There is a huge demand for electricians in 2025, one that will continue over the next decade as those leaving the trade outpace those entering it. Commercially-minded electricians with the right marketing tactics have tremendous opportunities to build profitable businesses. Still, it can be hard to find the time and money to undertake effective marketing. Luckily, there are a variety of tools to make this easier. CallRail recently analyzed insights from 1.1 million leads across key sectors that utilize digital marketing, including home services. The data from our customers gives a clear picture of the best tools electricians can use to keep their books full and growing.
“For some time, OEO thought leads were sourcing from certain media channels; however, since using CallRail, we quickly learned otherwise,” notes Desire Einarsen of OEO Energy Solutions. “When analyzing metrics, CallRail told us which sources were working and which were not. Since then, we’ve literally saved more than $100,000 by no longer placing advertisements in the channel we thought was a huge market driver for us.”
Here are 6 ways electricians can generate and convert more leads.
1. Target qualified leads with PPC advertising
By far, the most important investment an electrical pro can make is in online ads. According to our customer data, 42% of new leads in the home services sector were generated through Google Ads, while social ads were the lead driver of qualified leads. What’s great is that Google makes setting up these ads by yourself simple. You start by choosing a goal, and then Google will walk you through each step of the process.
You can have greater control over your ad spend by using pay-per-click (PPC) advertising. With PPC, you’re only charged when someone actually clicks on your ad — not when it’s just displayed. While you can’t control who clicks, you can set daily or campaign-level budgets to manage how much you spend. Plus, platforms like Google Ads allow you to define specific targeting criteria, helping you attract more qualified leads from your service area.
Bid on keywords relevant to your high-margin services, like “electrical repair in [city],” to reach the most qualified leads. When a potential customer searches that term, your ad will pop up at the top of the search engine. And with PPC advertising, you can create separate ad campaigns for each of your most profitable services.
2. Use local SEO to reach homeowners in your area
When it comes to generating high-quality leads, our analysis also underscored the importance of a strong, local presence for electrical contractors. In the home services sector, when we looked specifically at leads which resulted in booked jobs, chances of success were evenly split between leads that originated from digital ads, organic search, and Google Business Profile interactions — so while organic search and Google Business Profile drove less leads overall, they were of a higher quality. This highlights the need for a balanced strategy across multiple channels.
Local search engine optimization (SEO) is vital for electricians to attract local leads. If your marketing tactics are generating queries from outside your service area, you're leaving money on the table. By improving your local online presence, you’ll be able to narrow down your leads to find the most profitable ones. And the best part? These approaches are free and easy.
3. Improve your website
Improve the local SEO on your website to make it easier for local leads to find you. In addition to your Google listing, your website is where most of your leads land before they contact you. In fact, our analysis found that for the home services sector, a company’s website is one of the top three channels driving qualified leads.
Create pages on your website for all of your electrical services. Be clear about your service area. All pages on your website should clearly state where you’re located and how leads can contact you.
Find keywords that your most qualified leads are searching for and add them to your content. For instance, if installation is a higher-margin service that your qualified leads often search for, use phrases like “residential electric installation in [city]” on your location pages and homepage.
You can do basic keyword research just by using Google. For a step-by-step tutorial on keyword research with no external tools, check out this how-to guide.
4. Maintain a Google Business Profile
Improve the local SEO on your website to make it easier for local leads to find you. In addition to your Google listing, your website is where most of your leads land before they contact you. In fact, our analysis found that for the home services sector, a company’s website is one of the top three channels driving qualified leads.
Create pages on your website for all of your electrical services. Be clear about your service area. All pages on your website should clearly state where you’re located and how leads can contact you.
Find keywords that your most qualified leads are searching for and add them to your content. For instance, if installation is a higher-margin service that your qualified leads often search for, use phrases like “residential electric installation in [city]” on your location pages and homepage.
You can do basic keyword research just by using Google. For a step-by-step tutorial on keyword research with no external tools, check out this how-to guide.
5. Lean on automation tools and AI for efficiency
Automation tools and artificial intelligence (AI) help improve the efficiency of your digital marketing efforts by automating tasks that you currently do manually. Technologies that were only available to big corporations are now easily accessible to businesses of all sizes.
In addition, AI tools can help you automate responses to leads while offering a high degree of personalization that would take extensive time to replicate by hand.
For instance, some tools can help analyze your calls and create a treasure trove of data you can immediately turn into action. For example, a tool like this can help you identify emerging trends, such as growing interest in alternative power generation projects within your service area. Through AI-generated call transcripts, summaries, and sentiment analysis, you will be able to spot the common interests but also pain points and questions your customers have so you can tailor your future marketing initiatives, and even services, to them.
Some other tools are designed specifically to make the conversion process more efficient and help you lower your CPL. These tools might analyze your sales calls, providing personalized next steps as you work to convert them into a booking. AI-generated action plans will save you from having to look up or remember where conversations left off. The same tools also allow for the potential automation of custom follow-ups via email or text to missed callers, keeping them engaged with you instead of trying to contact a competitor.
6. Better targeting and retargeting campaigns help you reach more high-quality leads
You can also integrate call or form tracking tools with Facebook to enhance your Business Ads Manager with valuable data for more precise ad targeting. Automation helps boost your brand’s visibility while attracting higher-quality leads. Facebook’s advanced targeting feature, Custom Audiences, allows you to retarget users based on past interactions, whether that’s as specific as people searching for high-margin services or broader audience segments.
Retargeting helps re-engage leads that have gone cold by allowing you to reach people who’ve already interacted with your business — whether they visited your website, clicked an ad, or filled out a form. With the help of AI-powered insights and tools like Custom Audiences, you can target those users more precisely, making your retargeting campaigns more effective and less reliant on guesswork.
Investing in the right marketing tools and tactics ensures ongoing success
As an electrician, your time is quite literally money. Put your resources toward more effectively generating qualified leads that bring in the highest profits by adopting these digital marketing techniques. When you’re ready to take the next steps by amplifying your results with market-leading AI-tools, you can start a 14-day free trial of CallRail.
Disclaimer: This article is based on aggregated and de-identified data and is provided for informational purposes only. To ensure the privacy of our business customers and comply with applicable data protection regulations, the analysis and insights presented herein are derived solely from deidentified data, excluding any sensitive or protected information as defined by privacy laws and regulations such as GDPR, CCPA, and HIPAA. This report aims to provide a comprehensive overview of market trends without compromising individual privacy. Any reliance on the information presented in this report is at the user’s own risk, and we disclaim any liability for decisions made based on this report.
