Case study · Electricians · UK

Electrician Case Study UK: +69% Leads

Name: Marketing Lead Expert
Address: IN
Price range: $$

How a 12-electrician contracting business in London grew calls and enquiries 69% and cut cost per lead 36% in 6 months with Business Listings and Local SEO.

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

Electricians · UK

Electrical

A 12-electrician contracting business based in London, serving the wider London area and focused on full and partial rewires, plus consumer unit upgrades. Before working with us, 67% of enquiries came through Checkatrade 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

+69%

Cost per lead

-36%

Marketing-sourced revenue

+92%

Return on marketing spend

6.7x

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 fairly steady, with rewires and renovations peaking in spring and eicr renewals following tenancy cycles) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Business Listings & Citations and Local SEO & Google Maps, the two channels with the best cost per booked job for electrical contracting businesses in London. 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 the UK

What we did

The technical work behind the numbers, service by service.

Service 1

Business Listings & Citations

Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 70 local and industry directories.
Cleaned name, address and phone details everywhere, removing 6 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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Service 2

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 4 secondary categories added, 18 services with descriptions and a service area matched to the real travel radius.
Published 19 suburb and area pages across the wider London 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 24 new reviews a month.
Tracked rankings on a 9x9 geo-grid around the office to see Maps visibility street by street, not just from one location.

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The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	48	81	+69%
Cost per lead	£43	£28	-36%
Cost per booked job	£112	£63	-44%
Lead-to-job rate	38%	44%	+5 pts
Website conversion rate	3.5%	4.4%	+26%
Marketing-sourced revenue / month	£14k	£26k	+92%
Share of leads from paid directories	67%	18%	-49 pts
Listings with consistent details	11	73	all fixed
Keywords in the Maps top 3	1	32	+31

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from £14k to £26k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
Fixing duplicates and inconsistent details lifted Google Business Profile views by 23%.
02
Bing, Apple Maps and directory profiles now produce 6 tracked leads a month that did not exist before.
03
Adding 4 secondary Google Business Profile categories lifted discovery searches by 40% in six weeks.
04
Area pages for Leeds moved the business from outside the top 20 to position 2 in the Maps pack for its main service there.

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 Business Listings and Local SEO.
Weeks 3 to 6
Build and launch
Business Listings and Local SEO live for full and partial rewires, plus consumer unit upgrades.
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 Leeds 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.