Emergency, on a phone, right now
Power cut, tripping fuse board, burning smell. These convert by call within minutes. Out-of-hours coverage and a number that is answered matter more than ranking position.
Trades
Electrician marketing that books the jobs worth sending a van to
A fuse board replacement and a full commercial fit-out arrive through searches that look almost identical, and most electrical firms run one page and one campaign for both. The result is a phone that rings with small domestic jobs while the contract work goes to whoever had a page for it.
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Marketing does not behave the same way here.
Electrical work has three markets inside one trade. Emergency call-outs convert by phone within minutes and are won by whoever answers. Planned domestic work, from rewires to EV chargers, is researched over days and won by the firm that explains the job and the price.
Commercial and contract work is bought by a facilities manager who is comparing three quotes and wants certification, references and a response inside the working day. One page cannot serve all three, and one report that adds them together hides which of them is actually paying.
The firms that grow are the ones that decide which market they want more of and build a page, a campaign and a follow-up for it specifically.
How your customers actually search.
Planned domestic, researched over days
Rewire cost, consumer unit replacement, EV charger installation. A buyer who reads two or three pages before calling anyone, so the page that explains the job and the price wins the call.
Commercial, compared over weeks
Commercial electrical contractor, electrical testing, fit-out. Bought by a facilities or project manager collecting quotes, who checks certification and references before picking up the phone.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- Emergency: search, call, dispatch. A missed call is a job sent to the next result.
- Planned work: two or three page visits, a call or a form, a site visit, a quote that needs following up.
- Commercial: a quote request, a certification check, a tender or comparison, then a decision weeks later.
- One page for every kind of electrical work, so it converts poorly for all of them.
- No page for the high-value planned jobs people research, such as rewires, consumer units and EV chargers.
- Certification and accreditation mentioned nowhere on the site, which is the first thing a commercial buyer looks for.
- Service area not stated, so the site ranks for towns the firm will not travel to and misses the ones it will.
- Separate emergency campaigns with a call button on the ads, running when the office is open to answer.
- Planned-work campaigns aimed at the rewire and installation searches, landing on a page that explains the job.
- Negatives against jobs, training, courses, parts and DIY, which consume budget in nearly every trade account.
- Commercial campaigns targeted by job title and company size rather than by keyword alone.
- Quote follow-up on planned domestic work across the week a household takes to decide.
- Periodic inspection and testing reminders to commercial customers, which is recurring work at close to no cost.
What the report should lead with.
- Booked jobs by type: emergency, planned, commercial
- Cost per booked job, not cost per lead
- Missed call rate in and out of hours
- Quote-to-job conversion rate
- Average job value by source
Proof
The closest accounts we have published.
Not accounts in this trade. Two service businesses that sell through enquiries and calls, which is the same way this trade sells.
Google Ads, lead generationMedia buying
2.41Kconversions
- £19.21cost per conversion
- £0.57average cost per click
- £46.3Kspend managed
Meta, lead generationMedia buying
£2.68cost per lead
- 2,631leads delivered
- £0.77best ad set cost per lead
- 205Kpeople reached
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Read the postQuestions
Questions from this industry.
01 Should an electrical firm advertise emergency call-outs?
Only when somebody will answer. An emergency campaign that runs while the phones go to voicemail pays for calls that go straight to the next firm. Run it during answered hours, put a call button on the ads, and measure the missed-call rate before the cost per call.
02 Why do we get so many small domestic jobs from the website?
Because the site is written for them. A page that says electrician in a town ranks for the searches most people make, which are small jobs. If you want rewires and commercial contracts, those need their own pages written for those searches.
03 How do we win commercial and contract work online?
Commercial buyers check certification, insurance, references and response time before they call. Put all four on a page built for them, respond inside the working day, and measure enquiries from that page separately from the domestic ones.