TSC Seguridad Privada: Google Ads
Toluca, State of Mexico
I ran Google Ads for a private security company in Toluca, Mexico. They brought in 202 leads, and contracts signed with those leads topped MX$8 million.
What they needed
TSC sells private security, mostly to other businesses. Its contracts start at MX$45,000 a month and take weeks to close. The company needed a steady flow of potential clients (leads), and each one had to be worth what it cost to get.
What I did
I built a Google search campaign with four ad groups, one per service: businesses, events, security escorts and residential. The ads only showed in Mexico City and the State of Mexico. I kept adjusting the ad copy along the way. In the main group, 6.50% of the people who saw an ad clicked it (CTR), and 11.62% of those clicks turned into a lead (conversion rate).
What came out of it
Total spend was MX$29,665 for 202 leads, so the cost per lead was MX$147. Contracts signed with those leads added up to more than MX$8,000,000. That is a return on ad spend (ROAS) of 272x: for every peso spent on ads, the company signed 272 pesos in contracts. The figure counts what those leads signed. It does not separate how much of each sale came from the ad and how much from the sales work.
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