Why This Case Study Is Different
Justin from Just In Time Locksmith is the reason ROILevel exists.
He wasn't a client that came through an ad or a cold pitch. He was someone Tatiano wanted to help — a locksmith doing honest work in Albuquerque who was losing calls to competitors who ranked better on Google despite doing worse work. Tatiano had just spent years building and operating a mobile mechanic service in Austin. He understood what it took to make a service business findable, and he wanted Justin to have the same thing.
He learned every skill Justin's business needed. He went on jobs — late nights, 2am lockouts — to understand the work from the inside. To see the competition firsthand. To understand what it actually felt like to be the person waiting on a call that went to someone else.
Then he built Justin a system. The results below came from that work. And when the calls started coming in, Justin introduced Tatiano to other locksmiths, who introduced him to tow companies, plumbers, pest control operators, and eventually a full roster of local service businesses. Every one of them a referral. Every one of them starting from what happened to Justin.
Justin still runs Just In Time Locksmith. That's what this is all about.
The Situation
Just In Time Locksmith had an underperforming Google Business Profile. They were appearing in some local searches, but the profile was incomplete, rarely updated, and had very few reviews relative to competitors. The result: 30 or fewer monthly GBP interactions — a number that reflected exactly where their visibility stood.
In the locksmith space, GBP interactions are a direct proxy for inbound calls. A locksmith at 30 interactions per month is getting a fraction of the market a well-optimized competitor captures. The gap between 30 and 230 interactions per month is the difference between a side hustle and a full-time business.
What We Did
GBP Audit and Optimization
We started with a comprehensive GBP audit: categories, services, attributes, hours, photos, and Q&A. We found the profile was using sub-optimal categories, had no regular posts, and had not been updated with photos in over a year.
We corrected the primary and secondary categories to better match the searches their target customers were making. We added a full services section with accurate descriptions and pricing ranges where relevant. We uploaded a batch of new photos and implemented a regular posting schedule — at least one GBP post per week covering promotions, services, tips, and local information.
Review Building
We implemented a post-job review request sequence: a text message sent to customers within 24 hours of job completion, with a direct link to the Google review form. This immediately began building the review velocity that signals to Google that the business is active and trusted.
Q&A Management
The Q&A section on their GBP was empty. We populated it with the questions customers most frequently ask — pricing, service area, response time, services offered — with thorough answers. This section surfaces in Google Search results and helps customers decide to call before they've even visited the website.
The Results
Within 90 days, Just In Time Locksmith's Google Business Profile interactions grew from approximately 30 per month to 230 per month — a 7.5× increase. In a single month at peak, the profile generated 99 calls, 69 direction requests, and 52 website clicks — all documented in GBP Insights data.
The pattern here is consistent with what we've seen across other GBP optimization engagements: the majority of the gains come in the first 60–90 days as Google processes the profile improvements and begins surfacing the listing more prominently in local pack results.
