Google Ads is one of the most powerful tools for generating leads for your electrical business — if you set it up correctly. For electrical businesses, it is a priority to to optimise your ads so every cent spent is worthwhile.
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- Where do you offer your electrical services?
- What electrical services do you offer?
- Set a budget
- Optimise your landing pages
1. Where do you offer your electrical services?
Firstly, you need to choose where you want to target for your location keywords. Where are the buyers you want to reach living or running their businesses? Remember, it’s best to drill down to a suburb level if you can: the broader you go, the more expensive the price per click will be, and the more competitive the market will be. For example, if you’re targeting Sydney’s Upper North Shore, you’re better off targeting ‘Hornsby’, ‘Asquith’, ‘Wahroonga’ etc than ‘Sydney’ or ‘North Shore.’
2. What electrical services do you offer?
Now, consider what you’re selling to the buyers you want to target for your service keywords. Again, being more specific wins out here: firstly because buyers are likely to be searching for specific services, and secondly because specific searches are likely to be less competitive (and therefore more cost-effective per click). Consider what your most profitable services are, and start with these: for example, ‘switchboard upgrade’, ‘CCTV’ or ‘EV charger’. That’s not to say you shouldn’t use ‘electrician’ as a keyword: however, it may be less effective than more specific keywords in competitive markets.
3. Set your budget
Once you know the price per click (PPC) of your chosen keywords, consider your budget. The best way to do this is by calculating your leads per day. Divide your monthly budget by 30 days to work out how many leads you will get through Google Ads per day. For example, if the PPC is $10 and your budget is $1,000 per month:
- Spend per day: $1,000 ÷ 30 = $33.3
- Leads per day: $33.3 ÷ $10 = 3
Based on these numbers, you can expect three people per day to visit your website. If you have a micro-budget (under-$1,000 a month) then your campaign needs to be highly targeted to ensure it works all month and that it converts as many people as possible.
- Negative keywords
To further target your campaign, think about negative keywords. It’s important to mark as negative any keywords you don’t want so Google doesn't send that traffic to you (and cost you money). Good examples of this would be ‘Auto Electrician’ and ‘Emergency Electrician,’ if you don’t offer an after-hours service.
4. Optimise your landing pages
Lastly, consider where you’re sending the traffic. Specific keywords should go to specific web pages: a search for ‘switchboard upgrade Hornsby’ should go to a dedicated switchboard upgrade webpage. This page should also make it easy to contact you for a booking or a quote! Don’t send a specific ad to a generic webpage that your lead has to search through to find the information they want: if they have to do this, you’ve lost them.
Once you’ve put all this together, you’re ready to write the actual Google Ad. Words not your forte? You’re in luck. TradiesGo has developed a free Google Ads keyword tool that quickly generates ideas for your marketing.
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This is a guest post from TradiesGo — Australia’s only digital marketing agency dedicated to trades and construction. They know exactly how to turbocharge your lead generation through SEO, Google Ads, optimising your website and more.
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