Locksmiths using Google Ads – AdWords for Locksmiths

The locksmith industry is very competitive with a high cost per click (CPC) – the charge you pay Google or Microsoft Bing when someone clicks on your adverts. To rank your advert number one, the CPC can be over £30 for the most popular keywords. So if you are a new locksmith, it is a very difficult market to enter. We have created a list of some key tips and recommendations that we apply for our locksmith clients. Alternatively if you would like to work with a specialist PPC agency, we are here to help!

Google Ads for Locksmiths

The locksmith industry is also renowned for spam fraud – where a competitor (or anyone with malicious intent) clicks on your ads to waste your budget. This means that some of the clicks are wasted spend. It is hard to identify who exactly clicks on the ads, other than by IP, device id or cookie id. Both Google and Bing take this very seriously and do automatic refunds within the billing area- but it is good to also be pro-active in blocking click fraud yourself. 

This article discusses click fraud practice in more depth. http://www.locksmithjournal.co.uk/click-fraud-ppc-ads-targeted

Even with the automatic fraud detection systems that Google and Bing provide, and some extra methods we shall discuss below – it is not possible to block 100% of the click fraud spam.  Although not even Fort Knox is 100% secure.

IP ID security

It is possible to identify an IP address that keeps clicking on your ads, and then add this to the campaign as an excluded IP address. However, it is also possible to artificially change IP addresses- and therefore get around this level of security. You can get a list of IP addresses from a free tool like clicky.com  and then add them to the Google Ads campaigns. You can also use clickgaurd.com to get IP addresses and block them directly from within this software tool. 


Device ID security

Some fraud detection systems like clickguard.com can identify device ID – and you can create a rule to block based on x amount of visits. Not sure if it is possible to also artificially change device ID, but unfortunately it most likely is….

You can also use RLSA creatively (Search Remarketing)- with a negative bid modifier- as another layer of spam protection.

Either a return visitor- or someone with more than 2 visits. (Some real traffic will be lost- but as an 80/20 it can be effective).

So if someone is changing their IP address, they will still have the same cookie ID- unless they are changing browsers or clearing cookies.

Audiences can be created within Google Analytics – then imported into Google Ads. Create a returning user audience- edit this and update behaviour sessions to be greater than 2. (or 3). 

In Google AdWords or Bing, modify the bid to a negative figure up to -90% (instead of the usual bid increase). So you can either show lower down – or not at all if someone has been to your website more than 2 times.

So while nothing is 100% secure (even Fort Knox), applying these 3 extra layers of security will help prevent click fraud spam before it happens. 

2. Use Conversion Tracking with a CRM system.

Not all clicks are created equal, and not all lead are created equal. 

Conversion tracking will show you what each keyword average cost per lead.  CRM systems show you the what each keyword average cost per sale is. Many CRM systems have out of the box integration with website forms and Google ads, which will show the keyword cost and sales revenue. This can make major improvements to bid and budget management

CRM for locksmith google ads

3. Test Call Only campaigns

Many of the best quality leads in the locksmith industry happen over the phone. Setup Call Only campaigns with machine learning bidding. Allow Google to automatically bid based on a call over 1 minute- as a qualified (conversion/lead). This is optimisation using client real data and will help to filter out click fraud spam by automatically bidding lower on traffic unlikely to convert. Machine learning bidding provided by Google has improved drastically over the years, and many other industries also use this to get a better ROI. 

4. Lazer Targeting

Keyword Selection and choosing the optimal campaign settings are vital..

Keyword & Location (+Locksmith +town name or +post code or +zip code)

Long tail keywords (locksmith services, commercial locksmith, locksmith company, local locksmith, locksmith near me)

Non-locksmith keywords– key cutting, replacement keys, duplicate keys are much cheaper alternatives to locksmith only keywords. (Use conversion tracking and CRM integration to get the ROI to be sure these work- and set the right bids).

DSA & RLSA Campaign – with conversion tracking. Learn what non locksmith keywords people use – that originally searched using locksmith keywords. 

Negative keywords – Block irrelevant searches for services that you do not provide. For example, if you do not provide car-related services, use a car as a negative keyword. For a more detailed guide on negative keywords

Location – Use IP location targeting. Bid higher the closer someone is to use with location bid modifiers.

Competitor names/Brand terms. – Bid on your own brand term.

Locksmiths Google Ads AdWords Tips


The locksmith industry is competitive for new advertisers and existing advertisers. Making a profit requires a well setup Google Ads account- along with advanced techniques specific to locksmiths. If you prefer to have specialist Google Ads Setup and Management, get a free quote today.

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