The challenge
Ridge ran Google ads for same-day callouts, but the calls went to the owner’s mobile while he was on jobs. About half went unanswered and the ad account could not say which calls came from which ads.
Ridge Electrical
An electrician paying for ads that sent calls to a phone nobody could answer from a roof.
- Industry
- Trades: electrical contractor
- Made
- Web Design, Marketing Campaigns, Operations
- Measured by
- Answered calls from ads
- Status
- Studio concept
The strategic approach
Operations set up call routing first: ring the office, then the on-call electrician, then send a text back to the caller. Only then did growth rebuild the ad account, with one campaign per job type and call tracking on each.
Technical and creative execution
- A one-page site per job type: switchboards, heat pumps, EV chargers, fault finding
- Call routing with a text-back message for any missed call
- Rebuilt Google Ads with tracked numbers, so each call is tied to the ad that produced it
- A weekly summary to the owner: calls, answered, booked, and cost per booked job
How impact is measured
Tracking goes in during week one, before anything changes, so every result is compared with a real baseline. These are the numbers this project reports on each month:
| Number | Where it comes from |
|---|---|
| Calls from ads that were answered | Call tracking reports |
| Cost per booked job, by job type | Ad spend against the job system |
| Missed calls returned within 15 minutes | Text-back and call logs |
| Share of jobs that are switchboard and EV work | Job system, the higher-value work |
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