Your Google Ads are running. You’re getting calls. But at the end of the month, your revenue from those calls doesn’t justify the ad spend. Sound familiar?
Return on ad spend tells the real story.
Why Return On Ad Spend Matters for Electricians
Electrical work spans a huge price range. A GFCI outlet replacement might be $150. A panel upgrade could be $3000. Here’s why ROAS is critical:
- Service type dramatically affects profit. Rewiring a basement costs thousands. Troubleshooting a flickering light takes hours but pays little. Your ads might be attracting the wrong jobs.
- Commercial vs residential differs. Commercial clients often have longer sales cycles but bigger budgets. Residential needs volume but has lower ticket sizes.
- Permits add complexity. Some electrical jobs require permits that slow down payment. Tracking ROAS helps you see which campaigns actually result in completed, paid work.
- Licensing requirements filter customers. Customers searching for licensed electricians are more serious. ROAS shows if your targeting captures these high-intent leads.
How to Check in GA4
GA4 provides ROAS data if you’ve configured it properly:
- Define conversions. Go to Configure > Events. Mark your booking completions or phone calls as conversion events.
- Connect Google Ads. Link your account under Settings > Google Ads links for automatic data sharing.
- Find Ads performance. Go to Advertising > Publisher ads. Look for “Return on ad spend” in the available metrics.
- Create a custom report. Build a report that shows cost, conversions, and conversion value by campaign.
The data exists, but it’s buried in multiple menus.
The Easier Way
ClawAnalytics simplifies electrical contractor advertising:
- See which services profit most. Discover that “electrician for panel upgrade” brings better returns than “outlet installation” even with higher CPC.
- Track by service area. Learn which neighborhoods have customers who actually book and pay, not just compare prices.
- Compare campaign performance. Know instantly if your “24 hour electrician” campaign outperforms your “affordable electrician” ads.
Example questions answered:
- “Is my ‘emergency electrician’ campaign generating enough revenue to justify the premium ad costs?”
- “Which zip codes have the highest ROAS for commercial electrical work?”
- “Should I spend more on ‘EV charger installation’ keywords given the recent growth in electric vehicles?”
Quick Wins
- Segment by service type. Create separate campaigns for panel work, troubleshooting, and installations. You’ll see which pays best.
- Use call extensions. Let customers call directly from the ad. Track which calls become jobs.
- Add negative keywords. Block “electrician jobs,” “electrician salary,” “how to become an electrician” to filter out job seekers.
- Test and double down. Run small budget tests on new services. When ROAS exceeds your target, scale up fast.
