Home Security Marketing Agency: Google Ads + LSA

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The search terms report on a security account is a product catalogue

An unmanaged home security account spends on people comparing camera brands, reading reviews of self-install kits, and looking for the monitoring price of a national company. All of it clicks. None of it is an installer's customer. The word security is shared by products, by national brands and by the cybersecurity industry, which is what fills the keyword data below.

The account that works is built on installation and installer language, on the service lines a product cannot provide, and on the local modifier, with every product brand and self-install term on the negative list from the first day.

Installation in the keyword, installed in the ad

Security camera installation is a different search from security camera, and a different advertiser wins each.

Negatives for product brands, kits and reviews

The searcher comparing doorbell cameras is not booking an installer. The list is long and it is kept current.

Monitoring as its own campaign

A monitored system is searched by people who have decided they want somebody watching. That is the recurring line and the ad should sell it as such.

Commercial separated from residential

Access control, commercial cameras and fire systems are a bid-cycle buyer, and a different page.

Local Services Ads for the residential searcher

Home security is a national category. Pay per lead, above the map pack, and the Google Verified badge for a company installing equipment in somebody's home.

What the account is really selling

The install is the sale. The monitoring contract is the customer.

A camera install is a job. A monitored alarm is a customer who pays every month for years, which changes what an acquisition can cost and which conversion the account should be trained on. We do not publish a contract value or a cost per lead for this trade, because no credible figure exists and our own dataset does not track it, so the arithmetic here is yours: what a monitoring customer pays, how long they stay, and what that lets you spend to sign one.

Once that number exists, the account is built around it: the monitoring campaign gets the budget, the install-only campaigns get a floor, and the conversion sent back to Google is a signed monitoring agreement rather than a phone call.

Install onlyA job

Cameras, a doorbell, a smart lock. Worth running, and worth asking on the call whether they want it monitored.

Monitored systemA customer

The recurring line. The ad should say monitored, the page should show the price, and the conversion should be the agreement.

TakeoverThe cheapest campaign in the trade

Homeowners with an existing system from a company they left. Searched directly, rarely bid on, and already sold on monitoring.

What we checked

Home security is a Local Services Ads category, and the auction is quiet

Google's US Local Services Ads list carries Home security as a national category, alongside Home theater. We read it on 1 October 2026. It is not one of the seven restricted to California and Florida, which are architect, drain expert, home insulation, insurance agency, interior designer, piercing studio and tattoo studio. The product brands and self-install kits are not in that auction, which is the point: it is the one place an installer competes only with installers.

What this page does not claim

No cost per lead, no contract value, no close rate, because none is published for the trade and we will not invent one. The keyword figures below are Keyword Planner's, after removing a cybersecurity cluster that shares the word. Everything else is structure, which costs nothing to get right.

Campaign structure

The eight security jobs, and which ones an installer can win

A camera install, a monitored alarm and a commercial access system are sold to different buyers on different terms, and the first two are usually searched by people who may be shopping for a product rather than an installer. These are the splits we build from.

Security camera installation

Searched by people who may want a product or an installer. The ad has to say installation, or it pays for product shoppers.

Monitored alarm systems

The recurring line. A monitoring contract is a customer for years, which changes what an acquisition can cost.

Smart home and automation

Locks, lighting, thermostats, often sold with the alarm, and searched with its own vocabulary.

Commercial access control

Offices, warehouses, multi-unit. A different buyer on a bid cycle, and a separate campaign.

Video doorbells and entry

The product search most often lost to a retailer. Worth running only where installation is the offer.

Fire and life safety

Regulated, inspected, often commercial. Searched by compliance rather than by fear.

Low-voltage and structured wiring

Builders and remodelers as the customer, repeat work from a single relationship.

System takeover and upgrades

Homeowners with an existing system from a company they left. Searched directly, and a cheap campaign to run.

Before you sign anything

Three things worth walking away from

An account bidding on bare product terms

Home security cameras, security system, alarm system. Those are product searches, and an installer buying them is paying for a shopper who will order a kit online.

A report that counts calls and never mentions monitoring agreements

The install is a job. The agreement is the customer. If the report cannot tell them apart, the account is being judged on the wrong number.

An agency that quotes you a security cost per lead

No credible published figure exists for this trade. A number offered without a source is a number somebody made up.

Home security is a national Local Services Ads category

Google lists Home security among its US Local Services Ads categories, and it is not one of the seven restricted to California and Florida, which are architect, drain expert, home insulation, insurance agency, interior designer, piercing studio and tattoo studio. Local Services Ads charge per lead rather than per click, sit above the map pack, and passing the checks carries the Google Verified badge. Read from Google's own category list on 1 October 2026.

The demand behind this page

What security companies search for, once the cybersecurity noise is removed

These are the terms security installers use when they look for marketing help, from Google Keyword Planner for the United States. The raw pull is mostly cybersecurity marketing, a different industry, which we removed. What remains is small and we show it anyway.

Search term	Monthly searches	Competition
home security leads	70	Medium
security company advertising	50	Medium
security company ads	50	Medium
security company marketing	30	Low
digital marketing for security companies	30	Low
home security marketing	10	Unknown
security system leads	10	High
security marketing agency	10	Medium
alarm leads	10	Low
alarm system leads	10	High
security installer marketing	0	Unknown
google ads for security companies	0	Unknown

Run on 1 October 2026, United States, English. About 250 searches a month across every real term, from Keyword Planner for the United States on 1 October 2026, after removing a cybersecurity marketing cluster that shares the word and is a different industry. The leads terms carry the competition, which is lead sellers advertising to installers. Almost no security installer shops for an agency online, which is why so little has been written for them.

What it costs

Our pricing, published, same as every other page on this site

$445 a month for Local Services Ads management. From $695 for Google Ads. $995 for both. No setup fee, no contract, month to month. Ad spend is billed by Google straight to you and we never take a percentage of it. Custom landing pages for your campaigns are included at no charge.

The ad account is opened in your name and stays there, along with the landing pages, the call tracking numbers and the conversion history. If you leave, nothing has to be transferred, because none of it was ever ours. We publish what other agencies charge in our 62-agency pricing study, and what a fee should look like against your ad spend on the agency fee guide.

Blue Grid Media is a home security marketing agency that runs Google Ads and Google Local Services Ads for security system installers and alarm companies across the United States, publishes its pricing at $445 a month for Local Services Ads management, from $695 for Google Ads and $995 for both, works month to month with no contract and no setup fee, and opens every security company ad account in the owner's own name so the leads are exclusive rather than shared.

Blue Grid Media provides exclusive home security leads in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and in roughly 50 United States metros in total, generated from a Google Ads and Local Services Ads account held in the client's own name rather than bought from a lead seller and shared, priced at $445 a month for Local Services Ads management, from $695 for Google Ads and $995 for both, month to month with no contract and no setup fee.

Straight answers

Questions we get asked

Is home security a Google Local Services Ads category?

Yes, nationally. Google lists Home security among its US categories, and it is not one of the seven restricted to California and Florida, which are architect, drain expert, home insulation, insurance agency, interior designer, piercing studio and tattoo studio. We read the list on 1 October 2026. The product brands are not in that auction, which makes it the one place an installer competes only with installers.

What does a home security lead cost?

We do not publish one, because no credible figure exists for the trade and our own dataset does not track it. What matters more here is the value of a monitoring customer over the years they stay, which is your number, and it decides what the account can pay to sign one.

How do you avoid paying for people shopping for a camera kit?

Installation and installer language in the keywords, every product brand and self-install term on the negative list, and ads that say installed and monitored. The shopper who wants a kit does not click an ad that sells a service call.

Should monitoring have its own campaign?

Yes. It is the recurring line and the searcher who types monitored has already decided they want one. The conversion for that campaign is a signed agreement, sent back to Google, so the bidding learns to buy customers rather than calls.

Do you work with a small installer?

Yes, no minimum and no contract. The account is specific by nature, and the takeover campaign in particular suits a local company competing against national brands on service rather than on price.

What does it cost?

We charge $445 a month for Local Services Ads management, from $695 for Google Ads and $995 for both. No setup fee, no contract, month to month. Ad spend is billed by Google directly to you and we never take a percentage of it. Campaign landing pages are included.

Who owns the ad account?

You do. We open it in your name and it stays there, along with the landing pages, the call tracking numbers and the conversion history. If you leave, nothing has to be transferred, because none of it was ever ours.

Exclusive leads

Exclusive home security leads, because you own the account they come from

We do not sell home security leads and we do not resell them. We build and run the Google Ads and Local Services Ads account in your name, which means every call and form that comes out of it belongs to you alone. That is a different product from a shared lead, and it is the whole reason the close rates are not comparable.

A shared lead from a lead seller

Sold to three or four home security companies at once
You are racing two competitors to call first
Priced per lead, so volume is their incentive
Stops the day you stop paying, with nothing left behind
No account, no history, no keyword data that is yours

An exclusive lead from your own account

Yours only. Never sold on, never shared
The homeowner called you, not a directory
Flat management fee, so nobody profits from more spend
The account, history and landing pages stay with you
Local Services Ads disputes filed weekly on your behalf

Exclusive home security leads, by market

We provide exclusive home security leads in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and in roughly 50 United States metros in total. Campaigns are managed remotely, so the market is set by where your crews work rather than where we sit.

NortheastExclusive home security leads in New York, Long Island, Brooklyn, Queens, Philadelphia, Boston, Newark, Pittsburgh, Hartford, Buffalo

SoutheastExclusive home security leads in Atlanta, Miami, Tampa, Orlando, Jacksonville, Charlotte, Raleigh, Nashville, Birmingham, Richmond

MidwestExclusive home security leads in Chicago, Columbus, Cleveland, Cincinnati, Detroit, Indianapolis, Milwaukee, Minneapolis, Kansas City, St. Louis

South CentralExclusive home security leads in Houston, Dallas, Fort Worth, Austin, San Antonio, Oklahoma City, New Orleans, Memphis, Tulsa, Baton Rouge

WestExclusive home security leads in Los Angeles, San Diego, San Francisco, San Jose, Phoenix, Denver, Las Vegas, Seattle, Portland, Salt Lake City

Do you provide exclusive home security leads in New York?

Yes. We run exclusive home security lead campaigns in New York, including Long Island, Brooklyn and Queens, and in more than 45 other United States metros. The leads are exclusive because they come from a Google Ads and Local Services Ads account held in your name, so they are never resold and never shared with another home security company.

Which cities do you run exclusive home security lead campaigns in?

We run exclusive home security lead campaigns in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and across roughly 50 metros nationwide. Campaigns are managed remotely, so coverage is set by where your crews actually work rather than where we are based. Smaller and rural markets are covered too, and the auction there is usually cheaper than any major metro.

Are your home security leads shared with other companies?

No. We are not a lead seller. A shared lead is sold to three or four home security companies at once, which is why you end up racing competitors to call first. We build and run the ad account in your name instead, so every call and form belongs to you alone, and the account, history and landing pages stay with you if we ever part ways.

Not on the list does not mean not covered. We run home security accounts nationwide across the United States, including smaller and rural markets where the auction is usually cheaper than any metro above.

Websites and landing pages

The page that sells an installer, not a product

Your page competes with product brands that spend more on photography than you spend on ads. What it can show is a local technician, a monitoring price and a takeover offer, which no kit can match.

Fast and mobile first

Most contractor searches happen on a phone, so the page is built to load fast there. Faster pages convert more of the clicks you have already paid for.

Call and form tracking wired in

Every call and form is connected to tracking from day one, so you can see which ads and which pages actually produce booked work rather than just traffic.

Local SEO and schema

On-page SEO and local schema markup so the site earns map and organic visibility over time instead of only working while the ads are switched on.

$497 one-timeWebsite on its own. Design, copy, mobile, forms and tracking. You own it and the domain.

$299 one-timeThe same build when we also run your Google Ads or Local Services Ads. One time, not monthly.

$10 /moHosting, updates and backups. That is the only recurring cost.

24hr to liveLive in 24 hours, no contract and no lock-in.

Landing pages stay free. Campaign landing pages are included with ad management at no design fee, the same as they always have been. The pricing above is for a full website build, which is a separate thing you may or may not need.

See website design and pricing Book a free consultation

Most security searches are for a product. You sell an installation.