178% increase in conversions

Capital Fire Risk Assessment Surveys UK Ltd provides fire risk assessments. Its website describes it as one of the leading names for fire risk assessments in London and the whole of the UK, and explains that the law makes a fire safety assessment a requirement for business premises. That puts it in an unusual position for an advertiser: many of its customers are not browsing for something they fancy, they are looking to meet an obligation.

Someone who runs a shop, an office, a restaurant or a block of flats and needs an assessment is usually searching with a purpose and often a deadline. They want to know who can come, how quickly, and whether the firm understands the rules that apply to their kind of building. Those are the searches where a business wants to appear, and they are also searches that many competing firms are bidding on.

Its website says its assessors can visit premises at short notice and that it also offers online fire safety training. For a service like this, speed and trust both count. A property manager who has just realised an assessment is overdue will contact the firms that look credible and available, and will not wait long to do it.

Fire risk assessment is a specialist service, and search clicks can be costly in markets where the customer has a legal need and the providers know it. That makes the quality of the account behind the ads important. An account that attracts the wrong searches, or sends people to a page that does not make the next step obvious, pays for the mistake on every click.

Capital Fire signed with DPOM for Google Ads management in February 2019. Google Ads suited it because it reaches businesses at the moment they go looking for an assessor, and because each enquiry can be counted and costed.