Case study · Electricians · New Zealand

Electrician Case Study New Zealand: +76% Leads

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How an 8-electrician contracting business in Dunedin grew calls and enquiries 76% and cut cost per lead 35% in 6 months with Local SEO and AEO.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Electricians · New Zealand

Electrical

An 8-electrician contracting business based in Dunedin, serving the wider Dunedin area and focused on rewiring older homes and EV charger installation. Before working with us, 70% of enquiries came through Builderscrack and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive calls and enquiries, a lower cost per booked job and a pipeline the owner controls.

Results After 6 Months

Leads per month

+76%

Cost per lead

-35%

Marketing-sourced revenue

+100%

Return on marketing spend

4.6x

The challenge

Where the business was stuck

Small callout jobs fill the diary but rarely pay well, while switchboard upgrades, rewires and EV chargers go to better-marketed firms.
Commercial and residential work need completely different marketing, but most electricians run one generic website for both.
Many electrical businesses rely on referrals, which makes growth unpredictable from month to month.
Peak season (demand is steady, with heat pump electrical work peaking before winter) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Local SEO & Google Maps and AEO (Answer Engine Optimisation), the two channels with the best cost per booked job for electrical contracting businesses in Dunedin. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our electrician marketing service in New Zealand

What we did

The technical work behind the numbers, service by service.

Service 1

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 4 secondary categories added, 13 services with descriptions and a service area matched to the real travel radius.
Published 22 suburb and area pages across the wider Dunedin area, each with local job photos, travel times and area-specific FAQs.
Launched a review request flow by SMS after every completed job, lifting review velocity from 2 to 13 new reviews a month.
Tracked rankings on a 7x7 geo-grid around the office to see Maps visibility street by street, not just from one location.

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Service 2

AEO (Answer Engine Optimisation)

Rewrote 12 service pages so each opens with a direct 40 to 60 word answer to the question buyers actually search.
Added FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
Built a price and timeline guide for rewiring older homes with tables that answer engines can lift straight into results.
Optimised for voice and conversational queries such as "how much does rewiring older homes cost near me".

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The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	42	74	+76%
Cost per lead	NZ$124	NZ$81	-35%
Cost per booked job	NZ$350	NZ$200	-43%
Lead-to-job rate	35%	40%	+5 pts
Website conversion rate	2.3%	3.1%	+34%
Marketing-sourced revenue / month	NZ$22k	NZ$43k	+100%
Share of leads from paid directories	70%	27%	-43 pts
Keywords in the Maps top 3	3	15	+12
Featured snippets and PAA answers	2	17	+15

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from NZ$22k to NZ$43k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
Adding 4 secondary Google Business Profile categories lifted discovery searches by 33% in six weeks.
02
Area pages for Hamilton moved the business from outside the top 20 to position 2 in the Maps pack for its main service there.
03
The business now holds 17 featured snippets and People Also Ask answers, up from 2.
04
Direct-answer intros raised organic click-through rate on question searches from 2.7% to 5.5%.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Local SEO and AEO.
Weeks 3 to 6
Build and launch
Local SEO and AEO live for rewiring older homes and EV charger installation.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Hamilton and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.