92% of the won job value Aussie Electrical gets from Google Ads started with a phone call. Web forms are growing, but the calls carry the work, and smoke alarm and no-power enquiries are the most likely to become a won job.
The business
Aussie Electrical is the electrical business of the Aussie Home Services group, with licensed electricians across Sydney, the Central Coast and the Blue Mountains. It is an accredited Level 2 Service Provider, and its work runs from no-power call-outs, fault finding and smoke alarms to switchboard upgrades, Level 2 mains work and air conditioning.
Much of that work is urgent. People with no power, a safety switch that keeps tripping or a smoke alarm that needs replacing tend to pick up the phone straight away. Planned work, such as a switchboard upgrade or a new air con system, is weighed up before it is booked.
What we set out to do
An enquiry count says nothing about the work won. The aim was to know which calls and forms turned into jobs, how big those jobs were and how quickly they closed, so the campaigns and the website could be shaped around the enquiries that become work.
What we built
The electrical and air con campaigns each have their own tracked phone number, and web forms record the ad they came from. Calls and forms are then matched to the client's job records, where each job carries its agreed price once it is won. The search campaigns are split by service and by place, with dedicated streams for switchboards, Level 2 work, no-power enquiries and air conditioning, and local groups for areas such as Umina Beach, Blacktown, Campbelltown, Terrigal, Gosford and Katoomba.
Each ad lands on a page about the exact job, with the phone number and a short booking form near the top and a Book and Call bar pinned to every mobile page. The pages themselves are shown in the Aussie Electrical website case study.
What happened
Since ads began, 92% of won job value from Google Ads started with a phone call, and the average job won from a call was worth 1.3× the average job won from a web form. Better than 1 in 5 Google Ads enquiries became a won job (22%). Half of all jobs were won within 2 days of the first enquiry, and 9 in 10 within two weeks.
The big jobs come in by phone. The biggest 10% of jobs brought in 44% of all won job value, and 94% of those started with a call. The first conversation is the moment to get right.
Smoke alarm, no-power and local enquiries close more often. 40% of smoke alarm enquiries became won jobs, 1.7× the account average. No-power and fault-finding enquiries were won 35% of the time, about half of them on the day the customer called. Enquiries from emergency or power-outage searches were won about twice as often as searches for a service alone, and searches naming a suburb or region 1.4× as often.
The phone does not stop at 6pm. 21% of won job value came from enquiries made on weekends or weekday evenings.
For an electrician, that points to three things: keep the phone number first on every ad and page, be ready to book urgent work the same day, and keep the ads running after hours. See our Google Ads management and tracking and analytics work.
Related work: Sydney electrician lead generation case study.
