---
title: "G4S"
url: "https://www.omnicliq.com/en/case-studies/g4s-lead-gen/"
description: "How separate pages for businesses and homeowners, and tracking to the sale, brought G4S iTOS more leads at a far lower cost."
category: "b2b"
client: "G4S"
datePublished: "2026-04-18"
author: "Dimitris Bachtsevanis"
locale: "en"
---

# G4S

> How separate pages for businesses and homeowners, and tracking to the sale, brought G4S iTOS more leads at a far lower cost.

## Project

**Client:** G4S
**Industry:** Security
**Duration:** 2019 – 2020
**Services:** Other, CRO, Analytics
## Key results

- **+29%** Leads
- **-74%** CPL
- **+5pp** SQL rate
- **2** Pages
## More leads, at a far lower cost per lead

G4S iTOS is the smart security solution of G4S: professional equipment, an alarm receiving centre and cloud management. It serves two audiences, organisations that protect facilities and homeowners or small businesses.
The goal was more leads at a much lower cost. But both audiences landed on the same page and the same form, so neither saw a message about its own need.
A facilities manager looks for reliability, coverage of many sites and a support contract. A homeowner wants a simple installation, a mobile app and peace of mind. The shared page spoke convincingly to neither.
At the same time, measurement stopped at the form. Nobody knew which ads brought real sales and which only brought forms, so budget was split by volume instead of value.

## One page per audience, and tracking all the way to the sale

We built separate landing pages for businesses and homeowners, each with its own arguments, trust signals and a form without unnecessary steps.
Each page answers its audience's questions before they ask them: the business page talks about coverage, support and references, the home page about ease, the app and calm. Ads send each visitor to their own page.
We set up measurement that follows every lead from the form to MQL, SQL and sale, per channel, campaign and page. The outcome of every sales contact flows back to the campaigns.
With that view, budget went to the sources that bring customers, not just forms. Sources with many weak leads were cut back, and those that brought sales opportunities grew.

## Results

- **Leads** — More leads, with real interest behind them.
- **Cost per lead (CPL)** — Each lead costs far less, because the budget goes to the sources that bring sales.
- **Leads that became SQLs** — The share of leads the sales team judged real sales opportunities (SQLs) rose by 5 percentage points.
- **Landing pages** — One landing page for businesses and one for homeowners, each with its own message.