Google Ads can be the best marketing investment your alarm company makes. Or the worst. It all depends on how you set it up. Because let’s be honest: security systems are a competitive space. Clicks can get expensive.
But if you show up when someone is actively searching for alarm installation or monitoring in your area, you’ve already skipped half the sales funnel. That’s a hot lead. They’re ready to buy.
The problem? Most alarm companies either skip Google Ads entirely or they try it once, get no calls and give up. That’s throwing money into the wind. This post breaks down how to actually make Google Ads work for your alarm service business so you’re not just paying for clicks.
Best of all, none of this is theory. These strategies have been tested by alarm services nationwide and now they’re yours.
Right Keywords. Right Time.
Not all search terms are created equal. You don’t want people looking up how to install their own doorbell camera. You want high-intent searchers who are actively looking to hire a professional.
Here are a few examples of keywords worth targeting:
- home alarm systems near me
- business security systems installation
- commercial alarm monitoring company
- fire alarm installation services
- security camera installers in [city]
Avoid vague keywords like just “security” or “home automation” unless you’re pairing them with buyer intent phrases.
Focus on services. Focus on location. Leverage urgency.
Create Landing Pages That Convert
Sending paid traffic to your homepage is like handing someone a random menu with no categories. It’s confusing and it doesn’t guide them anywhere.
Instead, send people to a focused landing page based on what they searched for. If someone searches for commercial fire alarm installation, don’t show them a page that talks about home automation.
A good landing page includes:
- A clear headline about the service
- Trust signals like reviews or credentials
- A short, yet compelling breakdown of what you do
- A clear call to action with a form or phone number
- Mobile-friendly layout that loads in 3 seconds (or less)
The goal is simple. Make it as easy as possible for them to say yes.
Some people want to click and read. Others just want to talk to someone now. Google lets you run call-only ads that display your phone number at the top of mobile search results. These are perfect for homeowners or business owners in a hurry.
Make sure you or your team is available to answer those calls. If you miss them, set up automated text follow-ups so they don’t go cold.
Turn Off the Ad Types That Don’t Work
Google wants you to use every type of ad. Display. Shopping. Discovery. But for most alarm service providers, search ads bring in the highest intent leads.
Here’s what to skip unless you have a strong strategy:
Display ads: they’re cheap but usually low-converting
Smart campaigns: they give Google too much control
Broad match keywords: you’ll show up for irrelevant searches
Stick to what works. Dial in your targeting. Control the experience.
Set a Daily Budget That Aligns With Lead Goals
A lot of alarm businesses set a flat budget without thinking about the math. Here’s how to change that.
Let’s say your average cost per click is fifteen dollars. And your website converts one out of every ten visitors. That means it costs you about one hundred fifty dollars to get one solid lead.
If you close one in three of those leads and your average job brings in eight hundred dollars, you’re still making a strong return. The key is tracking. If you’re not watching the numbers, you’ll never know what’s working.
Test Different Offers
Not every lead is ready to buy the same day. Test different angles in your ads.
Try things like:
- Free alarm system quote
- Zero upfront installation cost
- Same-day service available
- Talk to a local expert today*
The right message hits a pain point and makes them want to act.
Bonus: Don’t Set It and Forget It
Even good campaigns need tuning. Check your search terms weekly. Adjust bids on the top-performing keywords. Pause ads during off-hours if you’re not available.
This doesn’t mean you have to babysit the account every day. But you do need a routine. Otherwise your money works for Google, not for you.
Google Ads Can Be a Goldmine for Alarm Service Businesses
You don’t need a massive ad budget to compete in the alarm industry. You just need a strategy. The right keywords. A fast website. A landing page that works. Plus someone keeping an eye on the numbers.
At Slamdot, we’ve helped companies like His Security & Technology use Google Ads to drive more high-quality leads for both residential and commercial systems. From website redesigns to paid search, display ad targeting and full lead tracking, we help businesses get results.
Want to see how we can help your alarm service business grow? Contact our team today for a free proposal!
