Belfry
Growing Belfry’s paid acquisition to 5x ROAS while building the foundation for scaling multi-channel acquisition.
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Snapshot of Results
Belfry needed a scalable paid acquisition strategy to complement their strong organic growth. Before working with us, they had no structured paid marketing, no dedicated landing pages, and limited data visibility for decision-making. In the first few months, we:
- Achieved 5x ROAS (total marketing spend to returned revenue)
- Launched their first dedicated landing pages to improve conversions
- Set up analytics tracking and investor-ready data
- Accelerated their website build in time for their Series A announcement
With a profitable paid acquisition system in place, Belfry is now set up to scale toward their goal—without relying solely on organic traffic.
“We’re in a great spot for 2025; Surge’s communication is good, our trust with their team is high - we are ready to scale up with them”
Who is Belfry?
Belfry is the operating system for modern security companies. Their software helps private security businesses handle scheduling, timekeeping, payroll, HR, billing, and operations, giving owners and administrators the tools they need to run their companies efficiently.
Security firms use Belfry to save time, reduce costs, and automate key processes like guard scheduling, payroll, and billing—eliminating inefficiencies that drain money and resources.
The Big Problem
Before working with us, Belfry had no paid acquisition strategy or deep experience—they relied entirely on organic search and direct outbound. Yet, they were enthusiastic to experiment with an experimental Google Ads budget. It boiled down to this:
- No paid marketing strategy—only organic search traffic, direct outbound, and sales team were driving revenue
- Limited marketing capacity—like most startups, they didn’t have 20 people and $10M for marketing to “figure it out.”
- Limited analytics visibility—they needed more explicit conversion and lead performance data to make decisions as founders
That’s where we stepped in.
Our Approach
We didn’t give them 20 people or $1M, but we did show them how we could run a profitable paid acquisition strategy. We started with Google ads and grew from there.
By compounding on their organic traction—testing targeted Google Ads campaigns to drive high-intent traffic. The initial results were strong; over the first 2 months, we delivered a 5x return on ad spend (ROAS).
This is a direct result of our efforts on ads and building landing pages, but we should recognize that without—their fantastic product and a clear understanding of their customer, we couldn’t pull this off.
Additionally, this was relatively easy for our team to achieve with their organic search history. There was tons of data on keywords and audiences; all we needed to do was turn on the taps.
Once we proved that paid acquisition worked, we expanded the strategy with a structured growth strategy, introducing additional social channels to help them scale toward their goal.
The Results
Over the first three months of working together, we delivered:
- 5x ROAS – Measured as total marketing spend to returned revenue
- Accelerated Series A website launch – We helped them build out their main site in time for their Series A funding announcement
- Launched a structured, scalable growth plan – Laying the foundation to scale to $10M ARR in 2025
Final Thoughts
Belfry had never run a serious paid acquisition strategy at scale. Still, with the proper testing, tracking, and scaling approach, we’re on a path to massive revenue growth and profitable scaling in 2025.
Now, with a predictable paid acquisition strategy in place, clear data oversight, and a structured plan for scaling, Belfry is set up to keep growing—without relying solely on organic traffic.