Meta Ads · Electricians
Meta Ads for electricians: a small slice of the trade, done well
An electrician's diary is mostly reactive. Fault finding, sockets that have stopped working, a tripping consumer unit, landlord certificates with a deadline. None of that suits a feed. But a growing minority of electrical revenue is discretionary and visual, and that minority responds to paid social very well indeed.
In short
Meta Ads for electricians in the UK needs a different build from a generic Meta Ads account, and this is how PipelineOS structures it. The first job is to size the opportunity honestly, because for many electricians it is small. Add up last year's turnover from electric vehicle charge point installation, full and partial rewires, outdoor and garden lighting, smart home and automation work, garden office supplies, and battery or solar-adjacent electrical work. The first audience layer is EV charge point education: the survey, the supply question, the cable route, what a full consumer unit means for cost. The most common way this goes wrong: running a general electrical services campaign.
How we build it
The first job is to size the opportunity honestly, because for many electricians it is small. Add up last year's turnover from electric vehicle charge point installation, full and partial rewires, outdoor and garden lighting, smart home and automation work, garden office supplies, and battery or solar-adjacent electrical work. If that total is a small fraction of the business and the rest is call-outs, certificates and contract maintenance, then paid social is a secondary channel at best and your money belongs in search and local organic visibility.
Where the opportunity is real, charge point installation is usually the anchor. A household that has just ordered an electric car has a clearly dated need and does search for it, so that part belongs to search. The larger, slower group is households considering an electric car, who will need a charger, have not thought about the installation, and have no idea whether their supply is adequate. Content that answers the questions they have not yet formed — what a survey checks, what happens if the board is full, where the cable actually runs — works, because you are arriving before the competition does.
Outdoor lighting is the most under-used campaign in this trade. It is visual, it photographs beautifully after dark, the ticket is reasonable, and search volume for it is almost nothing because homeowners do not know it is a service they can buy. That is a textbook demand-creation product. Shoot it at dusk, show the same garden before and after, and run it hard in late summer and autumn as the evenings draw in.
Rewires need a different handling again. The ticket is large, the disruption is frightening and the trigger is often a purchase, an inherited property or a failed inspection. Advertising a rewire cold rarely produces an immediate enquiry; what it does is put you in the frame, and the enquiry arrives weeks later. Hold the retargeting window open long enough to still be there when it does, and resist the temptation to judge the campaign on its first month.
Audience layers
Three layers doing three different jobs. Skipping the warm and hot layers is why boosted posts disappoint.
| Audience layer | Who is in it | What to show them |
|---|---|---|
| EV charge point education | Broad homeowners 30 to 65 across your area, delivery left open rather than stacked with vehicle interests | The survey, the supply question, the cable route, what a full consumer unit means for cost. Aim at people considering an electric car, not those who have already taken delivery, because search owns the latter. |
| Outdoor and garden lighting | Homeowners across your radius, weighted seasonally into late summer and autumn | Dusk photography of the same garden lit and unlit. The best demand-creation product an electrician has, and almost nobody in the trade advertises it. |
| Rewire consideration | Broad local homeowners, plus anyone who has read a rewire or consumer unit page in the last 60 days | Disruption, duration and sequencing: which rooms when, what gets chased, how the plaster is made good. The fear is mess and living in a building site, not the certificate. |
| Site visitors, 45 days | Anyone who reached a service page and left without making contact | Your face, your registration body, your guarantee and one completed job explained properly. Warm traffic in this trade converts on trust signals rather than on offers. |
| Landlord and letting audience | Broad local adults, excluding your existing client list, run as a steady low-budget campaign | EICR obligations, inspection intervals and what a remedial schedule costs in bands. Landlords are reachable here in a way they are not through search until their deadline arrives. |
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Call 07443 392243WhatsAppBudget and the arithmetic
Because the addressable slice is narrow, the sensible budget is narrow too. Most electricians we would put on this channel run £300–£900 a month of ad spend, concentrated on one or two products rather than spread across everything they do. Running a broad electrician-services campaign is the single commonest waste in this trade: it competes with search for demand search already captures more cheaply, and it says nothing specific enough to stop a thumb.
Set the ceiling per product, not per account. A charge point installation, a garden lighting scheme and a full rewire sit at wildly different values and cannot share one cost-per-enquiry target. Work out what each job contributes after materials and your own time, decide what share you will spend to win one, and manage each campaign to its own number. The calculator handles the conversion-rate step people usually skip.
One warning about benchmarks. The widely circulated WordStream and LocaliQ Facebook figures for 2025 give a median cost per lead of $27.66 across all industries, but the underlying leads sample is 726 campaigns in total across fifteen industries, in US dollars and US auctions, so the industry-level rows are far too thin to plan against. Nobody publishes an independent UK Meta cost-per-lead figure by trade. Treat your own first two months as the only benchmark with authority, and keep the working on the benchmarks page in view when somebody quotes you a number.
Four ways this goes wrong
- Running a general electrical services campaign. It duplicates what search does better and gives the feed nothing specific to show.
- Advertising emergency call-outs and fault finding on social. The person whose lights have gone out is not going to see it in time for it to matter.
- Ignoring outdoor lighting, which is the most photogenic and least contested product in the trade.
- Chasing charge point customers who have already ordered the car. They are searching, and you will pay twice to reach them in two places.
- Setting one cost-per-lead target across rewires and small works, then concluding the account fails because the cheap jobs dragged the average.
The two pages behind this one
This page is the intersection. For the wider picture:
Meta Ads in general
Everything about marketing for electricians
Questions
Is Facebook worth it for a general domestic electrician?
Often not, and that is a legitimate finding rather than a failure of effort. If your work is predominantly reactive call-outs, certificates and small works, the demand already exists and is being typed into a search bar. Money spent creating demand you cannot distinguish from demand you would have captured anyway is money spent twice. Fund search properly first and revisit this once you have a discretionary product to sell.
Which single product should we start with?
Whichever of outdoor lighting, charge points or rewires you most want more of and can most easily photograph. Outdoor lighting is usually the fastest to show a result because the imagery is strong and there is almost no competition in the feed. Start with one, give it eight weeks, and only add a second campaign once the first has a cost per enquiry you recognise.
Do we need video or will photographs do?
Photographs work for lighting and finished work. Video earns its place when there is a process to explain, which is why rewire and charge point campaigns benefit most from it. It does not need production: a phone, decent light and you talking for thirty seconds about one specific thing outperforms anything with a voiceover artist in it.
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