Google Ads for Locksmiths - Marketing tips and strategies.

2019 Jan. 04

Here is a strange thing about old habits, they die hard. No matter how incorrect they seem, there is still a part of you that swears by them. Every time we speak with a new client, this is the first concern we hear from them, “Is it worth paying for Google ads in my field?” And if we encounter a question “Is it worth to invest in Yellow pages anymore?” We still get surprised looks. We honestly admit it can be a little uneasy about disposing of a historically indispensable marketing tool. But as the needs are changing, every business needs to optimize their use of fund.  

Is investing in Google Ads a good choice for Locksmith?

The answer to the question if PPC is worth it? It’s not complex. Although Google ads have varied performance depending on the niche and specialization, it most definitely works for Locksmiths or Security technician. That is because a person suffering from home security dysfunction or standing in the parking lot next to his locked car will be actively searching for a Locksmith and search ads is an easy way to grab attention.

Though there are pros and cons of spending money on AdWords, if done with precaution, the pros outnumber the cons any day.  We think unlike some other professions, AdWords for Locksmith is likely to work in your favor as long as you keep in mind your niche and create targeted campaigns. From here, I’m going to touch each aspect of AdWords and what you should focus on, being a Locksmith.

Right PPC keywords for Locksmiths

Sometimes it is intimidating to select the right keywords for a good AdWords campaign. When you begin, you are tempted to try every possible keyword that could be related to your business, but not every one of them would suit your need. The solution is- wisely researching your keywords sums up to 50% of your AdWords setup.

But selecting the relevant keywords and discarding the irrelevant ones is not the only thing. The next most commonly asked question is- “Should we go for long tail keywords which are hard to manage manually or more mainstream keywords with high visibility?

Our recommendation is to strike a balance between the two. Maintaining a trade-off between the two will essentially give you an exposed view of your customer base, which can only be considered a big plus. Below are 4 major practices for Locksmiths to keep in mind while selecting the most relevant keywords for your AdWords campaigns:

  • Use Keywords which are relevant to your Business offerings. For example:

  • If you specialize as a Locksmith in Austin, Texas. Then the kind of Primary keywords you should use are:

    • Locksmith Austin

    • Locksmith near me

    • Security technician

    • Lock service

    • Urgent Locksmith

    • Instant Locksmith

    • Expert Locksmith

    • Key maker

  • Note: Avoid using one-word keywords which are highly searched, these search terms are least likely to convert.

  • Although bidding on the popular keywords can give you an easy exposure, long tail key phrases are likely just as useful for a successful AdWords campaign. Since there is going to be the least competition while bidding on long tail searches, it is likely to get a good bang for your buck- meaning you will have more clicks at a lower cost. For example:

  • Considering the above cases, long tail key terms for Locksmith are as follows:

    • Expert locksmith near me

    • Expert locksmith Austin

    • Locksmith South Austin

    • Best locksmith in Austin

    • Cheap locksmith

    • Security technician near me

    • Cost for locksmith Austin

    • Consult Locksmith for Home Security

    • Consult Locksmith for Commercial space

    • Charges for a locksmith in Texas

    • Book locksmith service

    • Urgent Key maker service

Above are a few examples of long tail keywords. You can play with different permutations and combinations of the above keywords. 
As we mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign.  However, AdNabu can help you automatically create all the relevant long tails keywords using the parent keywords. It takes Adnabu a few minutes to create an extensive campaign which manually would take days.

  • Another thing to keep in mind is that which keyword match type are you targeting for the keyword.

A lot of the big locksmith service businesses target for the most popular terms, thereby increasing the competition and driving the prices through the roof. There’s a big say that “exact match” type is worth considering as the statistics show that it gives maximum conversion at minimum cost. While some swear by such views, others swore them off altogether. Perhaps, a wise way to structure your campaign is to consider using all kinds of match types, including the ones other Locksmiths are neglecting. Because, this way you won’t end up paying a hefty amount, even if some of your keywords end up flopping.

Adnabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different Adgroup (one for each match type) ensuring that you target the right keyword for the correct search term.

Advantages of using “Broad Match Modifier” over “Broad match”

Broad match modifier (a.k.a BMM) is a variation of Broad match.  As Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be the trigger. It Includes ‘synonyms’ but does not allow related words.

For Example,  If you target ‘Broad’ match-type for keyword “Locksmith Austin”, it might trigger for a search term like ‘Locksmith’ which is not always relevant to your business. Instead, BMM will ensure that the word ‘locksmith’, as well as ‘Austin’, are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

Right negative keywords for Locksmiths

Many professionals already use research tools to incorporate negative keywords into their campaign. Although, it is a ceaseless process to gather a resourceful list of negative keywords. Unfortunately, the negative keyword research tools which are offered are far from best. Especially when it comes to Adwords- where each click costs a fortune. For beginners, below is the list to keep in mind while incorporating negative keywords

Negate all the services which you do not offer. For example, if you specialize in Home and automobile locksmith services put all other specialization like businesses, commercial buildings, shopping complexes, etc in the negative list.

Negate all the keywords which are not giving you conversions or have a poor conversion ratio for a long time. You have to keep an eye on such keywords during reporting and assessment or you can use AdNabu, as it automatically recommends you to pause such ineffective keywords.  

To read more about negative keywords, go to our blog How to Find Negative Keywords

Perfect AdWords Landing page for Locksmiths

Landing Pages are used to drive highly-targeted advertising based on selected keywords. Each page contains various elements like result-oriented headlines, trust badges, partners information, explainer videos, guides, testimonials, etc. Considering high cost per click, we feel it is important to create high-converting landing pages.

Below are few things to consider while creating your landing page:-


  • Background of the landing page should be a relevant image of your specialization.

  • Use headlines to mention your specialization clearly and with words of assurance like “25 years of experience” to inspire trust in the potential customer.

  • Catchy phrases like “Free home security check” or “free consultation” or “35-minute service” etc also tend to work.

  • In your headline, include the location you are catering to. It will immediately add to the confidence of the prospect that they are at the right place.

  • We highly recommend putting ‘click to call’  button at the top. It makes reaching you easy.

  • Limited fields to fill on the lead form (not more than five) makes it highly likely for a customer to fill and leave an inquiry with you.

  • color to grab Have your call-to-action button at the bottom of the form Tailored to the offer and with a pop out attention(for example, see the image below)

  • AdWords for Doctors 3.PNG

  • To create a sense of urgency or FOMO, you can add baits like “Every month, first 100 customers get 25% off”, “Book my visit now”, etc.

  • For content, have 2-3 bullet points- showcase your establishment year, award achievements, practices, etc or other data that helps customer build trust in you.

  • For a more profound impact, include a video educating the customer about what are they entitled to, location, the modern equipment you use, technology, etc.

Do Not’s (Pitfalls)

  • Avoid using Logo with a clickable link to move to home page easily

  • Do not design ‘Disappearing label’ for the field name (for example, see the image below) instead simply name the fields as it can confuse people

  • AdWords for Doctors 4.PNG

  • Do not have text-heavy landing pages. It is very unlikely that it would be read

  • Avoid numerous outbound links or multiple Call-to-actions on the same page as it can distract the customers.

Structuring Best AdWords Ad copies for Locksmiths

Creating a good Ad copy is the first touch point where the consumer interacts with the business, compelling the former to click on the Ad while ignoring other Ads from competitors.

Looks at these best practices to guide your way through making Ad copies for your enterprise.

  • Headline 1
    • Your Ad contains 4 sections. Firstly the Headline 1(character limit 30),  you should make sure that your headline is tailored as per the prospect’s search. Ideally, the Ad Title should exactly include what they were searching for.

    • For example, “Best Locksmith Austin” or “Urgent locksmith needed? ” or “Lost keys? We got you covered”, etc.

  • Headline 2
    • The next part of the Ad is Headline 2(character limit 30). It is separated with headline 1 by a hyphen(-), the best way to utilize this section is by encouraging the prospect to click on the Ad. A clear call to action should be included here.

    • For example,  “Top rated Locksmiths”‎, “ 10 dispatch locations near you”, "Call now for free consultation", etc

  • Display URL
    • Followed by the two headlines is the Display URL which is automatically fetched by Google, which then gives you an option to customize it with 2 Path fields - Path 1 and Path 2(Up to 15 characters each). Make sure the subdomain of the URL is relatable to the type of property the prospect is seeking.

    • For example, “”, “ ”, etc.

    • Note that Display URL is just for Aesthetic purpose only and need not be a valid Url

  • Description
    • The final field of the Ad is Description(Character limit 80). It gives you immense space for your ad’s messaging. Here, define the value proposition and specialty of your practice that distinguishes you from others in the market.

    • For example, “Automotive Locksmith Service With Immediate Response. Call Us Today.” or “Find the Best Locksmith. And Book an Appointment For Free!” or “We'll be there in 20 minutes | only 19$ | Automotive, Residential & Commercial”, etc

  • Final URL
    • Finally, Final URL is the first page the prospect reaches after clicking on the Ad. Instead of using homepage as a final URL, ensure that the prospect lands on the specific property section that relates to his initial search

  • An effective sample ad:
    Google AdCopy sample for locksmith.PNG

Advice on PPC Ad-extensions to use for Locksmiths

Professional looking Ad-extensions can really add life to your Ad. The idea is to get plenty of additional impressions by sharing a better visible Ad than your competitors. First rule here is to make your clinic easily approachable. Below are a few extensions to consider for Locksmiths:

Location Extension

Besides adding information about physical location, this extension is essential in numerous ways:

  • Having a physical address adds to the authenticity of your business presence and reassures your customers

  • Encourages customers who live close to your location to contact you

  • Also making it easier for people to navigate their way quickly to your office

  • For example,
    Google AdWords location extension for Locksmith.PNG

This extension allows Locksmiths to showcase their achievements and work references as well as provide a space to link additional service offerings available to the customers, which is always a plus while conducting an online business.

  • This makes easy for the customer to relate their problem and increases the chance of them clicking on your ad.

  • Also, it helps the customer to land directly on the most relevant page that encourages them to take a step further

  • For example:
    Google AdWords sitelink extension for Locksmith.PNG

Callout Extension:

This particular extension provides an additional 25 character space to specify robust, beyond basic and specific nature of information about the services, video walk-through, etc.

  • Some examples for Locksmiths are “#1 locksmith in town”, “free consultation”, “Book online now! ”, “20+ years of experience”, etc.

  • Example:
    Google AdWords callout extension for Locksmith.PNG

Call Extension:

Call extension provides crucial information like contact details. It is particularly useful for mobile Ad versions as the clickable call button allows the customer to call the Locksmith instantly.

For example:
Google AdWords call extension for Locksmith.PNG

Structured snippet extension:

Structured snippets are different from callout extensions. Although, both provide a space to describe short and specific features of the business. Structured snippets usually contain the variety of the offerings, service catalogs, etc. For example:

AdWords structured snippet extension for Locksmith.PNG

Methods of Conversion Tracking for Locksmiths

Tracking, recording, analyzing the conversion data is the last and an important step to optimize the performance for each ad type, on a regular basis.

Therefore, depending on the business type, different conversion types are tracked. It mainly works in two ways:

Conversion Pixel

It helps track which keyword resulted in the lead, that can later help you optimize your campaigns. Setting up conversion pixel requires some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpower the hassle.

Here is a guide to help you set up conversion pixel.

Call conversion Tracking

In addition to tracking the conversion pixel, tracking calls can give a better analytics. Call tracking will help if you are allowing customers to make a call to your business directly through their smartphones. Calls are incredibly beneficial for a Locksmith, and luckily Google makes tracking calls even from a website accessible. Check out how to set up call conversion tracking.  


In conclusion, If you keep in mind the above practices while running your AdWords campaigns, you will be focussing on your likely customers. Therefore optimizing your performance to every last advantage is going to take you to levels where your competitors can only dream to be.

Ultimately, fearlessly embrace high CPC(of course, with proper campaign targeting and the above smart control measures) will attract more exposure for your ads and more customers to serve.

We understand it’s hard to take a call on what to execute and what to discard. Here at Adnabu, we help you automate the complete process, along with a chance enjoy the freedom to choose and optimize your campaign with real-life data that might just inspire you to the core of your success.

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