Google Ads for electricians, bid by job value rather than search volume
A tripped breaker and a panel upgrade arrive through the same phone line and are worth wildly different amounts. Electrical accounts that bid the same on both spend most of the budget on the cheap work and wonder why the projects never come.
Small urgent jobs, occasional large projects, real safety anxiety
Three things shape an electrical account. Job values vary enormously, so urgent work and projects need separate campaigns and separate pages. Credentials matter more than in any other trade, because people check licence and insurance before they call an electrician. And new categories keep appearing: EV chargers, battery storage, generator transfer switches and panel capacity upgrades are searched by people who do not yet know who does that work.
That last point is the opportunity. Those searches are growing, they convert well, and very few local electricians have written a proper page about permits, capacity and rebates.
The searches worth paying for, and the ones that waste budget
We split the account by intent and by value, so a search worth eighty dollars and one worth eight thousand are never competing for the same budget.
- Urgent: "electrician near me", "breaker keeps tripping", "no power to outlet", "emergency electrician"
- Projects: "panel upgrade cost", "200 amp service upgrade", "house rewiring", "generator installation"
- EV and storage: "EV charger installation", "Tesla charger installer", "home battery installation"
- Referral work: "electrical inspection corrections", "commercial electrician", "tenant improvement electrical"
Negative keywords we add on day one
Electrical searches include a large volume of training, supply and appliance-repair traffic that will never become a job.
jobs · salary · apprenticeship · course · training · wiring diagram · parts · DIY · how to · appliance repair · car · circuit board
| Search type | Example | What the searcher wants | Our response |
|---|---|---|---|
| Urgent | “breaker keeps tripping” | Someone today | Call-first ad, tight radius |
| Project | “panel upgrade cost” | A price and a plan | Project page with a range |
| EV | “EV charger installation” | Someone who has done it | EV page with permits and capacity |
| Training | “electrician apprenticeship” | A career | Excluded |
How we build a electrical account
Three campaigns: Urgent on dispatch hours with call assets, landing on a page that leads with the phone number and the licence; Projects at higher bids with an ad group per project, each landing on the page for that project with a price range and an explanation of permitting; and Commercial on office hours where that work is wanted, landing on a page written for property managers and general contractors rather than homeowners. A small brand campaign protects your name.
Dispatch hours for urgent work, all day for projects
Urgent electrical searches happen when something fails, usually during the day, and they need someone to answer. Project searches happen in the evening and at weekends, when people research, so the projects campaign runs wider hours and relies on the page and the form rather than the phone.
Geography is your real service area. Electrical work rarely justifies long drives for small jobs, so the urgent campaign should run tighter than the projects campaign.
- Urgent campaign on the hours you can actually dispatch
- Projects campaign all day, landing on the project page with a form
- Tighter radius on urgent work than on projects
- Licence and insurance visible in the ad extensions and on the page
- Weekly negatives from the search-term report
What the page behind the ad has to do
Licence up front
Licence and bond numbers where a careful homeowner will see them without scrolling.
One page per project
Panel upgrade, EV charger, rewire, generator, each with photos, a price range and permitting explained.
Answer the safety question
What is involved, how long the power is off, and what inspection requires.
Price ranges
A range for the common projects filters out people who cannot afford the work and reassures those who can.
Photos of real panels
Tidy electrical work photographs well and sells the trade better than any copy.
A page for referrers
Realtors and property managers who need corrections done quickly refer repeatedly.
We build or fix landing pages under web design and development; a campaign is only as good as the page it lands on.
From search to booked project
Small budget, aimed at the projects
Most electrical companies do not need a large ad budget. They need the budget pointed at the projects worth having, with urgent work running underneath at modest bids to keep the phone busy and introduce new households.
The account is judged on cost per project quote and, when you share it, on quotes that became jobs. If urgent work is producing all the calls and no projects, the fix is usually a missing project page rather than a bidding change.
Illustrative budget split in a first engagement
Illustrative, not client dataA typical starting split; yours depends on the work you want.
A hypothetical first 90 days
Scenario: a two-van residential electrical company in Bonney Lake doing service work and occasional panel upgrades, with 60 reviews and a single services page.
install call tracking, launch the urgent campaign on dispatch hours with the negative list, and add licence numbers and click to call to every page.
publish panel upgrade and EV charger pages with price ranges and permit explanations, then launch the projects campaign.
add the realtor and property manager page, review which campaigns produced project quotes, and move budget to the work with the best value per lead.
Every number in a real plan comes from your own account data; we do not publish or promise results.
What we report every month
Google Ads questions from electricians
Is EV charger work worth advertising?
Yes. The searches are growing, the buyers are planning rather than panicking, and the competition for those specific terms is still thin in most local markets.
Should we bid on emergency electrical searches?
Only during hours you can dispatch. An unanswered emergency call is the most expensive click in the account.
How do we win more commercial work?
A page written for property managers and general contractors, plus office-hours targeting. Search alone rarely fills a commercial calendar; it supports the relationships that do.
Do we need to publish prices?
A range for common projects is enough, and it improves lead quality noticeably.
What do you need from us to start?
Ad account access, licence details, your service area, the projects you want more of, and photos of completed work.
Get a free Google Ads review for your electrical company
Send us your company name and website. We will check whether you are visible for the projects worth having rather than only for emergency calls, and tell you which page to write first.