How we rebuilt a failing Google Ads account from scratch and turned wasted ad spend into a consistent pipeline of qualified enquiries for a Brisbane electrician.
Tiger Electrical is a Brisbane-based electrical company servicing residential, commercial, emergency, and solar clients across the greater Brisbane area. They came to us after six months with a previous agency that wasn't delivering results.
When we audited the account, we found an underperforming setup that was wasting budget on the wrong clicks and failing to convert the traffic it did generate.
Broad, unfocused keyword selection with wrong match types meant ads were showing for irrelevant searches, attracting clicks from people who were never going to convert.
Generic, uninspiring ad copy that didn't speak to the urgency or specific needs of someone searching for an electrician in Brisbane. No compelling reason to click over a competitor.
Without proper negative keywords or targeting refinement, budget was being drained by searches that had nothing to do with electrical services, resulting in an $83+ cost per lead.
Rather than patch a broken account, we scrapped the old campaigns entirely and rebuilt from the ground up, using the data from the old account to inform what was actually working.
We researched how Brisbane locals actually search for electricians and built tightly themed ad groups with the right match types, ensuring every click had genuine intent behind it.
We wrote ads that spoke directly to the searcher's situation, whether they needed an emergency sparky at midnight or a quote for a commercial fit-out. Specific, local, and action-oriented.
We deliberately invested more per click to target higher-intent searches, trading cheap, low-quality traffic for fewer but significantly more qualified visitors who were ready to pick up the phone.
Within three months, the rebuilt campaigns were delivering over four times the monthly leads at nearly half the cost per enquiry. Here's the side-by-side comparison.
| Metric | Previous Agency (6 months) | WJE Digital (3 months) | Change |
|---|---|---|---|
| Total Leads | 46 | 102 | +121% |
| Leads Per Month | ~7.7 | ~34 | +341% |
| Conversion Rate | 3.25% | 13.03% | +301% |
| Cost Per Lead | $83.43 | $46.27 | ↓ 45% |
| Click-Through Rate | 5.18% | 7.87% | +52% |
| Search Impression Share | <10% | 35.84% | +258% |
You'll notice the average CPC went from $2.71 to $6.03. That's intentional. Cheap clicks from vague, broad keywords look good on a report but don't generate real enquiries. By targeting higher-intent searches (people actively looking for an electrician right now), we pay more per click but convert at 4x the rate, resulting in a far lower cost per actual lead.
"Your testimonial from Tiger Electrical goes here. Even a casual quote like 'We've never had this many calls coming in' works brilliantly."— Owner, Tiger Electrical
If your current Google Ads aren't delivering, or you're not sure whether they could be doing better, let's have a chat. No obligation, no hard sell.
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