Paid search for electricians, judged on booked jobs.
on booked work
Clicks in this trade are expensive and the calls arrive while your crew is up a ladder. We build the account around the jobs you want — panel upgrades, EV chargers, service calls, commercial fit-outs — then make sure every call and form is counted once, and report cost per booked job instead of cost per click. It runs from the same plan as your organic search jobs, so no lead gets claimed twice.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams decide whether a trade account performs.
Four workstreams
Paid search for a service business rewards unglamorous things: honest measurement, a structure that matches how the shop sells, a page that loads, and a phone answered quickly. Bidding cleverness comes fourth.
Account structure
Keywords & job mix
Landing pages & call path
Measurement & response
Structure sets the auction before the bid does.
Inherited trade accounts look alike: one catch-all campaign, emergency and planned upgrades mixed together, commercial enquiries competing with residential ones, and negatives last touched two summers ago. The auction punishes that quickly — the median lead in this trade runs $93.69 at a $12.18 median click, and the wider home improvement average sits at $8.33 a click.
We rebuild around intent and margin: urgent service split from planned upgrades, commercial kept clear of the residential pool, and spend pointed at the jobs your crews are best staffed to deliver next month.
- Emergency, planned and commercial demand separated by intent
- Brand spend held to a defensible level
- Negative lists rebuilt from real search queries
- Budget matched to the jobs you want more of
$93.69
median lead cost in this trade on Google search (LocaliQ data)
$12.18
median cost per click reported for the trade
Buy the jobs with margin, not the cheapest clicks.
Cheap queries are usually cheap for a reason: repairs worth a hundred dollars, tyre-kickers pricing a fuse, tenants who cannot authorise a repair. Panel upgrades, rewires, generator and charger installs cost more per click and settle the month. With an average ticket around $1,434 on jobs sourced from local service leads, the arithmetic favours the expensive query.
So we map queries to job value with your operations manager, bid up where the ticket justifies it, and let the low-value repairs arrive through cheaper channels rather than paying a premium for it.
- Query sets mapped to real ticket value
- High-ticket installs given their own budget
- Low-value repairs handled by cheaper surfaces
- Local coverage checked against drive time
$1,434
average ticket on jobs won from local service leads
You cannot bid your way past a slow page.
Most of this spend dies between the click and the phone. Independent testing puts the average contractor site in this trade at an 8.8 second largest contentful paint against Google's 2.5 second threshold — on a phone, in a hallway, with the power off, that is a lost customer rather than a slow page.
We build fast single-purpose pages for the campaigns carrying real spend: one promise, a tracked number at the top, a form short enough to finish one-handed, and proof that you turn up. Our landing page team builds them outside a locked platform when the platform cannot be fixed.
- Purpose-built pages per campaign, tested on a phone first
- Tracked numbers, short forms, working booking widget
- Speed treated as a conversion problem
- Continuous testing on the pages taking the most spend
8.8s
average load benchmark for sites in this trade against a 2.5s target
Bid on booked jobs, not on whoever fills a form.
A form is not a job. Once the office software sends booked and completed jobs back into the platforms, bidding stops chasing the cheapest enquiry and starts chasing the ones that turn into invoices — roughly 43.4% of local service leads get booked, so the difference between a lead and a job is money, not semantics.
Response speed belongs in the same conversation: answering within five minutes makes qualification 21 times more likely, while the average contractor takes four to eight hours. We measure it and tell you, because no auction fixes a voicemail box.
- Offline conversions imported from your office software
- Calls tracked and counted once
- Bidding optimised on booked jobs
- Speed to answer measured and reported
43.4%
share of local service leads booked into jobs
21x
more likely to qualify a lead when answered inside five minutes
Ad accounts, analytics and call tracking stay in your name
Cost per booked job is the metric we are judged on
Weekly working session with the people doing the work
Long-term lock-ins
We made the difference for those brands
B2B software, fintech, insurance
B2B software, fintech, insurance
B2B software, fintech, insurance
Beauty, personal care & wellness
Home essentials, appliances, kitchen & pet
Apparel and lifestyle
Beauty, personal care & wellness
Travel & mobility
Travel & mobility
Consumer tech and platforms
Healthcare & regulated services
Apparel and lifestyle
Consumer tech and platforms
Home essentials, appliances, kitchen & pet
Consumer tech and platforms
B2B software, fintech, insurance
Consumer tech and platforms
Home essentials, appliances, kitchen & pet
Retail & commerce
Consumer tech and platforms
B2B software, fintech, insurance
Food & beverage
Apparel and lifestyle
B2B software, fintech, insurance
Beauty, personal care & wellness
B2B software, fintech, insurance
Creative, content, arts & culture
Consumer tech and platforms
Food & beverage
Consumer tech and platforms
01 — The challenge
The spend goes out monthly. Nobody can name the jobs it won.
The pattern repeats from shop to shop. The spend leaves on the first, the vendor report shows enquiries and a cost per enquiry, and the office quietly believes half of them were people who would have called anyway. Nobody can trace an invoice back to a campaign, so the argument about whether any of it works never ends.
“We know what an enquiry costs. We have no idea what a booked job costs.”
The fix is measurement before media. With a $93.69 median lead and about 43.4% of local service leads booking, the true cost of a job is arithmetic rather than mystery — and once the office software feeds the platforms, bidding starts buying more of the enquiries that end in an invoice.
02 — Our approach
Measure first, restructure second, then spend against the schedule.
The first fortnight is dull on purpose: conversion tracking rebuilt, call tracking verified, duplicates and junk removed, the office system connected so booked and completed jobs flow back, and a baseline agreed with your owner or operations manager so nothing is argued about later. Then we restructure — urgent service split from planned upgrades, commercial separated from residential, brand spend capped, negatives rebuilt from real queries, and budget pointed at the high-ticket installs your crews want. Pages come next, because a locked platform template is usually the reason good clicks go nowhere. From there it is weekly management with a monthly read: queries mined, budgets moved with capacity and season, ad copy refreshed against what you can actually deliver this week, and one page showing enquiries, booked jobs and cost per booked job by campaign. We hold category exclusivity by market, so we never run the shop across town at the same time.
03 — What we did
A first ninety days that ends the guessing.
Tracking, restructure, pages, then weekly management — in sequence, with a working session every week and a written note of what changed.
Weeks 1-2 / Measurement
Calls, forms and jobs wired together
Call tracking verified, duplicate conversions removed, booked and completed jobs imported from your office system, and a baseline agreed before anything is switched off.
Weeks 2-6 / Restructure
Campaigns rebuilt around the jobs you want
Urgent service split from planned upgrades, commercial kept separate, brand spend capped, and negative lists rebuilt from the queries that were quietly spending money.
Weeks 4-8 / Call path
Fast pages and a form finished one-handed
Single-purpose pages for the campaigns carrying real spend, tracked numbers at the top, and a booking path a homeowner can complete standing in a dark hallway.
Ongoing / Management
Cost per booked job, reported monthly
Weekly query mining and budget shifts against crew capacity, and one monthly page: enquiries, booked jobs and cost per booked job by campaign.
WHAT YOU GET
Deliverables your operations manager can audit.
can audit
Everything below lands in accounts you own and stays yours if you ever leave.
Account and tracking audit
What the current account is really buying, where the waste sits, and which conversions are counting one homeowner twice.
Rebuilt campaign structure
Urgent, planned and commercial demand separated by intent, with budgets pointed at the jobs that carry margin.
Query and job-value mapping
Every query set matched to a real ticket value, so bids follow the work you want rather than the cheapest click.
Landing pages and call path
Fast single-purpose pages, short forms, tracked numbers and a booking path that works on a phone.
Ad copy and offers
Copy and offer testing that reflects the capacity you have this week, not a promise the crew cannot keep.
Monthly reporting
Cost per enquiry and per booked job by campaign, next to what changed and what happens next month.
HOW WE WORK
Operating standards, not promises.
Operating standards
Residential service
Urgent repair and upgrade work, priced against the ticket rather than the click.
ExploreCommercial & fit-out
Longer sales cycles measured on quoted and won contracts, kept out of the residential pool.
ExploreChargers & generators
High-ticket installs given their own budget, seasonality and proof assets.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
FAQ
What contractors ask us first.
How quickly does a rebuilt account start performing?
Waste comes out in the first fortnight, because negatives, capped brand spend and paused catch-all campaigns take effect immediately. Structural gains follow over four to eight weeks as bidding relearns on cleaner data. The honest read is one full season, because demand in this trade swings with weather and with commercial project cycles, and we agree that up front so nobody judges a rebuild on nine days of numbers.
What should we spend, and how do we judge it?
Enough to hold a competitive share of the queries that carry real ticket value in your service area — usually a floor rather than a ceiling, because a budget spread across every query wins none of them. Judge it against your own gross per job: with a $93.69 median lead, a 43.4% booking rate and a $1,434 average ticket, break-even is a calculation we will do with you before you sign anything.
Should we bid on our own company name?
Some, rarely as much as an inherited account does. Brand queries look magnificent in a report because they convert cheaply, and a good share of that volume would have arrived regardless. We hold enough coverage to defend against competitors bidding on you, measure the incremental part honestly, and move the rest to work that needs help. It usually frees a meaningful part of the budget in month one.
Do we really have to connect our office or field software?
It is the difference between a good account and a guessing account. Without it, the platforms optimise toward whoever fills in a form, including duplicate enquiries and people outside your drive time. With booked and completed work flowing back, bidding learns which clicks became invoices and buys more of those. We handle the plumbing, including the awkward part where an export needs a field nobody has filled in since 2019.
Are Local Services Ads better than search campaigns for us?
They are complementary, and most shops should hold both. Local service placements sit above the results and are cheap to answer well, which is why 43.4% of those leads get booked; classic search gives you the control and the wording for high-ticket installs, commercial work and anything with a longer decision. We manage the pair from one budget so they stop competing for the same homeowner.
Our site is slow and locked to a template. Is that a problem?
It is a constraint we work with regularly, and often the cheapest performance gain available. Where the template allows it we fix the pages taking spend; where it does not, we build fast standalone pages and pass the enquiry straight into your system. Given an 8.8 second average load time in this trade against a 2.5 second target, that one change usually pays for itself before any bidding change does.
Who answers the calls, and does that really change results?
Your team does, and yes — it is the single biggest lever nobody buys. Answering inside five minutes makes qualification 21 times more likely, while the average contractor takes four to eight hours. We report answer rate and speed next to spend, so a quiet month can be diagnosed properly instead of blamed on the auction. If after-hours cover is the gap, we will say so and help you cost it.
Can you keep the phone from ringing for work we do not want?
Yes, and that is half the job. Negative lists built from real queries, wording in the ads that pre-qualifies, service-area shapes drawn on drive time rather than a radius, and separate campaigns for the work you are staffed for. If your crews are booked three weeks out on upgrades, we shift budget away from same-day repairs rather than buying calls you have to turn down.
How do you handle seasonality and capacity swings?
Budgets follow the schedule. When capacity is tight we bid harder on high-ticket planned work and ease off the volume queries; when a commercial project ends early we open the taps on service work to fill the gap. That requires knowing what your calendar looks like, which is why there is a weekly working session rather than a monthly email.
What about Performance Max — does it hide too much?
It can work for a service business with clean conversion data, and it needs guardrails: brand exclusions so it does not harvest your own name, sensible asset groups per service line, geography held tight, and regular reporting on where it actually ran. We use it where the data supports it and keep a controlled search structure alongside, so you always have a channel with visible levers.
Will you work with our existing web company?
Yes, and it goes better when everyone shares one definition of a conversion. We agree what counts as a real enquiry, make sure it is recorded the same way every time, and give your web company a short list of changes ranked by revenue impact rather than a forty-page audit. When something is genuinely blocked, we say which channel it is costing and roughly how much.
Can you run our other channels too?
Yes, and the numbers get more honest when one team holds them. Our search, paid social and analytics specialists work from the same plan as the paid team, so a booked job is attributed once instead of claimed by three vendors. Hiring us for paid search alone is equally fine — everything is documented and left in accounts you own.
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