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    Proof
    Aussie Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessI-ELEC — a 231-page electrician website for Inner SydneyWhat a plumbing lead costs on Google AdsWhat a lead costs on Google Ads, industry by industrySLS Solicitors — cost per recorded Google Ads conversion down 58.48%Wilco Plumbing — a 516-page plumbing website for SydneyHow much should a trade business spend on marketing?State Choice Plumbing — a drains, hot water and gas websiteAussie Drains — a 600-page drain website for SydneyWhat an electrician lead costs on Google AdsAussie Electrical — a 650-page electrical website for SydneyThe most efficient ways for a trade business to get leadsEOL Melbourne — click-to-enquiry rate up from 28% to 33.4%What a cleaning lead costs on Google AdsAlliance Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessImpress Blinds — cost per recorded Google Ads conversion down 62.63%FixCare Property — cost per enquiry down 56.36%Rubbish Removal WA — cost per enquiry down 53.18%Floral Cakery — cost per enquiry down 49.82%ILLUMINATE Laser Emporium — cost per enquiry down 48.54%Sydney Fence Painting — cost per enquiry down 33.68%Alliance Plumbing — cost per enquiry down 29.6%Gridless Build Solutions — cost per enquiry down 29.16%FacilityWorx — cost per enquiry down 23.62%Cornerstone Roofing — cost per enquiry down 20.47%Council finance — budgeting and workforce designCouncil planning — clearer approvals and reportingCultural audiences — media strategy and creative conceptsCommunity participation — surveys, maps and project pagesPublic-sector research — survey design and analysisPublic art — site studies and visual conceptsRegional identity — visitor guides and wayfinding conceptsCouncil systems — integration and migration planningA pressure washing business — service-led search campaignsA pressure washing business — a clear enquiry journeyA carpet cleaner — Google Ads built around cleaning servicesA roofing company — campaigns for repairs and restorationA CCTV installer — campaigns for security enquiriesA fence painter — search campaigns for specific surfacesA maintenance business — live in 8 weeks, 3 stacks gone5.0 across every Google review$120M+ in media under management250+ active engagements across five countries
    SoudCoh
    I-ELEC

    Electrical installation and fault finding · Sydney, NSW

    I-ELEC: electrical campaigns linked to service pages and job bookings

    For Alexandria-based I-ELEC, we connected local-electrician searches, specific electrical jobs and Sydney suburbs with matching pages and booking forms. Calls and forms were traced to job records, helping the team follow enquiries through to won work.

    Services
    Google Ads management · Website design and landing pages
    Talk to us about your account

    I-ELEC · 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
    • Ceiling fans
    • Power points

    Campaign hours

    Campaign schedule · Sydney local time

    • Service-focused campaign — Monday–Friday: 7:30am–6pm
    • Other served campaigns have no day or hour restriction recorded.

    The results

    Results for I-ELEC.

    Each result shows its reporting period. Open a tile for the measurement basis.

    • Headline result

      Ads + booking

      electrical service campaigns and tracked booking enquiries

      Campaign delivery

    • 2×

      Share of enquiries that became won jobs, from about 1 in 5 to more than 2 in 5

      Days 31 to 43 vs first 30 days

    • 60%

      Share of won value from website form enquiries, which were 14% of enquiries

      First 43 days of Google Ads

    • 2×

      Length of calls that became won jobs, compared with calls that did not

      First 43 days of Google Ads

    How we measured

    The won-rate comparison uses days 1–30 and days 31–43, including the part-day of measurement. Enquiries are traced calls and forms; repeat callers count and tests are removed. Form-value shares cover the first 43 days and reflect a small group of jobs at agreed prices before costs.

    In one minute

    The 60-second version

    I-ELEC, from the brief to the result in 4 short slides.

    1. The business

      I-ELEC

      I-ELEC is a licensed electrical business based in Alexandria, serving Inner Sydney and wider Sydney.

      I-ELEC home page for licensed Inner Sydney electricians with a quote form beside the headline

    2. What we delivered

      Electrical service campaigns and tracked booking enquiries

      A Sydney electrical campaign led by broad local-electrician keywords. Service ad groups for ceiling fans, lighting, downlights, switchboards and emergencies, plus suburb ad groups.

    3. The customer journey

      From the search to the right service

      A connected website with booking forms, and calls and forms traced from the ad to the job.

    4. In practice

      Electrical campaigns linked to service pages and job bookings

      The share of enquiries that became won jobs doubled from about one in five during the first 30 days to more than two in five over days 31 to 43.

    Insights

    What the data showed

    Details from the I-ELEC project. Open a card for the finding and its source.

    • The build

      60%

      Website forms were 14% of enquiries but earned 60% of the won value

      • Share of enquiries14%
      • Share of won value60%

      Most people phoned, but enquiries through the website's booking forms became won jobs at 3.5 times the rate of phone calls. The forms ask for the suburb and the service needed, so the callback can go straight to the job. That is why the website and the ads are planned together.

    • Local

      88%

      Ads on broad local-electrician keywords earned 88% of the won value

      • Broad local-electrician keywords88%
      • All other keywords11%

      Most of I-ELEC's won work came from ads on broad keywords for a local electrician, rather than keywords for one named job. Those keywords brought about three-quarters of enquiries and 88% of the won value. For a general electrician, broad local reach is the core of the account, with named-job ad groups around it.

    • Calls

      2×

      Calls that became won jobs ran about twice as long as calls that did not

      • Calls that became won jobs2×
      • Other calls1×

      Among I-ELEC's tracked Google Ads calls, the ones that became won jobs ran about twice as long, at the median, as the ones that did not. That fits what a won call involves: describing the fault, agreeing a price and booking a time. The pattern is specific to I-ELEC, so we read it alongside the job records.

    I-ELEC

    Website development · I-ELEC

    We built their website, too.

    Explore the website we designed for I-ELEC: the pages, the mobile experience and the path to an enquiry.

    Read full website case study
    I-ELEC home page with the Inner Sydney headline, four offer tiles and a quote form

    The case study

    The project, connected.

    The brief, the work and what it delivered.

    1. The starting point

      I-ELEC

      I-ELEC is a licensed electrical business based in Alexandria, serving Inner Sydney and wider Sydney.

      Electrical installation and fault finding · Sydney, NSW

      I-ELEC

      SoudCoh services

      • Google Ads management
      • Website design and landing pages

    2. What we put in place

      The campaign work

      • A Sydney electrical campaign led by broad local-electrician keywords.
      • Service ad groups for ceiling fans, lighting, downlights, switchboards and emergencies, plus suburb ad groups.
      • A connected website with booking forms, and calls and forms traced from the ad to the job.

    3. What the project delivered

      The outcome

      The share of enquiries that became won jobs doubled from about one in five during the first 30 days to more than two in five over days 31 to 43. Those are different-length launch periods, with the second ending on the measurement day. Website forms accounted for 60% of traced won job value over the first 43 days, from 14% of enquiries.

    In this case study

    White paper · PDF

    Marketing for home services in Australia

    58 pages · 2.3 MB

    Download this PDFRead it on the page

    For Alexandria-based I-ELEC, we connected local-electrician searches, specific electrical jobs and Sydney suburbs with matching pages and booking forms. Calls and forms were traced to job records, helping the team follow enquiries through to won work.

    The business

    I-ELEC is a licensed electrical business based in Alexandria, serving Inner Sydney and wider Sydney. Its electricians handle faults, switchboards, lighting, power points, smoke alarms, EV chargers and emergency call-outs, and they give one fixed price before work starts.

    What we set out to do

    The brief was to connect Sydney customers with I-ELEC’s electrical services and make each enquiry easy to follow. We linked campaign messages, service pages and booking forms, then connected calls and forms with the team’s job records.

    What we built

    The account is led by broad keywords for a local electrician, which send people to the home page. Beside them sit ad groups for named jobs: ceiling fans, lighting installation, LED downlights, switchboard emergencies and emergency call-outs, each landing on a matching service page. Location ad groups cover suburbs such as Burwood, Campsie, Canterbury, Rozelle, Hurstville and Bondi.

    People do not always know the technical name for a fault before they search. Keeping broad local reach alongside named-job ad groups means both kinds of customer find a page that fits. See the pages, the mobile layout and the booking forms in the I-ELEC website case study.

    What informed the next steps

    Website forms were 14% of enquiries but earned 60% of the won value, and became won jobs at 3.5 times the rate of calls. The forms ask for the suburb and the service needed, with the service already chosen on each service page, so the callback starts with the job. That makes the website as much a part of the result as the ads.

    Broad local-electrician keywords earned 88% of the won value from about three-quarters of the enquiries. And among tracked calls, the ones that became won jobs ran about twice as long, at the median, as the ones that did not. See how we run Google Ads management, or read more about marketing for electricians.

    Key campaign decisions
    • For Alexandria-based I-ELEC, we connected local-electrician searches, specific electrical jobs and Sydney suburbs with matching pages and booking forms. Calls and forms were traced to job records, helping the team follow enquiries through to won work.
    • A Sydney electrical campaign led by broad local-electrician keywords.
    • Service ad groups for ceiling fans, lighting, downlights, switchboards and emergencies, plus suburb ad groups.
    • The share of enquiries that became won jobs doubled from about one in five during the first 30 days to more than two in five over days 31 to 43. Those are different-length launch periods, with the second ending on the measurement day. Website forms accounted for 60% of traced won job value over the first 43 days, from 14% of enquiries.

    Tags

    • Google Ads
    • Electrical
    • Sydney, NSW

    That is one account. Yours is a different one.

    We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.

    Book the auditSee more accounts
    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.

    • Rule 01

      Count real enquiries only

      The number it moves: True cost per lead

      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.

    • Rule 08

      Build on practical campaign experience

      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.

    See SoudCoh Compound
    If you want one of these

    What actually happens after the first call.

    Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.

    1. The call

      Thirty to forty-five minutes, free

      We discuss your services, customers, website and goals, then identify the most useful next step.

    2. Week 0

      The audit

      We review your website and advertising, then set out the opportunities, priorities and recommended scope.

    3. 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.

    4. 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.

    5. Days 1–14

      The clean

      We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.

    6. 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.

    The first call is free and there is no deck.

    Book a call
    What did SoudCoh deliver for I-ELEC?

    A Sydney electrical campaign led by broad local-electrician keywords. Service ad groups for ceiling fans, lighting, downlights, switchboards and emergencies, plus suburb ad groups. A connected website with booking forms, and calls and forms traced from the ad to the job.

    Why do website forms matter so much for I-ELEC?

    Forms were 14% of Google Ads enquiries but earned 60% of the won value, and became won jobs at 3.5 times the rate of calls. The forms ask for the suburb and the service needed, so the callback can go straight to the job.

    How is won work measured?

    Won value is the agreed job price I-ELEC records when it marks a job as won. Each job is counted against the day its enquiry arrived. Return on ad spend is that won value divided by Google Ads spend over the same days, rounded down.

    What does call length tell you?

    For I-ELEC, tracked calls that became won jobs ran about twice as long, at the median, as calls that did not. The pattern is specific to this business, so it is read alongside the job records.

    What do the results in this I-ELEC 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: Campaign delivery. 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.

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    Ready to plan your campaign?

    Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.

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    A real conversation and a written list of opportunities.