Google Ads for Electricians Guide 2022

As a service-based business owner, you should focus on electrician PPC and Google Local Services Ads if you want to increase revenue via online leads.

In this blog, we explain both, how they benefit your budget and how you can maximize their return on investment.

What Is Google Ads for Electrical Contractors?

Google Ads is a paid online advertising platform offered by Google, where advertisers bid to display brief advertisements, service offerings, product listings or videos to web users. It can place electrical ads on search engine results pages (SERPs) and on non-search websites, mobile apps and videos.

Google Ads operates the same as organic search, in the sense that when users search online, Google presents a list of answers that correlate with the keywords they used. Along with the website listings, these results display paid advertisements that contain the targeted keywords as well.

We refer to Google Ads as a pay-per-click (PPC) advertising platform. It offers two basic ways to reach targeted customers online:

1) through the Google Search Network

2) through the Google Display Network.

Both these approaches use a PPC bidding system, where advertisers bid to have their ads shown to potential customers.

Every time a search is made in Google, the search engine runs the results through its algorithm and ranks them according to how much people are willing to pay for a keyword, as well as its quality score.

You decide on a maximum bid—the most you’re willing to pay for an ad. For example, if your maximum bid is $6 and Google determines the cost per click is $2, then you’ll secure that ad placement. If Google determines electrician PPC ad is $8, then you won’t get the placement.

The major benefit of pay-per-click advertising for electricians  is you can set a maximum daily budget for your ad campaign, allowing you to spend as much or as little as you like. The laser-targeted nature of this type of digital marketing also lets you reach more customers based on specific demographics such as location, language, and device.

In summary: The Google Search Network allows you to show your Google Ads campaign to users actively searching for the keywords you’ve selected. For instance, if you bid to have your ad show up every time users type in “electrician Chicago” then in theory it will pop up when those searches occur.

Benefits of Google Local Service Ads for Electricians

Another aspect of pay-per-click (PPC) advertising is Google Local Service Ads. These pay-per-lead (PPL) ads appear at the top of search results above organic results and traditional Google Ads.

Unlike electrical contractor PPC, you don’t select keywords associated with your ad campaigns. Instead, you supply your electrical business details to Google, select your industry category and let the search engine do the rest.

Qualified leads from these ads come in as phone calls and messages sent through the Local Services ad. With this service, you can reply to messages, track bookings, and manage all prospects through an app.

Google Local Services Ads (LSAs) offer the following benefits for local businesses:

• Being seen at the very top of Google search results. Research indicates LSAs receive 14% of all clicks.
• Only paying for viable leads related to your electrical business and the services it offers.
• Building greater online trust with potential clients through the Google Guarantee.
• Using the mobile app to communicate with customers at any time.
• Having a higher conversion rate as customers choose you. You only hear from those who have specifically selected your profile.

To qualify for electrician local services ads, you have to pass a Google screening process involving background checks, license checks, and insurance coverage checks.

How to Create a Google Ads Account for Electricians?

Even if you don’t have a website, you can implement electrician PPC advertising using Smart campaigns, the default Google Ads experience for new advertisers. However, we’d always recommend creating an SEO-friendly website first, before attempting any electrician marketing.

1. To start using Google Ads, you need to have a Google account. If you already use Gmail, then you can skip this step.
2. Once you have a Google account, you can sign up for Google Ads.
3. To create a campaign, log into Google Ads and click “campaigns,” on the left-hand side menu.
4. Click the plus button, then select “new campaign.”
5. Choose your advertising objective for the campaign.
6. Scroll down, and then pick your conversion goals before clicking “continue.”
7. Lastly, select your campaign type. This determines the places online where your ads appear.

What Goes into an Electrical Ads Campaign?

Google Ads allows you to promote your electrical services on Google’s vast network of search results, websites, videos, mobile apps, shopping lists, and more. You have to decide on a campaign type based on your advertising objective, business strategy, budget, and time.

For example, do you want call-only campaigns or display advertising?

A lot of work goes into advertising a business online. The process is typically something like this: set a campaign objective → conduct keyword research → create different ad groups → set up campaigns, and determine budgets → publish ads → A/B testing (test different ads) → monitor results → optimize (make adjustments.)

And repeat.

The most important thing is to have a clear goal and target local areas correctly. Proper electrician local services ads management also ensures the monitoring and tweaking of your ads for the best results possible!

6 Tips to Improve Your Ad Campaigns for Electricians

If you want your ads to appear in Google search results, you have to get good at campaign targeting. Leverage everything Google offers—from displaying reviews to keyword grouping—to ensure your ads appeal to leads within a specific radius, i.e., your service area.

Specify Your Electrician Company’s Location

If you don’t implement targeted locations, Google Ads will assign countries and regions by default, resulting in wasted ad spend because these potential customers won’t turn into qualified leads.
Why? Well, if you’re an electrician operating exclusively in Manhattan, you don’t want your electrician contractor local service ads to appear to people living in Queens.

Location targeting is very granular on Google. When you first create a new campaign, make sure you select the most important location setting first. Moreover, keep your paid search budget in mind. The more locations you select, the more money you’ll spend.

We suggest starting out in the key areas where you conduct your electrical services and branching out to surrounding areas once you can better gauge how far your budget goes.

How a Google My Business Profile Improves Local SEO and PPC

Although local SEO (the process of optimizing your business to appear in local search results) and PPC are often siloed, when used together, they empower both your local SEO and PPC efforts.

Local SEO is significant because it helps your electrician business attract qualified traffic searching for your services nearby, and receives the highest conversion levels of all local advertising channels.

As such, local SEO should be part of your overall SEO strategy. To get started, you need to sign up for a free Google My Business account, so you can take charge of the way your business appears on Google Search and Maps.

If you’ve searched for a local business on Google and seen the list that Google provides, along with reviews, opening times, and Map pins, then you’ve seen local SEO at work.

But, more than that, you can use local Keywords in your PPC campaigns, and use PPC as a testing ground to determine which local keywords work best. Establishing a strong local presence is critical for businesses as over 90% of people use Google to find a local business.

See how digital advertising can help increase traffic on your electrician website

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Create Good Landing Pages

Your landing page is where potential new customers land after clicking on your ad. Therefore, your page and the keywords on it should be relevant to your ad campaign. For example, if your ad is promoting a discount on specific services, then those discounts should be featured, instead of sending leads to your website’s home page.

FYI: Google will penalize you if your electrician PPC landing pages do not match users’ expectations.

Persuasive landing pages have convincing headlines, pleasing layouts, and strong calls to action (CTAs). CTAs are what convert visitors into leads or paying customers. Make these big, bold, and impossible to ignore. Marketers tend to use CTA buttons in different colors to grab viewers’ attention.

Research Keywords for Your Electrician Ads

Keywords define where your Google Ads for electricians appear. WordStream explains the importance of keywords rather succinctly. To paraphrase: effectively grouping keywords helps create more relevant, quality score-friendly text ads and landing pages.

But what exactly are keywords? These are terms and phrases your potential customers use when looking online for products or services you sell. They’re incorporated into content and used for SEO and general marketing to ensure your website appears in Google searches.

Conducting electrician keyword research is necessary to make sure you use keywords that match the phrases and words your target audiences type into Google’s search bar. You can use Google Keyword Planner, Moz Keyword Explorer, and SEMrush to find which keywords for an electrician are the most popular.

Some of the most widely used electrician keywords include:

However, it’s not enough to use keywords randomly here and there. They must correlate with where a potential customer is in the sales funnel. For example, a customer searching “electrician near me” is not looking for the same thing as a customer who types “how to fix electrical problems at home.”

So, you can see how different keywords are used in different types of content created to appeal to customers at different stages of the buyer’s journey.

We can break up customer search intent into four categories:

1. Informational: Your prospects want to learn something. For example, “reasons for electrical fault.”
2. Navigational: When customers are looking for a specific company or website. For example, “electrician in Chicago.”
3. Transactional: When your target audience is comparing specific products. For instance, “electrician company vs. electrical contractor.”
4. Commercial: Your prospects are prepared to purchase immediately. For example, “hire electrician in Libertyville.”

When you use the right keywords for electricians in your Google Ads, your prospects are more likely to click on them and call you. It’s helpful to know the Google Ads funnel is divided into three main stages: Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU), which correlate to the awareness, consideration, and conversion stage of the buyer’s journey.

How to Create Electrician Ad Groups in Google Ads

Marketers usually organize semantically related keywords into groups and distribute them throughout ads to drive paid traffic. Both the keywords and ad copy are closely related and reflect the interest of different search queries.

For example, you wouldn’t have “electrical panel installation” and “pool and hot tub wiring” in the same ad group. Instead, you’d create campaigns for each, targeting these different search terms and customer needs.

Follow these steps to set up an Ad Group:

• For each ad group, pick a specific and narrow theme and only use keywords related to the theme.
• The best way to figure out which keywords fit in which group is to determine the number of words that are common in a set of keywords and whether they logically fall under the same theme.
• Well-themed ad groups make it possible to write ad text that’s relevant to all keywords within a specific ad group.
• Google recommends creating at least three ads in each ad group and using optimized ad rotation to give you the highest chance of resonating with your target audience.

For the most effective campaign structure, you should prioritize your electrician PPC keywords into small groups. In general, you’ll want to use a separate campaign for a group of keywords when:

• You want to separate broad categories, classes, or types of products (i.e., checkups vs. electrical wiring)
• You need to be able to adjust your bidding budget for a category of products or services without affecting other ones.
• You want to target different geographic regions within specific keywords or ad copy.

Use Testimonials and Reviews

90% of happy customers read reviews before making a purchase. Now, imagine your ad appears in Google search results between two others. How do you convince potential customers to click on your ad? With reviews and testimonials!

Using star ratings builds trust, credibility, and conversion rates. Incredibly, a star rating of 0.1 can increase conversion rates by 25%. According to Uberall, businesses that go from a 4.3 to a 4.4 rating significantly increase their conversion rates. These insights are especially useful for electrical contractors using local service ads, as each ad displays a star rating.

Get an Electrician Google Guarantee

According to the search engine, an electrical contractor Google Guarantee is “a badge available for businesses that pass a Google screening and verification process through Local Services Ads or its partners.”

It means Google has verified your business and decided it meets high standards for background, liability, and insurance checks. Thus, if a customer is grossly unhappy with your service, Google may, at its sole discretion, reimburse them. Therefore, applying for and receiving a Google Guarantee provides yet another reason for customers to hire your electrician company.

The Google Guarantee Badge (green in color with a white check mark) appears in both paid and organic search results. We’d recommend applying for this nod of approval because it improves confidence in your business and provides protection to customers if something goes wrong (lifetime cap of up to $2,000).

How to Apply for an Electrician Google Guarantee

There’s a three-step process to become Google Guaranteed. First, you need to sign up for Google’s Local Services Ads, then Google will perform a background check on your business, screening employees and auditing your current online reviews and ratings. Lastly, it verifies if your business is licensed and insured. If you can, try to rake up a few positive reviews and optimize your online presence before applying for the guarantee.

Hire Electrical Google Advertising Specialists

An agency that specializes in electrician PPC and PPL can calculate ROI and improve it. They will be well-versed with the essential tools to measure Google Ads for electricians and have the knowledge needed to create high-yield campaigns.

Paid advertising requires constant optimization to achieve the best results. There is no way of getting around this. It’s part and parcel of digital marketing, especially if you want more leads. When you hire an electrician PPC agency, you also free up time to focus on other business aspects.

Are Electrical Local Services Ads for Electricians Worth It?

Let’s talk ROI. Google’s paid ads have an average ROI of 200%. So, for every $1 invested, business owners earn $2. After SEO, PPL, and PPC are some of the most effective forms of electrician marketing.

Electrical contractor local services ads are worth it because they help your company connect with a client base searching for the services you offer. And you only pay if a lead clicks through to your landing page, or contacts you directly through your ad.

Therefore, it is an effective way to drive quality traffic to your website and help you meet your business goals.

Want to speak with an expert?

Call us at (312) 265-0580

Work With Electrical Google Advertising Experts

At Comrade Digital Marketing Agency, we guarantee our powerful PPC and PPL campaigns will get you near-instant results. Whether it’s Google, Bing, Facebook, or other high-traffic sites, our electrician PPC experts will get your business in front of the right customers.

Instead of wasting valuable time figuring it out yourself, we can take care of everything and deliver a high ROI with our electrician PPC management services. We’d love to hear more about your digital marketing ambitions and help you grow your electrical services business online.