More Booked Security Installs, Fewer Wasted Leads

Your best customers are not browsing, they are reacting. A neighbor posts a break-in on NextDoor and your phone should ring within the hour. A family closes on a new home in June and they need a system before the moving truck leaves. A small business owner gets hit before the holidays and suddenly has a budget. These are the moments that fill your install calendar, and if you are not the first call in those moments, someone else is.

But not every buyer is in panic mode. A significant slice of your market has three browser tabs open comparing your monitoring rate against ADT, Vivint, and SimpliSafe, and they will deliberate for four to six weeks before booking anything. Running only high-intent campaigns and ignoring that research-phase audience means you are invisible to buyers who will absolutely purchase, just not today.

Then there is the unit economics problem that makes generic marketing advice useless for your business. A shared lead from a national affiliate network costs less upfront and goes to four other installers the moment you receive it. By the time you call, the homeowner is fielding competing quotes and negotiating on price. Your close rate on those leads is 8% on a good day. An exclusive, intent-verified lead costs more and closes at two to three times the rate, and when you factor in a 36-month monitoring contract, the math is not close.

On top of all of that, your service radius is a hard ceiling. You cannot grow past your technician capacity, and every dollar spent reaching a homeowner outside your dispatch range is a dollar burned. Most agencies running your Google campaigns have never thought about any of this.

The foundation is Google Search targeting replacement-intent and installation-intent queries within your service radius, 'home security installation [city],' 'alarm system monitoring near me,' and competitor brand terms like 'ADT alternative [city]' for buyers in active comparison mode. Every campaign is geo-fenced to your actual dispatch radius, not a broad metro area. Technician capacity is your real ceiling, and your ad budget should never be generating more consultations than your team can fulfill.

Local Services Ads run alongside Search. The Google-guaranteed badge that comes with LSA verification is a trust signal in a category where buyers are handing a technician access to their home. For licensed alarm contractors, the licensing verification process itself becomes a differentiator, your competitors who are not running LSAs are missing the placement that shows above standard Search ads.

New-mover audiences run on Meta year-round, with budget ramping in April through July when residential moves peak. The message to a new mover is different from the message to a homeowner reacting to a neighborhood incident, the new mover needs reassurance and a clear path to a consultation; the fear-activated buyer needs immediacy and a phone number above the fold.

Retargeting is non-negotiable for a category with a 2–6 week comparison cycle. Every visitor who does not book a consultation on the first visit gets a retargeting sequence, different creative angles, different trust signals, and a direct path back to the booking page. Retargeting clicks in home security run at a fraction of the cost of cold Search clicks and convert at 3–5x the rate.

Call tracking with dynamic number insertion is on every campaign and every landing page. Every inbound call is attributed to the campaign, keyword, and ad that drove it. Monthly cost per booked consultation is the number we review, not impressions, not clicks, not raw leads. In January and February when new-mover volume drops, budget shifts toward retention and upsell campaigns targeting your existing monitored accounts for camera additions and smart lock upgrades.

Sagum is a performance marketing agency founded in January 2017 in St. George, Utah. We've spent 8+ years growing real brands and being judged on KPIs, not vanity metrics.

We deliberately limit how many clients we take so each one gets senior attention. We treat your numbers like our own, we never run generic playbooks, and your strategy is built for your business, because shouldn't your brand's marketing be custom to your brand?

Sagum.ai is our AI arm: the same proven operators now build AI into the work wherever it creates real edge, not as theater, but as leverage applied with discipline.