Amax Fire & Security
Amax Fire & Security is a sister company within the Amax group. We've included this case study openly because the work is the same playbook we run for external clients.
Who are Amax Fire & Security?
Amax Fire & Security is a leading London-based provider of advanced fire and security systems with over 30 years of industry experience. Their offering spans fire detection, CCTV surveillance, access control, and intruder alarm systems: covering both residential and commercial clients.
The company integrates smart technology throughout its systems, enabling remote monitoring and real-time alerts. They pride themselves on bespoke solutions, 24/7 customer support, and a team of highly skilled engineers.
The problem we walked into.
Amax Fire & Security had deep industry expertise but a relatively thin digital footprint. Despite 30 years of operational credibility, they were underrepresented in search for the specific commercial verticals where procurement teams Google for suppliers, MDU security, airport, bank, hotel, gym, each with its own buying behaviour and terminology.
The existing site didn't have the content architecture to rank across those specific industry verticals, and broader SEO foundations (technical, content strategy, authority) needed serious work to compete in a crowded London market.
Our approach.
A full SEO programme: technical foundations, keyword research tied to real commercial intent, structural site expansion (20+ new service pages), and ongoing content + links.
Fire & security keyword research
In-depth keyword research identifying high-impact commercial terms: sector-specific security queries, not generic industry terms.
Technical SEO enhancements
Full technical audit and fixes: site speed, mobile optimisation, indexing, schema markup. Foundations before anything else.
On-page optimisation
Every existing page rebuilt for SEO relevance: internal linking, meta, headings, semantic structure. Lost ground reclaimed before new ground taken.
20+ new service pages
Created dedicated pages for specific verticals: MDU Security, Airport Security, Bank Security, Hotel Security, Gym Security. Each ranking for its own intent cluster.
Content strategy
Sustained content programme: regularly produced, topically authoritative, tied to the commercial pages. Established authority signals.
Link building
Earned high-quality backlinks from reputable sites, building domain authority that feeds every page's ranking potential.
The 20+ new service pages (MDU, Airport, Bank, Hotel, Gym security) were the single biggest structural move. Each one now ranks independently for its own keyword cluster, unlocking procurement-team searches that the old site architecture couldn't compete for.
Numbers that actually moved.
Over 16 months, the compound effect of technical, content, and structural work produced ranking gains across thousands of keywords.
The 16-month programme reshaped Amax Fire & Security's organic footprint. Vertical-specific pages now own their search niches, and the total ranking footprint is more than 13,000 positions deeper than when we started.
Google Ads: fewer junk leads, better enquiries.
Alongside the SEO programme, we run Google Ads for Amax Fire & Security. In May 2026 we replaced the old catch-all campaign, which was recording large numbers of low-quality conversions, with three tightly focused campaigns: Fire Alarms, CCTV Installation and Access Control. Each one sends searchers to a landing page built for exactly what they clicked.
What we changed
- Replaced one broad campaign with three focused ones, each split into narrow ad groups and matched to a dedicated landing page.
- Screened out searches that were never going to become customers: DIY and how-to queries, consumer camera brands, directories, job seekers and services Amax does not offer.
- Separated existing-customer support searches from ads aimed at new buyers.
- Removed duplicate keywords so ad groups no longer compete with each other.
What it means
The old setup looked busier on paper. It counted phone calls and form fills that were never real buying enquiries. The rebuilt account records fewer conversions, but each one is a genuine commercial enquiry. Across the first two reporting periods the rebuilt campaigns performed at a steady rate, with a conversion rate of around 2.4 to 2.5%, so the account can now be scaled with confidence rather than guesswork.
| Q3 2026 campaign | Clicks | Click-through rate | Enquiries |
|---|---|---|---|
| Access Control | 273 | 9.47% | 4 |
| CCTV Installation | 221 | 3.33% | 6 |
| Fire Alarms | 142 | 2.60% | 5 |
| Total | 636 | 4.25% | 15 |
Source: Google Ads, 1 July to 30 September 2026.
Want results like this? See how our PPC management works, or read about paid search.
A closer look.
The structural SEO work: especially the sector-specific pages for MDU, airport, bank, hotel and gym security: has genuinely transformed our online visibility. We rank for the exact commercial verticals we sell to, which is exactly what we needed.
The takeaway.
Amax Fire & Security shows what sustained, structural SEO looks like across 16 months. Not quick wins, not tactical flourishes, but a coherent programme that rebuilt the site's content architecture around real commercial intent.
The 20+ new service pages are the pattern: procurement teams Google very specific vertical terms ("MDU security systems", "airport access control"), and if your site doesn't have a page that matches that exact intent, you won't rank for it no matter how strong your brand authority. Page structure beats brand authority at the vertical level, and that's what this programme proved.
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