Let's TalkLet's TalkA trade that sells emergency call-outs and five-figure projects from the same van - and usually markets both as if they were the same job.
Give us access to your ad accounts, your Google Business Profile and a month of enquiries. We come back with how much of your spend goes to emergency calls versus project work, which job types you are invisible for, where enquiries are being lost, and the three changes worth making first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Someone with no power at nine at night and someone planning a standby generator are different buyers, with different urgency, budgets and decision times. One campaign, one website and one message serve neither well - and because small repairs convert fastest and cheapest, they quietly win the budget while the panel, EV charger and generator work that actually builds the business is underfunded.
A new electric car in the drive, a heat pump or solar install that needs more capacity, a home inspection that flags an old panel, an insurer asking for replacement, a storm that knocks the power out. Each is a predictable moment that creates a large electrical job. Most electricians wait for the phone to ring instead of being in front of people at those moments.
Electrical work is dangerous and licensed, and homeowners worry about who is in their house and whether the work will pass inspection. A visible licence number, insurance, a clear line on permits and photographs of tidy installs persuade far more than a slogan. Most electrical websites lead with the slogan.
How many jobs a business can run depends on how many licensed electricians it has, and apprentices generally have to work under their supervision. Generating more demand than the crew can take produces long waits and lost jobs rather than revenue. Marketing that ignores capacity creates its own bottleneck.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Emergency work converts fast and is worth relatively little per job. Panel, EV charger and generator work converts slowly and is worth several times as much. Left in one budget, the fast conversions always win. We give the project work its own budget and its own measure, which looks worse in week two and builds a considerably better business by month six.
An EV delivery, a solar or heat pump installation, a pre-sale inspection, an insurer's renewal letter, a storm forecast. We build campaigns and referral relationships around those triggers, so the business is in front of people as the need is created rather than competing with every other electrician once it becomes urgent.
Demand beyond what the crew can take becomes long waits, rushed work and poor reviews. Knowing capacity lets us pace spend and point it at job types the business can deliver profitably - which sometimes means recommending less spend than you expected, and always means a plan that survives a busy month.
Emergency, repair and project enquiries separated in spend and in reporting, so each can be judged on what it is actually worth.
The AI chatbot on every written enquiry and missed calls flagged for an immediate call-back. Usually the fastest win available.
Profile, Local Services Ads verification and the website all showing licence, insurance and standards where the decision is made.
Panel upgrades, EV chargers, generators and rewiring each get a page that answers cost, process and permits.
Realtors, home inspectors, general contractors and solar or HVAC installers, with a reason to send work and a report back when they do.
Booked and completed revenue by job type and source, monthly, so budget follows the work you want.
The parts of this that come from having run it in this industry before rather than from running it well in general.
EV chargers, heat pumps, induction cooking, solar and home batteries all draw on a home's electrical capacity, and many older panels cannot supply it. The panel upgrade is frequently the job behind the job - which makes installers of those other products a natural referral source and the upgrade itself a page worth ranking for.
Some insurers decline or will not renew cover on homes with certain older panels or old wiring until it is replaced, and home inspections flag the same problems during a sale. The homeowner needs an electrician quickly and often has a date to meet. Realtors and inspectors are the route to that work, and a fast turnaround is what keeps them referring.
Generator demand spikes around outages, installations are high-ticket with real lead times, and maintenance agreements create recurring revenue. Marketing ahead of the storm season rather than during the outage reaches people while they can still be scheduled, instead of competing for them when every crew is already stretched.
Property managers, facilities managers and general contractors buy on reliability, response times and paperwork rather than on a search ad. They need their own pages and a relationship-led approach. Mixed into residential marketing, commercial work is both under-served and invisible in the reporting.
The nearest engagement we can point at is a residential real estate team rather than an electrical contractor, and we will not present it as a trade case study. It is relevant because it is the same local shape: geo-targeting rebuilt around a handful of high-intent zip codes, and automated nurture for decisions that took more than ninety days - 2,400+ leads at $28 each and 146 closed deals. The electrical specifics on this page come from how the trade wins work, not from that engagement.
Read the full case studyBy marketing them separately. Panel upgrades, EV chargers and generators need their own pages, their own campaigns and their own budget, because in a shared budget the small, fast-converting repairs always win. Then reach the triggers that create the work - EV purchases, electrification projects, home inspections, insurer requests - and build referral relationships with the people who see those moments first.
Usually worth testing alongside search. Electricians go through a licence upload and background checks covering the business, the owner and field workers, and the verification badge does real work for a homeowner choosing who to let into the house. You pay per lead rather than per click, but you get less control over job types and messaging - so measure it separately and dispute leads that were not genuine.
Your licence and insurance, the areas you cover, a page for each job type you want more of, photographs of tidy real installs, how pricing and estimates work, and genuine reviews. Homeowners are worried about safety, mess and whether the work will pass inspection. A site that answers those worries converts far better than one leading with a slogan and a stock photo.
It depends on your job mix and how many licensed people you can put on jobs, rather than on a fixed figure. A smaller budget works best concentrated - emergency coverage in your core area plus one high-ticket job type done properly - rather than spread thinly across everything. Judge it on the value of booked jobs, not on clicks or call counts.
Where EV ownership is growing locally, yes. Buyers search around the time of purchase, the installation often reveals a panel that needs upgrading - a considerably larger job - and dealerships and charger brands can become referral partners. Incentive programmes vary by utility and region, so check what applies locally before building an offer around one.
Yes, with a different plan. Commercial work is won through relationships with property managers, facilities teams and general contractors, on reliability and response times, far more than through search ads. It needs its own pages and outreach, and it should be reported separately from residential so neither is judged by the other's numbers.
This page is the business. These are the individual pieces of it, each written for how that discipline actually behaves in this industry.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.