Google Ads for electricians, with faults and upgrades kept apart

Two campaigns, two jobs

We build an electrician's account as two campaigns. The first is for faults and outages. The second is for planned work: switchboard upgrades, EV chargers, solar and battery connections, lighting and smoke alarms.

The reason is money. Fault clicks are urgent and priced accordingly, and they pay only when the phone is answered. Planned work can wait for the daytime, tolerates a form and carries a bigger job value. Each campaign gets its own daily budget, so a stormy night cannot starve the upgrade ads, and the upgrade ads cannot eat the fault budget.

Fault campaign: the phone decides

Fault ads use call extensions and a landing page with a phone number that dials on a tap. They run in the hours someone picks up. During summer afternoons and storm weeks, faults arrive in waves, and a daily cap keeps a rush of clicks from spending the month in two days.

The page can say how far you will travel at night, what your callout covers and whether you are open now. We keep claims plain. An ad that promises a time you cannot meet makes a worse call than one that says nothing.

Planned campaign: the buyer is comparing

Someone searching switchboard upgrade cost is often responding to a flag from an insurer or a power company. They want a price range, an idea of the time the power is off and a reason to pick you. The landing page answers those, with photos of your own boards and a short form asking for a name, a phone number or email, and a comment.

EV charger searches are mixed. Some come from installers' customers, and many come from owners looking at chargers to buy. We write for the installer search and add negatives for brand reviews, retail and unit prices as they show in the search terms report.

Licence numbers in adverts

Electrical licence numbers appear in a lot of trade advertising. The rules about how they show up differ by state. We check your state's requirements before we write the copy. If the rule is unclear, we put the number on the landing page and keep the ad to what the ad can safely say.

Summer, storms and the end of the financial year

Summer loads air conditioning circuits and raises faults. Storm weeks bring outages. Commercial maintenance often moves toward the end of the financial year. We shape the budgets to those periods and trim them in the quiet ones, so you are not paying peak prices for off season clicks.

What counts as an enquiry

Google counts some of its own actions as conversions, and they can swell the total. On an appliance repair account we manage, the account showed 284 conversions in 30 days against roughly 30 real enquiries. Your account counts three things: calls from the ad, taps on your phone number and forms sent.

Your account and your reports

You create the account and add your own card, so you pay Google directly. We are added as a manager. Each month you receive a short report with spend, enquiries and cost per enquiry for each campaign, plus what we changed and why. If the planned campaign is quiet, we say so and look at the page before we raise the budget.

Before we start

We ask which jobs you want more of, how far you will travel and who answers the phone. A sole electrician who is on a ladder all day gets a form heavy account. A business with an office gets more call focus. We write the first ads with you, and you approve each one before it runs.

Reading the search terms

Each week we read the searches that triggered your ads. Electrical searches pull in students, product shoppers and people hunting for a part. Each is either a customer we missed or a cost we can cut. We decide against your jobs, so the account gets sharper each month and your budget goes to people who might hire you.