How We Developed a Cost-Effective Customer Acquisition Channel With $11 Per Call for a Locksmith Business

The client has been operating a locksmith business in the USA for 10 years.

Priority services:

• Residential locksmith
• Commercial locksmith
• Emergency locksmith

The client had long relied on Google Guarantee, which primarily generated low-value orders. The goal was to scale the business using Google Ads.

For years, the client tried various contractors but couldn’t find reliable specialists. Eventually, one of our former clients, also in the locksmith industry, recommended our services.

1. We implemented CallRail call tracking to identify call sources, analyze ad campaign effectiveness, and improve overall campaign performance.

2. We integrated Hubspot to identify high-quality calls and transfer this data to Google Ads for machine learning optimization.

The client marks good calls in HubSpot with the Marketing Qualified Lead status. This information is sent back to Google, helping to target ads more effectively.

3. We refined our targeting strategy by focusing on specific districts and excluding zip codes associated with financial instability.

4. Our client specializes exclusively in residential locksmith services. We conducted meticulous keyword research to attract only relevant leads, ensuring we exclude potential customers seeking automotive locksmiths.

5. We excluded queries related to services that are unprofitable for our client — for example, key copying. This is a very basic service that’s widely available. It’s not profitable for our client to offer this, so we’ve removed all requests associated with key duplication.

This strategic approach, leveraging Google Ads’ AI-powered analytics and machine learning technologies, generates 30 unique calls per week at a cost of $11 per call. We are continuing our collaboration with Locksmith on Call and see potential for increasing the number of calls.