Case study · Electricians · Netherlands

Electrician Case Study Netherlands: +143% Leads

Name: Marketing Lead Expert
Address: IN
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How a 4-electrician contracting business in Amsterdam grew calls and enquiries 143% and cut cost per lead 43% in 6 months with AEO, Local SEO and Business Listings.

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

Electricians · Netherlands

Electrical

A 4-electrician contracting business based in Amsterdam, serving the wider Amsterdam area and focused on groepenkast and EV charger installation. Before working with us, 57% of enquiries came through Werkspot 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

+143%

Cost per lead

-43%

Marketing-sourced revenue

+168%

Return on marketing spend

7.2x

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 ev charger and battery work rising alongside energy policy changes) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

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

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What we did

The technical work behind the numbers, service by service.

Service 1

AEO (Answer Engine Optimisation)

Rewrote 23 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 groepenkast with tables that answer engines can lift straight into results.
Optimised for voice and conversational queries such as "how much does groepenkast cost near me".

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Service 2

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 4 secondary categories added, 17 services with descriptions and a service area matched to the real travel radius.
Published 20 suburb and area pages across the wider Amsterdam 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 1 to 16 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 3

Business Listings & Citations

Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 69 local and industry directories.
Cleaned name, address and phone details everywhere, removing 5 duplicate listings that were splitting reviews and confusing Google.
Added services, photos, opening hours, licence numbers and booking links to every profile, with UTM tags to track leads by source.
Set up monthly listing monitoring so incorrect edits by users or aggregators are caught and fixed within days.

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The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	44	107	+143%
Cost per lead	€59	€34	-43%
Cost per booked job	€153	€80	-48%
Lead-to-job rate	38%	42%	+4 pts
Website conversion rate	2.3%	2.9%	+27%
Marketing-sourced revenue / month	€14k	€38k	+168%
Share of leads from paid directories	57%	13%	-44 pts
Featured snippets and PAA answers	2	43	+41
Keywords in the Maps top 3	5	29	+24
Listings with consistent details	16	72	all fixed

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from €14k to €38k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
The business now holds 43 featured snippets and People Also Ask answers, up from 2.
02
Direct-answer intros raised organic click-through rate on question searches from 2.1% to 5.4%.
03
Adding 4 secondary Google Business Profile categories lifted discovery searches by 46% in six weeks.
04
Fixing duplicates and inconsistent details lifted Google Business Profile views by 38%.

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 AEO, Local SEO and Business Listings.
Weeks 3 to 6
Build and launch
AEO, Local SEO and Business Listings live for groepenkast 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 Utrecht 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.