Lead Generation Strategy & Results:
PK Electric NYC (PK & Altman Electric) is a New York-based electrical contractor providing residential, commercial, and emergency electrical services across all boroughs. With over 50 years of experience, the company is known for reliability, fast response times, and high-quality workmanship. The objective was to use Google Ads to increase inbound leads (calls + service requests) and dominate high-intent local search queries in a highly competitive NYC market.
Objectives
- Generate consistent inbound leads (calls & form submissions)
- Improve cost efficiency (lower CPA)
- Capture high-intent “electrician near me” searches
- Scale while maintaining lead quality
Strategy Implemented
1. High-Intent Search Campaign (Lead Focused)
Ensured visibility when users were actively looking for immediate services—critical for home services businesses:
- Focused on keywords like: “electrician NYC”, “emergency electrician near me”, and “licensed electrician NYC”
2. Performance Max for Expansion
Captured additional demand across Google’s ecosystem:
- Leveraged Performance Max to expand reach
- Used conversion data to feed automation and scale efficiently
3. Call-Driven Conversion Strategy
Optimized for phone calls as primary conversions:
- Used call extensions and mobile-first bidding
- Highlighted 24/7 emergency services as a key differentiator
4. Geo-Targeting & Local Dominance
Targeted specific boroughs to maximize efficiency:
- Targeted Manhattan, Brooklyn, Bronx, and Queens
- Prioritized high-density service areas for faster ROI
5. Continuous Optimization
Refined campaigns for peak performance:
- Budget shifted toward top-performing campaigns
- Underperforming keywords were paused
- Ad copy refined based on CTR and conversion rates
Results Achieved
Campaign Snapshot
- Impressions: 59,394
- Clicks: 1,611
- Total Conversions: 1,149
- Phone Calls Generated: 287
- CTR: 2.71%
- Average CPC: $5.96
- Total Ad Spend: $9,507
Campaign Breakdown
- Lead – Service Campaign (Core Driver): 39,654 impressions, 1,171 clicks, 778 conversions, 223 phone calls. (Primary revenue driver with strong lead volume and intent)
- Performance Max Campaign: 17,641 impressions, 372 clicks, 235 conversions, 51 phone calls. (Supported scaling and additional conversions at lower cost)
Key Insights
- Call-based campaigns dominate in home services: Emergency and urgent service intent leads to higher call conversions.
- Local targeting is critical in NYC: Narrow geo-targeting improved lead quality and reduced wasted spend.
- Trust signals matter: Highlighting experience, licensing, and 24/7 availability increased conversions.
- Search outperforms for intent-driven services: Users searching for electricians typically convert quickly due to urgent needs.
Conclusion
PK Electric NYC successfully transformed Google Ads into a predictable lead generation engine, generating over 1,100 conversions and nearly 300 calls in under 4 months. By focusing on high-intent search, call optimization, and local targeting, the campaign delivered strong results in one of the most competitive service markets in the U.S. This case study highlights how Google Ads can drive consistent, high-quality leads for local service businesses, especially when urgency and trust are key decision factors.
