2.5× the Google Ads enquiries, each at 60% less
How numero® set up and grew Google Ads for Crosbies Security, a New Zealand solar CCTV and 24/7 site monitoring specialist, on about the same spend.
The client
Solar-powered site security, built for New Zealand
Crosbies Security protects building sites, civil works, solar farms and commercial property with solar-powered CCTV towers and 24/7 A1-graded human monitoring. More than 100 New Zealand companies rely on it, from main contractors to energy developers.
The challenge
Big sites, careful buyers, and every call counts
Crosbies sells to main contractors, infrastructure firms and asset owners with sites worth protecting properly. These buyers compare options and many pick up the phone, so Google Ads had to reach them and every call had to be traced back.
Business buyers
Construction, commercial and solar security searches each needed their own campaign.
A new Google Ads account
Google Ads went live with numero® in May 2025, so the campaigns had to learn fast.
Calls to count
Phone calls had to be tracked back to the ads, alongside website forms.
What we did
Launch, track, refine
Three stages since May 2025, each judged on tracked calls and forms.
Launch
A new account, built around sectors.
- Search campaigns for construction, other commercial sectors and solar security lights & cameras
- Performance Max
- Display remarketing
Ads live 15 May 2025.
Track
Count every call and form.
- Call tracking on the website
- Calls and contact forms counted in Google Ads through GA4
- The same two enquiry types counted every month since
Refine
Spend where enquiries come from.
- More spend to Performance Max (40% → 55% of spend, Jul – Sep year on year)
- Search campaigns: 9 → 38 enquiries on less spend
- Quarterly SEO, blogs and Business Profile posts alongside
Search cost per enquiry: $384 → $62, Jul – Sep year on year.
The results
More enquiries, at less than half the cost each
Comparing July – September 2026 with the same months of 2025, numero®’s first full quarter running the account: Google Ads enquiries grew 2.5 times on about the same spend, and each cost 60% less. Phone calls led the way, up 3.8 times.
Phone calls from Google Ads per quarter
Calls only, so a Feb – Mar 2026 spike in form submissions doesn’t distort the trend. No ad activity was recorded 10 – 24 Nov 2025, so Oct – Dec 2025 is understated.
Google Ads enquiries in Jul – Sep 2026, up from 49 in the same months of 2025
cost per enquiry in Jul – Sep 2026, down from $123.91 a year earlier (NZD)
tracked phone calls in Jul – Sep 2026 across all sources, up from 40 a year earlier.
phone calls from Google Ads, Jul – Sep year on year (20 → 76).
Google Ads enquiries in Jul – Sep 2026 were phone calls.
Why it worked
What made the difference
Built around sectors
Separate campaigns for construction, commercial and solar security searches, so spend follows demand.
Calls counted, not clicks
Calls and forms measured the same way every month, so results compare like for like.
Spend moved to what works
Spend shifted toward the campaigns bringing enquiries, on about the same quarterly spend.
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