Gilmour & Jooste Electrical are an established Western Australian electrical contracting business, working across commercial, industrial and infrastructure electrical work with a service division covering the South West. Contracting work of that scale is won through tender, relationship and reputation — but the service division depends on being present at the moment a fault is called in. That channel had no paid search presence, no attribution on inbound calls, and no evidence of which regions or service lines were actually generating work. The task was to build a measurable demand channel for the service arm without diluting the positioning of the contracting business.
We launched a search campaign for the service division built entirely around high-intent, bottom-of-funnel demand — the searches made by people who need an electrician attending today, not people researching. Targeting was geo-fenced to the regions the business is resourced to service, so budget is never spent on a job that cannot be attended. Ad copy was written against the specific query themes that convert, and the account was tuned week by week through the launch period rather than set and left. Because service enquiries arrive overwhelmingly by phone from a mobile, the campaign was designed around a one-tap call button and the shortest possible path from search to call.
Google Ads search geo-fenced to serviceable regions · high-intent keyword architecture around attendance-intent and location queries · negative-keyword hygiene against research, DIY and recruitment traffic · mobile-first extensions with prominent click-to-call · call and conversion tracking · search-terms analysis feeding weekly optimisation.
Query-theme clustering and week-by-week bid and budget reallocation are informed by automated analysis of the search-terms report, so wasted spend is identified within days rather than at month-end. Smart bidding runs inside defined guardrails, with geographic and negative-keyword controls set by our team. Ad copy is human-written and human-approved — for a contracting business, credibility in the wording matters more than volume of variants.
Service-line ad groups for emergency call-outs, installations and specialist work; extended call tracking so every phone enquiry is attributed to a region and service line; a faster mobile landing experience; and measured regional expansion without diluting relevance.