247 Service Mate · Electrical services · Melbourne and regional Victoria
247 Service Mate: 1 in 10 Google Ads clicks became an enquiry
247 Service Mate turned 1 in 10 Google Ads clicks into a web form or a call of a minute or more over the last 14 days. Searches for a nearby, same-day or after-hours electrician brought 56% of enquiries from 44% of clicks, half of all enquiries arrived outside weekday business hours, and the web form brought 60% of them.
Services
Google Ads management · Enquiry tracking · Website design and landing pages
247 Service Mate · Melbourne and regional Victoria
Services in the campaign
The advertising covers electrical faults and safety and electrical installation.
Electrical faults and safety
Emergency electrical work
Electrical fault finding
Power-loss enquiries
Switchboard repairs and upgrades
Show all 5 services+
Safety switches
Electrical installation
Lighting and downlights
Power points
Consumer mains and metering
Power disconnection and reconnection
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–11pm
The results
Results for 247 Service Mate.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 10
ad clicks became a web form or a call of a minute or more
Last 14 days
How it was measured
Web forms plus tracked calls lasting 60 seconds or more, traced to Google Ads, divided by ad clicks over the same days. Test entries removed. Rounded down.
56%
Share of enquiries from searches for a nearby, same-day or after-hours electrician
Last 14 days
How it was measured
Enquiries from the nearby, same-day, emergency, after-hours and 24-hour electrician ad groups, as a share of all enquiries traced to Google Ads over the same days. One enquiry with no recorded ad group was left out of the group.
50%
Enquiries that arrived outside weekday business hours
Last 14 days
How it was measured
Enquiries arriving before 8am or after 5pm on a weekday, or at any time on Saturday or Sunday (Melbourne time), as a share of all enquiries traced to Google Ads.
60%
Share of enquiries that came through the web form rather than a call
Last 14 days
How it was measured
Web forms as a share of web forms plus tracked calls of 60 seconds or more, traced to Google Ads over the same days.
87%
Share of ad clicks from mobile phones
Since ads began
How it was measured
Google Ads clicks on mobile phones as a share of all clicks, from the first day of spend. Rounded down.
How we measured +
Enquiries are traced web forms and calls lasting at least 60 seconds, with tests removed. The enquiry results cover the last 14 complete days; mobile share covers all ad clicks since launch. Times are local, and business hours mean weekdays from 8am to 5pm.
In one minute
The 60-second version
247 Service Mate, from the brief to the result in 5 short slides.
01 The business
A 24/7 electrician for Melbourne, Geelong and the Peninsula
247 Service Mate trades online as 247 Electrician Mate. It handles faults and no-power call-outs as well as switchboards, lighting, power points, smoke alarms and mains work, day and night.
02 The problem
People search by urgency, by job and by symptom
Someone with no power wants an electrician now. Someone planning downlights names the job. Someone with a tripping switch describes the fault. Each needs a different ad and a different page.
03 What we built
Ad groups for urgent searches, for each job and for each fault
The service campaign has ad groups for urgent searches, each named job and common faults, each landing on the matching page with a callback form. Calls and forms are traced to the ad.
04 What happened
1 in 10 ad clicks became an enquiry
Over the last 14 days, 1 in 10 ad clicks became a web form or a tracked call of a minute or more, and the web form brought 60% of those enquiries.
1 in 10ad clicks became an enquiry, last 14 days
05 What we learned
Nearby searches and out-of-hours enquiries led the way
Searches for a nearby, same-day or after-hours electrician brought 56% of enquiries from 44% of clicks, and half of all enquiries arrived outside weekday business hours.
50%of enquiries arrived outside weekday business hours
01 / 05
Insights
What the data showed
Details from the 247 Service Mate project. Open a card for the finding and its source.
Search01
56%
Searches for a nearby, same-day or after-hours electrician brought 56% of enquiries from 44% of clicks.
Share of ad clicks44%
Share of enquiries56%
Searches for a nearby, same-day, emergency or after-hours electrician took 44% of ad clicks in the last 14 days and brought in 56% of enquiries. The enquiry numbers are modest, so read the gap as a direction rather than a rule, but it supports keeping those ad groups well covered.
Source and basis. Clicks and enquiries grouped by the ad group behind them, last 14 days. Enquiries are web forms plus tracked calls of 60 seconds or more. One enquiry with no recorded ad group was left out of the group, so the share is conservative. Small numbers: read it as a direction.
Timing02
50%
Half of all enquiries arrived outside weekday business hours.
Weekday business hours50%
Weekday evenings and early mornings13%
Weekends37%
In the last 14 days, 37% of enquiries came on a Saturday or Sunday and another 13% on weekday evenings or early mornings. For a business that takes calls around the clock, that is the case for keeping the ads running at night and over the weekend rather than trimming them to office hours.
Source and basis. Arrival times of enquiries traced to Google Ads, Melbourne time, last 14 days. Business hours are 8am to 5pm, Monday to Friday. Enquiries are web forms plus tracked calls of 60 seconds or more.
Calls03
60%
The web form brought 60% of enquiries, even for an electrician with a 24/7 phone line.
Web forms60%
Calls of a minute or more40%
87% of ad clicks came from phones, yet 60% of enquiries in the last 14 days came through the callback form rather than a call of a minute or more. Plenty of people on a phone would rather leave their details than talk, so the form sits beside the call button on the service and suburb pages.
Source and basis. Web forms and tracked calls lasting 60 seconds or more, traced to Google Ads, last 14 days. The mobile share is Google Ads clicks on mobile phones since the ads began. Counting every tracked call, whatever its length, forms were still more than half of enquiries.
Website development · 247 Service Mate
We built their website, too.
Explore the website we designed for 247 Service Mate: the pages, the mobile experience and the path to an enquiry.
Explore 247 Service Mate’s website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Home page: a headline that names the faults people call about, call and booking buttons, and the callback form.
01 / 02 · Home page: a headline that names the faults people call about, call and booking buttons, and the callback form.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
247 Service Mate
247 Service Mate, trading online as 247 Electrician Mate, is a 24/7 electrician covering Melbourne, Geelong and the Mornington Peninsula, from emergency faults to switchboards, lighting, alarms and mains work.
Electrical services · Melbourne and regional Victoria
SoudCoh services
Google Ads management
Enquiry tracking
Website design and landing pages
What we put in place
The campaign work
A service campaign with ad groups for urgent searches, for each named electrical job and for common faults, each sending people to the matching page.
A suburb campaign, run in the first weeks, sending searches that name a suburb to that suburb's page.
Tracked calls and web forms traced to the ad and ad group that produced them, with test entries removed.
A review of enquiries by search theme, time of day, device and enquiry type.
What the project delivered
The outcome
1 in 10 ad clicks became a web form or a tracked call of a minute or more over the last 14 days, with half of all enquiries arriving outside weekday business hours.
247 Service Mate turned 1 in 10 Google Ads clicks into a web form or a call of a minute or more over the last 14 days. More than half of enquiries came from searches for a nearby, same-day or after-hours electrician, half arrived outside weekday business hours, and most came through the callback form rather than the phone.
The business
247 Service Mate, which trades online as 247 Electrician Mate, is a 24/7 electrician covering Melbourne, Geelong and the Mornington Peninsula. It handles emergency faults and no-power call-outs as well as planned work: switchboard upgrades and repairs, lighting, power points, smoke alarms, EV chargers, safety switches and mains work.
What we set out to do
Electrical searches come in three kinds. Some people want an electrician now: nearby, the same day or after hours. Some name a planned job, such as downlights or an extra power point. Some describe a fault, such as a tripping safety switch or a beeping smoke alarm, without yet knowing what they need. The account had to answer each kind with the right ad and page, and trace every call and form back to the ad that produced it.
What we built
The service campaign gives each kind of search its own ad groups: one for each type of urgent search, one for each named job from switchboards to ceiling fans, and one for each common fault. Each sends people to the matching page on the site, where a callback form sits beside the call and booking buttons. A second campaign, aimed at searches naming a suburb, sent each one to that suburb's own page; it ran in the first weeks of the account and was then paused.
A service page: breadcrumbs, offer tiles, call and booking buttons, and the callback form.
Calls arrive on tracked numbers, and forms are traced to the ad and the ad group behind them. Test entries are removed before anything is counted. The website behind the ads is covered in the 247 Electrician Mate website case study.
What happened
Over the last 14 days, 1 in 10 ad clicks became a web form or a tracked call that lasted a minute or more. Half of those enquiries arrived outside weekday business hours: 37% at the weekend and 13% on weekday evenings or early mornings. The web form brought 60% of enquiries, and phones brought 87% of ad clicks since the ads began.
Nearby and available-now searches led
Searches for a nearby electrician, or one who can come the same day, in an emergency, after hours or around the clock, took 44% of ad clicks and brought in 56% of enquiries. The enquiry numbers are modest, so the gap is a direction rather than a rule.
Nights and weekends matter
For a business that takes calls around the clock, half of enquiries arriving outside weekday business hours is the case for keeping the ads on at night and over the weekend rather than trimming them to office hours.
The form earns its place
Even with a 24/7 phone line, 60% of enquiries came through the callback form. Plenty of people on a phone would rather leave their details than talk, so the form sits beside the call button on the service and suburb pages.
These figures cover the last 14 days and a modest number of enquiries, so they will move as more weeks come in.
How we measured it
Enquiries are web forms and tracked calls traced to Google Ads, with test entries removed. Calls count only if they lasted 60 seconds or more. Search themes come from the ad group behind each enquiry, and times are Melbourne time. This study reports enquiries; job outcomes for this account are not included.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
Put your own numbers to work: work out your own cost per lead, with your own click price and close rate. It takes about a minute and asks for nothing.
— 06 · The rules behind it
How we run accounts
How we manage the campaign.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to electricians.
How was the 1 in 10 figure for 247 Service Mate worked out?
We counted every web form and every tracked call of a minute or more traced to Google Ads over the last 14 days, removed test entries, and divided by ad clicks over the same days. The result was just under 11%, rounded down to 1 in 10.
What counts as a nearby, same-day or after-hours search?
A search matched by the nearby, same-day, emergency, after-hours or 24-hour electrician ad groups. Searches naming a planned job, such as lighting or switchboards, and searches describing a fault have their own ad groups and are not counted in this group.
What are weekday business hours here?
8am to 5pm, Monday to Friday, Melbourne time. An enquiry before or after those hours, or at any time on a Saturday or Sunday, counts as outside business hours.
What did SoudCoh deliver for 247 Service Mate?
A service campaign with ad groups for urgent searches, for each named electrical job and for common faults, each sending people to the matching page. A suburb campaign, run in the first weeks, sending searches that name a suburb to that suburb's page. Tracked calls and web forms traced to the ad and ad group that produced them, with test entries removed. A review of enquiries by search theme, time of day, device and enquiry type.
What do the results in this 247 Service Mate case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: Last 14 days. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for electricians like mine?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
More work for electricians.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
247 Electrician Mate: an electrician website with safety-led menus and booking tools. See the design, service pages and enquiry experience.
247 Electrician Mate is a 24/7 electrician covering Melbourne, Geelong and the Mornington Peninsula, from emergency faults to switchboards, lighting, alarms and mains work.
Delivered: 599 pages: 117 services, 10 service group hubs, 407 suburbs, 12 regions and 36 guides. Symptom-first mega menus and a header search for a problem, service or suburb.
Outcome: We built symptom-first mega menus and a header search for a problem, service or suburb. We also added an electrical problem finder, an interactive house diagram and a suburb map with search.
AUS Electrical & Data Services: an electrician website with clear services and smoke-alarm guidance. See the design, service pages and enquiry experience.
AUS Electrical & Data Services is a Sydney electrical and data team handling emergencies, switchboards, Level 2 work and installations.
Delivered: 22 service pages in four groups, under one Services menu. A smoke alarm page that explains compliance in four steps and five answers.
Outcome: We built 22 service pages in four groups, under one Services menu. We also added a smoke alarm page that explains compliance in four steps and five answers.
electrical services, problem tools and mobile booking
Website delivery
I-ELEC: an electrician website with a house diagram and problem finder. See the design, service pages and enquiry experience.
I-ELEC is a family-owned electrical contractor based in Alexandria, working across 112 Inner Sydney suburbs. Its website is where its Google Ads land.
Delivered: 231 pages: 70 services, 112 suburbs, five regions and 30 guides. Menus sorted by the job, with a one-line description on every service.
Outcome: We built menus sorted by the job, with a one-line description on every service. We also added an interactive house diagram, a problem finder and a suburb map with search.
SK Electrical: an electrician website with Level 2 services and clear job options. See the design, service pages and enquiry experience.
SK Electrical is a licensed electrical contractor based in Sydney's Inner West, working across Greater Sydney around the clock.
Delivered: 394 pages: 22 services, 370 suburbs and a locations index. Service pages with steps, options, a recent work gallery and common questions.
Outcome: We built service pages with steps, options, a recent work gallery and common questions. We also added a first-service offer shown with its conditions every time it appears.
Switchboard enquiries need more than a phone number — Prepare a useful switchboard conversation with clear property questions and next steps, without asking customers to make technical or unsafe assessments.
