the data-cabling ad groups, each as a share of the account total, over every day the ads ran.
4.3×
The first campaign covered smaller jobs as well as security, and TV wall-mounting searches brought in 71% of all quote requests in those weeks. The account then moved to a dedicated security and data campaign, which is why the overall quote-request rate was highest in those first weeks.
Source and basis. Quote forms divided by clicks for the TV wall-mounting ad group, divided by the same rate for the CCTV ad groups, over the five weeks both ran. Rounded down.
24%
A separate campaign for alarms, intercoms, door entry and access control ran for about 11 weeks beside the CCTV campaign. Its searches converted well below data cabling and a little below CCTV over the same weeks, and the campaign is now paused.
Source and basis. Clicks and quote forms from the alarm and intercom campaign, each as a share of the account total over the 11 weeks it ran.
1.6×
Desktop computers gave 18% of clicks but 26% of quote requests, and weekday clicks did 1.3 times as well as weekend clicks. Both suggest customers who plan security and cabling work during the working week.
Source and basis. Quote forms divided by clicks from desktop computers, divided by the same rate for mobile phones, over every day the ads ran. Rounded down.
Nex Data · Sydney, NSW
The advertising covers security and entry and data and audiovisual work.
Campaign schedule · Sydney local time
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
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.
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.
The number it moves: True cost per lead
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.
We discuss your services, customers, website and goals, then identify the most useful next step.
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
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.
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
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.
How the results were measured and how the approach could apply to your business.
The first call is free and there is no deck.
Book a callWe divided quote requests by clicks for the data-cabling ad groups, did the same for the CCTV and security camera ad groups, and divided one rate by the other, over every day the ads ran. A quote request is a quote form sent from the website after an ad click. The result is rounded down.
Over the 11 weeks it ran, alarm, intercom and door-entry searches took 34% of clicks but brought in 24% of quote requests. They converted well below data cabling and a little below CCTV over the same weeks, and the campaign is now paused.
Calls were recorded only as taps on the call button, which do not confirm a conversation. Taps made up about a third of all contact from the ads and are left out of the quote-request rates, so the rates are a minimum.
Not necessarily. No job outcomes are recorded for this account, so this page compares how often clicks became quote requests, not the value of the work that followed.
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Result basis: While 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.
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.
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.
Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.
A real conversation and a written list of opportunities.