Electrician leads Sydney: 262 enquiries in a 30-day period

Three customers, one word

Aussie Electrical is a Sydney electrical contractor covering emergency work, switchboards, and safety and compliance jobs. Somebody with no power at 7pm behaves nothing like somebody collecting three quotes for a switchboard upgrade. A business chasing a compliance sign-off behaves like neither of them.

All three type "electrician". An account that treats them as one audience buys a great deal of traffic and books very few jobs, because the ad that suits the panic at 7pm is exactly the wrong ad for the person planning a job for next month.

Idle vans are the fastest way to lose money

Licensed sparkies are expensive, and they cost the same whether the day is full or half empty. That is the real pressure on an electrical contractor, and it has nothing to do with impressions.

So the account's job was never to look impressive in a report. It was to put enough real enquiries in front of the office, every week, to keep the crew booked and the vans moving.

That is a harder brief than it sounds, because electrical demand does not arrive evenly. A storm fills a Monday. A quiet fortnight follows. Meanwhile the switchboard and compliance work sits on longer timelines, decided by people who collect quotes and then go silent for a week.

What the three jobs need from an ad

The person with no power wants to know somebody is coming tonight. Nothing else on the page matters to them.

The homeowner pricing a switchboard upgrade is doing the opposite: reading, comparing, checking that whoever turns up is licensed and will not disappear halfway through. And the business chasing a compliance certificate is not thinking about electricity at all — they are thinking about a deadline and a piece of paper.

Write one ad for all three and it lands properly for none of them. That was the first thing to fix.

What we took on

Three campaigns, with every month that carried spend solid enough to judge. The periods described below were picked out and left undated on purpose. Taken over the whole account rather than one window, it served 122,811 impressions, took 6,995 clicks and produced 889 enquiries including 244 phone calls. The largest of the three campaigns accounted for 603 of those enquiries at $55.28 each.

We rebuilt the account around the enquiries that turn into booked work, and wrote the ads to the specific job the customer needed done rather than to "electrician" as a category. From there it was continuous maintenance — reading what people typed before they called, and steadily making sure the business was not paying for searches a licensed electrician would have no interest in quoting.

262 enquiries in a single month

The account's strongest month for volume ran 30 days: 262 enquiries, including 94 phone calls, from 1,958 clicks and 36,724 impressions, at $82.42 each and a 13.38% conversion rate.

262 enquiries in that period, including 94 phone calls — close to nine a day landing with the office, every day, for a month.

The period before it was the efficient one

It came within two enquiries of that volume record and did it more cheaply: 260 enquiries at $65.01 each, at a 16.34% conversion rate, from 1,591 clicks over 31 days. Cost per lead had already come down from $81.00 in the period before that — a 19.74% drop — before volume was pushed up.

The order of those two months is worth noticing. Price came down first, and then the account was asked to do more. Doing it the other way round is how businesses end up with a busy month they cannot afford to repeat.

The busier month did cost more per enquiry, $82.42 against $65.01, and that is the honest trade. Pushing for volume in a category this competitive is rarely free. The question is whether the extra enquiries were worth the difference, and 262 of them including 94 phone calls in 30 days is a fairly comfortable yes for a contractor with crews to fill.

• 262 enquiries including 94 phone calls — a 30-day period in 2026
• 1,958 clicks and 36,724 impressions in that same period, at a 13.38% conversion rate and $82.42 per enquiry
• 260 enquiries at $65.01 each in the 31-day period before it, at a 16.34% conversion rate
• $81.00 → $65.01 cost per lead, one measured period to the next in 2026 — a 19.74% drop
• 889 enquiries and 244 phone calls across the account's wider run, at an average of $75.92 each
• 5.7% click-through rate and a 12.71% conversion rate on the same account-wide basis

What it meant for the business

889 enquiries taken over the whole account is a different business to run. At that rate the constraint stops being demand and becomes scheduling — which crew, which day, which side of the city — and that is a far better constraint for a contractor to be arguing about.

The 244 phone calls deserve separating out. A call from somebody with no power is a job that gets booked while they are still on the line, not a form that sits in an inbox overnight and gets answered after they have rung somebody else. Put that alongside a 12.71% conversion rate across the wider account and the picture is consistent: the traffic being paid for was reaching people who genuinely needed an electrician, at a price that stayed workable while volume climbed.

Look at the biggest campaign on its own and the same thing shows up: 603 enquiries at $55.28 each, comfortably under the account average of $75.92. The bulk of the output was also the cheapest part of it, which is the arrangement you want and the opposite of what a drifting account produces.

For an owner, the practical version of all this is simple. You stop asking whether the ads are working and start asking how many crews you can keep busy next month. That is a better question, and 889 enquiries account-wide is what makes it askable.

Let's talk

If you have the licensed staff and not enough booked jobs to keep them busy, the gap is usually in what your account is buying rather than in how much you are spending. We will take a look and tell you what we would change, and what we would leave alone.