G4S iTOS.

G4S iTOS is the flagship smart-security solution from G4S — the world's leading security-services provider. The offering combines professional-grade hardware, a high-quality signal reception center, and modern IP Cloud technology that enables easy, secure remote management of the system. The product stands at the intersection of B2B (organizations protecting their premises) and B2C (individual homeowners and small businesses).

The partnership began in December 2019 and opened with a difficult brief. Over the previous period, actual CPL had been running up to 3.5x above the maximum acceptable level — the leads that did come in cost far too much to be economically viable. On top of correcting that immediately, the new-year target added +20% total leads year-over-year. More leads, at a fraction of the previous cost.

The root problem was structural rather than tactical. The existing advertising flow funneled both B2B and B2C traffic into the same landing experiences, which meant neither audience saw content that truly matched their buying context. A small business evaluating remote monitoring and a homeowner evaluating alarm coverage have different decision factors, different proof points, and different objections — but they were reading the same page and filling in the same form. CPL inflation was the symptom; mismatched audience-to-experience was the cause.

We built dedicated B2B and B2C landing pages with content tailored to each audience's decision process. The B2B page focused on operational fit, integration with existing building systems, service-level commitments, and references from comparable organizations. The B2C page focused on home protection scenarios, ease of use, remote-management apps, and pricing clarity. Each page was designed against established UX best practices to maximize conversion — clear hero value proposition, trust signals above the fold, friction-free form submission, and distinct paths for information-seekers versus ready-to-buy prospects.

Splitting the landing experience was the front-end fix. The deeper change was in funnel tracking. We built a tracking layer that connects each lead to its full lifecycle: how many leads enter at MQL, how many move from MQL to SQL, and how many ultimately convert to actual sales. Every stage is measurable at the channel, campaign, and landing-page level — which means the question "which ad sources the most actual revenue?" finally has a real answer, not an estimated one.

The two changes reinforced each other. Better-targeted landing pages improved MQL conversion rates; proper funnel tracking made it possible to see which ads and campaigns produced MQLs that actually became sales, versus MQLs that looked good on paper but stalled at SQL qualification. Budget flowed to the sources that produced paying customers, not the sources that produced form submissions — which is what turned CPL from 3.5x over target into 74% below the prior baseline.