Sparkmaster: electrical service campaigns with tracked calls and forms
Sparkmaster is a Sydney electrician, open around the clock, handling lighting, ceiling fans, power points, smoke alarms, security cameras, switchboards, fault finding and C-Bus work. Google Ads search campaigns with an ad group for each electrical job, plus ads for nearby-electrician searches. Each ad sent to a matching service page with the phone number at the top and its own enquiry form.
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
Office electrical fit-outs
Campaign hours
Campaign schedule · Sydney local time
Monday–Friday: 6am–7pm; Saturday: 6am–12pm
The results
Results for Sparkmaster.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Electrical services
search campaigns for Sydney electrical work
Campaign delivery
How it was measured
Google Ads search campaigns with an ad group for each electrical job, plus ads for nearby-electrician searches. Each ad sent to a matching service page with the phone number at the top and its own enquiry form.
65%
Calls from the ads that lasted a minute or more
Since ads began
How it was measured
Calls to the tracked number used for Google Ads lasting 60 seconds or more, as a share of all such calls, with test calls removed. Call length is recorded by the tracked number. Rounded down.
75%
Google Ads enquiries that came as a phone call rather than a web form
Since ads began
How it was measured
Calls to the tracked number used for Google Ads, as a share of those calls plus web forms sent after an ad click, with test entries removed. Rounded down.
Nearly 2 in 3
Share of enquiries with a known ad that came from ads for a named electrical job
Since ads began
How it was measured
Enquiries whose ad group was recorded, grouped by that ad group. Named-job ad groups cover one specific job such as ceiling fans or smoke alarms; nearby-electrician and emergency ad groups are not counted as named jobs. Every web form carries its ad group, and calls do from later in the run, so web forms make up about half of this group. About four in five web forms came from named-job ads, against half of the calls with a known ad. The share is 65%, rounded down.
78%
Web-form enquiries from ads that landed people on a service page, not the home page
Since ads began
How it was measured
Web forms sent after an ad click, grouped by the page the ad landed the visitor on, as a share of all such forms. Rounded down.
How we measured +
Enquiries are tracked calls and forms traced to Google Ads across about four months. Call duration comes from the tracking number; a minute means at least 60 seconds. Service comparisons use enquiries with an identified ad group.
In one minute
The 60-second version
Sparkmaster, from the brief to the result in 5 short slides.
01 The business
A Sydney electrician, open around the clock
Sparkmaster handles lighting, ceiling fans, power points, smoke alarms, security cameras, switchboards, fault finding and C-Bus work across Sydney, with an upfront quote before work starts.
02 The problem
Electrical work runs from small fixes to bigger installs
Someone with a beeping smoke alarm searches differently from someone planning new downlights or a camera system. The account had to answer each with the right ad and page, and show which jobs brought enquiries.
02
03 What we built
One ad group per job, each with its own page
Ad groups for ceiling fans, lighting, smoke alarms, power points, security cameras, switchboards and faults, plus nearby-electrician ads. Each lands on the matching service page with the phone number at the top.
04 What happened
Most enquiries rang, and most calls ran past a minute
Three in four Google Ads enquiries were phone calls, and 65% of those calls lasted a minute or more. 78% of web forms came from ads that landed on a service page.
65%of Google Ads calls lasted a minute or more
05 What we learned
Named jobs did most of the work
Nearly two in three enquiries with a known ad came from ads for a named job. Ceiling fans led at 17%, ahead of lighting at 12%.
Nearly 2 in 3of enquiries with a known ad came from named-job ads
01 / 05
Insights
What the data showed
Details from the Sparkmaster project. Open a card for the finding and its source.
Calls01
75%
Three in four Google Ads enquiries were phone calls, and 65% of those calls ran a minute or more.
Phone calls75%
Web forms25%
Most people with an electrical job picked up the phone. A minute is long enough to describe a job and book a visit, and 65% of calls from the ads ran at least that long. That is why the phone number sits in the header and the top banner of the home and service pages.
Source and basis. Calls to the tracked number used for Google Ads and web forms sent after an ad click, test entries removed, since ads began. Call length is recorded by the tracked number. Rounded down.
Service02
Nearly 2 in 3
Nearly two in three enquiries with a known ad came from ads for a named job, led by ceiling fans.
Nearby-electrician searches, no job named31%
Ceiling fans17%
Lighting and LED upgrades12%
Security cameras9%
Power points9%
Smoke alarms6%
Where the ad behind an enquiry was known, 65% came from ads for one specific job, with ceiling fans the biggest at 17%, ahead of lighting at 12%. Web forms leaned on named-job ads more than calls did: about four in five forms, against half of the calls with a known ad. Giving each job its own ad and page gives people who know what they want a direct route to it.
Source and basis. Enquiries whose ad group was recorded, grouped by that ad group, as a share of all such enquiries since ads began. Every web form carries its ad group; calls do from later in the run, so web forms make up about half of this group. Emergency ad groups and smaller job groups are not shown. Rounded down.
The build03
78%
78% of web-form enquiries came from ads that landed on a service page, not the home page.
Service pages78%
Home and other pages22%
Each job has its own page with its own enquiry form. Most people who sent a form had landed on a page about their job, such as smoke alarms, ceiling fans or security cameras, rather than on the home page.
Source and basis. Web forms sent after an ad click, grouped by the page the ad landed the visitor on, as a share of all such forms since ads began. Rounded down.
The ads
The Google ads we wrote and ran for Sparkmaster
Word for word from Sparkmaster's account. Each one served on Google, shown with its own click-through rate.
Sponsored
S
Sparkmaster
spark-master.com.au/Near-Me/Sydney
Sydney Sparky, Same Day | Need an Electrician Today? | Upfront, No Hidden Fees
Fast, friendly local electricians across Sydney. 5-star rated, free quote, no hidden fees. Power out, faults or installs? Fast local sparkies, response in 15 mins. Free quote.
A real ad we wrote and ran for Sparkmaster.
Electrician near me
5.6% click-through rate
Website development · Sparkmaster
We built their website, too.
Explore the website we designed for Sparkmaster: the pages, the mobile experience and the path to an enquiry.
Explore Sparkmaster’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.
Give local electrical work a clear visual setting — Orange accents and a dark text panel frame the Sydney introduction beside a working photograph. Short service rows keep the contact message easy to scan.
01 / 02 · Give local electrical work a clear visual setting — Orange accents and a dark text panel frame the Sydney introduction beside a working photograph. Short service rows keep the contact message easy to scan.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Sparkmaster
Sparkmaster is a Sydney electrician, open around the clock, handling lighting, ceiling fans, power points, smoke alarms, security cameras, switchboards, fault finding and C-Bus work.
Electrical services · Sydney, NSW
SoudCoh services
Google Ads management
Enquiry tracking and reporting
Website design and landing pages
What we put in place
The campaign work
Google Ads search campaigns with an ad group for each electrical job, plus ads for nearby-electrician searches.
Each ad sent to a matching service page with the phone number at the top and its own enquiry form.
Separate campaigns for nearby searches, emergencies and faults, and C-Bus work.
Tracked calls and forms traced to the ad behind them, with a review of call length, enquiry type and job mix.
What the project delivered
The outcome
Google Ads search campaigns with an ad group for each electrical job, plus ads for nearby-electrician searches. Each ad sent to a matching service page with the phone number at the top and its own enquiry form.
Sparkmaster is a Sydney electrician, open around the clock, handling lighting, ceiling fans, power points, smoke alarms, security cameras, switchboards, fault finding and C-Bus work. Google Ads search campaigns with an ad group for each electrical job, plus ads for nearby-electrician searches. Each ad sent to a matching service page with the phone number at the top and its own enquiry form.
The business
Sparkmaster is a Sydney electrician, open around the clock. Its electricians handle lighting and LED upgrades, ceiling fans, power points, smoke alarms, security cameras, switchboard upgrades, fault finding and C-Bus work, with an upfront quote before any work starts.
What we set out to do
Electrical work runs from small fixes to bigger installs. Someone with a beeping smoke alarm, someone who wants a ceiling fan put in and someone planning a camera system all search differently. The account had to answer each with the right ad and page, bring in real conversations rather than idle clicks, and show which jobs were producing the enquiries.
What we built
The account gives each job its own ad group: ceiling fans, lighting and LED upgrades, smoke alarms, power points, security cameras, switchboards, safety upgrades and fault finding, plus ad groups for people searching for a licensed electrician nearby. Each ad sends people to the matching service page, with the phone number at the top and an enquiry form for that job. The account was later split into separate campaigns for nearby-electrician searches, emergencies and faults, and C-Bus work.
Each job has its own page, so a search about smoke alarms lands on the smoke alarm page with the phone number at the top.
Calls from the ads arrive on a tracked number, and web forms carry the ad that sent the visitor. Test entries are removed before anything is counted.
Since ads began, three in four Google Ads enquiries were phone calls and the rest were web forms. Most calls were real conversations: 65% of them lasted a minute or more, long enough to describe a job and book a visit.
Web forms came mostly from the service pages rather than the home page. 78% of form enquiries came from ads that landed people on a page about a specific job, such as smoke alarms, ceiling fans or security cameras.
Named jobs brought most of the enquiries
Where the ad behind an enquiry was known, 65% came from ads for a named job. Ceiling fans were the biggest single job at 17%, ahead of lighting at 12% and security cameras and power points at 9% each. Most of the rest, 31%, came from searches for an electrician nearby with no job named. Web forms leaned on named-job ads more than calls did: about four in five forms, against half of the calls with a known ad.
Most people rang
Most people with an electrical job rang rather than filled in a form. For an electrician, a phone number at the top of the page and a fast answer when it rings matter more than any other part of the page.
The job shares rest on the enquiries where the ad was known: every web form, and the calls from later in the run once calls were matched to their ad. Treat the smaller shares as a guide rather than a rule.
How we measured it
Enquiries traced to Google Ads are calls to the tracked number used for the ads and web forms sent after an ad click, with test entries removed. Call length is recorded by the tracked number. Job groups come from the ad group behind each enquiry; where an enquiry carried no ad group, it is left out of the job shares. This study is built from enquiry records rather than Google Ads click reports, so it reports shares of enquiries, not click rates or costs.
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.
We took every call to the tracked number used for Sparkmaster's Google Ads, removed test calls, and counted the share that lasted 60 seconds or more. Call length is recorded by the tracked number. The result is rounded down.
Why does call length matter?
A very short call is often a wrong number or a hang-up. A call of a minute or more is usually a real conversation about a job. It is a simple check that the ads are bringing people who want an electrician.
What counts as an ad for a named job?
An ad group written for one job, such as ceiling fans, lighting, smoke alarms, power points or security cameras, with its own page. Ads for an electrician nearby, and emergency ads, are not counted as named jobs.
What did SoudCoh do for Sparkmaster?
We built and ran Google Ads search campaigns with an ad group for each electrical job, sent each ad to the matching service page, and tracked calls and forms to the ad behind them. The account was later split into separate campaigns for nearby searches, emergencies and faults, and C-Bus work.
What do the results in this Sparkmaster 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.
— 09 · Read next
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