April 23, 2025 ā¢ 21 mins
Destiny Marketing Solutions specializes in marketing for electricians. Trusted by electrical contractors across the U.S., we help electricians grow through digital marketingālocal SEO, local service ads, Google Ads, content, and automation.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Leonard Parker's video reco (00:00):
Hey there.
My electrician family, LeonardParker here from Destiny
Marketing Solutions.
You know what's funny?
Most electricians I talk to cantell me exactly what they pay
for their truck to the penny,but ask them what they're paying
for each lead that comes in.
Blank stares.
If you're running an electricalcontracting business making
$200,000 or more annually, butyou're still watching your
(00:23):
marketing budget go up in smoke.
with little to show for it.
Stick around because today I'mgoing to show you exactly why
your cost per lead is drainingyour profits and how to fix it.
And I promise by the end of thisvideo, I'll share one expert tip
about lowering your cost perlead that most marketing
agencies won't tell you becauseit's too simple.
So make sure you watch until theend.
(00:45):
Let's be honest about what'shappening in the industry right
now.
Electricians are spendingheavily with little return.
I've seen contractors burningthrough thousands on Google ads,
pay per lead platforms, andboosted Facebook posts with
barely enough quality leads tokeep the schedule full.
Low quality leads are drainingboth your time and
(01:06):
profitability.
Every hour spent chasing down alead that goes nowhere is an
hour you could have spent on apaying job.
Meanwhile, rising ad costs maketrial and error marketing
incredibly expensive.
What worked last year at$20 perlead might cost$40 today.
And here's the truth.
Cost per lead is often a firstwarning sign in your marketing.
(01:27):
By the time you notice a drop injobs, you've already wasted
thousands.
The key takeaway here, if youdon't control your CPL, your
margins and schedule bothsuffer.
So what's actually causing thisproblem?
Four Big culprits I see all thetime.
First, generic targeting thatattracts unqualified leads.
(01:48):
You know the type, the want,free advice, three different
quotes, and they ghost you.
Second low performing channels.
Eating up your ad spend thatboosted Facebook posts might get
you 500 likes, but when was thelast time a like paid your
bills?
Third, no tracking means nooptimization.
If you can't measure whichmarketing efforts are working,
(02:11):
you're just throwing darts inthe dark.
And finally, ad copy that failsto connect with buying intent.
When someone searches emergencyelectrician near me, they don't
want to see your companyhistory.
They want to know you can fixtheir problem.
Now, the key takeaway, most highCPLs are caused by unclear
targeting and lack of visibilityinto what's actually working.
(02:34):
Most electricians fall into whatI call the quick fix trap.
They jump from tactic to tactic,trying the latest marketing
flavor of the month.
Boost their posts rarely bringserious leads.
They might drive engagement, butengagement doesn't keep your
crews busy.
Pay per lead platforms promisevolume, but rarely deliver
quality.
You're competing with five otherelectricians for the same low
(02:56):
intent prospect.
Many agencies sell cookie cutterstrategies to sign for any home
service business, notspecifically for electrical
contractors.
With your unique services andmargins short-term hacks can
actually cost your long-term.
ROI.
By training customers to onlyrespond to deals and discounts.
The key takeaway here, loweringyour cost per lead requires
(03:19):
strategy, not shortcuts.
Let's start with proper channelprioritization.
Focus on intent driven platformswhere people are actively
searching for electricalservices.
So this includes Google Ads.
Local service ads or LSAs andlocal SEO, these should be your
primary areas of focus.
(03:40):
Social media still has a part inthis.
You can use social media forretargeting people who've
already visited your site, butthese are typically not your
best channels for first touchlead generation.
Because just think about it, ifsomeone is on Facebook or
Instagram, they're browsing,they're looking at pictures,
(04:00):
catching up with family andfriends.
They're not really looking forelectrician, and so if they see
your ad or post there, great,but you're not going to be top
of mind unless they see youseveral times.
If you really want to go towhere people are searching,
search engine marketing via SEOor local service ads or Google
(04:22):
Ads is the way to go.
Be ruthless about eliminatingunderperforming vendors and
marketing channels that aren'tdelivering results and
reinvesting what's proven toconvert for your specific
business.
You don't need to be everywhere,just where your best leads are
actually looking.
Next is time to dominate localsearch.
(04:43):
This is where the money is forelectrical contractors.
Optimize your Google businessprofile completely.
This is the fastest, cheapestway to show up when someone
searches for an electrician inyour area.
So some things that you can doto optimize your Google business
profile include.
Making sure you have highquality photos uploaded to the
(05:04):
profile making sure in thosephotos you include yourself,
your team, and you also includesome form of branding.
So that could include brandingon your, work trucks or work
vans.
Also, if you have the officespace, include the signage on
your office, and then of courseyou wanna make sure that you are
optimizing for reviews.
(05:25):
So have a regular review systemso that you are getting those
reviews and uploaded to yourGoogle business profile.
Getting into the map pack withconsistent reviews and regularly
updated content.
Run local service ads to getthat Google guarantee badge at
the top of the search results.
If someone is searching and theylook at the Google Map results,
(05:47):
they'll see your ad there on topof the organic search results.
So that's another way you canget that high visibility,
especially if you're starting anew with your online marketing
strategy.
When you're targeting keywords.
Focus on location based servicespecific terms like.
Panel upgrade Dallas orEmergency Electrician Phoenix.
(06:11):
The key takeaway, the rightlocal strategy puts your
business exactly where urgentbuyers are looking when they
need you most.
You need to use data to drivedecisions.
No more guessing implement.
Call tracking with unique phonenumbers for each marketing
channel and use UTM parameterson all of your links.
(06:34):
Track cost per lead by job typenot just an aggregate because.
What could be a$100 lead for a$500 job is very different from
a$100 lead.
For a$5,000 job.
Identify which ad creatives andmessaging resonates best with
your ideal customers.
(06:55):
Use those more, and then usethem on across different
channels.
Be quick to pause or revise lowconverting campaigns.
Before they drain your budget.
If you can't measure it, youcan't improve it.
And with that, I'm gonna take aquick detour here.
I mentioned UTMs.
These are a you sometimes youmight hear this referred to as
(07:17):
tracking parameters.
This is a way to use differentversions of your website, URL,
across different channels sothat it'll feed all of this data
into Google Analytics.
So before I get into this quickdemo, why is this important?
Well, let's say you're running acampaign.
It's April at the time that I'mrecording this, and let's say
(07:39):
you're running a campaign forthe spring and you're running
campaigns on Facebook,Instagram, you have an email
marketing campaign going you'realso doing some things offline.
Maybe for your offlineinitiatives, you're using a QR
code to get back to yourwebsite.
Well, fast forward to when thesecampaigns have run their course.
(08:00):
How would you know whichperformed best if people aren't
calling you but they're justgoing to your website?
Well, this is where these UTMparameters can be handy, and
there is a free tool.
I'll link to it in thedescription.
It's called the campaign, URLBuilder, and what you can do
here.
Is actually create differentversions of your URLs and it'll
(08:22):
add on a special parameterdepending on the marketing
channel.
I have here a.
Dummy website h townelectrician.com.
Don't go there.
I just made that up.
Campaign id.
This is only relevant if you arerunning a paid campaign.
But for this demo, I'm gonnaskip past it.
Campaign source, this is whatyou want to use as the source or
(08:47):
whatever is the source of thattraffic.
So let's say it's a Google Adscampaign.
You would use Google here asyour campaign source.
Let's say it's a emailnewsletter here instead of
Google.
You can use newsletter and I.
Let's go back to Google.
(09:08):
I, I recommend that you uselowercase.
These make for friendly URLs.
From there go to campaignmedium.
I.
So on Google, you can havedifferent types of campaigns.
You can have your Google Ads,you can have an organic search
campaign, and you can even havelinks coming from your Google
(09:30):
Business profile.
For this demo, I'm going tofocus on a Google Ads campaign,
and the medium in that casewould be CPC or cost per click.
It.
But let's say if you're runninga Google display ad campaign,
maybe you are remarketing topeople who have been to your
website before, but they didn'tcall for service or call for a
(09:50):
quote.
In that case, you would usedisplay, but for this memo, I'll
use CPC.
Moving further down, you havecampaign name and the important
thing here is that you name thissomething to where you're.
You can do something like springdiscount campaign, pretty much
(10:14):
the campaign name.
You might have multiplecampaigns running all at once.
Instead of having to figure outwhich campaign is which, which
one is driving the most traffic,the most.
Conversions calls form fills onyour website.
You can also just look at thecampaigns.
Then you have campaign terms.
So again, since this is just ademo, I won't fill in this field
(10:37):
and you notice that this isn'trequired.
You can also fill in thecampaign content field.
So if you are running differentversions of your Google ad copy,
or if you're doing display andyou're running different
versions of your creative, youcan put something here that will
differentiate.
(10:57):
Those different copies andcreatives.
So you can do something likespring copy V one.
Only the source medium and nameonly, these fields are required.
You can fill in the additionalfields, but those are the only
three fields along with yourwebsite, URL, that's required.
So once you scroll further down,you'll see as you are filling
(11:19):
out those fields.
This URL builder, it's buildingA URL that you can use.
How will we use this?
Well, you can copy and pastethat URL, and since we created
this for our Google ads, we cancopy and paste this and add it
to a Google ad destination URLfield.
And this way, once that campaignstarts running.
(11:41):
You can use Google Analytics togo in and see how that campaign
is performing.
And what I like about this isyou can look at campaigns across
different channels.
Sometimes when you're runningcampaigns on Facebook or
Instagram or LinkedIn, if you'rein a commercial space, Google
(12:02):
and these third party platformsdon't, always communicate well.
By using this approach, you canget accurate data and you can do
a apples to apples comparisonbetween these different
campaigns, so you'll know whichcampaigns are driving and which
channels are driving the mosttraffic.
Which are driving the mostengaged users.
They're spending time on yoursite, they're looking through
(12:24):
your different service pages andwhich are driving the most
conversion.
Form fills calls, and if you areset up with a CRM, then you can
even track there what'shappening.
What are the outcomes of thesedifferent.
Campaigns and channels oncesomeone from your team gets in
contact with them.
(12:44):
I won't go too much furtherthere because I can, we can talk
more about CRMs, but I do wannashift back here to the, the
content.
And if you have any questionsabout that, feel free to leave
it as a comment here on thevideo or feel free to reach out
to us and we can assist you withthat setup.
Going back here to the content.
(13:04):
Next, you want to focus onimproving conversion rates, not
just improving traffic.
It's great if a campaign or amarketing channel is driving
traffic.
But who cares if it's notleading to any good outcome for
your business.
You wanna make sure that on yourlanding pages and across your
website, your call to actionsare clear and friction free.
(13:27):
This is something that I seemany electricians miss.
Reducing cost per lead is notalways about getting cheaper
clicks.
It's about converting more ofthe clicks, the traffic that you
already have.
Just think about it.
Let's say if the averageconversion rate for a
electrician website is 1%, thatmeans that out of 100 people
(13:49):
that visit your website one ofthose visitors is going to call
or fill out a form to get moreinformation or to request a
quote.
If you were to triple yourconversion rate to 3%, so
instead of one person.
Calling three people call thatcan really have an impact on
(14:10):
your your bottom line, yourrevenue and you didn't have to
drive more traffic to yourwebsite.
You just took the traffic youalready had and you made tweaks
optimize your website forconversions and were able to
take more advantage of thetraffic.
You also wanna make sure thatyour call to action are clear
and friction free.
Don't make people hunt for yourphone number or fill out
(14:33):
complicated forms.
So best practice there.
Have your phone number big andbold in the top right of your
website, and have that visibleon every page.
This way it's going to followthe typical line of sight when
someone lands on a website page.
Usually people are going to.
Read the content on the page inan F shaped pattern.
(14:56):
By you having that phone numberin your top right that's gonna
be the first line of sight forthat website visitor.
Use trust elements prominentlyso your license information.
Your reviews, yourcertifications, and any
guarantees that you offer shouldbe easy to find.
One thing I see regularly onelectrician's website where you
(15:18):
might include the license, yourlicense information in the
footer at the very bottom of thesite, have that more prominent.
Ensure your website worksperfectly on mobile since that's
where most emergency searcheshappen.
Just look at your site on yourmobile phone.
If you have some friends orfamily or employees and
especially if they havedifferent types of mobile phones
(15:41):
have a look on their phones tosee how your website renders or
displays on these differentscreen resolutions and devices.
Run ab tests regularly on yourheadlines and call to action to
continually improve performance.
AB testing, let's just say youhave one version of the ad.
So that could be your version A.
(16:01):
You have version B of an ad.
Maybe in those ads you're usingtwo different pictures.
Run ab tests or run a test onthose to see which version
outperforms the other.
There's always something to testbut you wanna make sure that you
are receiving enough traffic orgiving that test enough time to
produce data that you canactually take action on.
(16:25):
Reducing cost per lead isn'talways about cheaper clicks.
It's about better conversion ofthe clicks that you're already
getting.
That's the key takeaway here.
You don't wanna just generateleads, you want to convert them
as well, obviously.
Even the best lead generationsystem is worthless if you don't
convert those leads into jobs.
(16:46):
Make it a practice, make it ahabit.
Respond to lead requests inminutes, not hours.
If you have a team, make surethat you train your team.
To ask the right questions fast,quickly, qualify that lead so
that you can continue to nurtureand communicate if it's a
qualified lead, or you candirect them to a better fit
(17:07):
maybe on a referral basis ifyou're not able to address their
need.
Train your staff to ask thosequestions as quickly as
possible, they should beanswering that call or
responding to emails withinminutes.
Use automated follow-upsequences to stay top of mind
with leads who aren't ready tobuy immediately.
(17:27):
And you wanna create a seamlesspath from that first call or
touch point all the way to thequote and booking.
So, and this is something whereyou can test it, you can have
mystery callers call in and see.
How your team is answering thephone.
Are they answering the questionsas you would like them to?
And are they directing thatcaller to the best next step?
(17:51):
It never fails to amaze me thatI've worked with clients where
we're generating calls, we'regenerating, you know, traffic
and form fills, but.
Initially, we are not able toconnect those calls to book jobs
or even jobs that go into thenext stage where.
They are being requested aquote.
(18:11):
And usually what we find is thatit's how the team member is
answering a phone.
Maybe they're not in a goodmood.
Maybe they are taking too longto answer.
This can be an opportunity totrain your team so that you are
making best use of those leads.
The fortune isn't in the followup, it's in how fast and how
(18:32):
well you do it.
So remember that.
This systematic approach is whatwe call the full circuit growth
method.
If your cost per lead feelsunpredictable, bloated, or just
plain frustrating, then It'stime for a smarter approach.
We offer a full circuit growthaudit, and it shows you exactly
what's working, what's wastingyour budget, and where you're
(18:54):
leaving money on the table.
In just 30 minutes, you'll walkaway with a clear plan to lower
your cost per lead and startgenerating higher quality leads
without the guesswork.
This method takes you from alack of qualified leads all the
way to your dream outcome duringa proven.
Step-by-step process.
Getting found by the rightclients, converting more leads
(19:15):
into projects, knowing what'sworking, and ultimately reaching
your business goals.
As I mentioned I'm the founderof Destiny Marketing Solutions.
Our goal is to help electricianscut waste, attract better leads,
and build marketing systems thatscale.
If you're an electricalcontractor doing at least
$200,000 in revenue annually,and you're serious about cutting
(19:38):
waste while growing smarter.
Book your full circuit growthaudit today.
You can visit us here at ourwebsite, destiny marketing
solutions.com.
The link will also be here inthe description or if you prefer
to talk to a real person rightaway.
Call us at(888) 846-4937.
(19:58):
We're based in Houston, Texas.
However we serve electriciansnationwide.
Remember, you don't need moremarketing noise.
You need a system that works.
Now let's build that systemtogether.
As I promised, I want to leaveyou with an expert tip, and that
tip is cost per lead is moreabout, is about more than just
(20:20):
ads.
It does, has nothing to do withad platforms or keywords.
Before you even get to thatpoint, you want to analyze your
different jobs, the differentservices that you offer, the
service mix and close rate, andthis can, these can all
dramatically affect your truecost per leap if you're selling
(20:42):
the wrong services, or betteryet, if you're promoting with
ads, the wrong services.
Maybe those services that yourarely close or where you have
razor thin margins, even greatads won't save you.
In fact, ads will just add tothe expense and cut into that
margin even more.
The fastest way to lower yourcostly sell more of what you
(21:04):
already close best, the mostscalable campaigns are built
around what already works inyour business, not what some
marketing agency thinks mightwork.
You know, in electrical work, wealways say the best solution is
often the simplest one, and itturns out marketing works the
same way.
Again, I'm Leonard Parker fromDestiny Marketing Solutions.
If this video help you, give ita thumbs up and subscribe for
(21:27):
more practical marketing tipsfor electrical contractors, and
drop a comment below, letting meknow what is your biggest cost
per lead challenge.
I personally respond to everycomment.
See you in the next video.
Hey there.
My electrician family, LeonardParker here from Destiny
Marketing Solutions.
You know what's funny?
Most electricians I talk to cantell me exactly what they pay
for their truck to the penny,but ask them what they're paying
for each lead that comes in.
Blank stares.
If you're running an electricalcontracting business making
$200,000 or more annually, butyou're still watching your
(00:23):
marketing budget go up in smoke.
with little to show for it.
Stick around because today I'mgoing to show you exactly why
your cost per lead is drainingyour profits and how to fix it.
And I promise by the end of thisvideo, I'll share one expert tip
about lowering your cost perlead that most marketing
agencies won't tell you becauseit's too simple.
So make sure you watch until theend.
(00:45):
Let's be honest about what'shappening in the industry right
now.
Electricians are spendingheavily with little return.
I've seen contractors burningthrough thousands on Google ads,
pay per lead platforms, andboosted Facebook posts with
barely enough quality leads tokeep the schedule full.
Low quality leads are drainingboth your time and
(01:06):
profitability.
Every hour spent chasing down alead that goes nowhere is an
hour you could have spent on apaying job.
Meanwhile, rising ad costs maketrial and error marketing
incredibly expensive.
What worked last year at$20 perlead might cost$40 today.
And here's the truth.
Cost per lead is often a firstwarning sign in your marketing.
(01:27):
By the time you notice a drop injobs, you've already wasted
thousands.
The key takeaway here, if youdon't control your CPL, your
margins and schedule bothsuffer.
So what's actually causing thisproblem?
Four Big culprits I see all thetime.
First, generic targeting thatattracts unqualified leads.
(01:48):
You know the type, the want,free advice, three different
quotes, and they ghost you.
Second low performing channels.
Eating up your ad spend thatboosted Facebook posts might get
you 500 likes, but when was thelast time a like paid your
bills?
Third, no tracking means nooptimization.
If you can't measure whichmarketing efforts are working,
(02:11):
you're just throwing darts inthe dark.
And finally, ad copy that failsto connect with buying intent.
When someone searches emergencyelectrician near me, they don't
want to see your companyhistory.
They want to know you can fixtheir problem.
Now, the key takeaway, most highCPLs are caused by unclear
targeting and lack of visibilityinto what's actually working.
(02:34):
Most electricians fall into whatI call the quick fix trap.
They jump from tactic to tactic,trying the latest marketing
flavor of the month.
Boost their posts rarely bringserious leads.
They might drive engagement, butengagement doesn't keep your
crews busy.
Pay per lead platforms promisevolume, but rarely deliver
quality.
You're competing with five otherelectricians for the same low
(02:56):
intent prospect.
Many agencies sell cookie cutterstrategies to sign for any home
service business, notspecifically for electrical
contractors.
With your unique services andmargins short-term hacks can
actually cost your long-term.
ROI.
By training customers to onlyrespond to deals and discounts.
The key takeaway here, loweringyour cost per lead requires
(03:19):
strategy, not shortcuts.
Let's start with proper channelprioritization.
Focus on intent driven platformswhere people are actively
searching for electricalservices.
So this includes Google Ads.
Local service ads or LSAs andlocal SEO, these should be your
primary areas of focus.
(03:40):
Social media still has a part inthis.
You can use social media forretargeting people who've
already visited your site, butthese are typically not your
best channels for first touchlead generation.
Because just think about it, ifsomeone is on Facebook or
Instagram, they're browsing,they're looking at pictures,
(04:00):
catching up with family andfriends.
They're not really looking forelectrician, and so if they see
your ad or post there, great,but you're not going to be top
of mind unless they see youseveral times.
If you really want to go towhere people are searching,
search engine marketing via SEOor local service ads or Google
(04:22):
Ads is the way to go.
Be ruthless about eliminatingunderperforming vendors and
marketing channels that aren'tdelivering results and
reinvesting what's proven toconvert for your specific
business.
You don't need to be everywhere,just where your best leads are
actually looking.
Next is time to dominate localsearch.
(04:43):
This is where the money is forelectrical contractors.
Optimize your Google businessprofile completely.
This is the fastest, cheapestway to show up when someone
searches for an electrician inyour area.
So some things that you can doto optimize your Google business
profile include.
Making sure you have highquality photos uploaded to the
(05:04):
profile making sure in thosephotos you include yourself,
your team, and you also includesome form of branding.
So that could include brandingon your, work trucks or work
vans.
Also, if you have the officespace, include the signage on
your office, and then of courseyou wanna make sure that you are
optimizing for reviews.
(05:25):
So have a regular review systemso that you are getting those
reviews and uploaded to yourGoogle business profile.
Getting into the map pack withconsistent reviews and regularly
updated content.
Run local service ads to getthat Google guarantee badge at
the top of the search results.
If someone is searching and theylook at the Google Map results,
(05:47):
they'll see your ad there on topof the organic search results.
So that's another way you canget that high visibility,
especially if you're starting anew with your online marketing
strategy.
When you're targeting keywords.
Focus on location based servicespecific terms like.
Panel upgrade Dallas orEmergency Electrician Phoenix.
(06:11):
The key takeaway, the rightlocal strategy puts your
business exactly where urgentbuyers are looking when they
need you most.
You need to use data to drivedecisions.
No more guessing implement.
Call tracking with unique phonenumbers for each marketing
channel and use UTM parameterson all of your links.
(06:34):
Track cost per lead by job typenot just an aggregate because.
What could be a$100 lead for a$500 job is very different from
a$100 lead.
For a$5,000 job.
Identify which ad creatives andmessaging resonates best with
your ideal customers.
(06:55):
Use those more, and then usethem on across different
channels.
Be quick to pause or revise lowconverting campaigns.
Before they drain your budget.
If you can't measure it, youcan't improve it.
And with that, I'm gonna take aquick detour here.
I mentioned UTMs.
These are a you sometimes youmight hear this referred to as
(07:17):
tracking parameters.
This is a way to use differentversions of your website, URL,
across different channels sothat it'll feed all of this data
into Google Analytics.
So before I get into this quickdemo, why is this important?
Well, let's say you're running acampaign.
It's April at the time that I'mrecording this, and let's say
(07:39):
you're running a campaign forthe spring and you're running
campaigns on Facebook,Instagram, you have an email
marketing campaign going you'realso doing some things offline.
Maybe for your offlineinitiatives, you're using a QR
code to get back to yourwebsite.
Well, fast forward to when thesecampaigns have run their course.
(08:00):
How would you know whichperformed best if people aren't
calling you but they're justgoing to your website?
Well, this is where these UTMparameters can be handy, and
there is a free tool.
I'll link to it in thedescription.
It's called the campaign, URLBuilder, and what you can do
here.
Is actually create differentversions of your URLs and it'll
(08:22):
add on a special parameterdepending on the marketing
channel.
I have here a.
Dummy website h townelectrician.com.
Don't go there.
I just made that up.
Campaign id.
This is only relevant if you arerunning a paid campaign.
But for this demo, I'm gonnaskip past it.
Campaign source, this is whatyou want to use as the source or
(08:47):
whatever is the source of thattraffic.
So let's say it's a Google Adscampaign.
You would use Google here asyour campaign source.
Let's say it's a emailnewsletter here instead of
Google.
You can use newsletter and I.
Let's go back to Google.
(09:08):
I, I recommend that you uselowercase.
These make for friendly URLs.
From there go to campaignmedium.
I.
So on Google, you can havedifferent types of campaigns.
You can have your Google Ads,you can have an organic search
campaign, and you can even havelinks coming from your Google
(09:30):
Business profile.
For this demo, I'm going tofocus on a Google Ads campaign,
and the medium in that casewould be CPC or cost per click.
It.
But let's say if you're runninga Google display ad campaign,
maybe you are remarketing topeople who have been to your
website before, but they didn'tcall for service or call for a
(09:50):
quote.
In that case, you would usedisplay, but for this memo, I'll
use CPC.
Moving further down, you havecampaign name and the important
thing here is that you name thissomething to where you're.
You can do something like springdiscount campaign, pretty much
(10:14):
the campaign name.
You might have multiplecampaigns running all at once.
Instead of having to figure outwhich campaign is which, which
one is driving the most traffic,the most.
Conversions calls form fills onyour website.
You can also just look at thecampaigns.
Then you have campaign terms.
So again, since this is just ademo, I won't fill in this field
(10:37):
and you notice that this isn'trequired.
You can also fill in thecampaign content field.
So if you are running differentversions of your Google ad copy,
or if you're doing display andyou're running different
versions of your creative, youcan put something here that will
differentiate.
(10:57):
Those different copies andcreatives.
So you can do something likespring copy V one.
Only the source medium and nameonly, these fields are required.
You can fill in the additionalfields, but those are the only
three fields along with yourwebsite, URL, that's required.
So once you scroll further down,you'll see as you are filling
(11:19):
out those fields.
This URL builder, it's buildingA URL that you can use.
How will we use this?
Well, you can copy and pastethat URL, and since we created
this for our Google ads, we cancopy and paste this and add it
to a Google ad destination URLfield.
And this way, once that campaignstarts running.
(11:41):
You can use Google Analytics togo in and see how that campaign
is performing.
And what I like about this isyou can look at campaigns across
different channels.
Sometimes when you're runningcampaigns on Facebook or
Instagram or LinkedIn, if you'rein a commercial space, Google
(12:02):
and these third party platformsdon't, always communicate well.
By using this approach, you canget accurate data and you can do
a apples to apples comparisonbetween these different
campaigns, so you'll know whichcampaigns are driving and which
channels are driving the mosttraffic.
Which are driving the mostengaged users.
They're spending time on yoursite, they're looking through
(12:24):
your different service pages andwhich are driving the most
conversion.
Form fills calls, and if you areset up with a CRM, then you can
even track there what'shappening.
What are the outcomes of thesedifferent.
Campaigns and channels oncesomeone from your team gets in
contact with them.
(12:44):
I won't go too much furtherthere because I can, we can talk
more about CRMs, but I do wannashift back here to the, the
content.
And if you have any questionsabout that, feel free to leave
it as a comment here on thevideo or feel free to reach out
to us and we can assist you withthat setup.
Going back here to the content.
(13:04):
Next, you want to focus onimproving conversion rates, not
just improving traffic.
It's great if a campaign or amarketing channel is driving
traffic.
But who cares if it's notleading to any good outcome for
your business.
You wanna make sure that on yourlanding pages and across your
website, your call to actionsare clear and friction free.
(13:27):
This is something that I seemany electricians miss.
Reducing cost per lead is notalways about getting cheaper
clicks.
It's about converting more ofthe clicks, the traffic that you
already have.
Just think about it.
Let's say if the averageconversion rate for a
electrician website is 1%, thatmeans that out of 100 people
(13:49):
that visit your website one ofthose visitors is going to call
or fill out a form to get moreinformation or to request a
quote.
If you were to triple yourconversion rate to 3%, so
instead of one person.
Calling three people call thatcan really have an impact on
(14:10):
your your bottom line, yourrevenue and you didn't have to
drive more traffic to yourwebsite.
You just took the traffic youalready had and you made tweaks
optimize your website forconversions and were able to
take more advantage of thetraffic.
You also wanna make sure thatyour call to action are clear
and friction free.
Don't make people hunt for yourphone number or fill out
(14:33):
complicated forms.
So best practice there.
Have your phone number big andbold in the top right of your
website, and have that visibleon every page.
This way it's going to followthe typical line of sight when
someone lands on a website page.
Usually people are going to.
Read the content on the page inan F shaped pattern.
(14:56):
By you having that phone numberin your top right that's gonna
be the first line of sight forthat website visitor.
Use trust elements prominentlyso your license information.
Your reviews, yourcertifications, and any
guarantees that you offer shouldbe easy to find.
One thing I see regularly onelectrician's website where you
(15:18):
might include the license, yourlicense information in the
footer at the very bottom of thesite, have that more prominent.
Ensure your website worksperfectly on mobile since that's
where most emergency searcheshappen.
Just look at your site on yourmobile phone.
If you have some friends orfamily or employees and
especially if they havedifferent types of mobile phones
(15:41):
have a look on their phones tosee how your website renders or
displays on these differentscreen resolutions and devices.
Run ab tests regularly on yourheadlines and call to action to
continually improve performance.
AB testing, let's just say youhave one version of the ad.
So that could be your version A.
(16:01):
You have version B of an ad.
Maybe in those ads you're usingtwo different pictures.
Run ab tests or run a test onthose to see which version
outperforms the other.
There's always something to testbut you wanna make sure that you
are receiving enough traffic orgiving that test enough time to
produce data that you canactually take action on.
(16:25):
Reducing cost per lead isn'talways about cheaper clicks.
It's about better conversion ofthe clicks that you're already
getting.
That's the key takeaway here.
You don't wanna just generateleads, you want to convert them
as well, obviously.
Even the best lead generationsystem is worthless if you don't
convert those leads into jobs.
(16:46):
Make it a practice, make it ahabit.
Respond to lead requests inminutes, not hours.
If you have a team, make surethat you train your team.
To ask the right questions fast,quickly, qualify that lead so
that you can continue to nurtureand communicate if it's a
qualified lead, or you candirect them to a better fit
(17:07):
maybe on a referral basis ifyou're not able to address their
need.
Train your staff to ask thosequestions as quickly as
possible, they should beanswering that call or
responding to emails withinminutes.
Use automated follow-upsequences to stay top of mind
with leads who aren't ready tobuy immediately.
(17:27):
And you wanna create a seamlesspath from that first call or
touch point all the way to thequote and booking.
So, and this is something whereyou can test it, you can have
mystery callers call in and see.
How your team is answering thephone.
Are they answering the questionsas you would like them to?
And are they directing thatcaller to the best next step?
(17:51):
It never fails to amaze me thatI've worked with clients where
we're generating calls, we'regenerating, you know, traffic
and form fills, but.
Initially, we are not able toconnect those calls to book jobs
or even jobs that go into thenext stage where.
They are being requested aquote.
(18:11):
And usually what we find is thatit's how the team member is
answering a phone.
Maybe they're not in a goodmood.
Maybe they are taking too longto answer.
This can be an opportunity totrain your team so that you are
making best use of those leads.
The fortune isn't in the followup, it's in how fast and how
(18:32):
well you do it.
So remember that.
This systematic approach is whatwe call the full circuit growth
method.
If your cost per lead feelsunpredictable, bloated, or just
plain frustrating, then It'stime for a smarter approach.
We offer a full circuit growthaudit, and it shows you exactly
what's working, what's wastingyour budget, and where you're
(18:54):
leaving money on the table.
In just 30 minutes, you'll walkaway with a clear plan to lower
your cost per lead and startgenerating higher quality leads
without the guesswork.
This method takes you from alack of qualified leads all the
way to your dream outcome duringa proven.
Step-by-step process.
Getting found by the rightclients, converting more leads
(19:15):
into projects, knowing what'sworking, and ultimately reaching
your business goals.
As I mentioned I'm the founderof Destiny Marketing Solutions.
Our goal is to help electricianscut waste, attract better leads,
and build marketing systems thatscale.
If you're an electricalcontractor doing at least
$200,000 in revenue annually,and you're serious about cutting
(19:38):
waste while growing smarter.
Book your full circuit growthaudit today.
You can visit us here at ourwebsite, destiny marketing
solutions.com.
The link will also be here inthe description or if you prefer
to talk to a real person rightaway.
Call us at(888) 846-4937.
(19:58):
We're based in Houston, Texas.
However we serve electriciansnationwide.
Remember, you don't need moremarketing noise.
You need a system that works.
Now let's build that systemtogether.
As I promised, I want to leaveyou with an expert tip, and that
tip is cost per lead is moreabout, is about more than just
(20:20):
ads.
It does, has nothing to do withad platforms or keywords.
Before you even get to thatpoint, you want to analyze your
different jobs, the differentservices that you offer, the
service mix and close rate, andthis can, these can all
dramatically affect your truecost per leap if you're selling
(20:42):
the wrong services, or betteryet, if you're promoting with
ads, the wrong services.
Maybe those services that yourarely close or where you have
razor thin margins, even greatads won't save you.
In fact, ads will just add tothe expense and cut into that
margin even more.
The fastest way to lower yourcostly sell more of what you
(21:04):
already close best, the mostscalable campaigns are built
around what already works inyour business, not what some
marketing agency thinks mightwork.
You know, in electrical work, wealways say the best solution is
often the simplest one, and itturns out marketing works the
same way.
Again, I'm Leonard Parker fromDestiny Marketing Solutions.
If this video help you, give ita thumbs up and subscribe for
(21:27):
more practical marketing tipsfor electrical contractors, and
drop a comment below, letting meknow what is your biggest cost
per lead challenge.
I personally respond to everycomment.
See you in the next video.
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