Fixing a Fire Safety Brand's Google Ads From the Ground Up

Mistek's ads were generating leads. They just cost twice as much as they should have.

The brief

Mistek are a multi-award-winning national fire safety specialist and one of the leading accredited installers of the Automist® water mist fire suppression system, a modern alternative to traditional sprinklers. Having managed Google Ads in-house, they approached us in 2024 for a reliable, expert-led route to profitable scale.

The challenge

The account was generating leads but lacked consistency and headroom to grow. Our audit found a significant share of budget being absorbed by broad, low-intent search terms and overlapping keyword targeting, inflating cost per lead and limiting impression share on the searches that actually mattered. Most traffic was also landing on the homepage, despite clear evidence that the "Get a Quote" page converted far better. The demand was there. The account simply wasn't built to capture it efficiently.

What we did

We rebuilt the campaign architecture from the ground up around efficiency and intent, introducing clearer bidding controls and continuously refining keyword coverage to concentrate spend on the searches most likely to convert. Ad copy and landing page alignment were improved to strengthen relevance, lifting Quality Scores and bringing costs down. Over the following 18 months we kept optimising, holding performance steady as it scaled rather than letting it drift.

The result

-50%
CPA
Cost per lead cut from £124 to £65
2x
leads
Achieved without increasing ad spend

Sustained and improved further over 18 months of ongoing optimisation.

Get results like these

Mistek sponsored result on Google search — Google Search ad

Mistek landing page on mobile — The landing page

“Miller Digital have literally halved our cost per lead in 12 months. They are diligent, proactive and extremely knowledgeable, and I couldn't be happier with the decision to hire them.”

Taylor Tuck-Brown, Director, Mistek

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