Toggle "Already top-3" on any row you're already ranking for in the 5-mile zone — those will be excluded from the incremental totals. Edit volumes and $/visit to match your real numbers.
All numbers below exclude keywords where you're already ranking top 3 — this is purely the lift you'd gain.
Community Plan · 5 mi
City Plan · 10 mi
New customers / month
0
0
Gross revenue / month
$0
$0
Annualized revenue
$0
$0
Recommended monthly retainer
$0
$0
ROI multiple
0×
0×
Days of new revenue to cover our fee
— days
— days
The real ROI is repeat customers and gunsmithing relationships.
The numbers above count first-visit ticket only. That's not how a gun store actually makes money over time — it's how you acquire the customers who then come back for ammo, accessories, repairs, and their next firearm. Here's what the math looks like once you factor in real customer behavior:
One regular ammo buyer
monthly trips
$60–80 per ammo run × 12 months = $720–960/year from a single customer. Range shooters and trainers come back every 4–6 weeks. CA's ammo background-check requirement makes them YOUR customer — not Amazon's.
One new firearm buyer
year-one wallet
$800 firearm + holster + cleaning kit + first cases of ammo + accessories = $1,200–1,800 in the first year, then they come back annually for the next gun. Average gun owner has 3–5 firearms.
One gunsmithing relationship
ongoing service
$150 per gunsmith job × 3 visits/year = $450/year per regular. Customers who trust your gunsmith bring every gun they own — and recommend you to their range friends.
The calculator above is the floor — first transaction only. The real economics of a gun shop are repeat ammo runs, accessory upsells, and gunsmithing as a recurring service relationship. Every new top-3 customer is the start of a 5–10 year customer relationship, not a one-time sale.
How this compares to Google Ads
You have another way to reach these same searchers: paid Google Ads. Here's an honest side-by-side at the same monthly investment — using an industry-average return on ad spend, not optimistic numbers. We don't sell Google Ads; this is here so you can see your options clearly.
Industry-average Google Ads ROAS
: 1
Revenue per $1 of ad spend. Industry average runs 2:1–4:1 (WordStream, Nielsen, Databox surveys). Default 3:1 sits at the favorable end of that range. Editable.
Community Plan · 5 mi
City Plan · 10 mi
Monthly investment
$0
$0
Revenue — this plan (organic top-3)
$0
$0
Revenue — same spend on Google Ads
$0
$0
Return per $1 — this plan
0×
0×
Return per $1 — Google Ads
0×
0×
The honest caveats — read these both ways
Firearms advertising is prohibited on Google Ads. Google's advertising policies ban promoting firearms, ammunition, and many firearm parts. A gun store can realistically only run Google Ads for non-firearm services — gunsmithing labor, apparel, training. For your core inventory, paid search isn't actually an available channel. This comparison is shown for completeness.
Google Ads is faster to start. Paid ads can drive traffic the day they're switched on. Organic rankings take time to build — though in your case, that work is already done.
Google Ads stops the day you stop paying. It's rented traffic. Organic rankings are an owned asset that keeps working between payments — though they do slip without ongoing maintenance.
ROAS varies enormously by campaign quality. The industry average assumes competent management. Plenty of accounts underperform it; well-optimized accounts can beat it.
The two channels work differently. Ad spend buys clicks directly; the SEO retainer maintains an asset that generates clicks. Same dollar amount, different mechanics — that's why the per-dollar returns differ.
Where these numbers come from
Map-pack top-3 click-through rate (26%): BrightLocal Local Consumer Search Behavior Study 2024 + Whitespark Local Search Ranking Factors. Top map-pack position alone gets ~17% of clicks, positions 2 and 3 get ~5% and ~4%.
Search-to-visit conversion (10%): Retail + FFL benchmarks. Gun store conversion runs high (8–15%) because California requires in-person FFL transfer for every firearm purchase and Department of Justice ammo background check at point of sale — searchers can't buy online and ship to home, so "gun store near me" is high local intent. A clicker is usually a driver.
5-mile vs 10-mile reach (1× vs 1.9×): Calculated from your location at 10029 Lampson Ave, central Garden Grove (92840). 5-mile radius (~600K residents): all of Garden Grove, most of Westminster and Stanton, eastern HB, parts of Santa Ana, Anaheim south, Fountain Valley. Fully inland — no ocean to subtract. 10-mile radius (~2.0M residents): all of Garden Grove, Westminster, Stanton, Cypress, Fountain Valley; all of HB, Costa Mesa, Newport Beach, Anaheim, Santa Ana; most of Long Beach (south OC's largest city); parts of Tustin, Orange, Irvine, Fullerton, Buena Park, Lakewood, Cerritos. ~10% ocean. Raw ratio ≈ 3.3×; de-rated to 1.9× because Google Maps weights proximity heavily.
Per-visit revenue is first-transaction only and intentionally conservative. Tickets vary widely by keyword intent: broad gun store searches ($200 — mix of ammo, accessories, browsing), gunsmithing ($150 average job), ammo ($60 typical purchase), gun parts/accessories ($100), handguns for sale ($600 — CA roster-compliant avg), guns for sale generic ($800 — mix of long guns + handguns), AR-15 ($1,200 — CA-compliant featureless or fixed-mag build avg). Catering / packages / membership / range time not included. Repeat business is where the real economics live — see the callout above.
Retainer percentage (10%): Local SEO retainer industry norm runs 8–15% of incremental MRR (Search Engine Journal, LocalIQ).
Every input on this page is editable — swap in your own real numbers and the totals will recalculate live.