Electricians, along with a lot of other trade industries, are highly competitive on Google, reason being, a lot of people need them! Capturing this market was essential to A2Bs search marketing success. 

We undertook extensive keyword and competitor research with the aim of finding out the typical user behaviour on search engines within this particular market. It is important not to just start with the obvious terminology (“electricians”), yet look into what people were specifically searching in these regions, at what times of year they were searching and what commonalities we could find with these search phrases. We also scored each of one of these keywords with the expected intent that the user would commit to a conversion. We do this based on the search terms intent.

From here, we built out and structured a completely new ad account for A2B Electrical, splitting out the account based on region and keyword funnel stage. This new account is continuously optimised to generate as much high converting traffic as possible and includes a range of text, responsive and dynamic ad formats.