Licensed CCTV and access control integrator serving commercial clients in Virginia. Previous campaigns used a radius around the office, which pulled inquiries from Maryland, DC and West Virginia, outside the license area.
Replaced radius targeting with state-level targeting and excluded neighboring states individually. Rebuilt creatives around one buying reason per ad ("professional install vs. DIY") instead of one body with three hooks.
Aug 5 to 11, 2026 vs. Jul 31 to Aug 4
Link CTR 1.20 % on 20,729 impressions. Feed placement delivered all qualified inquiries; Reels overlay delivered clicks but no inquiries and was switched off.
A radius is a circle, a license area never is. For licensed security companies, geography is the first lever, before creatives and before budget.