+228% Qualified Leads at –68% Cost per Lead
Service: Search Engine Marketing (SEM)
The Results
Here’s what changed:
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+228% increase in qualified inbound leads
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–68% decrease in cost per lead
When Performance Systems Integration (PSI) partnered with Funnel, they weren’t looking for incremental improvements. They needed paid search to work—to consistently bring in real decision-makers across a complex, multi-state footprint.
Not traffic. Not impressions. Actual sales-ready inquiries from businesses that needed PSI’s services.
This wasn’t a short-term spike. Paid search became a predictable, scalable channel that supported PSI’s regional growth.
The Partnership
PSI is a premier provider of fire and life safety services across the Pacific Northwest, Mountain West, Northern California, and Hawaii. Their single-point-of-management model helps customers simplify inspections, repairs, compliance, and monitoring by working with one trusted partner.
They came to Funnel with a clear expectation: Don’t waste time or budget. Bring us the right leads.
From day one, our relationship focused on:
- Understanding how PSI actually sells and services clients
- Mapping paid search strategy to real-world branch coverage and operations
- Building a system PSI could trust, not babysit
This wasn’t about chasing every possible keyword. It was about respecting PSI’s footprint, capacity, and long-term growth goals.
The Challenge
Paid search needed to prioritize urgency, location, and intent without overspending on low-quality or irrelevant traffic.
Despite strong brand credibility and broad service offerings, PSI faced a common B2B problem, they needed to reach property managers, safety directors, and facility decision-makers exactly when those people were searching for:
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- Fire system testing and inspections
- Emergency services and repairs
- Code-compliant system design
- 24/7 monitoring
The Strategy
We rebuilt PSI’s paid search program from the ground up to make it more intentional, more local, and more accountable.
Campaigns Built Around Intent
Instead of lumping everything together, we separated:
- High-intent searches (ready to call now)
- Mid-intent searches (comparing providers)
- Early research searches (learning and planning)
This allowed us to focus budget where conversions actually happen while still supporting future demand.
Smarter Bidding That Learned Over Time
We introduced automated bidding supported by clean conversion modeling. This let Google optimize in real time toward the searches and audiences most likely to turn into qualified leads, not just clicks.
Hyper-Local Targeting by Branch
PSI doesn’t serve everywhere and their ads shouldn’t either.
We built radius-based targeting around PSI’s physical service locations across:
- Pacific Northwest
- Mountain West
- Northern California
- Hawaii
Every market had its own structure, ensuring ads reached businesses PSI could actually support.
Clear, End-to-End Tracking
We rebuilt analytics and event tracking so PSI could see:
- Which markets were converting
- Which services were driving demand
- Where budget was working hardest
No black boxes. No guessing.
The Outcome
By aligning paid search with real intent, real locations, and real business goals, PSI’s program shifted from reactive optimization to proactive growth.
- Leads more than doubled
- Cost per lead dropped by over two-thirds
- Paid search became a dependable channel, not a gamble
Most importantly, PSI gained confidence that their marketing dollars were working as hard as their field teams.
Key Takeaway
Precision beats volume every time.
When you reach the right people, in the right place, at the right moment, paid search stops being an expense and starts becoming an engine for growth.