An electrical contractor serves two completely different worlds: the emergency call, decided in minutes, and planned projects like EV chargers, smart home or rewiring, where a quote wins. Throwing both into one campaign loses money. This guide shows how to separate the two kinds of demand – and, along the way, how to recruit staff.
In brief
- Separate emergency (instant call, tight radius) from projects (quote, wider radius).
- Lucrative work: EV chargers, solar connection, smart home, consumer units and rewiring.
- The phone call is the key conversion – especially for emergencies.
- Plan availability and ad schedule together, or you pay for unanswered calls.
- Where staff are short, a separate recruiting campaign pays.
Two kinds of demand, two campaigns
| Type | Example searches | Decision | Conversion |
|---|---|---|---|
| Emergency | “emergency electrician [city]” | immediate | Call |
| EV charger | “install ev charger” | days | Enquiry |
| Smart home | “smart home electrician” | weeks | Consultation |
| Rewiring / consumer unit | “rewire house” | weeks, high value | Quote |
Emergencies need a tight radius and instant availability. Projects carry higher click prices and justify a wider radius.
Emergency: proximity and availability decide
Someone with no power calls the first contractor who answers. Only run emergency ads when someone picks up – with a call extension, a tight radius and bids that rise during on-call hours. A paid click that rings out is wasted budget.
Projects: win on the quote
For EV chargers, smart home or rewiring, it is not the fastest but the most convincing provider that wins. Send these searches to dedicated landing pages with process, references and fixed-price logic. Exclude terms that signal DIY material-buying or job-seeking.
Landing page for electrical projects
- A heading by service and location (“EV charger installation in [city]”).
- The process: enquiry, site check, quote, installation, sign-off.
- References, trade accreditation, certifications.
- Phone number and call-back up top, a form with project details.
Measure calls
Electrical customers call. Track calls from the ad, click-to-call and forms together so Google optimises toward real jobs – and separate emergency and project conversions, because their value differs greatly.
Recruit staff with a separate campaign
The bottleneck is often not demand but people. A separate recruiting campaign on “electrician jobs [city]” with an honest vacancy landing page (pay, projects, vehicle, training) can be as valuable as customer advertising. Never mix recruiting into customer campaigns.
Frequently asked questions
Should I advertise emergency and projects together?
No. Decision time, radius and value differ sharply. Split into two campaigns with their own conversions.
How do I avoid paid clicks with no answer?
Only run emergency ads during hours when calls are answered, and use the call extension with a duration threshold as the conversion.
Which projects pay best?
EV chargers, solar connection, smart home and consumer-unit/rewiring work carry high job values and can absorb higher click prices.
Can I find staff via Google too?
Yes. A separate recruiting campaign with an honest vacancy page often works very well – kept apart from customer advertising.
Which conversion matters?
The call, plus form enquiries for projects. Separate emergency and project conversions.
Is Meta worth it for electricians?
Mainly for awareness, smart-home topics and recruiting. Acute demand runs through Google.
Related services
More emergency calls and project enquiries
We separate your campaigns cleanly by emergency and project work and set up call tracking so no budget evaporates.