The Client
Ike's Security and Lock LLC is a locksmith and security company. The locksmith category is one of the most notoriously difficult in all of PPC — flooded with lead-reseller networks and fake "local" operators that have made Google treat the entire vertical with suspicion.
Why Is Google Ads Hard for Locksmiths?
- Lead-gen networks and out-of-area operators bid aggressively on every emergency query, inflating click prices.
- Google's advanced verification requirements for locksmiths add a compliance layer most categories never face.
- Emergency intent means the top of the page wins everything — position three might as well be invisible.
- Lockout, automotive, and commercial queries each behave differently and need separate handling.
What Did We Do Differently?
- Structured campaigns by service line — emergency lockouts, rekeying, automotive, and commercial security — each with matched ads.
- Sustained a 6.52% CTR in a category where trust is scarce, by making the ads read like the legitimate local business they represent.
- Tracked every call to its keyword so budget concentrated on jobs, not just dials.
- Pruned out-of-area and price-shopper queries relentlessly to survive the category's expensive clicks.
What Results Did Ike's Security and Lock Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Tracked leads | 6,901 |
| Cost per lead | $20.40 |
| Ad spend | $141K |
| Clicks | 46,380 |
| Impressions | 711,200 |
| Click-through rate | 6.52% |
Key Takeaways
- 6,901 leads at $20.40 each in a vertical where lead resellers charge far more for a single shared lead.
- A 6.52% CTR proves a legitimate local operator can out-click the fly-by-night networks.
- In emergency categories, disciplined keyword-level tracking is the difference between buying jobs and buying dials.
How Much Should a Locksmith Spend on Google Ads?
This company invested $141K over the life of the account and received 6,901 tracked leads — $20.40 each. Against typical locksmith job values, and against what lead resellers charge for non-exclusive leads, owning your own demand at $20 per exclusive lead is the strongest position in the category. The right budget is the one that answers every emergency search in your service area.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Leads include tracked calls and contact actions.