The Hidden Economics of Locksmith Leads

The board price is not the cost. A $40 exclusive still eats the night if the customer already called two other vans, the lock was a dealer part, or they cancelled while you were on the 405.

Count completed jobs, not purchased leads. Take last month's lead spend, subtract the nights you drove and got nothing, then divide by jobs you actually collected on. That number is what advertising has to beat — Google, a truck wrap, or a neighbor who already has your card.

Chargebacks and “the other guy got there first” sit after the lead fee. If three shops bought the same name, you paid to lose a race. LockUnlocked does not sell that name to a list. A request goes to locksmiths who cover the ZIP. You call, you set the price, the customer pays you.

For paid-search math and how shops waste budget on broad “locksmith near me” terms, use the longer write-up: why advertising costs crush independent locksmiths.