Home security clicks cost $15-35 each in a market dominated by ADT and national brands spending millions. At these prices, clicks from 'best home security' comparison shoppers who want to research 10 options before deciding waste your budget. Our audit targets customers ready to buy, not endless researchers.
5 min
Audit time
6
Areas analyzed
Read-only
Account access
We've audited hundreds of home security company accounts. Here are the most common budget leaks we find:
'ADT vs Vivint' and 'best home security system' searches attract people in extended research mode. They're comparing 5-10 options over weeks. At $20+ per click, paying for someone's research journey—especially when they might choose a national brand anyway—destroys ROI.
Ring, SimpliSafe, and Wyze have created a huge DIY security market. Many searchers want to install themselves and avoid monthly monitoring fees. If you're a professional installer with monitoring contracts, these DIY shoppers will never convert.
Bidding on 'ADT' and 'Vivint' competitor terms is expensive and often ineffective. Searchers typing brand names usually want that specific brand. Unless you have compelling switch messaging, you're paying premium prices for brand-loyal clicks.
Real data from WordStream 2025 (Home Services). See how your metrics compare to average home security company advertisers.
$22.5
Average CPC
+328% vs $5.26 average
3.45%
Click-Through Rate
Clicks per impression
4.82%
Conversion Rate
Clicks to leads
$385.25
Cost Per Lead
+450% vs $70.11 average
Not all keywords are created equal. Here's which ones to target and which to avoid for home security company Google Ads.
'Installation' with location indicates professional service need, not DIY research.
'Company' and 'near me' signal hiring intent for local professional installer.
'With monitoring' filters for customers who want professional monitoring service.
Camera installation is a specific service need, not product comparison.
'New' indicates buying intent rather than research or existing system questions.
Comparison researchers in early research phase.
Extended research mode, not ready to buy.
Specifically avoiding professional installation.
Avoiding monitoring contracts—your core revenue.
DIY product comparison, not professional service.
Timing matters. Here's when home security company demand peaks and how to allocate your budget throughout the year.
September, October, January, June, July
Increase budget 40-50% during peak demand
March, April, May
Reduce spend or focus on maintenance services
Evening (6-10pm) when families are home and discussing security. Weekends for family decision making.
Back-to-school (September) triggers security thinking as schedules change. Post-holiday (January) sees surge after burglary news spikes. Summer vacation season (June-July) increases security awareness. Spring is typically slowest.
Budget recommendations based on real WordStream 2025 (Home Services) data and typical home security company ROI.
Minimum Monthly Budget
$4,000
~10 leads/month
Recommended Range
$5,000-$12,000/month
Best ROI for most home security company businesses
Cost Per Customer
$1284
At 30% close rate
At $385.25 CPL and 30% close rate, each customer costs $1,284 to acquire. Security customers have high lifetime value: $40-60/month monitoring = $480-720/year for 5-10+ years. One customer represents $2,400-7,200+ lifetime revenue. Acquisition cost justified by recurring revenue model.
Our AI audit checks every aspect of your Google Ads account against home security company-specific best practices.
We check if you're separating professional installation from DIY product searches—completely different customers.
We identify if you're paying for 'best security system' and 'Ring vs SimpliSafe' comparison searches.
We audit whether campaigns target customers who want professional monitoring, your core revenue.
We verify both consultations and phone calls are tracked—security is often sold over the phone.
We analyze if you're emphasizing local service advantage against national brands.
We score pages for security trust signals: licensing, monitoring center certifications, local testimonials, and clear pricing.
Understanding your competition helps you find your edge. Here's what home security company advertisers are up against.
Competition Level
extreme
125,000+ monthly searches for 'home security' in the US
Main competitors: National giants (ADT, Vivint, Brinks), DIY products (Ring, SimpliSafe, Wyze), cable/internet bundles (Xfinity, AT&T), and local security companies
How to Win
Your Differentiator
Win with local service emphasis (we're your neighbors), no-contract options, integration with smart home, commercial security expertise, or premium/estate home specialization.
"We were hemorrhaging money on 'best security system' researchers who never called. The audit focused us on 'installation' and 'monitoring' keywords with local targeting. Our cost per signed customer dropped 45% and we stopped competing with Ring for DIY shoppers."
— Home Security Company Owner
Pay per audit. Use when you need it.
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$19.99 per audit
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— J.M., Plumber
$17.00 per audit
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$15.00 per audit
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$10.00 per audit
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— M.L., Agency
Common questions about Google Ads for home security company businesses
Home security companies typically invest $5,000-$12,000 monthly—this is one of the most expensive local service categories. CPCs of $15-35 require serious budget commitment. The math works because of recurring monitoring revenue: a customer paying $50/month for 5 years = $3,000 lifetime value. Start at $4,000/month minimum to compete. Focus on customers seeking professional monitoring, not DIY products.