Paid search has become one of Kee Safety’s most powerful growth channels. Through consistent optimization, smarter budget allocation, and a shift toward solution-focused keyword strategies, PPC evolved from a supporting role into a primary driver of high-quality leads. What makes this success especially impactful is that performance has scaled without sacrificing efficiency — proving the channel’s ability to deliver sustainable growth while strengthening overall lead quality.

• In the past 3 years, paid search has grown from a supporting channel into a primary driver, with its share of total form submissions increasing from ~20% in 2022 to 32% in 2025.
• During the same period, total PPC conversions have grown by more than 300%, while maintaining efficiency — proving the channel is scaling successfully.
• PPC continues to deliver the highest-quality leads, with conversion rates consistently 2x stronger than other channels, even as overall lead volume has expanded.
• Growth has been fueled by an expanded mix of solution-oriented keywords, ensuring that PPC reaches more prospects who are actively searching for fall protection solutions.

Over the past three years, PPC has proven to be a scalable and sustainable growth channel, delivering consistent gains in both volume and efficiency. From 2023 through 2025, campaigns not only produced thousands of conversions but also diversified performance across multiple product lines. Growth was supported by smarter campaign structures, refined landing pages, and continuous optimization — ensuring that increased traffic translated into stronger engagement and higher-quality leads.

• From Aug 2023–Aug 2025, PPC campaigns delivered 4,244 conversions, a +336% increase over the past 3 years.
• Year-over-year growth:
• By campaign performance:
• Engagement improved: optimized landing pages reduced bounce rates and increased time-on-site, proving traffic quality scaled alongside volume.

• From 2023 to 2025, paid search budgets grew to $438K, yet efficiency held steady at just over $100 per lead. Conversions quadrupled in the same period, with the Brand campaign delivering the lowest CPL and Kee Guard driving the largest product-specific growth. This performance proves that disciplined PPC investment scaled volume while sustaining ROI.

  • Ad spend grew significantly over 3 years, reaching $438K total by 2025.
  • Conversions quadrupled in the same period (971 in 2023 → 4,244 in 2025).
  • Efficiency gains sustained: overall cost per lead held steady at $103, despite scaling spend.
  • Campaign highlights:
  • Brand Campaign: $62 CPL → most efficient, 1,348 conversions.
  • Kee Guard: largest product driver with 1,026 conversions, maintaining ROI at $141 CPL.
  • Kee Klamp & Platform: strong growth with combined 886 conversions at <$115 CPL.
  • Proof point: Scaling PPC investment drove both more leads and better efficiency, establishing paid search as a high-ROI growth channel.

PPC performance improved by shifting from a brand-heavy approach to a more balanced keyword mix. In 2022, nearly 80% of conversions came from branded terms; by 2025, solution-oriented queries grew to 30% of conversions. These terms not only broadened reach but also delivered more engaged, purchase-ready prospects, proving that diversification improved both lead quality and ROI.

• Shift from brand-heavy to balanced mix:
• In 2022, ~80% of conversions came from branded keywords.
• By 2025, branded terms dropped to ~70%, while solution-oriented queries grew to 30% of conversions.
• Examples of high-performing solution terms:
• “horizontal lifeline”
• “roof safety system”
• “rooftop guardrail”
• Impact on lead quality:
• Solution queries consistently deliver higher engagement (longer sessions, lower bounce rates).
• Sales feedback confirms these leads are more purchase-ready than generic or brand-only searches.

Result: Broader keyword coverage = higher-quality leads without sacrificing volume

Over three years, paid search evolved from a small set of core campaigns into a comprehensive portfolio covering dozens of products and strategies. Growth was driven by keyword diversification, geographic expansion, and audience scaling, which together increased impressions by more than 50% and clicks by nearly 30%. Even as budgets grew to $438K, cost-per-lead held steady at just over $100 — proving that expansion was balanced with efficiency and smart budget management.

• Campaign Expansion: Grew from a handful of core campaigns in 2022 into a comprehensive portfolio covering dozens of product lines and strategies (Brand, Guard, Klamp, Platform, Line, Retargeting, Competitor, and more).
• Keyword Diversification: Transitioned from brand-heavy reliance → balanced strategy with solution and product-level terms driving a growing share of conversions.
• Geographic Reach: Broadened impression share into new territories and verticals, securing competitive visibility.
• Audience Growth:Total impressions increased by 50%+, clicks up nearly 30% across the 3-year period.
• Efficiency Maintained: Even with spend scaling to $438K, average CPL held steady (~$103), showing smart budget allocation.
• Product Line Balance: Conversions now spread across multiple product campaigns, reducing dependency on Brand and Kee Guard alone.
• Competitive Positioning: Auction insights confirm Kee Safety consistently secured top-of-page visibility, outranking large competitors on key searches.

Auction insights confirmed that Kee Safety consistently secured top-of-page visibility on critical search terms. By maintaining strong impression share and focusing on high-intent keywords, paid search campaigns ensured the brand outperformed larger competitors, strengthening market presence and driving more qualified traffic.

• Auction insights confirm strong market share:
  • Kee Safety consistently appeared in the top of search results across critical product terms.
• Beating larger competitors: Outperformed industry giants like Grainger, Honeywell, and 3M on impression share for targeted keywords.
• Sustained visibility: Maintained >70% top-of-page rate, ensuring consistent exposure where it matters most.
• Strategic efficiency: Achieved this while holding cost-per-conversion steady, proving superior budget use compared to competitors.
• Result: Kee Safety is no longer just competing — it’s owning the conversation on fall protection search terms.

As PPC investment grew, efficiency held steady — proving the channel could scale without diminishing returns. Conversions increased more than fourfold while cost-per-lead remained consistent, turning paid search into one of the highest-ROI growth drivers in the marketing mix.

• Despite increasing Google Ads spend by 116% over three years, from $93,014 in 2023 to $201,599 in 2025, we managed to keep our cost per conversion stable (~$103) across campaigns, showing that growth didn’t come at the expense of efficiency.
• Kee Guard maintained strong efficiency while scaling, with spend nearly doubling but CPL holding close to the average.
• Kee Line demonstrated dramatic growth in conversions (+938% from 2023 → 2025) while maintaining consistent CPL, proving we could expand reach without inflating costs.
• Across all campaigns, PPC consistently fed the sales pipeline with conversion-ready leads, maximizing return on investment by balancing volume growth and efficiency.