Live searches for periodic inspection and electrical testing terms. Recorded 2026, desktop, Ireland, signed out.
01 / The Brief
Website design and campaign setup.
Electrical inspection isn't a service people browse for. They search for it once, usually because a landlord, an insurer or a sale has told them they need a certificate, and they call whoever answers first.
We built the website and ran the search campaigns that feed it. That combination is the point: an ad is only as good as what it lands on, and a site is only worth building if the right people reach it. Both sides were ours, so neither could blame the other.
02 / Results
Google Analytics 4, property 511562820, and Google Ads account 658-606-9849. January – April 2026. Enquiries are completed form submissions.
03 / Month by month
Paid search takes a few months to tell you the truth.
The first two months are tuition, you're paying to find out which queries convert and which merely look relevant. From March the pattern was clear enough to push budget behind it, and April returned five times January's enquiry volume.
Completed enquiry form submissions by month, January – April 2026.
04 / Search demand
Three campaigns, one clear winner.
Splitting inspection work, commercial work and domestic wiring into separate campaigns meant we could see which category was producing enquiries rather than guessing from a blended number. Inspection outperformed the others on click-through by a wide margin, and, more importantly, on enquiries.
Click-through rate by campaign, January – July 2026. Bars scaled against the strongest performer.
05 / What we did
Split the account by job type
Inspection, commercial and domestic wiring run as separate campaigns rather than one catch-all. Different buyers, different urgency, different value, and impossible to read the account without separating them.
Tracked enquiries, not clicks
Conversion tracking set against submitted enquiry forms rather than page views or arrivals, so the bidding was steered by something with commercial meaning from the start.
Continuous search term pruning
Ongoing negative keyword work against job-seeker, DIY and supplier queries, the traffic that looks like demand in a report and never becomes a job.
Backed what was working
Once the inspection category proved itself, budget followed the evidence rather than being spread evenly across categories for the sake of coverage.
06 / Landing experience
Most of this demand arrives on a phone.
Someone has been told they need a certificate and they're looking it up on the spot. We built the site around that moment: service and next step obvious within seconds, the enquiry form reachable without hunting, and no interstitial standing between an ad click and the thing the click was for.
Because we built the site as well as the campaigns, the landing pages could be shaped around what the search data was showing rather than the campaigns being bent to fit a site somebody else had already finished.
07 / Desktop Walkthrough
Full site walkthrough.
Desktop walkthrough scrolling through the homepage, inspection pages, commercial services, and detailed enquiry form.
Desktop walkthrough, homepage, services, inspection, enquiry.
08 / Across the site
09 / Everything delivered
Design & build
- — Website design
- — Full site build
- — Service page structure
- — Enquiry form
- — Mobile-first throughout
Paid search
- — Account build from scratch
- — Campaign split by job type
- — Ad copy and extensions
- — Negative keyword programme
- — Ongoing optimisation
Measurement
- — GA4 configuration
- — Enquiry conversion tracking
- — Google Ads conversion import
- — Monthly reporting
On the numbers
Focus on lead generation.
Our strategy focuses on generating verified, commercial-grade leads through high-intent queries rather than inflated click counts.
Own your site. Then make it findable.
Our ad work with Irish businesses across web, SEO, paid media and video, all of it in-house, under one roof.
