Quick answer: Electricians pay some of the highest click prices in home services (about $12 per click in LocaliQ’s 2025 US data), so precision matters more than volume. Split emergency work from planned jobs like switchboard upgrades, EV chargers and solar-battery work, and send each to its own page.
Electrical work splits neatly into two buyers: the homeowner with no power right now, and the homeowner planning an upgrade. They search differently, convert differently and are worth different amounts. Good electrical advertising treats them as separate campaigns.
What ads cost for electricians
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Home & Home Improvement | $8.33 | 8.05% | $90.92 |
| Google Search: Electricians (LocaliQ 2025 trade data) | $12.18 | n/a | n/a |
| Facebook and Instagram lead ads: Home & Home Improvement | $2.23 | 5.22% | $41.26 |
LocaliQ’s 2025 home-services data put electrician clicks at around $12.18, one of the most expensive trades it measured. At that price, every wasted click on “electrician apprenticeship” or “how to wire a light switch” hurts.
The upside is job value. Switchboard upgrades, rewires and EV charger installs are worth enough that a higher cost per lead still pays.
Which channel to start with
A sensible order:
- Google Search split into “emergency” and “planned upgrade” campaigns
- Local Services Ads where electricians are an eligible category in your country
- Facebook and Instagram for EV chargers, solar and battery add-ons, smoke-alarm compliance and lighting upgrades, which people plan in advance
- Remarketing to everyone who viewed a quote page but did not enquire
Google Ads keywords for electricians
Keep service themes tight. One ad group per service makes ads and landing pages far more relevant.
- Urgent: “emergency electrician”, “24 hour electrician”, “power outage electrician”, “electrician near me”
- Switchboards: “switchboard upgrade”, “fuse box replacement”, “safety switch installation”
- EV: “EV charger installation”, “home car charger installer”
- Lighting: “downlight installation”, “outdoor lighting electrician”
- Compliance: “smoke alarm installation”, “electrical safety inspection”
Negative keywords to add on day one
apprentice, apprenticeship, course, licence exam, salary, jobs, DIY, how to, wiring diagram, supplies, wholesale.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Separate pages for emergency work and for each planned service (EV, switchboard, lighting)
- Licence number and insurance visible near the top
- Call button and short quote form on mobile
- Photos of completed work, not stock images
- Clear service area
- Reviews that mention the specific service the page is about
Full list: landing page checklist.
Track the right things
- Calls over 60 seconds from ads and website, counted as the main conversion
- Quote requests by service, so you can see which campaign brings switchboard jobs versus small call-outs
- Average job value per campaign, updated monthly from invoices
- Time to first response for every lead
Platform rules that apply to electricians
- Only advertise work your licence covers. Ads for regulated work you can’t legally perform can be disapproved and create real liability.
- Local Services Ads involve licence, insurance and background checks; availability varies by country and category.
- On Meta, avoid fear-heavy copy that implies something about the viewer personally. Talk about the service and outcome instead.
Common mistakes
- One campaign for everything, so a $90 call-out and a $3,000 switchboard upgrade compete for the same budget
- Sending traffic to a home page with no phone number above the fold
- Broad match keywords pulling in DIY and training searches
- Counting every 5-second call as a lead
- No after-hours plan: either answer, forward or pause ads
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Home & Home Improvement average of $90.92 per lead, 20 leads a month is roughly $1,818 in ad spend before management fees.
Many owner-operators start around $1,500 to $3,000 a month on search for one service area. Put the majority behind the services with the best margins, not just the most searches.
Frequently asked questions
Are Google Ads worth it for electricians?
Yes, when the campaign separates urgent call-outs from higher-value planned work and calls are answered. With clicks around $12, untargeted campaigns burn money quickly.
What should electricians advertise on Facebook?
Planned work people think about before buying: EV chargers, lighting upgrades, smoke alarms, and solar or battery add-ons. Facebook is weak for emergencies.
Should I use Local Services Ads?
If electricians are eligible in your country, yes. You pay per lead and get a verified badge. Run Search alongside it for more control.
How do I lower my cost per lead?
Add negatives weekly from the search terms report, tighten locations, schedule ads for staffed hours, and improve the landing page’s speed and call button.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- LocaliQ 2025 Home Services search benchmarks, trade-level figures as summarised by Webtonic
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Google: Local Services Ads, eligible business types
Want a second opinion on your electrical ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →