The Client
BH Electric is an electrical contractor competing in a trade where lead-generation platforms resell the same homeowner to five contractors at once — and where a modest ad budget has to produce real service calls, not just clicks.
Why Is Google Ads Hard for Electricians?
- Emergency and repair queries are contested by national home-service aggregators with enormous budgets.
- "Electrician" searches mix homeowners, DIYers, job seekers, and students studying for licensure.
- A small budget leaves zero room for wasted clicks — every irrelevant search hurts.
- Without call tracking, an electrician can't tell which keyword made the phone ring.
What Did We Do Differently?
- Focused the entire budget on high-intent, service-area queries where a homeowner needed an electrician now.
- Kept clicks at a $0.40 average CPC through tight match types and constant negative keyword pruning of DIY and job searches.
- Tracked calls and form submissions to their source keywords so spend concentrated on what booked jobs.
- Refused to chase volume — the goal was cheap, qualified leads at a pace a small crew could actually serve.
What Results Did BH Electric Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Tracked leads | 2,408 |
| Cost per lead | $4.85 |
| Ad spend | $11.7K |
| Clicks | 28,834 |
| Impressions | 1.75M |
| Average CPC | $0.40 |
Key Takeaways
- 2,408 leads on $11.7K of lifetime spend shows a small contractor doesn't need a big budget — it needs a precise one.
- A $0.40 average click in a trade where aggregators pay dollars per click is the product of ruthless targeting.
- At $4.85 per lead, a single completed service call pays for weeks of advertising.
How Much Should an Electrician Spend on Google Ads?
This contractor invested $11.7K over the life of the account and received 2,408 tracked leads — $4.85 each. Against the value of even a basic service call, that acquisition cost funds itself on the first job. The right budget for an electrician is the one that keeps the schedule full without overwhelming the crew; this account shows how far a disciplined five-figure budget can go.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Leads include tracked calls and form submissions.