Pouring budget into search first
With $17 CAD clicks and cheap $53 CAD LSA leads, starting on search wastes money. Max out Local Services Ads before scaling paid search.
/benchmarks/electrician-marketing · BENCHMARK LIBRARY
Electrical marketing benchmarks, 2026.
Electrical is one of the most efficient trades to market. Local Services Ads leads are among the cheapest of any trade, the average ticket is healthy, and the work carries strong margins. The catch is a high click cost on search, so the smart money goes to pay-per-lead channels first.
No website yet? Book a 30-minute conversation
How we vet every number
Sourced
Names its source and date
Labeled
Four confidence tiers
Verified
Against the primary source
Annual
Re-verified yearly
The short answer
Electrician marketing is how an electrical contractor turns safety-driven and project demand into booked work: Local Services Ads, the map pack, reviews, and search for planned jobs like panel upgrades and EV chargers. In 2026 electricians post some of the lowest lead costs and strongest returns in the trades, with LSA leads near $53 CAD.
The numbers
What electrical marketing actually costs.
US market data, shown in CAD (converted from USD). Google Ads figures are medians. Compare against the all-industry averages on the benchmark library home.
| Benchmark | 2026 · CAD | Confidence | Notes |
|---|---|---|---|
| Local Services Ads cost per lead | ~$53.43 | Strong data | Lowest trade in the SearchLight dataset. |
| Closed ROAS on Local Services Ads | 8.52x | Strong data | |
| Average ticket | $1,965 | Strong data | |
| Booking rate | 43.4% | Strong data | |
| Google Ads cost per click | $16.69 | Strong data | One of the higher home-services click costs. |
| Net margin, specialty service work | 15-25% | Directional | Gross margin 35-50%. |
Seasonality
Steady year-round, with bumps from storm-season generator and panel work and from EV-charger installs following vehicle purchases.
Beneath the average
The economics by service.
Electrical is the most 'planned' of the trades — the lowest emergency share and the fastest-growing demand, led by EV chargers and panel upgrades as homes electrify. Job value runs from a $150 service call to a $20,000 rewire, so the blended ticket hides where the opportunity is. Here is the range by service, shown in CAD.
| Service | Typical job value | Gross margin | Buyer intent | Est. cost per lead | Demand | Confidence |
|---|---|---|---|---|---|---|
| Panel / service upgrade (100 to 200A) Often triggered by EV, solar or reno; electrification tailwind. | $1,781-$4,110 | 35-45% | Considered | — | Growing | Strong data |
| EV charger installation (Level 2) National avg ~$2,100-$2,442 USD; follows EV sales. US EV-charging market ~30% CAGR. | $1,644-$4,110 | 40-50% | Considered | — | Surging | Strong data |
| Whole-home rewiring Reno-driven; $8,000-$30,000+ full range. | $16,440-$27,400 | 25-40% | Planned | — | Stable | Directional |
| Generator installation (standby) Urgency spikes after storms/outages; grid-reliability tailwind. | $9,590-$20,550 | 30-40% | Planned | — | Growing | Directional |
| Lighting / recessed lighting install Recessed ~$100-$480 per fixture. | $274-$1,370 | 45-55% | Planned | — | Stable | Strong data |
| Ceiling fan installation | $206-$480 | 45-55% | Planned | — | Stable | Strong data |
| Outlet / switch installation | $137-$480 | 50-60% | Semi-urgent | — | Stable | Strong data |
| Electrical inspection Labor-only margin; real-estate / code driven. | $137-$411 | 50-70% | Planned | — | Stable | Directional |
| Whole-home surge protection Planned add-on; storm-season bump. | $411-$1,370 | 50-60% | Planned | — | Growing | Directional |
| Smart-home wiring | $685-$2,740 | 40-55% | Planned | — | Growing | Directional |
| Troubleshooting / repair (service call) Diagnostic fee $79-$149; the on-site upsell engine. | $206-$891 | 50-65% | Semi-urgent | — | Stable | Directional |
Job values and gross margins are North American homeowner figures from cost databases and industry sources, converted to CAD; service-level lead costs, where shown, come from aggregated campaign datasets. Ranges, not guarantees — overlay your own local market and cost per sale. Full attribution below.
The playbook
What actually works in electrical marketing.
01
Lead with Local Services Ads
At roughly $53 CAD per lead, electrical LSAs are the cheapest of any trade, and they closed an 8.5x return in the SearchLight data. This is the first dollar an electrician should spend, well before scaling search.
02
Be careful with search clicks
Electrical search clicks run about $17 CAD, among the highest in home services. Send them to focused landing pages for high-value jobs like panel upgrades and EV chargers, and use tight negative keywords so you are not paying for DIY and job-seeker traffic.
03
Chase the EV-charger and panel-upgrade wave
EV adoption and older panels create steady, high-ticket demand. Build dedicated pages and ad groups for these services rather than burying them in a generic electrician page.
04
Convert the safety call into the bigger job
A flickering-lights or dead-outlet call often uncovers a panel or wiring issue. Train for the on-site upsell and the $1,965 CAD average ticket climbs. Reviews from those jobs then feed the map pack.
What to run
The offers that win electrical customers.
Electrical is mostly planned, high-consideration work with a strong electrification tailwind. The winning offers lower the barrier on the surging high-ticket jobs, panel upgrades, EV chargers and generators, and turn every service call into a safety-inspection upsell.
$99 panel / electrical safety inspection
Entry offerA specific-dollar diagnostic that surfaces panel upgrades, surge protection and code work, the on-site upsell engine.
Free panel, EV-charger or generator estimate
Entry offerThe three surging high-ticket jobs; a free quote lowers the barrier on considered electrification work.
Whole-home surge protection bundled with a panel upgrade
GuaranteeA high-margin add-on with a lifetime-warranty hook that raises ticket on the panel job you already won.
Financing on large jobs
FinancingRewiring, generators and panel upgrades run into five figures; financing expands who can say yes.
The operating system
The software that runs electrical.
Vertical SaaS has consolidated hard in the trades. ServiceTitan leads up-market and now owns Aspire and FieldRoutes, while Housecall Pro and Jobber fight for the SMB tier with published pricing.
| Platform | What it is | Pricing | Position | Confidence |
|---|---|---|---|---|
| ServiceTitan Public (IPO Dec 2024); owns Aspire and FieldRoutes | All-in-one FSM, CRM, dispatch and payments; the up-market leader $771.9M FY2025 revenue, +26%; ~9,500 active customers | Quote-only (~$245 to $398 per tech per month at scale; $5,000 to $50,000 implementation) | Enterprise | Strong data |
| Housecall Pro | Field service management for SMB trades | $59 / $149 / $299 per month (published) | SMB | Strong data |
| Jobber | FSM for small home-service teams | $29 to $599 per month (published) | SMB | Strong data |
| FieldEdge | Multi-truck HVAC, plumbing and electrical with QuickBooks sync | Quote-only | Challenger | Directional |
| Service Fusion | Flat-rate FSM with unlimited users | ~$225 to $245 per month, unlimited users | SMB | Directional |
Quote-only figures are credible third-party estimates, not vendor-confirmed prices; add-ons, per-user fees and implementation costs routinely push real cost above sticker. Software share and pricing move fast, so this layer is re-checked more often than the annual benchmark cycle.
Where the money leaks
The expensive mistakes, by the numbers.
Skipping negative keywords
Electrical attracts DIY and job-seeker searches. Without tight negatives, high click costs drain the budget on traffic that will never book.
Not upselling the safety call
A small service call often sits on top of a panel or wiring job. Miss the on-site conversation and you leave the profitable ticket on the table.
Read this first
How to grade against these benchmarks.
- Max Local Services Ads before scaling search; the click-cost gap is large.
- On-site upsell of safety calls into panel and wiring work drives the ticket and the margin.
- Benchmarks are directional guardrails, not targets. The decisive metric is cost per sale and your LTV to CAC ratio, not cost per lead.
Attribution
Sources, on the record.
- SearchLight by Hatch — Feb 2026
- WordStream/LocaliQ 2025 Google Ads Benchmarks — 2025
- Industry aggregate — 2025-2026
- Angi / This Old House cost data — 2025-2026
- EnergySage / Qmerit cost data — 2025-2026
- WTC Electric / Thumbtack cost data — 2025-2026
- HomeGuide cost data — 2025-2026
- HomeAdvisor cost data — 2025-2026
- HomeGuide / industry cost data — 2025-2026
- ServiceTitan FY2025 8-K — FY2025
- Housecall Pro published pricing — 2026
- Jobber published pricing — 2026
- Trade review sites — 2025-2026
- Third-party estimate — 2025-2026
Last updated: July 7, 2026. Re-verified annually against primary sources. Read the methodology.
Questions
Electrical marketing, answered.
01 How much does an electrician lead cost in 2026?
Local Services Ads leads for electricians average about $53 CAD, the lowest of any trade in the SearchLight dataset. Search is pricier because clicks run around $17 CAD, so pay-per-lead channels are the efficient starting point.
02 What is the best marketing channel for electricians?
Local Services Ads plus a strong Google Business Profile and reviews. LSAs are cheap and closed an 8.5x return in the data. Reserve search ads for high-value planned work like panel upgrades and EV-charger installs.
03 Is electrical a profitable trade to market?
Yes. Cheap LSA leads, a healthy average ticket near $1,965 CAD, and net margins of 15 to 25 percent on specialty work make electrical one of the most efficient trades to advertise, as long as you avoid overspending on high-cost search clicks.
04 Why are electrician search clicks so expensive?
Electrical keywords carry high commercial intent and strong competition, pushing clicks to about $17 CAD, one of the highest in home services. That is exactly why Local Services Ads, priced per lead, are the better first channel.
