Discover how much successful Fire & Security companies spend on marketing, why it works, and how to build a marketing budget that fuels growth.
Ian from Blake Fire & Security Systems had to sit down and take a deep breath when he saw our marketing proposal.
“Those are scary numbers!”
The question of how much Fire & Security companies should spend on marketing comes up in almost every conversation we have with installers looking to grow.
In reality, most installers looking to grow eventually need to define a realistic Fire & Security marketing budget that supports consistent visibility.
We get it. Most Fire & Security firms grow through word of mouth. It’s free, it’s familiar, and for years it worked perfectly well.
But if you want to grow beyond the same network of customers and referrals, relying on word of mouth alone eventually hits a ceiling.
There are people searching for fire alarm installers, CCTV specialists and security companies every day.
Right now, many of them simply aren’t finding you.
Typical Marketing Spend for Fire & Security Companies
Most growing Fire & Security companies invest somewhere between:
£1,800 and £4,000 per month in ongoing marketing.
Another way to look at it is as a percentage of turnover:
- Around 5% of revenue to maintain your current level of business
- 7–10% of revenue to grow steadily and win more market share
- 10–15%+ of revenue for companies pushing aggressive expansion
Across industries, Gartner’s annual CMO Spend Survey puts average marketing budgets at around 7.7% of company revenue. Whilst that research covers much larger enterprises, the percentage principle holds at smaller scale — and sits comfortably within the range we see working across the Fire & Security companies we work with.
Based on over 15 years working exclusively with Fire & Security companies in the UK, we typically see:
- Companies turning over £350,000–£1m investing £1,800–£2,800 per month
- Companies turning over £1m+ investing £2,000–£4,000 per month
Both figures reflect a minimum 12-month commitment — and may include a new website as part of the overall investment. Marketing builds momentum over time; short-term spending rarely generates the pipeline that sustained investment does.
You can’t grow what you don’t invest in.
Why Growing Fire & Security Firms Invest in Marketing
Most business owners don’t invest in marketing just for the sake of it.
They invest because they want outcomes like:
- More vans on the road
- Larger and more profitable contracts
- A reliable stream of new enquiries
- Less dependence on referrals alone
Word of mouth is valuable, but it’s unpredictable.
In many areas of the UK, buyers now start their search online long before speaking to an installer.
Marketing creates visibility so that people who are actively looking for fire or security services can find you.
Who You Miss Without Marketing
When companies rely purely on referrals, they miss entire groups of potential customers.
These include:
- People who have never heard of your company
- Businesses not connected to your current clients
- New premises or home movers
- Customers unhappy with their current provider
- Organisations actively searching online for a new installer
These buyers exist right now.
But if your company isn’t visible online, they’ll choose someone else.
Why the Best Enquiries Start Before the Phone Rings
The most valuable enquiries don’t come from people who know nothing about you.
They come from people who have already done their research.
Research consistently shows that most B2B buyers complete the majority of their supplier research before making first contact — and in fire and security, there’s a specific legal reason why.
Under the Regulatory Reform (Fire Safety) Order 2005, the Responsible Person — the individual legally accountable for fire safety in a premises — has a duty to appoint competent people to carry out fire safety work.
That means their supplier selection isn’t just a preference. It’s a compliance decision.
Before they ever pick up the phone, they’re looking for evidence that you are who you say you are. They’re checking certifications, reading case studies, reviewing credentials and comparing companies online.
By the time they contact an installer, they often already believe:
“This company looks like they know what they’re doing.”
That’s the real role of marketing.
Marketing doesn’t just generate leads.
It makes your competence visible — so that buyers with a legal obligation to choose the right company can find the evidence they need to choose you.
It helps potential customers understand:
- what problem they need to solve
- what a good solution looks like
- which company they trust to deliver it
When that happens, the enquiry isn’t cold.
It’s pre-qualified.
Your sales team isn’t starting the conversation from zero. They’re finishing a decision that has already been forming.
Real Example: Marketing ROI in the Fire & Security Industry
Ian from Blake Fire & Security decided to invest seriously in marketing rather than relying purely on referrals.
Over the first year he invested around £40,000–£50,000 in marketing activity.
The result?
A £211,000 sales pipeline within 12 months.
One small job from that pipeline eventually led to a £1 million contract after the customer saw the quality of Blake’s work.
Blake’s results reflect what’s possible when timing, investment and market positioning align — every company’s journey looks different, but the principle of building visibility before a buyer picks up the phone remains consistent.
This is how marketing compounds.
It doesn’t just create one job. It creates relationships, upgrades, maintenance contracts and referrals.
What Are You Actually Paying For?
When Fire & Security companies invest in marketing, they’re not just paying for ads or social media posts.
They’re investing in four things:
Visibility
So people searching for fire or security services can find you.
Trust
Responsible Persons have a legal duty to appoint competent people. If your certifications, qualifications and track record aren’t easy to find online, you won’t make their shortlist — regardless of how good you actually are.
Enquiries
So your phone rings with new opportunities.
Predictability
So your revenue isn’t dependent on luck or the next referral coming in.
Unlike advertising that stops the moment you stop paying, many forms of digital marketing build visibility over time.
Articles, case studies and online content continue attracting customers long after they’re published.
What Happens If You Do Nothing?
Many directors react the same way Ian did when they see a marketing budget.
“That’s expensive.”
But consider the alternative.
If nothing changes, you’ll likely continue with:
- The same level of enquiries
- The same reliance on referrals
- The same growth ceiling
It’s the feast and famine cycle most Fire & Security companies recognise — and the real cost of breaking out of it might look like:
- No additional vans
- No extra staff to reduce workload
- No increase in turnover or stability
Standing still can quietly become the most expensive option of all.
How to Think About Marketing Investment
A useful way to think about marketing is with a simple question:
If every £1 you spent returned £2 in revenue, how much would you invest?
Good marketing doesn’t just generate leads.
It helps the right customers decide to contact you.
Competence isn’t enough if nobody can see it.
When buyers already trust your company before the first conversation, sales become easier, faster and more profitable.
The Bottom Line – How much should Fire & Security companies spend on marketing?
Most Fire & Security companies investing in growth spend between £2,000 and £4,000 per month on marketing, or roughly 5–10% of annual turnover. The exact amount depends on competition, location and growth goals, but successful installers invest enough to stay consistently visible to customers searching for fire alarm, CCTV and security services.
The exact figure varies depending on ambition, competition and market position.
But one thing is consistent across the industry:
Companies that want predictable growth eventually invest in visibility. So how much should Fire & Security companies spend on marketing? The honest answer is: enough to stay consistently visible when buyers search for fire and security services.
What Influences Fire & Security Marketing Costs?
Local competition, geographic coverage, growth ambitions and existing online visibility all play a part — but there’s a more fundamental factor than any of these.
You can invest at exactly the right level and still generate very little return if your offer isn’t right for the market you’re targeting, or if you’re targeting the wrong customers in the first place.
Marketing spend without clear positioning is one of the most common reasons Fire & Security companies feel like marketing “doesn’t work.” It isn’t the investment that’s the problem — it’s the foundation underneath it.
Before thinking about how much to spend, it’s worth being clear on who you’re trying to reach, what makes your company the right choice for them, and whether your current offer reflects that. Get those right, and marketing investment compounds. Get them wrong, and no budget will compensate.
The right Fire & Security marketing budget therefore depends on where your company is today, how quickly you want to grow — and whether your positioning is ready to make the most of that investment.
FAQ: Fire & Security Marketing Budgets
How much should Fire & Security companies spend on marketing?
Most Fire & Security companies investing in growth spend between £2,000 and £4,000 per month, or 5–10% of annual turnover. The exact figure depends on growth ambitions, local competition and existing online visibility.
How much should a small security company spend on marketing?
Many smaller Fire & Security companies begin with around £1,000–£2,000 per month, increasing investment as enquiries and revenue grow.
What percentage of revenue should Fire & Security companies spend on marketing?
Most service businesses invest 5–10% of annual turnover on marketing when focused on steady growth.
Is marketing worth it for Fire & Security companies?
Under the Regulatory Reform (Fire Safety) Order 2005, Responsible Persons have a legal duty to appoint competent people to carry out fire safety work — meaning buyers are actively looking for evidence of competence before making contact. Marketing makes that competence visible to the people who are searching for it. Without it, even the most qualified installer can be overlooked simply because their credentials aren’t easy to find.
What type of marketing works best for Fire & Security companies?
Having a digital marketing strategy specifically for Fire & Security companies — such as search visibility, helpful website content, case studies and local search optimisation — often works best because it allows potential customers to research and compare installers before making contact.
Ready to Make Your Competence Commercially Powerful?
Since 2010, Lollipop has helped third‑party certified Fire & Security companies build predictable revenue flow — turning online visibility into a more predictable pipeline of qualified enquiries.
Our approach focuses on getting the right message to the right people — so that buyers with a legal duty to choose a competent company find the evidence they need to choose you.
Because good marketing doesn’t just generate leads.
It also helps attract pre-qualified enquiries from buyers who have already researched your credentials and are more likely to be ready for a serious conversation.
