Unlocking New Audiences for TELSCO
Top Draw supercharges TELSCO’s digital presence, driving a surge in qualified leads and cementing their position as Edmonton’s go-to security provider.
Services Provided: SEO, PPC (Google Ads), Lead Nurturing, Reporting & Analytics
Key Stats:
- Increased free consultations by 87%
- Google Ads now drives 30-45% of all new leads
- Identified non-branded keywords leading to a new customer segment
The Challenge
TELSCO, a household name in Edmonton for security systems, needed to adapt their digital marketing strategy to a constantly evolving online landscape. While a brick-and-mortar leader, their website wasn’t attracting the online traffic it deserved. They needed a partner who could understand their brand, and then translate that understanding into a digital strategy that drove qualified leads.
Why Top Draw?
“We knew we needed a digital marketing partner who could keep up with the ever-changing online world. Top Draw’s innovative approach and focus on measurable results stood out. They’ve helped us reach a whole new audience and have become a trusted advisor in all things digital.”
–Kristin Krysa, Customer Experience Manager, TELSCO Security Systems
Our Solution
SEO: Building a Lead Generation Machine
- Keyword Optimization: We conducted in-depth research to identify relevant keywords that Edmontonians searching for security solutions were using. This helped TELSCO rank organically for top search terms, driving qualified traffic to their website.
- Content Is King: We collaborated with TELSCO to create informative and engaging website content that addressed customer pain points and showcased their expertise. This improved SEO and nurtured leads further down the sales funnel.
PPC: Reaching the Right Audience at the Right Time
- Budget Optimization: We saw an opportunity to maximize TELSCO’s advertising budget. By shifting resources from branded campaigns to targeted B2B and B2C search campaigns, we reached a wider audience actively looking for security solutions.
- Audience Refinement: We fine-tuned TELSCO’s display advertising to target users with a higher likelihood of converting. This resulted in a significant increase in qualified leads from display campaigns.
- Laser-Focused Targeting: We analyzed Google Search Console data to identify underperforming keywords and add high-performing terms to the campaign. We also implemented negative keywords to prevent wasted budget on branded searches.
- Conversion-Focused Bidding: We switched the bidding strategy to prioritize conversions, ensuring that TELSCO’s ads were reaching users most likely to schedule a free consultation.
- Match Type Magic: We changed keyword match types from broad to phrase match, giving TELSCO more control over which searches triggered their ads.
Our Impact
These combined efforts yielded impressive results. TELSCO saw a significant increase in free consultations, a key metric for their business. Additionally, Google Ads became a major lead generation channel, driving a substantial portion of their qualified inquiries. This data-driven approach allowed us to identify new customer segments through non-branded keywords, expanding TELSCO’s reach and solidifying their position as Edmonton’s premier security provider.