Electrical work attracts massive DIY search volume—'how to replace outlet', 'electrical wiring diagram', 'which wire is hot'. At $12.18 per click (highest in home services), every DIY click is expensive. Without extensive negative keywords, 20-30% of your budget goes to homeowners who think they can do it themselves.
Emergency electrical calls ('no power', 'sparking outlet', 'burning smell electrical') convert at 2-3x the rate of scheduled work but have different intent and urgency. Mixing them in one campaign means generic ads and missed opportunities to capture premium emergency work with urgent-focused messaging and after-hours call handling.
'Electrician' is a career with strong wages, so millions search for 'electrician salary', 'electrician apprenticeship', 'how to become an electrician'. These employment searches have zero commercial intent but trigger your contractor ads. You're paying $12+ per click for someone researching a career change.
Broad match keywords trigger your electrician ads for searches like "electrician jobs" and "electrician salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Electricians who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But electrician searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different electrician customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
Career researchers checking earning potential. No service intent.
DIYers looking for tutorials to do it themselves.
People seeking training and jobs, not electrical services.
DIYers and hobbyists researching how to do their own work.
Aspiring electricians researching certification, not customers.
Two powerful tools for electricians to improve your Google Ads performance