Before
Organic Clicks Before
After
Organic Clicks After
Organic clicks per period, up from 124
Local GTA Locksmith replaces car keys, programs key fobs, and gets drivers back into locked vehicles across Toronto, Mississauga, Newmarket, and the wider Greater Toronto Area. It is a business that lives on the phone: someone is standing next to a car they cannot open, and they call whoever they find first.
When the engagement began in May 2020, paid search had to carry that phone on its own. Automotive locksmith keywords are expensive and crowded, competitors bid hard on emergency terms, and every click from outside the service area or from someone only checking prices is money that never turns into a job. The brief was simple to state and hard to hold for six years: keep the phone ringing, and keep the cost per call predictable.
Organic search was the second gap. The site appeared in Google, but far enough down the page that it collected impressions instead of clicks. That is the worst place to sit: visible enough to be counted, not visible enough to be called.
Project Overview
Primary Goal
Steady call volume at a predictable cost per conversion
Almost all of the demand in this account sits in two services. Replacement Car Keys has produced 9,676 conversions at $13.07 each, and Car Key Fob Programming another 5,574 at $12.34. Budget, ad copy, and landing pages follow that split instead of treating every locksmith keyword the same way.
By 2026 the account had drifted into 474 ad groups, each one thin enough that no single group gave Google's bidding much to learn from. We consolidated it into three intent-tier campaigns. Over the 30 days from April 21 to May 20, 2026, that produced 44 calls at $12.78 per call, up 120% on the prior 30 days.
In parallel we worked on the site itself: crawlability and page speed, service pages written the way people actually search for a lost car key or a dead fob, and internal linking that connects each service to the areas the business covers.
Link building and content strategy target the Greater Toronto Area rather than generic locksmith topics. The authority that comes in supports exactly the pages that can take a call from Toronto, Mississauga, or Newmarket.
Conversions, all time
Clicks, all time
Cost per conversion
Average cost per click
| Metric | Before | After |
|---|---|---|
| Organic clicks (Jan–Apr 2026 vs Apr–Jul 2026) | 124 | 278 |
| Organic impressions, same periods | 27,600 | 50,600 |
| Average position, same periods | 23.5 | 19 |
Across $200,203.46 of media and 1,146,630 impressions, the account holds a 21.48% conversion rate and a $12.85 cost per conversion. A screenshot from one good month proves very little. A cost per conversion that survives six years of seasonality, new competitors, and platform change is a number you can plan a business around.
The 2026 restructure did not add a dollar of budget. It turned 474 thin ad groups into three intent tiers, and calls rose 120% in 30 days. When a single local business has drifted into hundreds of ad groups, that drift is usually where the problem lives.
Average position moved from 23.5 to 19 and organic clicks more than doubled in the same year the campaigns were rebuilt. Search term data from the ads shows which pages are worth building, and the pages that rank take some of the weight off paid traffic.
We'll review your campaign structure, conversion tracking, and organic visibility, then tell you plainly where budget is leaking and which fix comes first.
