If you’re a locksmith running Google Ads and not seeing a return, you’re not alone. Many locksmith businesses either skip ads altogether (because they’ve “been burned”) or keep throwing money at campaigns that don’t convert. Here’s the truth: Google Ads work incredibly well for locksmiths. If they’re done right.

In fact, they can be a goldmine to generate a flood of leads that boost your bottom line. The difference between a campaign that burns your budget and one that keeps your phone ringing? Strategy. That’s where this blog post comes in to help.

Below, we’ll walk you through a no-nonsense Google Ads approach that helps you get found fast by people who are ready to book. So you can grow your locksmith business faster.

1. Use Emergency-Focused Keywords (Not Just “Locksmith Near Me”)

When someone’s locked out, their search is urgent. They’re not browsing for quotes or reading reviews. They want the fastest, most trustworthy option.

Make sure you’re targeting high-intent, emergency-based keywords:

• “locked out of house”

• “24 hour locksmith [city]”

• “emergency locksmith near me”

• “car lockout service”

• “need locksmith now”

Avoid wasting budget on vague or low-intent terms like “locksmith tools” or “DIY rekeying.” Use exact match keyword types to filter out irrelevant traffic.

2. Set Up Call-Only Campaigns for Instant Response

People aren’t filling out forms when they’re standing outside their house with their keys on the wrong side of the door and their dogs barking up a storm. Run call-only ads for your emergency services. These show up only on mobile and encourage people to call directly. No landing page required.

Make sure your call ads:

• Use action-driven copy: “Stuck outside? Call now for fast Locksmith service!”

• Show your real phone number

• Are scheduled to run only during your business hours

Call-only campaigns are great for mobile-first leads—and perfect for locksmiths.

3. Create Separate Campaigns for Emergency vs. Non-Emergency Services

Not all locksmith jobs are emergencies. Some people want to upgrade locks, rekey a new house or secure their business. This is where segmentation of campaigns plays a pivotal role.

Separate your campaigns into:

• Emergency Lockouts

• Residential Rekeying

• Commercial Access Control

• Automotive Key Replacement

Each campaign should speak to a different urgency level and use keywords that match the service. This keeps your budget clean and your messaging dialed in.

4. Optimize Your Landing Page for Speed, Simplicity and Trust

Even if you run call-only ads, you’ll still want a solid landing page for click-based campaigns. Based on thousands of home-service businesses we’ve helped, you want to ensure the page has the following:

• Tap-to-call phone number (right at the top)

• Bullet list of services: “Rekeying, Lockouts, Deadbolt Installs, Smart Locks”

• Service area clearly listed (make it obvious and use zip codes too)

• Trust points: Licensed, bonded, insured. Local since [year].

• Fast loading (under 3 seconds) and 100% mobile-friendly

Avoid big image files or walls of text. Your page should be scannable, fast and geared toward one thing: getting the call. Anything else is a useless distraction.

5. Use Location Targeting the Right Way

If you’re a Knoxville locksmith but your ads are showing in Memphis, you’ve got a problem. Inside Google Ads, set your targeting to:

• People in your service area (not people just searching about it)

• Set radius targeting (i.e. 25 miles) or zip codes for more precision.

This helps reduce wasted clicks from outside your range and increases your odds of converting.

6. Add Negative Keywords (Or You’ll Burn Through Budget)

Negative keywords tell Google what not to show your ads for. For locksmiths, some must-have negative keywords include:

• “DIY”

• “locksmith training”

• “free locksmith”

• “how to unlock door without key”

• “cheap” (if you’re not the low-price option)

Review your search terms report weekly and keep adding to your negative list. It’s one of the fastest ways to tighten your targeting.

7. Use Ad Extensions to Increase Click-Throughs

Ad extensions take up more space in search results and give people more reasons to click.

Use these extensions:

• Call extensions: Your number, clickable

• Location extensions: Pulls from Google Business Profile

• Site links: Point to different services like “Car Lockouts” or “Rekeying”

• Callout extensions: Value points like “Licensed & Insured” or “20-Min Response Time”

The more info you give upfront, the faster someone decides to call.

8. Track Conversions (So You Know What’s Actually Working)

If you’re not tracking calls, form submissions or page visits, your campaign is flying blind. Tracking is key to long-term success and allows you to double down on what’s working.

Set up conversion tracking for:

• Calls from ads

• Calls from your website

• Form fills

• Clicks on your mobile number

This helps you figure out which keywords and ads are bringing in real leads—and which ones to cut.

9. Use Google Business Profile + Ads Together

Your Google Business Profile shows up in map results. If you link it with your ad account, you can show Local Services Ads and location extensions* in your campaigns.

This gives you:

• A stronger local presence

• More visual real estate in results

• Reviews directly connected to your ad listing

Google wants to show local, trustworthy businesses. Help them help you.

Don’t Let Your Competition Steal Your Locksmith Leads

Google Ads is a tool. Like any tool, it works when it’s used the right way. For locksmiths, the right way means showing up only when someone needs help. It means getting clear on your services, using smart targeting and making it ridiculously easy to call.

If you’re tired of spending on clicks that don’t turn into calls, or you’ve never been confident that your ads were working at all, now’s the time to fix that.

At Slamdot, we help service businesses like locksmiths run ads that actually bring in real, local leads. We don’t overcomplicate things, we don’t lock you into contracts and we always put ROI first.

Want Google ads that finally start working? Contact our team today!

See More Helpful Tips