Cutting Google Ad Costs by 28% for Max the Locksmith

When Max the Locksmith approached us, their Google Ads were live—but not working hard enough. Despite a decent monthly budget, the results were inconsistent. Some days brought in multiple enquiries, while others were quiet. Leads were trickling in, but at a high cost, and without much control over what was driving them.

The core issue? A single, generic campaign was doing all the work. The ad copy lacked urgency, the targeting wasn’t specific enough, and the structure didn’t align with how people search for local emergency services.

Scope of Work

We started with a complete audit of the account, then rebuilt the campaigns from the ground up:

• Campaign restructure with a focus on high-intent keywords and local targeting
• Hyper-local ads tailored to specific areas Max served
• New campaign builds around different user intent (emergency vs. general service)
• Ongoing optimisation to reduce wasted spend and improve performance
• Performance tracking and refinement based on data insights

What We Did

1. Targeted Campaign Restructure
Instead of relying on one campaign to do everything, we created several:

• A broad “locksmith” campaign to capture general search traffic
• A “locksmith services” campaign targeting problem-based keywords (e.g., “key stuck in lock,” “broken door lock”)
• A location-based campaign with ads tailored to specific towns and cities
• A campaign capturing emergency intent

2. Location-Specific Ad Copy
We rewrote every ad to reflect the location it served, increasing relevance and trust. When someone in Derby or Nottingham saw an ad, it felt like it was written just for them.

3. Intent-Driven Keyword Strategy
We built out keyword lists around emergency needs—broken locks, stuck keys, jammed doors—ensuring Max showed up when people needed help most.

4. Ongoing Optimisation
We reviewed performance weekly, paused underperforming keywords, split-tested ad copy, and adjusted bids to maximise ROI.

The Results

After just three months of active management, the results spoke for themselves:

• Cost per conversion decreased by 28%
• Conversions increased by 52%
• Impression share and brand visibility improved significantly

Max went from unpredictable, expensive lead generation to consistent, high-quality enquiries—all while spending more efficiently.

Final Delivery

By restructuring the Google Ads account and aligning it with local search behaviour, we helped Max the Locksmith transform his ad performance. Leads became more reliable, the cost per enquiry dropped, and the brand stayed top-of-mind for people searching for locksmith services in his area.