I was approached by this client to help optimize their Google Ads strategy, as their previous campaigns were underperforming. After a detailed assessment, I implemented new, targeted Search Campaigns that helped the client increase conversions and reduce costs significantly.
Norton Police Consulting is a consultancy led by a team of seasoned law enforcement practitioners with extensive expertise in use-of-force investigations, tactical operations, high-risk patrol operations, crowd control, and critical incident reviews. Their experts collaborate with the National Tactical Officers Association and the California Association of Tactical Officers to develop best practices in tactical procedures and provide critical insights into high-profile cases, such as active shooter incidents and officer-involved shootings. With over four years of consulting experience, they offer expert witness services and work with various agencies.
The Challenge
Like many small businesses using Google Ads, they found that their campaigns weren’t delivering the desired results. Despite their expertise and specialized services, they were struggling to reach the right audience effectively and optimize ad spend to get tangible leads. Recognizing the need for a more strategic approach, they hired me to overhaul their Google Ads Campaigns, focusing on lowering costs while driving quality traffic to their website.
The Solution
Following a detailed review of their current campaigns and goals, I recommended a new Search Campaign tailored to reach individuals and agencies in need of law enforcement consulting services. I focused on high-intent keywords that directly aligned with their expertise areas. Within just five days, I successfully launched the new Search Campaign, targeting the right segments and adjusting the ad structure to improve engagement.
To further boost lead generation, I also set up a second campaign designed to target a broader audience while still focusing on relevant, high-quality search terms. This dual-campaign approach allowed them to attract more leads without compromising on ad quality or increasing their costs unnecessarily. Additionally, I implemented tracking tools to monitor conversions accurately, giving me real-time insights to make data-driven adjustments for continuous improvement.
The Result
The revamped Google Ads strategy led to substantial improvements across key performance metrics. With a lower cost-per-click of $14, they achieved a high conversion rate of 23%, bringing in 29 new conversions monthly. This level of optimization proved that the new campaigns were highly effective at reaching engaged users who were likely to inquire about or hire their services.
By optimizing the ad spend and improving targeting precision, the business now benefits from a sustainable Google Ads strategy that brings valuable leads at a reduced cost. This outcome has positioned the firm to continue expanding its reach within its industry with greater efficiency and impact.
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