Google Ads campaigns
Search on operational intent, by application area, with budgets driven by the real cost per enquiry.
Portfolio · Web / Campaigns / SEO
Safe Log — from technical datasheet to commercial enquiry
Safe Log designs, manufactures and installs certified anti-trauma protection for sports facilities, schools, urban furniture, water parks, hospitality, healthcare and industry.
7application areas
Made in Italymanufacturing and fitting
Google Ads · Metacampaigns by area
GA4conversion tracking
SEO · GEO/AEOorganic visibility
The project
A technical product needs a website that reads in two ways.
These are different product families, with different standards and very different people to talk to: a municipal officer, a sports director, a swimming pool designer, a health and safety manager.
The complete journey
Web'nGO built the complete journey: a website organised by application area, dedicated landing pages for campaigns, Google Ads and Meta campaigns, conversion tracking and organic visibility on technical searches.
How the site is organised
The work started from the architecture: instead of a single catalogue, the site is organised by application area, because that is how customers search. Inside each area sit the solutions, with materials, uses and regulatory constraints; below them, the detail pages. Above them, a contact journey that leads to a site survey and a designed solution, not a generic quote.
Campaigns and tracking
People with a safety problem search for the exact term.
Demand in this market is never “anti-trauma protection”: it is “corner guards for hospitals”, “anti-trauma flooring for a school playground”, “wall protection for a five-a-side pitch”. The content structure is built around those searches, and the campaigns lead to landing pages with a single objective and a single conversion path.
Meta campaigns
Social campaigns for public and private decision-makers, with creative tailored to the context of use.
Landing pages per campaign
Pages with no menu distractions, with a clear form and offer: site survey and technical assessment.
Tracking and leads
Conversion events configured on the forms, anti-spam protection and a contact log with source, campaign and landing page.
SEO and GEO/AEO
Pages for each individual application, local visibility across territories and optimisation for generative engines where technicians and designers ask for advice.
Electronic marketplaces
Product listings and availability aligned with public-sector channels such as MEPA, the Italian electronic marketplace for the public administration.
Why it matters
Safety does not mean giving up on aesthetics: the website has to prove it.
In this sector the worst competitor is “we have always done it this way”: customers buy once they understand that a compliant solution exists, properly installed and integrated into the project. The website works on exactly that: it shows real installations, clarifies materials and requirements, and turns a regulatory need into an informed enquiry.
The areas
Seven contexts, seven languages.
Someone looking for corner guards for a care home is not looking for a padel court. The site speaks to each of them in their own context, with their own solutions and requirements.
Seven application areas
Sport, schools, urban furniture, water parks, hospitality, healthcare, industry: every context with its own journey.
Made in Italy
Research, design, development, pre- and post-sales technical support, installation with certification of correct fitting.
Measurable
Analytics, conversion events and a contact log: you know where every enquiry comes from, not just how many there are.
The images
The project in pictures.
OpenOpenOpen
OpenClick an image to open it full screen — use the arrow keys to browse. The images are the project's own: if you want different captions, tell me what they show and I will write them.
Do you have a technical product that needs to reach the right person?
Content architecture, campaigns by area and enquiry tracking: we build the complete, measurable journey.
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