Google Ads · Electricians
Google Ads for electricians, split by the three buyers you actually have
An electrician is not one business. A letting agent chasing an EICR, a homeowner pricing an EV charger and a couple planning a rewire have nothing in common except your van. Run them in one campaign and the cheapest of the three will spend the budget.
In short
Google Ads for electricians in the UK needs a different build from a generic Google Ads account, and this is how PipelineOS structures it. The account is organised by buyer, not by service list. EICR and landlord compliance is the highest-volume, lowest-value campaign, with cheap clicks and a buyer who is often an agent placing repeat work. The first ad group to build is EICR and landlord certificates: cap the daily budget hard. The most common way this goes wrong: one campaign for the whole trade.
How we build it
The account is organised by buyer, not by service list. EICR and landlord compliance is the highest-volume, lowest-value campaign, with cheap clicks and a buyer who is often an agent placing repeat work. EV charger installation is a second campaign with its own logic: the buyer has usually chosen a unit already, so brand terms — Zappi, Ohme, Easee, Hypervolt — sit in their own ad group and convert far better than generic charger terms. Rewires and consumer unit upgrades form a third, high-value, slow campaign. Emergency and fault-finding is a fourth, small and always on.
Separate campaigns exist so each can carry its own target CPA. An EICR enquiry is not worth £60 and a rewire enquiry is worth considerably more than that, so a single campaign-level target is guaranteed to be wrong for at least two of your three buyers. Budget follows the same logic: the EICR campaign is capped deliberately low, because it will happily absorb every pound you give it and leave you doing £140 certificates full time.
Match types tighten as value rises. EICR terms can run phrase match with a modest negative list. Rewire terms stay on exact, because “rewire” broad matches car stereo rewiring, guitar rewiring and, dependably, house rewiring courses. EV terms need aggressive negatives for grant hunters and vehicle searches — people searching for charger units to buy, public charge point maps and lease deals. Geography is presence-only with a tight radius on EICR, where travel time destroys the margin on a £150 job, and a wider one on rewires, where an hour in the van is a rounding error. Scheduling runs the compliance campaign in office hours because agents work office hours, and the domestic campaigns until 9pm.
Ad groups
The account structure in practice. Ad groups stay tight so the ad can genuinely match the search, which lowers cost per click for the same position.
| Ad group | Example keywords | Bids and handling |
|---|---|---|
| EICR and landlord certificates | EICR [town], landlord electrical safety certificate, electrical inspection report cost | Cap the daily budget hard. Cheap clicks, fast conversions, low value — left uncapped it will crowd out everything worth more than it is. |
| EV charger installation | EV charger installation [town], Zappi installer, Ohme install cost, home car charger fitted | Brand terms in their own ad group and bid up; they convert at several times the rate of generic charger searches. Negative out grants, lease deals and public charge point queries. |
| Rewires and consumer units | house rewire cost, full rewire [town], fuse board replacement, consumer unit upgrade | Exact match, highest bids, longest consideration. Route to a page with a real room-count price range and a disruption timeline, because that is the actual objection. |
| Emergency and fault finding | emergency electrician [town], no power, tripping fuse box, electrician out today | Small always-on budget, call extensions, evening and weekend schedule. Converts immediately and feeds the other three campaigns through repeat work. |
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Call 07443 392243WhatsAppBudget and the arithmetic
A one-to-three van firm typically works at £400–£1,200 a month of spend, and the split matters more than the total. Clicks run £1.50–£4 on EICR terms, £3–£7 on EV charger terms and £4–£9 on rewire terms. Cost per enquiry lands around £8–£25 for EICR, £25–£60 for EV chargers and £40–£90 for rewires.
Now the arithmetic that decides each. An EICR at £120–£250 only works at a £15 enquiry cost if you convert most of them and if some become repeat agency work; as a standalone advertised service it is thin, and we say so. An EV charger install at £900–£1,600 with a £350–£600 margin absorbs a £45 enquiry comfortably even at a one-in-three close. A rewire at £3,500–£7,000 closing at one in four means roughly £280 of advertising per job won, which is comfortably the best return anywhere in the account and the entire reason the EICR campaign has a hard budget cap on it.
Four ways this goes wrong
- One campaign for the whole trade. The EICR clicks are the cheapest and convert fastest, so Google’s bidding sends the money there and you end up with a diary full of certificates and no rewires.
- Bidding on charger brand names without being an approved installer for them. The manufacturer’s own installer-finder page outranks you and the click converts badly.
- Forgetting that “electrician” broad match reaches apprenticeships, electrician courses, wholesalers and 18th Edition training. These are high-volume searches near any town with a college.
- Advertising rewires to a page that will not give a price. Rewire buyers are pricing disruption as much as cost, and a page with no per-bedroom range and no indication of how many days they will be without power sends them straight back to the results.
The two pages behind this one
This page is the intersection. For the wider picture:
Google Ads in general
Everything about marketing for electricians
Questions
Is it worth advertising EICRs at all?
Only with a capped budget and an eye on who is enquiring. A single £150 certificate barely justifies a £20 enquiry once travel is counted. It becomes worthwhile when the enquirer is a letting agent or portfolio landlord with ten properties, so we write ad copy that speaks to portfolios and price for multiple properties rather than chasing individual homeowners.
How do I stop paying for EV grant hunters?
Negative keywords for grant, free, OZEV, subsidy, scheme and funding, plus the landing page stating plainly who currently qualifies for support and who does not. A great deal of EV charger search volume is people hoping the installation is free, and the cheapest way to handle them is to answer the question on the page before they call and take twenty minutes of your evening.
Should EV charger work be its own landing page?
Yes, and ideally one page per major brand you are approved to install. Someone searching a specific unit has already made the product decision and is only choosing an installer. A page naming the unit, showing an install you have done, stating the price including a typical consumer unit upgrade and offering a date converts several times better than a general electrical services page.
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