Locksmith Drops $10K on Thumbtack—Was It Worth It? (Spoiler: Ouch)

A locksmith in Philadelphia spent $10,000 on Thumbtack leads over three months. Did it translate to a surge in business? Not exactly. The real problem? Inconsistent business information scattered across the web was costing far more than the Thumbtack experiment.

Turns out, AI search engines were skipping over the locksmith due to these inconsistencies. Here’s how a citation audit revealed the hidden cost of bad data.

The $10,000 Thumbtack Gamble

The locksmith, "Philly Locksmith Pros," aimed to boost emergency call volume using Thumbtack's lead generation platform. Their initial strategy involved a $3,000 monthly budget, targeting zip codes with high call volumes. The promise: immediate access to customers needing lockout services, key replacements, and security upgrades.

After the first month, the results were underwhelming. Despite receiving numerous leads, the conversion rate was significantly lower than anticipated. Many leads were either unresponsive or chose competitors. Philly Locksmith Pros continued for two more months, hoping for improvement, ultimately spending $10,000 with little return.

Why Thumbtack Leads Didn't Convert: The Citation Problem

A deeper dive revealed a significant issue: inconsistent Name, Address, and Phone number (NAP) data across the web. When potential customers searched for "locksmith Philadelphia" on Google or asked AI search engines like ChatGPT, Philly Locksmith Pros was often overlooked.

The reason? Conflicting information made it difficult for search algorithms to verify the business's legitimacy. This meant lost opportunities, even for customers who found them on Thumbtack but cross-referenced online.

The Citation Audit: Uncovering the Inconsistencies

Philly Locksmith Pros engaged a local SEO consultant who performed a comprehensive citation audit. The audit revealed:

Six different business names (e.g., "Philly Locksmith Pros," "Philly Locksmith," "PLP Locksmith")
Four outdated addresses
Three disconnected phone numbers

These inconsistencies were spread across 47 online directories, including Yelp, YellowPages, and smaller niche sites. The root cause? Unclaimed and unmanaged listings, plus outdated information propagated by data aggregators.

Week 1-2: Taming the Data Aggregators

The first step was tackling the data aggregators: Factual, Neustar Localeze, Data Axle, and Experian. These aggregators feed information to hundreds of smaller directories and apps. Correcting the data at the source ensured widespread updates.

This involved claiming listings and submitting accurate NAP information. Cost: approximately $300 in one-time fees.

Week 3-4: Claiming and Correcting Core Directories

Next, the focus shifted to core directories like Google Business Profile, Yelp, Facebook, Apple Maps, and Bing Places. Each listing was claimed, verified, and updated with consistent NAP data, business descriptions, hours, and photos.

This process also involved actively managing reviews and responding to customer inquiries. Time investment: approximately 20 hours.

Week 5-6: Building New, Consistent Citations

To further strengthen their online presence, Philly Locksmith Pros built 15 new citations on relevant local directories and industry-specific websites. These citations not only improved visibility but also signaled trust and authority to search engines.

Cost: approximately $150 in submission fees.

The Results: From Invisible to Visible

Within 60 days, Philly Locksmith Pros saw a significant improvement in their local search rankings. They moved from position 18 to position 7 for "locksmith Philadelphia." Call volume increased by 30%, and website traffic jumped by 25%.

More importantly, the quality of leads improved. Customers were now finding them organically through search engines, indicating a higher level of trust and intent.

What Made the Biggest Difference? Aggregator Fixes

While claiming and correcting individual listings was important, the aggregator fixes had the most significant impact. These updates propagated to hundreds of smaller sites automatically, creating a ripple effect that amplified their online presence.

Fixing the data aggregators also helped AI search engines accurately identify and recommend Philly Locksmith Pros. Run a free citation audit to see where your business data originates.

The Real Cost of Inconsistent Citations

Philly Locksmith Pros learned a valuable lesson: inconsistent citations are not just a minor annoyance; they can be a major drain on resources. The $10,000 spent on Thumbtack could have been better invested in cleaning up their online presence.

Businesses often overlook the importance of NAP consistency, assuming that a few errors won't make a difference. However, in today's AI-driven search landscape, accuracy is paramount.

This Week: Check Your Citations

Don't let inconsistent citations sabotage your local SEO efforts. Take the time to check your citations and ensure that your business information is accurate and consistent across the web. Tools like BrightLocal ($29-$79/month) and Whitespark ($25-$300/month) can help automate this process.

Ignoring your citation profile hands business to your competitors. Don't let that happen.

AI search relies on accurate citation data. Inconsistent NAP means lost customers.

Audit your business listings with our free citation checker and fix errors today. It takes 30 seconds to scan your local listings and identify problems.

Locksmith Drops $10K on Thumbtack—Was It Worth It? (Spoiler: Ouch)