Aus Electrical & Data Services · Electrical & Data · Sydney, NSW
Aus Electrical & Data Services: smoke alarms drove 52% of won jobs
Aus Electrical & Data Services drew 52% of its won jobs from smoke alarm searches over the last nine weeks, on 20% of its Google Ads spend. Nearly three in ten smoke alarm enquiries became a won job, 2.4 times the rate for other services. Across every service, one in seven Google Ads enquiries became a won job.
Aus Electrical & Data Services is a Sydney electrical business. It takes 24/7 emergency call-outs alongside planned work: smoke alarms, lighting, power points, switchboard upgrades and repairs, metering and main fuses, and Level 2 work on the connection to the network. Customers get an upfront fixed quote before any work starts.
What we set out to do
The Google Ads account covers a long list of electrical jobs, from a power outage at night to a new light fitting. Enquiries alone did not show which of those jobs were worth the budget. The aim was to trace every enquiry to the ad behind it, follow it through to a won job at the agreed price, and see which services turned searches into work.
What we built
The account is organised by job type. Smoke alarms, lighting, power points, emergency and after-hours work, fault finding, Level 2 work and switchboards each have their own ad group, so a search sees an ad about the job it named and lands on the website's page for that job.
The smoke alarm page: where searches answered by the smoke alarm ads land.
Calls from the ads arrive on tracked numbers and web forms carry the ad click, so enquiries can be linked to the ad group that produced them. When the client marks a job as won in its own job records, the agreed price is recorded against the enquiry. Test entries are removed before anything is counted.
Over the last nine weeks, one in seven Google Ads enquiries became a won job. Smoke alarm searches stood out. They took 20% of ad spend and about three in ten enquiries, yet brought in 52% of won jobs and 46% of won job value, the most of any service.
Calls made up seven in ten enquiries. Calls and web forms became won jobs at about the same rate, roughly one in seven each, so the quote form earns its place beside the phone number.
A clearly defined job wins more often
Nearly three in ten smoke alarm enquiries became a won job, against about one in nine enquiries for all other services combined, a rate 2.4 times higher. A smoke alarm job is easy to describe and easy to quote, and the customer usually knows what they need before they call. Lighting, power points and Level 2 work brought steady enquiries, but fewer of them turned into jobs.
Budget share and won work do not always line up
Smoke alarm ads took about a fifth of the budget and returned more than half of the won jobs. The other services took most of the spend for a smaller share of won jobs. That is the case for weighing each service by the work it wins rather than by the enquiries it brings in.
The phone comes first
80% of enquiries with a recorded device came from a mobile phone, and three in four ad clicks did too. People booking an electrician are often standing next to the problem, so each service page needs the call button in easy reach.
These figures cover nine weeks and a modest number of won jobs, so one larger job can move the value shares. The share of won jobs is steadier, and the direction is clear enough to act on.
How we measured it
A won job is one the client marked as won in its own job records, valued at the agreed job price. Shares compare the smoke alarm ads with the whole account over the same nine weeks, and enquiries are grouped by the ad they came through; early calls whose ad could not be identified are left out of the service comparisons. Some enquiries from the final weeks were still open, so the won rates are a floor.
Give smoke-alarm work a specific visual context — The smoke-alarm page changes both the headline and large image to the installation topic. The consistent navigation and contact button connect it to the wider electrical range.
Make the electrical work visible at the opening — The emergency introduction is paired with a switchboard image in a clear split layout. Blue highlights and compact service rows keep the contact choice distinct from the description.
The results
Results for Aus Electrical & Data Services.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
52%
of won jobs came from smoke alarm searches
Last nine weeks
How it was measured
Won jobs from enquiries that came through the smoke alarm ads, as a share of all won jobs from Google Ads enquiries over the same days. The spend figure is the smoke alarm ads' share of Google Ads spend over the same days. The won share is rounded down and the spend share rounded up, so the gap is not overstated.
46%
Share of won job value from smoke alarm searches, the most of any service
Last nine weeks
How it was measured
Won job value from enquiries that came through the smoke alarm ads, as a share of all won job value from Google Ads enquiries over the same days. Won value is the agreed job price the client recorded. Rounded down.
2.4×
Higher enquiry-to-won rate for smoke alarm enquiries than for all other services
Last nine weeks
How it was measured
Won jobs divided by enquiries for the smoke alarm ads, compared with the same rate for every other service combined. Enquiries whose ad could not be identified are left out of both rates. Nearly three in ten smoke alarm enquiries became won jobs, against about one in nine for other services. Rounded down.
1 in 7
Google Ads enquiries that became won jobs
Last nine weeks
How it was measured
Won jobs divided by all enquiries traced to Google Ads (calls and forms, test entries removed) over the same days. One won entry that appeared to repeat another was counted once.
80%
Enquiries with a recorded device that came from a mobile phone
Last nine weeks
How it was measured
Google Ads enquiries recorded as coming from a mobile phone, divided by all Google Ads enquiries with a recorded device, over the same days. Rounded down.
How we measured +
Figures cover the last nine weeks and jobs the client marked won. Service shares use the ad behind each enquiry; unidentified early calls are excluded from service comparisons. Test and duplicate entries are removed. Won value is the agreed price before costs, with recent open enquiries still unresolved.
The ads
The Google ads we wrote and ran for Aus Electrical & Data Services
Word for word from Aus Electrical & Data Services's account. Each one served on Google, shown with its own click-through rate.
Sponsored
A
Aus Electrical & Data Services
auselectricalanddata.com.au
Master Electricians | Upfront Fixed Pricing | 5-Star Google Reviews
Smoke Alarm Install across Sydney. Master electricians, upfront fixed pricing. Need a sparky? Licensed NSW electricians, 5-star reviewed. Book online.
A real ad we wrote and ran for Aus Electrical & Data Services.
Smoke alarm installation in Sydney
8.4% click-through rate
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the Aus Electrical & Data Services project. Open a card for the finding and its source.
Service01
52%
Smoke alarm searches took 20% of ad spend and brought in 52% of won jobs.
Share of ad spend20%
Share of enquiries31%
Share of won jobs52%
Share of won job value46%
Smoke alarm ads took about a fifth of the budget and about three in ten enquiries, yet produced more than half of the won jobs and 46% of won job value, the most of any service. The job is clearly defined, so the customer usually knows what they need before they call.
Source and basis. Each share compares the smoke alarm ads with the whole account over the last nine weeks: Google Ads spend, enquiries traced to Google Ads, won jobs and won job value. Enquiries are grouped by the ad they came through, and the enquiry share leaves out enquiries whose ad could not be identified. Spend and enquiry shares are rounded up and won shares rounded down, so the gap is not overstated.
Search02
2.4×
Nearly three in ten smoke alarm enquiries became won jobs, against about one in nine for other services.
Other services: enquiries that became won jobs12%
Smoke alarms: enquiries that became won jobs28%
Smoke alarm enquiries turned into won work 2.4 times as often as enquiries for every other service combined. Lighting, power points and Level 2 work still brought steady enquiries, but fewer of them became jobs. That is a strong case for protecting the smoke alarm budget before adding to other services.
Source and basis. Won jobs divided by enquiries, for the smoke alarm ads and for all other ads combined, over the last nine weeks. Enquiries whose ad could not be identified are left out of both rates. The 2.4 times compares the two rates before rounding and is rounded down; the chart rounds the other-services rate up and the smoke alarm rate down.
Calls03
7 in 10
Calls made up seven in ten enquiries, and web forms became won jobs just as often.
Phone calls70%
Web forms30%
About one in seven calls and about one in seven web forms turned into a won job. The phone number sits in the header of every page next to the quote button, and both routes earn their place.
Source and basis. Tracked calls as a share of all enquiries traced to Google Ads over the last nine weeks, rounded down. The won rates are won jobs divided by enquiries, for calls and for web forms separately.
Device04
80%
80% of enquiries with a recorded device came from a mobile phone.
Mobile phone80%
Desktop and tablet20%
Three in four ad clicks also came from a phone. People booking an electrician are often standing next to the problem, so every service page has to be quick to read and quick to call from on a small screen.
Source and basis. Google Ads enquiries recorded as coming from a mobile phone, divided by all Google Ads enquiries with a recorded device, over the last nine weeks. The click share uses Google Ads clicks by device over the same days. Rounded down.
Services in the campaign
Aus Electrical & Data Services · Sydney, NSW
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 7 services+
Safety switches
Smoke-alarm installation
Earthing and surge protection
Electrical installation
Lighting and downlights
Power points
House rewiring
Appliance installation
Show all 8 services+
Level 2 electrical work
Consumer mains and metering
Power disconnection and reconnection
Three-phase power
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–11pm
Project journey
Website development · Aus Electrical & Data Services
We built their website, too.
Explore the website we designed for Aus Electrical & Data Services: the pages, the mobile experience and the path to an enquiry.
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: the lead-to-job calculator, 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.
Why did smoke alarm searches win so much of the work for Aus Electrical & Data Services?
Smoke alarm work is a clearly defined job. The customer usually knows what they need, the job is simple to quote, and it can often be booked on the first call. Over the last nine weeks, nearly three in ten smoke alarm enquiries became a won job, against about one in nine for other services.
What counts as a won job?
A job Aus Electrical & Data Services marked as won in its own job records, at the agreed job price. No payment amounts are recorded, so the figures use agreed prices rather than cash collected.
Why use the last nine weeks?
Those weeks take in every Google Ads enquiry with a won outcome recorded against it. Some enquiries from the final weeks were still open when the figures were taken, so the won rates are a floor rather than a final count.
Does this mean the other services should come out of the account?
No. Emergency work, lighting, power points, switchboards and Level 2 work still bring in enquiries and won jobs. The finding is about where the budget earns most, so the smoke alarm ads should keep their share while other services are judged on won work rather than on enquiry numbers.
What do the results in this Aus Electrical & Data Services 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 nine weeks. 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.
electrical service pages and interactive problem finders
Website delivery
Aussie Electrical: a Level 2 electrician website with tools for finding the right service. See the design, service pages and enquiry experience.
Aussie Electrical is the electrical business of the Aussie Home Services group, working across Sydney, the Central Coast and the Blue Mountains as an accredited Level 2 Service Provider.
Delivered: 650 pages: 111 services, 471 suburbs, 22 regions and 30 guides. A problem picker, a problem finder and an interactive house of the electrics.
Outcome: We built a problem picker, a problem finder and an interactive house of the electrics. We also added a Level 2 menu, home page band and guide.
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.
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.
