newdigi
newdigi
You said it yourself: a steady stream of businesses arrive at ProTELEC unhappy with their current provider — the hold times, the service drop-off after another acquisition, the feeling of being an account number instead of a customer. That's not an accident. The commercial security category is consolidating, and every acquisition sheds customers who wanted a local team that answers the phone.
Those businesses are the campaign. When a facility manager finally has enough, they do a predictable thing: they search. Commercial alarm monitoring Winnipeg. Switch security companies. Alarm monitoring near me. Some of them search "ProTELEC" directly — and with Google Ads paused since January, even that traffic is up for grabs by whoever's bidding on it.
So the plan leads with ads — simple, direct, pain-point messaging in front of the people most likely to act on it. And it backs those ads with the two things that turn a click into a customer: a site that converts, and proof no competitor in the market is publishing.
Every commercial security website in the category says the same four things — trusted, reliable, experienced, certified. None of them leave a residue in a buyer's memory a week later. Numbers do. Real numbers tied to real places, from real years. ProTELEC's monitoring centre already produces data like this every day — annual incident counts, response times, intervention outcomes, retention metrics — and none of it is on the website. This is what makes the ads win: an ad that says something specific, pointing at a page that proves it.
ProTELEC already has the ingredients: 55+ years of continuous Manitoba commercial security practice, 1,000+ commercial customers retained over 25 years (ProTELEC's own published number), a Five Diamond monitoring centre, and named institutional clients sitting on the current site as silent text testimonials — RM of Ritchot, Legal Aid Manitoba, Camrose County, St John Ambulance, Merit Functional Foods, Nutripea. The receipts exist. They're buried in a dated layout with no data, no visual hierarchy, and no clear sense of what ProTELEC is actually selling.
For the ad spend to convert, the destination has to do three things the current site doesn't:
The homepage design is already finished — built to the CheckMate quality bar. You've seen the direction; this engagement ships it.
Not hypothetical. Here's the working creative — the messaging you described, built into the formats it will run in.
These are working drafts — final versions get refined with real campaign data and your read on the market. The industry campaigns start where you already see the demand — education, property management, and retail — then get validated and expanded by ProTELEC's own switcher history: which industries arrive unhappy most often, and which convert best. Each industry campaign lands on its own dedicated page, not a generic homepage — more on that below.
Brand defense goes live in Week 1 — anyone searching "ProTELEC" lands on ProTELEC, not a competitor's ad. High-intent campaigns follow: the Switcher campaign, Camera Monitoring, Commercial Alarm. Retargeting runs from day one, so a visitor who doesn't convert keeps seeing the message. LinkedIn industry campaigns run against the verticals where the demand already shows — education, property management, retail — sharpened by the switcher data.
Full protelecalarms.com rebuild to the CheckMate quality bar — the homepage design is already done. A dedicated switcher landing page carries the pain-point message the ads open with, and dedicated industry landing pages for education, property management, and retail ship in tandem with the site — so every industry campaign lands on a page that speaks its language, not a generic homepage. Ships end of Week 8, with the ads landing page live by Week 4 so the campaigns never wait on the full build.
An aggressive push, from day one, to load the new site with testimonials, client logos, and case studies carrying real CAD numbers — before/after costs, incidents prevented, dollar impact. A new customer story publishes every 4–6 weeks; on-site photography and short testimonial film happen in batched production days each quarter. Every story atomizes into site proof, LinkedIn posts, and ad creative. Google reviews get the same push — they feed local search directly.
Right now enquiries route through protelec.ca and attribution is guesswork. The new site fixes that: native lead forms with source tracking on every submission, call tracking on the phone number, and instant notifications to your team and mine simultaneously. Every month we review the same dashboard: leads, source, cost per qualified lead. You'll know exactly what the program is producing.
Week 1: brand defense ads live, lead notifications wired so every enquiry is visible. Week 4: switcher landing page live; the Switcher, Camera Monitoring, and Commercial Alarm campaigns turn on against it. Week 8: the full protelecalarms.com rebuild ships — camera monitoring and the MRR-generating services front and centre, the Five Diamond monitoring centre as the credibility anchor, the institutional client list with real visual weight — along with the education, property management, and retail landing pages, so the LinkedIn industry campaigns launch against pages built for them.
In parallel, the proof campaign kicks off immediately: we shortlist 8–12 of the strongest commercial clients with your team, start interviews within Month 1, and the first stories enter production in Month 2. Every story is built on receipts — timestamped incident timelines from the monitoring centre's own logs, years-as-a-customer, sites protected, and dollar figures where clients are willing to share them — not adjective-testimonial copy. The first batched photo day gets scheduled inside the first quarter.
Customer stories publish on cadence. LinkedIn company posting runs weekly — one data point, one story, one institutional reference at a time. The LinkedIn industry campaigns launch, targeted by the switcher data and armed with finished case studies as creative.
At Month 3 we sit down with the numbers — reach, inbound leads, cost per qualified lead, pipeline movement — and decide together what to scale, what to change, what to cut.
I'd rather hear your read now than re-do work later.
Any position you'd challenge, direction you'd change, risk you think I've read wrong. I'd rather hear it before I start building than fix it in Week 3.
A pull of the last 50–100 new commercial accounts: what industry, who they left, and why. This is what locks the LinkedIn targeting, picks the case study shortlist, and puts your customers' own words into the ad copy. Your admin team can likely produce it in a week.