Regal Google and H1 2026 Performance Review

Confidential · Prepared exclusively for Regal Products · Not for distribution

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01 / 17

Agenda

01

Performance

H1 scorecard, latest-week momentum, and year-over-year efficiency

02

Evolution

Five years of account learning

03

Quality

Search intent, paid bulk proof, and CallRail

04

Next

H2 priorities, technical SEO audit, and institutional landing page

Confidential · Prepared exclusively for Regal Products · Not for distribution

03 / 17

Google Ads generated 4.5k site visits, 400 confirmed calls, and 360 Amazon clickouts in H126

TAKEAWAYThe mix shifted toward phone activity, while Amazon clickouts remained a meaningful part of the modeled return.
What we spent$12,525Google Ads media
What we showed72,286Impressions
What we got400 calls146 ≥60 sec · 360 Amazon clickouts
Modeled revenue$222,40017.8× spend · scenario
Amazon clickouts−25.1% YoY

482361

H1 2025 H1 2026
Primary phone actions5.4× YoY

55298

H1 2025 H1 2026

Modeled revenue composition

146 calls ≥60 sec × 40% conversion × $3,500$204,400
360 Amazon clickouts × $50$18,000
~1,675% estimated ROI17.8×revenue / spend

Planning model: 40% of the 146 calls lasting at least 60 seconds convert at a $3,500 average order, plus $50 per Amazon clickout. This is estimated revenue, not booked revenue. Conversion definitions changed, so the YoY mix is directional.

Sources & methodology

Google Ads · Jan 1–Jun 30, 2026 account export and conversion-action reconciliation

Confidential · Prepared exclusively for Regal Products · Not for distribution

04 / 17

More spend produced disproportionately more action and a lower tracked cost per action

TAKEAWAYH1 efficiency improved: tracked actions rose 22.53% while cost per tracked action fell 9.28%.
  • Ad spend +$1,257.75
  • Tracked actions +120.99
  • Action rate 12.96% → 14.92%
  • Cost per tracked action $20.98 → $19.03
Tracked actionsCalls, clickouts, and other account goals counted by Google Ads
Tracked action rateThe percentage of clicks that produced a tracked action
Cost per tracked actionAd spend divided by tracked actions
Sources & methodology

Google Ads · H1 2026 compared with H1 2025; displayed values rounded to two decimals

Confidential · Prepared exclusively for Regal Products · Not for distribution

05 / 17

Last week delivered 30% more tracked action on 8% less spend

TAKEAWAYGoogle confirms 19 received calls, including seven lasting at least 60 seconds.
Ad spend$499Down 8.44% from the prior week
Tracked actions26Up 30.01% from the prior week
Action rate21.67%Up 36.52% from the prior week
Cost per action$19.20Down 29.57% from the prior week

Where the 19 calls came from

Core1578.95%
Gun Case315.79%
B2B Institutional15.26%
Who were the callers?Unavailable for the exact week

Google provides campaign and duration, but not the caller’s organization, request, qualification, quote, or revenue outcome. Restored CallRail access is required to identify who called.

Google recorded three more calls than the prior week, while calls lasting at least 60 seconds declined from nine to seven. Seven-day results are an early signal, not a final trend.

Sources & methodology

Google Ads · Call-detail export for July 15 to 21, 2026; CallRail was unavailable for caller and transcript verification

Confidential · Prepared exclusively for Regal Products · Not for distribution

06 / 17

Regal appeared above Amazon for a high-intent California compliance search

TAKEAWAYThe new institutional ad is earning prominent placement for the kind of DOJ-approved product query Regal wants to own.
Google mobile search result for california approved doj firearm safety devices, showing Unlock Regal above Amazon
Search shown“california approved doj firearm safety devices”
Captured position01First sponsored resultDisplayed above Amazon
Institutional message in marketOrder DOJ-Listed Devices · California Lock Experts · DOJ List Manufacturer

Mobile Google result captured July 24, 2026. Ad position can vary by user, location, device, and auction.

Sources & methodology

Google mobile search · Observed sponsored result for “california approved doj firearm safety devices,” captured July 24, 2026

Confidential · Prepared exclusively for Regal Products · Not for distribution

07 / 17

Regal earns more clicks and more value per click than 5 years ago

TAKEAWAYSpend expanded as relevance improved: the share of ad views that became clicks grew from 2.11% to 7.24%, and the share of clicks that produced a tracked action grew from 7.81% to 15.75%.
Ad click rate
2.11%FY222.35%FY234.38%FY247.28%FY257.24%FY26
Tracked action rate
7.81%FY229.60%FY2313.20%FY2413.02%FY2515.75%FY26
Ad click rateThe percentage of ad views that became clicks
Tracked action rateThe percentage of clicks that produced a tracked action
Tracked phone activityPrimary phone actionsReceived calls ≥60 sec
12FY2200FY235220FY2411849FY25465237FY26
$91,795 five-year spend47,501 five-year clicks
Sources & methodology

Google Ads · Five equal Jul–Jun reporting periods; conversion definitions changed over time

Confidential · Prepared exclusively for Regal Products · Not for distribution

08 / 17

Recent calls show the types of institutional leads Regal can attract

TAKEAWAYHealthcare, suicide-prevention, and veterans-services programs are contacting Regal about bulk quantities, customization, and program-specific delivery needs.
CallRailCall tracking evidence
Lead type01

Healthcare system

1,000 gun locks

Community health-fair distribution

A rural Texas hospital requested pricing for generic and custom-branded 15-inch cable locks for a community health fair.

Bulk quantityCustom brandingCommunity program
Lead type02

Suicide-prevention program

1,000 custom locks

Customized community distribution

A Virginia community-services organization requested custom color, organization branding, and optional 988 messaging.

Custom colorOrganization logo988 messaging
Lead type03

Veterans-services program

600 red cable locks

Rush safety-program procurement

A state procurement partner requested rapid pricing and fulfillment for a veterans-services safety program.

State programRush timelineColor requirement
Sources & methodology

CallRail · Recent recorded-call transcript review of institutional inquiry types and requested quantities

Confidential · Prepared exclusively for Regal Products · Not for distribution

09 / 17

Core and mobile ad calls drove the phone surge, and call-level records confirm it was not only a tracking change

TAKEAWAYCore produced 93% of incremental raw call records, while received and longer-call counts increased alongside tracked phone actions.
Primary phone actions3.9×

118→465

FY25 FY26 · Tracked conversion actions
Received call records4.5×

140→626

FY25 FY26 · Independent Google call details
Received calls ≥60 sec4.8×

49→237

FY25 FY26 · Duration screen, not qualification

Where raw call growth occurred

FSDC Core
113 → 612+499
FSDC Gun Case
94 → 125+31
B2B Institutional
0 → 5+5

What created the +347 primary actions

Calls from Ads+32593.7%
Calls From Google Ads+195.5%
Website phone calls+20.6%
Other primary call action+10.3%
95.7%of FY26 primary phone actions came from mobile
710 / 742raw call rows were displayed in ads, not on landing pages
Oct 2025the sustained step-up began before the B2B launch

The H1 comparison confirms the same pattern: primary phone actions rose 55 → 298, received calls 70 → 399, and calls ≥60 seconds 34 → 146.

Multiple similarly named primary call actions remain enabled, so 465 is not a deduplicated qualified-lead count. CallRail covers a partial website-call universe and is used for quality, not full-volume reconciliation.

Sources & methodology

Google Ads · FY25 and FY26 conversion-action, campaign, device, and call-detail reconciliation

CallRail · H1 quality audit used to distinguish duration from qualified demand

Confidential · Prepared exclusively for Regal Products · Not for distribution

10 / 17

We’re carefully shifting from product-led volume to institutional demand searches

TAKEAWAYProtect retail and compliance volume while deliberately expanding into bulk, program, distributor, and agency language.
Google mobile search for oem gun lock manufacturer, showing Unlock Regal as the first sponsored result and FSDC Regal Products in the AI Overview
“oem gun lock manufacturer”
First sponsored resultNamed in AI Overview

Current volume

gun cable lock

gun lock box

lock box for guns

best gun lock

Compliance adjacency

DOJ approved gun lock

DOJ approved firearm safety device

California approved firearm safety device

CA SB 53

Institutional signals

bulk trigger locks

gun lock program

Next expansion

FFL gun locks

OEM gun lock manufacturer

police department gun locks

gun lock distributor

custom branded gun locks

Sources & methodology

Google Ads · H1 search-term export; expansion terms are recommendations, not observed demand

Google mobile search · Sponsored result and AI Overview for “oem gun lock manufacturer,” captured July 24, 2026

Confidential · Prepared exclusively for Regal Products · Not for distribution

11 / 17

Rebuilt one broad search effort into five institutional buying paths with tighter query control

TAKEAWAYThe new architecture separates compliance, dealer, bulk, custom, and public-program demand so each buyer can see a more relevant message and landing experience.
01
CA DOJ compliance

DOJ approved firearm safety device

CA DOJ approved gun lock

02
FFL and dealer

FFL gun locks

gun locks for gun stores

03
Wholesale and bulk

bulk gun locks

wholesale gun locks

04
OEM and custom

gun lock manufacturer

custom gun locks

05
Government and programs

gun locks for safety programs

Institutional search themes already appearing

  • bulk trigger locks
  • military surplus gun locker
  • military gun lockers
  • trigger locks bulk

Why the new structure is better

Buyer-specific ad groups improve message relevancePhrase and exact controls reduce ambiguous matchingUnlock Regal provides a dedicated institutional destinationNegative themes filter support, free, off-brand, and consumer-accessory demand
Sources & methodology

Google Ads · Institutional campaign architecture, March 12 launch, and May 14 signal reset

Confidential · Prepared exclusively for Regal Products · Not for distribution

12 / 17

The new ad speaks directly to compliance and bulk buyers, but Ad Rank still limits visibility on priority searches

TAKEAWAYThe architecture and message fit are in place. The next gains come from stronger ad rank, tighter landing-page relevance, and qualified-call feedback.

Institutionally aligned ad now in market

Sponsoredwww.unlockregal.com

CA DOJ Approved Gun Locks | On the DOJ Approved List | California Compliant Locks

FSDC gun locks are on the CA DOJ approved list. Wholesale pricing available. CA DOJ compliant gun safety devices in bulk. Cable locks, trigger locks, cases.

Most-shown B2B ad · last 30 days960 impressions79 clicks8.23% CTR

What the live visibility checks showed

bulk gun locksNot visible

Matched two keywords across the B2B and Core campaigns, but the national desktop preview did not show a Regal ad

DOJ approved firearm safety deviceLow Ad Rank

Matched the CA DOJ Compliance B2B exact keyword, but Google reported insufficient Ad Rank

Prescriptive next moves

  1. 1Improve expected CTR with tighter RSA variants
  2. 2Align each ad group to a dedicated landing section
  3. 3Protect high-intent exact terms with query negatives
  4. 4Feed qualified calls and revenue into bidding
Sources & methodology

Google Ads · Signed-in Ad Preview and Diagnosis plus B2B most-shown ad card, observed July 12, 2026

Confidential · Prepared exclusively for Regal Products · Not for distribution

13 / 17

A buyer-specific purchase page would turn institutional search intent into clearer quote requests

TAKEAWAYGive municipalities, healthcare systems, suicide-prevention programs, public-safety teams, and community organizations a direct path to the right product, quantity, and quote.
unlockregal.com/institutionalConcept only · not live
Regal Products
Institutional firearm safety programs

Bulk firearm safety devices for public health and community programs

Source compliant locks, customize program materials, and coordinate quantities, pricing, and delivery with one institutional team.

01

Custom cable gun locks

Program-ready bulk quantities with customization options

02

DOJ-approved safety devices

Compliance-focused options for agencies and distributors

03

Program kits and fulfillment

Quote, quantity, timing, and delivery planning in one request

Simple institutional purchase path

1Choose product type

2Enter quantity and customization

3Request pricing and delivery timing

Buyer needs documented in recent calls

Local health departmentCustom cable locks1,000-unit quote discussion
Regional medical centerCommunity distribution1,000-unit quote discussion
Veterans services programSafety program supply600-unit quote discussion

Landing-page mockup for review only. Buyer examples reflect recorded inquiry and quote conversations, not confirmed purchases or booked revenue.

Sources & methodology

CallRail · Recent health-department, hospital, and veterans-services inquiry evidence

Google Ads · Institutional search themes and ad-message alignment

Confidential · Prepared exclusively for Regal Products · Not for distribution

14 / 17

Regal is already receiving AI referral traffic but is not consistently represented in category answers

TAKEAWAYThis is an entity-and-evidence problem: AI systems need clearer products, institutional authority, and third-party corroboration.
Tracked AI sessions138 ChatGPT · 5 Gemini
Key events1From tracked AI sessions
Organic sessions YoY−38.8%A broader discoverability pressure

“Category answers are a distribution surface. Regal needs a stronger evidence graph to earn inclusion.”

ChatGPT result listing firearm safety device companies without Regal among the visible companies
One observed ChatGPT answer for “best firearm safety device company” omitted Regal. This is a point-in-time example, not a universal rank benchmark.
Sources & methodology

GA4 + observed ChatGPT result · H1 AI referral traffic and supplied July 2026 screenshot

Confidential · Prepared exclusively for Regal Products · Not for distribution

15 / 17

Start with a technical SEO and AI discoverability audit across Regal, FSDC, and Unlock Regal

TAKEAWAYJay Street will turn technical gaps, content gaps, AI citations, and measurement needs into an implementation-ready roadmap.
01

Technical health

  • Crawl and indexation
  • Redirects, canonicals, and broken links
  • Mobile speed and rendering
  • Sitemaps and structured data
02

AI discoverability

  • Test ChatGPT, Claude, and Gemini prompts
  • Map cited sources and represented competitors
  • Clarify the Regal, FSDC, and Unlock Regal relationship
  • Create machine-readable product and institutional proof
03

Measurement

  • Set GA4 and Search Console baselines
  • Track AI referrals and qualified actions
  • Create a repeatable share-of-answer benchmark
  • Measure mentions, citations, and landing-page engagement
04

Prioritized roadmap

  • Rank issues by revenue impact and effort
  • Specify page, content, and schema changes
  • Define owners, timing, and QA
  • Deliver an implementation-ready plan

What Regal receives

Technical findingsAI visibility benchmarkContent and entity mapPrioritized 90-day roadmap

Proposed Jay Street scope: one-time audit, benchmark, roadmap, and implementation plan

Sources & methodology

Observed site path · The institutional CTA routes through the legacy regalisi.com domain before redirecting to Unlock Regal

AI/SEO review · Regal, FSDC, and Unlock Regal technical, entity, content, authority, and measurement assessment

Confidential · Prepared exclusively for Regal Products · Not for distribution

16 / 17

H2 Best Next Steps

TAKEAWAYBuild the institutional destination, complete the call-learning loop, and use the audit to focus the next SEO and paid-search investments.
July01

Audit and design

  • Complete the technical SEO and AI benchmark
  • Remove the fragile legacy-domain handoff
  • Map the institutional page to paid searches and buyer needs
  • Define calls, forms, and quote-request measurement
August–September02

Build the buyer experience

  • Jay Street owns the one-time institutional landing-page project
  • Align page copy with the ads and searches already in market
  • Explain bulk minimums, customization, compliance, timing, and proof
  • Launch direct calls and quote requests with verified attribution
October–December03

Optimize from outcomes

  • Improve Ad Rank and expand proven institutional queries
  • Review qualified calls and unclear calls every week
  • Return opportunity and revenue outcomes to Google Ads
  • Publish the highest-priority SEO and AI content from the audit
Landing-page language from paid demandbulk gun lockscustom cable gun locksfirearm safety program suppliesDOJ approved firearm safety deviceswholesale and agency orders
Sources & methodology

Google Ads · Institutional ads, observed search terms, Ad Preview findings, and paid bulk inquiry evidence

Unlock Regal · Institutional content and current legacy-domain partner link reviewed July 13, 2026

Confidential · Prepared exclusively for Regal Products · Not for distribution

17 / 17

Protect the retail engine, build the institutional destination, and improve what Google learns

TAKEAWAYThe account is more efficient, the institutional use case is real, and H2 should turn better pages and better call signals into better allocation.
01

Stay the course on paid search

H1 action grew faster than spend while tracked CPA improved.

02

Approve the technical SEO and AI audit

Create the baseline and prioritized roadmap for ChatGPT, Claude, Gemini, and Google.

03

Build the institutional landing page

Give paid searches a direct, buyer-specific destination built and coordinated by Jay Street.

04

Make qualified calls the learning signal

Use CallRail review to help Google Ads find more real sales opportunities.

DestinationDirect institutional page live with verified calls and quote requests
Quality30 clean days of first-time sales-opportunity review
DiscoverabilityTechnical and AI benchmark completed with prioritized actions

Recommended next decision: approve the one-time technical audit and institutional landing-page scope, then use H2 performance to guide the next investment.

Confidential · Prepared exclusively for Regal Products · Not for distribution