Industry: Locksmith

Objective: Improve ROI and lead volume

Background: AZ Locksmith was seeing a decrease in ROI on its Google Ads campaigns. The number of leads generated by Google Ads was dwindling, the quality of the leads was poor, and the CPA was too high to make the acquisition channel profitable

Challenges:

• Google Ads Policy Compliance: Google released new requirements for locksmiths on Google Ads, limiting the ability to advertise

• Low Service Value: Most leads coming through were for car lockouts, which are a cheaper ticket item compared to other lock services

• Technological Advances: New self-service kiosks have made locksmiths less relevant for some services

Strategy:

To address these challenges, we implemented a Google Ads strategy to focus on targeting high-value need-based keywords:

• Keyword Selection: We selected a smaller set of location-based keywords that were relevant that didn’t compete with self-service brands

• Geotargeting: Targeted a smaller radius to increase ability to respond more quickly to emergencies

• Category Targeting: Low value service keywords were removed to avoid getting leads not worth much

• Audience Targeting: Bid adjustments were put in place to bid more aggressively on in-market locksmith audience

Results:

The above Google Ads strategy lead to a significant improvement in AZ lead volume and quality:

• Lead Volume: Lead volume increased 73% after implementing the new campaign structure

• ROI & Cost Efficiency: CPA dropped 19%, making Google Ads more profitable for AZ when combined with her average ticket value