Electricians
Marketing for electricians
Electrical work is four businesses wearing one job title: the reactive call-out, the compliance certificate, the EV charger and the rewire. They have different values, different urgency and different buyers. Advertising them as one thing is why most electrician accounts underperform.
In short
Marketing for electricians in the UK turns on three things that are specific to the trade. The values are spread wider than in almost any other trade. A fault find and repair is £90 to £250. Google Search and Google Business Profile carry this trade. The biggest source of wasted spend is employment, searches such as electrician jobs and electricians mate wanted, which has to be negatived out before the budget means anything.
The economics that should drive the budget
The values are spread wider than in almost any other trade. A fault find and repair is £90 to £250. A domestic EICR runs £150 to £300 depending on the number of circuits, and on a small commercial unit £300 to £900. A consumer unit change is £500 to £900. An EV charger install sits around £900 to £1,600 with the groundwork. A full rewire of a three-bedroom house is £4,000 to £8,000 before making good.
Close rates are high on the reactive end and low at the top. If you answer the phone to somebody with no power to half the house, you win seven or eight times out of ten, because they are not shopping, they are asking when you can come. Rewire quotes behave like any four-figure considered purchase and close nearer one in three.
The number that changes the strategy is lifetime value. A £180 EICR looks like a poor lead until you notice that the landlord behind it has four properties, needs the same certificate every five years, and hands you the remedial works that the report generated. Priced as a one-off job, certificate work is barely worth advertising. Priced as the entry point to a recurring compliance relationship, it is the most valuable enquiry in the account.
Seasonality
Electrical is the least seasonal of the trades on this site, and we would rather say that than invent a pattern. Faults happen all year, and a decent domestic electrician has a base load that barely moves. What does move is the mix.
Certificate demand follows tenancy churn, so EICR volume lifts from June to September in university towns and around the usual tenancy anniversaries elsewhere. From October the clocks change and outdoor lighting, security lighting and socket faults rise with the dark evenings. November and December bring garden lighting, hot tub circuits and the annual round of Christmas light problems. January and February are strong for rewire and extension enquiries because people plan work in the quiet months, and spring picks up EV chargers and outbuilding supplies.
So the budget rarely needs a seasonal cut. It needs the weighting between the four campaigns adjusting three or four times a year.
What we configure
- Four separate campaigns: reactive, certificates, EV, rewires
- Employment and training negative lists from day one
- EICR price published to filter and to win the price shoppers
- Missed-call text-back, because reactive callers redial immediately
- Automated five-year EICR and landlord recertification reminders
- A page per EV charger brand you are approved to install
- Review requests triggered on job completion, not monthly
What people actually search, and what it is worth
| Intent | Typical search | Value | How we handle it |
|---|---|---|---|
| Reactive fault work | electrician near me, no power to sockets, emergency electrician [town] | Low value, very fast close | Call-focused campaign with click-to-call, tight dayparting and location extensions. The only thing that matters is being answered, so this budget goes where somebody is actually picking up the phone. |
| Compliance certificates | EICR [town], landlord electrical safety certificate, EICR cost | Low per job, high repeat | Its own campaign with the price stated in the ad. Landlords and agents are comparing on price and turnaround, so quoting openly removes a phone call and wins the ones who were only ever going to book the cheapest compliant option. |
| EV charger installation | EV charger installation [town], Zappi installer, Ohme install cost | Medium value, brand-led | Manufacturer-specific ad groups and pages. These searches are unusual because the buyer has chosen the hardware before choosing the installer, so the page must name the units you fit and your approval status. |
| Rewires and projects | house rewire cost, consumer unit upgrade, rewire [town] | High value, slow | Separate campaign with proof-led copy, retargeting, and content answering the two real questions: do we have to move out, and does the price include plastering and redecoration. |
Where the budget leaks
Every sector attracts searches that can never become a customer. These are the ones specific to electricians, and they go into the negative keyword list before launch rather than after the first invoice.
| Category | Example searches | Why it costs you |
|---|---|---|
| Employment | electrician jobs, electricians mate wanted, apprenticeship, electrician salary uk | The single largest source of waste in electrical accounts, and worse near a city or a college. It converts at zero and looks like real traffic. |
| Training and qualifications | 18th edition course, 2391 inspection and testing, NVQ level 3, how to become an electrician, ECS card | Expensive clicks from people entering the trade. Course providers bid heavily on these, so you pay a training-market price for a click that can never be a customer. |
| Retail and DIY | consumer unit price, buy fuse box, wiring a socket, wire colours, how to change a light fitting | Merchant and how-to intent at enormous volume. Some of it is worth an SEO article, none of it is worth a paid click. |
| Wrong trade entirely | auto electrician, electrical engineer, appliance repair, aerial installer, PAT testing course | Auto electrician is the expensive one, because the phrase overlaps almost perfectly and the searcher has a car problem. Electrical engineer pulls in recruitment traffic too. |
Want this checked against your own numbers?Two minutes on the phone is usually enough to say whether the arithmetic works for a electrician business your size.
Call 07443 392243WhatsAppWhat the buyer is actually checking
Three different buyers, and treating them as one is the usual mistake.
The reactive customer checks almost nothing. They want to know whether you can come today. They will ring three numbers and book the first that answers with a time, and a voicemail loses the job inside two minutes. This is why missed-call text-back earns more for electricians than any amount of ad copywriting.
The landlord or letting agent is buying repeatedly and behaves commercially. They compare the certificate price, the turnaround, whether the report arrives as a PDF the same day, whether you will hold keys, and whether you can handle several addresses without being chased. They are price-sensitive on the certificate and almost indifferent on the remedial works, which is the opposite of what most electricians assume.
The rewire customer is spending five figures on something invisible. They check scheme registration and Part P notification, insurance, and reviews from jobs of similar scale. But the question that actually decides it is the one nobody advertises against: what state the house will be left in. Chased walls, lifted floors and who pays the plasterer. The firm that answers making-good clearly in the quote wins a surprising share of these, price being roughly equal.
Which channel wins here
Google Search and Google Business Profile carry this trade. Electrical demand is need-based — something has failed, a certificate is due, a car has been ordered — so the work is to be present at the moment of search and to answer the phone. The map pack is disproportionately valuable for the reactive side, which makes review generation after every job a genuine revenue activity rather than housekeeping.
Meta ads mostly do not work for electricians, and we will say so before taking money to run them. You cannot create demand for a dead socket. Nobody scrolling Facebook decides on the spot that this is the week to have the consumer unit changed. The two exceptions are real but narrow: EV charger campaigns aimed at postcodes with new-car density, and rewire or full-house work offered with finance, where the visual before-and-after and the monthly figure do genuinely move people. Outside those, paid social budget for an electrician is better spent on more search coverage and faster call answering.
On SEO, chasing ‘electrician [city]’ is a long fight. The quick wins are a landlord certificate page, a rewire cost page and a page per EV charger brand you are approved to fit — low competition, high intent, and they rank in months.
Questions from electricians
Should I publish my EICR price?
Yes. Landlords and agents are shopping on price and turnaround and will ring five electricians to find them. Publishing a price per number of circuits removes a phone call you were going to lose anyway, wins the ones who only wanted a compliant certificate at a fair price, and gets you into a portfolio where the remedial works are the real money.
How do I win more landlord and letting agent work?
By making renewal automatic rather than by advertising harder. Every certificate you issue has an expiry date, so the CRM should diarise a reminder before it lapses and send it without you thinking about it. Agents stay with whoever makes compliance effortless. Add same-day PDF reports and the ability to take several addresses in one visit.
Are EV charger enquiries still worth chasing?
Yes, though the mix has changed since the grant narrowed to flats and rented properties. Homeowners now pay in full, which makes them behave like ordinary buyers: they choose the unit first, then search for someone approved to fit it. Pages naming the brands you install, with your approval status, capture that search cheaply.
Do Facebook ads work for electricians?
Usually not, and we would rather tell you that up front. Reactive electrical demand cannot be created by an advert — the socket either works or it does not. Paid social earns its place in two places only: EV charger campaigns in the right postcodes, and rewire or full-house work presented with finance. For everything else, put the money into search and answering calls.
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