Split the account
Separate campaigns for switchboard upgrades, safety switches, ceiling fans and emergency call-outs, each with its own budget.
Sample case study: Electrician
Cost per lead cut from $118 to $52 for a Southside sparky
Switchwise was spending $3,000 a month on ads that sent every click to the home page. We split the account by job type, built four landing pages and listened to the calls.
+300%
tracked calls a month
22 to 88 in six months
-56%
cost per lead
$118 to $52 in six months
+356%
booked jobs a month
9 to 41 in six months
Sample figures. Switchwise Electrical is a fictional client on a demo site.
Where they started
The ads were running on broad keywords like 'electrician'. Search term reports showed clicks from people looking for apprenticeships, wholesalers and DIY wiring diagrams.
With no landing pages and no tracking, the owner judged the ads by gut feel. Some months felt busy, some did not.
Before and after
Calls a month
Before
22
Month 6
88
Cost per lead (lower is better)
Before
$118
Month 6
$52
Booked jobs a month
Before
9
Month 6
41
What we did
Built four landing pages
One per service with a price guide, licence number and a tap-to-call bar. Conversion rate rose from 4.1% to 13.6%.
Blocked the junk
380 negative keywords in 60 days. Wasted spend fell from 44% of budget to 9%.
Tuned to booked jobs
Calls tagged by outcome so bids followed jobs worth $600 or more, not the cheapest clicks.
Month by month
The three numbers on every monthly report. Hover, tap or tab through a chart for exact values, or open the table view.
Tracked calls a month
View as table
| Period | Calls |
|---|---|
| Start | 22 |
| Month 1 | 34 |
| Month 2 | 47 |
| Month 3 | 58 |
| Month 4 | 69 |
| Month 5 | 80 |
| Month 6 | 88 |
Cost per lead
Lower is better
View as table
| Period | Cost per lead |
|---|---|
| Start | $118 |
| Month 1 | $94 |
| Month 2 | $79 |
| Month 3 | $68 |
| Month 4 | $60 |
| Month 5 | $55 |
| Month 6 | $52 |
Booked jobs a month
View as table
| Period | Booked |
|---|---|
| Start | 9 |
| Month 1 | 14 |
| Month 2 | 21 |
| Month 3 | 27 |
| Month 4 | 32 |
| Month 5 | 37 |
| Month 6 | 41 |
Sample figures for illustration only.
How it unfolded
- Week 1
Account audit
44% of spend found on searches that could never become a job.
- Week 2
Rebuild
New campaigns, pages and tracking numbers go live.
- Month 2
Shift budget
Switchboard upgrades get 45% of spend after booking at twice the rate.
- Month 5
Second van
Enough steady work to put a second electrician on the road.
Same budget, nearly four times the calls. The difference was somebody actually listening to them and telling me which ones were worth paying for.
No lock-in contracts
Want numbers like these?
Every business is different, so we start with a free lead audit and an honest view of what is realistic for your trade and suburbs.