March 07, 2023 by Molly Weybright

Using PPC To Drive Locksmith Leads Directly To Your Business

If you're a locksmith looking for more leads, pay-per-click (PPC) advertising can be a great way to drive them directly to your business.

Don't just take our word for it: 87% of marketers listed PPC as an effective marketing strategy for their small businesses.


In this post, we'll break down how PPC works and how you can use it to get more leads for your locksmith business. We'll also share some tips on getting started and optimizing your website and campaigns for maximum results.

So if you're ready to learn more about using PPC to drive locksmith leads, read on!

Free Download: The Ultimate Locksmith Marketing Guide

PPC Can Be Intimidating but it's Simpler Than You Think

Despite its intimidating nature, PPC is truly an invaluable tool for small businesses that may not have a huge budget for more traditional forms of marketing.

Utilizing PPC strategies can help your locksmith company measure the effectiveness of your campaigns and make the most out of your resources while still expanding your reach and targeting potential customers.

With a well-thought-out PPC campaign that joins cost efficiency with relevancy, you’ll be able to acquire more customers at a lower cost and increase brand awareness too!

With enough planning and know-how, you can easily build your own successful PPC campaign as long as you focus on optimizing it along the way.

Understanding and Researching Keywords for PPC

Investing time into understanding and researching keywords for your locksmith PPC campaigns is one of the most important tasks in your digital marketing strategy.

Knowing which terms your target customers are using when searching online can help you to refine and make the most out of your budget.

The right keyword strategy can significantly increase the visibility and success of an ad campaign, by showing up more often in search engine results.

But if you feel like keyword planning and strategy is a huge roadblock for you with PPC, you're not alone: 32% of marketers listed planning and strategy as the hardest part of PPC.


However, taking the time to select strategic keywords can help you create a sense of relevance with potential customers, leading to increased levels of engagement and visibility.

With a little bit of research, anyone can easily master the process of understanding keywords effectively, resulting in more leads and sales!

How Google Keyword Planner Can Help

Google Keyword Planner is a great (free!) tool for locksmiths looking to do keyword research and build locksmith PPC campaigns.

With it, you have access to helpful search data and analytics that can help identify new locksmith keywords and target the right audiences.

Locksmith Keyword Planner

The keyword planner also provides you with a variety of wording suggestions and can even generate estimates for search volume, clicks, impressions, and more.

With this tool, the keyword research phase of PPC for locksmiths gets a lot simpler for small business marketers. Before you know it, you'll have all the information you need for your locksmith PPC campaigns at your fingertips.

Setting a Keyword Budget for Your PPC Campaigns

When it comes to setting up successful paid search advertising campaigns, your PPC budget is a very important component.

Choosing the right locksmith keywords and then setting a reasonable budget can help you drive targeted traffic to your website without overspending.

To get the most out of your keyword budget, you'll want to research locksmith keywords and decide on the most relevant one based on your business needs. You can do this with the help of some great tools like Google Keyword Planner, SEMRush, and WordStream.

When you put careful thought into selecting locksmith keywords and creating a robust PPC keyword budget, you can ensure that you're reaching the right people with the right message without breaking your wallet.

Help Budget With Google Smart Bidding

If you're feeling stuck or frustrated with your PPC budget, then one of the best solutions available right now is Google Smart Bidding.

With this ingenious tool, you can use advanced machine learning algorithms to maximize the performance of your locksmith keywords on Google Ads.

Not only does it save time and money as you won't have to perform manual bidding day in and day out, but it also helps make sure your ad shows up at the right moment and provides maximum return on investment for your campaigns.

If you're having trouble with your locksmith PPC campaigns or simply want to make sure you're using every tool at your disposal, Google Smart Bidding is a great tool to help you along the way.

Negative Keywords and Locksmith PPC

One of the most crucial and overlooked elements of PPC is negative keywords.

Using negative keywords is an essential step when optimizing your PPC campaigns because they help you control which searches your ads will show up on, allowing you to focus on all locksmithPPC searches that are related to your business and what you offer.

For example, you might consider adding "careers" and "training" as keyword negatives. Why? Well, if you're trying to target people who need a locksmith, you don't want to spend money on someone looking to get into the field themselves.

This will help ensure that those searching specifically for services related to yours see your ad. More importantly, it ensures you are not inadvertently spending money to get your ad in front of people who are not looking for the services you offer.

While it might sound difficult and time-consuming, setting these negative keywords up is simple and worth the effort in the long run.

PPC Reporting and Tracking is Key

When it comes to locksmith PPC advertising, one of the most essential elements is keeping track of how well your campaigns are performing.

Without tracking and reporting, you won’t know how successful your locksmith PPC campaigns really are and subsequently won't be able to make adjustments.

It’s important to be able to measure results so that you can make changes in real-time and ensure maximum return on investment.

Real-time metrics will help you understand which keywords are performing most efficiently, which ones need improvement, and exactly what steps you can take to reach your locksmith PPC goals.

Use Conversion Tracking to Analyze Results

One of the best tracking tools available to you is PPC conversion tracking. This tracking technique helps you identify which keywords and campaigns are driving leads—allowing you to make sure that your budget is invested in the right areas.

With conversion tracking enabled, you'll be able to monitor key metrics such as volume, clicks, cost per click, and more.

Free Download: The Ultimate Locksmith Marketing Guide

Armed with this data, it'll be easier to identify what is working for your locksmith PPC campaigns versus aiming in the dark with a ‘let’s just see what happens’ approach.

You can also use this data to inform bids and suggest budget allocations to maximize lead generation from your efforts. Plus, if something isn't working well or isn't providing adequate returns, you can quickly regain control of where and how your PPC dollars are spent!

Use Quality Score to Supplement Tracking Efforts

Quality score is an important concept for anyone using PPC advertising, and especially those in the locksmith ppc industry.

When utilized to its full potential, quality score takes multiple factors into consideration when determining how visible a PPC ad should be to potential customers.

Quality Score Factors Google Takes Into Consideration:

  • Expected Click-Through Rate (CTR): What is the likelihood that someone will click on your PPC ad?
  • Ad Relevance: Does your ad align with the keywords the searcher is using? Do the keywords you've associated with the ad align with the ad itself?
  • Landing Page Experience: How successful is the landing page at answering the search query?

Quality Score Impact on Cost per Conversion locksmith PPCService Direct results based on PPC campaigns we run for our in-house locksmith traffic

Quality score is a beneficial factor to keep in mind when building out your PPC campaigns. However, we don't recommend using quality score as the solitary unit to measure success.

By combining quality score with conversion tracking and other metrics, you'll see high levels of success with locksmith PPC.

Optimize Your Locksmith Website to Increase Conversion

Now that you've done all the work to get your locksmith PPC ad in front of potential customers, you're good to go, right? Almost.

It's incredibly important that your website is designed to encourage conversion in order to fully turn a potential customer into a new customer.

These optimizations include highlighting quality content with landing pages and encouraging conversion through calls to action. Additionally, you'll want to ensure the technical elements of your site are up to snuff.

Let's look a bit more at these optimizations.

Highlight Prominent, Clear Calls to Action

Having clear calls-to-action (CTAs) is key when it comes to converting website visitors into customers. 

A good CTA draws people in and shows them how to take the next step with your locksmith business. CTAs should be short, to the point, and written in a friendly but persuasive tone that speaks directly to the customer’s needs. 

Additionally, make sure they are prominently placed on your website. 

Locksmith CTA Example


If you have identified objectives for each page of your website, create CTAs that naturally lead customers toward those goals. Give them an incentive with a sense of urgency, such as “Act Now!” or “Limited Time Offer!" or "Call Today!" 

With thoughtful execution, successful CTAs will help boost conversions and bring home your entire locksmith PPC strategy.

Site Pages Are Essential With Locksmith PPC

Creating individual landing pages for your PPC ads is an essential step to boosting conversions for your locksmith campaigns. 

With so much competition in the online marketplace, it's important that you make a good first impression on the potential customer and direct them toward a page that highlights exactly what you can do to solve their problem. 

Plus, with 86% of small businesses deploying dedicated landing pages exclusively for their paid search traffic, you can't afford to miss out on this step.


A custom landing page helps capture the attention of audiences more quickly and boosts their interest in what you have to offer. Moreover, having custom pages directs your visitors right to exactly what they came looking for ensuring higher conversion rates and ultimately more sales. 

Locksmith Landing Pages to Consider:

  • Emergency Locksmith
  • Residential Locksmith
  • Commercial Locksmith
  • Automotive Locksmith

Locksmith Site Page Example

If Your Website Runs Smoothly, People Will Convert

Website performance is one of the most important aspects when it comes to getting the most out of your PPC campaigns.

Having a secure website with a quick load time will help ensure you're providing the best user experience possible, leading to higher click-through rates and conversions.

Additionally, mobile optimization is a must—studies have shown that customers now use mobile devices more than desktops, so making sure your website looks great and runs smoothly on mobile devices is key.

All of these factors come together to help create an environment that entices people to stay on your site longer and engage with your brand in a positive way.

In conclusion

At this point, we hope that you agree when we say that PPC advertising is an effective marketing strategy that locksmiths can use to bring in new customers. 

By doing adequate keyword research, managing your budget, and tracking your campaigns effectively, you'll be well on your way to success. Top it off with high-quality content and a well-performing website and you're going to stand out from the competition. 

For more PPC marketing tips for locksmiths, download our in-depth guide now.

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