The Data Speaks: Why Non-Branded Search is Lockly’s Next Big Win

Disclaimer: The data and insights shared in this article are based on publicly available information and are used here for illustrative purposes to discuss potential marketing strategies.

-

Lockly team, it’s time to talk about the opportunities hiding in plain sight.

Lockly is already redefining the home security space with your cutting-edge smart locks and keyless entry systems. Your innovative products make security smarter, easier, and more convenient. But while you're locking in loyal customers, competitors might be unlocking a larger audience by targeting them earlier in the customer journey.

It comes down to one thing: Search Campaign Integration.

Competitors are using non-branded search queries like “best smart locks” or “home security systems” to dominate the early stages of the funnel. This gap in Lockly’s non-branded strategy presents a golden opportunity to expand reach, capture new audiences, and own the conversation in both branded and non-branded searches.

Let’s look at the data and how we can help Lockly own this space.

The Opportunity in Non-Branded Search

Here’s what the numbers tell us: non-branded search is where the action is.

Over the past five years, non-branded traffic—the “green section” in the data—has grown steadily. What started as a smaller piece of the puzzle is now a major driver of traffic, with a sharp rise over the last two years. Meanwhile, branded traffic—the “white section”—has stayed steady. This shows that Lockly’s branded campaigns are reliable and consistent, but they’re not where growth is happening.

Non-branded searches like “smart locks” or “keyless entry systems” are where undecided customers start their journey. Competitors are showing up first, grabbing their attention, and planting the seeds that lead to conversions.

Why This Matters:

This is Lockly’s chance to reach people before they even know they need you. By showing up in non-branded searches, you can guide customers from “What’s the best smart lock?” to “I need a Lockly smart lock.” Non-branded search isn’t just growing—it’s where the customer journey begins, and it’s time to take the lead.

How We’ll Help Lockly Capture This Opportunity

Let’s talk about how Lockly can take charge of this opportunity and own both branded and non-branded searches.

Audit and Analyze

First, we’ll dig deep into your current search campaigns. Think of it as a health check for your strategy. We’ll find out what’s working, what’s not, and where the big opportunities are hiding. This includes spotting gaps in non-branded keywords and figuring out where competitors might be getting the edge. By the end, we’ll have a clear plan to position Lockly for maximum impact.

Target High-Impact Keywords

Next, we’ll focus on high-value keywords. Terms like “best smart locks” and “keyless entry systems” are prime real estate in non-branded searches. We’ll design campaigns that ensure Lockly is the first name customers see when they start their search.

Create Seamless Ad Experiences

No one likes clicking on an ad and feeling lost. We’ll make sure Lockly’s ads and landing pages work together perfectly. Every click will lead to a page that feels like a natural next step, helping customers trust your brand and take action. Plus, we’ll highlight what makes Lockly stand out—like your cutting-edge tech and real customer success stories.

Monitor Competitors and Optimize

Your competitors are always moving, and we’ll make sure you stay ahead. We’ll keep a close eye on their activity, tweaking your bidding strategies to outsmart them at every turn. Plus, A/B testing will help us fine-tune your campaigns so we’re always getting the best results. Winning campaigns? We’ll scale them up. The rest? We’ll keep optimizing until they’re just as strong.

Deliver Transparent Reporting

We believe in keeping things simple and clear. You’ll get regular reports that show exactly how your campaigns are performing—metrics like CPC, conversions, and ROI. These insights won’t just tell you what’s working; they’ll guide us in shaping your next steps for even bigger wins.

The Results You Can Expect

When we put this strategy into action, Lockly can expect to see big wins across the board. Here’s what success will look like:

Greater Reach

You’ll show up where it matters most: in non-branded searches like “best smart locks” and “keyless entry systems.” This means thousands of new potential customers discovering Lockly for the first time. Expect a noticeable boost in site traffic as you capture audiences who may have been leaning toward competitors.

Higher ROI

With better-optimized campaigns, your ad spend will work harder for you. Think lower costs per click (up to 20% less) and higher conversion rates. For example, ads targeting “keyless entry systems” could start seeing a click-through rate improvement of 15–25% within just a few months.

Stronger Brand Presence

Whether people search for “smart locks” or your name directly, Lockly will show up as the top choice. Owning both branded and non-branded searches puts you in front of customers at every stage of their decision-making process, reinforcing your reputation as a smart lock leader.

Actionable Insights

Every campaign will give you more than just results—it’ll give you clarity. You’ll know which keywords drive sales, what landing pages convert best, and how customers interact with your ads. These insights will let us tweak and fine-tune your campaigns for even bigger wins.

Stronger Competitive Position

Competitors currently dominating non-branded searches? We’ll flip the script. By showing up earlier in the customer journey, Lockly will start owning those spots, replacing competitor ads and becoming the go-to name for smart home security.

Ready to Take the Lead?

This is your moment. Non-branded search is growing fast, and Lockly is perfectly positioned to own it. Let’s work together to expand your reach, connect with new customers, and make Lockly the name people trust for smart home security.

We’re ready when you are. Let’s make it happen!

Danesh Perera Jamie Leung