A marketing audit for electrical contractors that ends in a plan.

Nine areas, every time: measurement, paid search, paid social, spend efficiency, website and funnel, organic and AI search, offer and positioning, competitors, and lifecycle. For an electrical company we read them per branch and per service line, so local SEO, Google Business Profile, reviews, the electrical website, call handling, service marketing and construction bid pipeline all sit inside the scope. The output is a findings workbook with evidence and severity, plus a 90-day action plan.

Access and reconstruction on days one and two, measurement testing on days two and three, then spend, website, call handling, local search, reviews and competitor analysis through day five. Day six is judgement, where each finding is written with its evidence, a severity band and the cost of inaction. Day seven delivers the action plan and the handover call. The scope is fixed, so nothing gets skipped when the week gets busy.

No, and the difference is the incentive. A free audit is a sales document: it takes an hour, looks at what is visible from outside, and recommends the services the agency sells. This is a paid project with no retainer and no long term contract attached, built from inside your analytics, ad accounts, call recordings, job records and invoices, which is what allows the workbook to say that a channel we would happily sell is not worth funding for you.

Yes, on one restated set of definitions. Spend, enquiries, booking rates, cost per signed job, local search position, Google Business Profile health and review velocity are reported branch by branch, so a strong market stops subsidising a weak one in the reporting. Where a branch is genuinely better run, the workbook documents what it does differently so the rest of the business can copy it.

Always, because they are won differently and blending them hides both. Service and maintenance demand is judged on booked calls and cost per signed job; construction work is judged on the bid and tender pipeline, relationships and proof assets rather than lead volume. Industry profile data puts new construction at 36.6% of average contractor revenue and service, maintenance and repair at 35.7%, so both halves get their own findings.

Yes, from recordings you already have. We score a sample for whether the enquiry was booked, whether options were offered and whether the follow-up happened, because that is where paid demand is most often lost. ServiceTitan reports top performers booking 62% of inbound calls against 39% for the rest. We report the gap as a marketing finding with the recordings behind it; training itself is not part of the audit.

No. We review the marketing function with evidence. We do not coach owners, we do not advise on acquisitions or valuations, and we give no code, NFPA, engineering or safety compliance advice. Where recruitment marketing is in scope, we audit it as a demand channel with its own funnel and cost per qualified applicant, kept separate from customer demand so the two never flatter each other in one report.

A fixed fee quoted after a scoping call, with deliverables and dates written down before you commit. It varies with the number of branches, service lines and ad accounts in scope and the state of your data, so publishing a rate would mislead most readers. For context on scale, The CMO Survey puts marketing at 9.0% of company revenue and 33.6% of digital activity in the hands of outside agencies. Book a meeting for a scope and a number.

Not as part of this. The audit is a project with a defined end and no retainer attached. Your in-house marketer, your current agency or another firm can execute the plan, and every action is written so somebody else can pick it up. If you later want us to run something, it is scoped and quoted separately.

No, that is part of what the audit measures. Validity's 2026 study found 62% of organisations lost revenue to poor CRM data and only 41% had a named governance owner, so waiting for clean data means waiting forever. We document what the data can and cannot support, label directional findings as directional, and put the repairs in the plan. Building that layer is marketing operations consulting, quoted separately.

Growth is when waste compounds across branches. FMI Consulting sizes U.S. electrical services at $254 billion in 2026, projected past $320 billion by 2030, with repair and retrofit the largest segment at $110.3 billion and roughly 70% of spending captured by firms under $50 million in revenue. In a market that fragmented, a measurement error repeated in every branch is the most expensive thing nobody has priced.

Direction of travel. The audit looks backwards at evidence: what the marketing function has been doing, what it produced, and what is broken. Electrical marketing strategy consulting looks forward and decides segments and service line priority, positioning, channel roles, budget and measurement. Many contractors buy the audit first, because a plan written on unverified numbers is a guess with headings.

Scope of the question. Growth advisory hunts the commercial constraint on growth wherever it sits, including labour capacity, service mix and pricing. The marketing audit stays inside the marketing function and produces evidence and a 90-day plan. If you already know marketing is the problem, the audit is the cheaper first step.

Whoever owns marketing, one operations or service manager who knows how work is booked, and someone who can grant access to analytics, ad accounts, call tracking, the job system and invoices. A branch manager or two helps, because their numbers are the reality check. Expect roughly four hours of your team's time across the week: a kickoff, short interviews, and the handover call.

Your team runs it, and every action has a named owner and an acceptance test. Many companies book a review at ninety days to check the leading indicators, which takes half a day and is optional. Where you want a standing numbers habit, scorecard advisory sets one up and hands it back, and the parent engagement is the marketing audit itself.