'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.
Broad match keywords trigger your home security company ads for searches like "home security company jobs" and "home security company salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Home Security who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But home security company searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different home security company customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
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.
Two powerful tools for home security to improve your Google Ads performance