Your locksmith business is generating revenue, but you may be struggling to grow your business.
Perhaps it’s time to run a Google Ads locksmith campaign to generate more leads and customers. Google Ads can be the boost you need to reach new customers!
We’ll get you started by covering the following:
- Why Google Ads
- Google Ads Basics
- Target CPA Bidding
- Landing Page Tips
Why Google Ads?
With so many marketing opportunities and platforms, why are Google Ads a good use of your locksmith marketing dollars? Let’s look at a few reasons:
- Premier Ad Placement: Google Ads work! In fact, people are four times more likely to click ads on Google (63%) than on any other network. It really pays to be at the top of the page!
- High Return on Investment (ROI): With Google Ads, you only pay when someone clicks on your ad. Their tools allow you to optimize your ads to get the most bang for your buck. It takes some time to figure out what words work and which ones don’t, but once optimized you should see solid results.
- Flexible Platform Makes Marketing Easy: Google Ads can help any size locksmith company. It allows you to set daily budgets and limits so you can make sure you are comfortable with the results and not blowing your budget.
- Easy-to-Use Dashboard: Campaign results are quick and easy to understand, allowing your business to pivot at any time.
- Big is Better: Everybody uses Google. With Google’s huge market dominance over other search engines, it can direct all kinds of traffic your way!
First time running a Google Ads locksmith campaign? Click here to get started.
Google Ads for Locksmiths Basics
When you type in a question on Google, the results on the page aren’t all appearing organically. The pages at the top are paid advertising using Google Ads.
The business that bid to be shown in that top spot pays every time someone clicks on that link. Hence the term pay per click, or PPC.
When deciding which search words to target, there’s a few things to consider.
- Avoid broad keywords like “locksmith” as they won’t target your local market. Thousands of people all over the world are searching for this!
- Instead, target long-tail keywords. This just means using multiple words in a string, like Locksmith Repair Rochester New York. This will give you better results while spending less money.
These keywords will target your local service area making the most out of your advertising budget.
There are a number of tools that you can use to help you research and select ideal keywords:
- Semrush: This tool shows you keywords that you and your competitors are already ranking for, plus average cost per click.
- Google Keyword Planner: This simple, easy-to-use tool is a popular option with accurate keyword data.
- GrowthBar: This tool is great for those in a rush as it shows ranking difficulty of a phrase and keyword suggestions along with their normal search results.
Once you have picked a number of keywords to target and are setting up your Google Ads locksmith campaign, you’ll want to consider a popular strategy called Smart Bidding.
Get More Conversions with Target CPA Bidding
Google offers a Smart Bidding strategy that optimizes your bids to get as many conversions as possible.
Here’s how it works: You set up a target CPA (cost per action). This could be a phone call that somebody makes after clicking your ad. Let’s start with $10 (actual price will depend on the keyword you’re targeting and other factors). Google Ads will attempt to get as many results at $10 on average.
Target CPA uses historical information about your campaign to automatically find the best bid for your ad each time it’s eligible to appear. Sometimes it costs more than your set target, sometimes less. Find out more here.
While you will have to set up Google conversion tracking when using this bidding strategy, it pays off. You will be able to track exactly how much a conversion or action costs for each Google Ads locksmith campaign.
Polish Up Your Landing Page
When running a Google Ads locksmith campaign that generates leads, your landing page is the first thing your visitors will see when they click your ad.
Instead of leading to your generic ‘contact us’ page, we recommend creating a new landing page just for capturing leads from Google Ads. Having a separate landing page and/or form for this effort will help you measure how the ad is performing and you can pick and choose what information to showcase.
The landing page is just a standalone web page that customers land on after clicking your ad. Its purpose is to collect information from contacts in return for a discount or offer. The most important piece of the landing page is the call to action – the next step a visitor should take.
This could be a phone number or email address. It could also be a web form, where You ask your visitors for their personal information (name, address, phone number, etc.). No matter how you want your prospects to reach you, make sure your landing page is both professional and clean.
Here are several factors to consider when creating a landing page:
- Load Time: Visitors don’t have much patience these days. In fact, 50% of visitors give up on a page if it doesn’t load in 3 seconds. So it’s important to make sure your landing page loads quickly. Test your upload speed on uptime.
- Navigation: When a user clicks on your ad, they don’t want to go on a treasure hunt to locate the product or service they clicked on. Make sure service information is quick and easy to find, and that next steps are clear.
- Easy to Fill Out Forms: We recommend using forms on your landing pages. Ensure your forms are simple and concise. Only ask for the contact information you need–no one has all day to fill out a complex form for a quote! Be clear that the information entered will only be used for the purpose of giving them a locksmith quote.
- Email CTAs: If you can’t use a form because you don’t have a CRM to connect them to, create a vanity email. This means you can create a different email address that still goes to your main inbox or a connected inbox, but the different address will tell you where the request came from. One example is marketing@YOURLOCKSMITHCOMPANY.com. Many email providers also support the + trick to create vanity email addresses.
- Professional Look: The landing page represents your company so make sure it looks clean and professional using your company colors, logo and fonts.
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Lock In More Leads with Google Ads!
You now have a better understanding of how Google Ads can help with generating more locksmith leads and customers. Use the strategies you have learned to launch a Google Ads locksmith campaign in no time!
In this post you learned:
- The answer to “Why Google Ads?”
- Google Ads Basics
- Target CPA Bidding Tricks
- Landing Page Tips
Related: The Ultimate Locksmith Pricing Guide for Business Owners
