Lead generation for electricians means turning people who look for an electrician on Google (in the business profile, on your website pages, in the ads) into call-outs and quote requests that are tracked, filtered and have a known cost. On 12 Italian results pages we downloaded on mobile on 10 November 2026, electrical contractors held 22 of 95 organic results: the rest went to manufacturers, utilities, guides, quote portals and directories.
For most electricians, work seems to arrive on its own: word of mouth, the plumber who calls you in, the same block of flats every year.
Then someone in Milan types "elettricista" (electrician) into Google. Below the map they find seven directories, two portals and one guide. Not a single contractor's website.
The mistakes we see most often:
- everything goes on "electrician + town", the search where the organic results belong to directories;
- leads are bought from a portal without knowing how many quotes it takes to win one job;
- emergencies and planned jobs come through the same number, and the owner rings back at 9pm someone who only wanted a price for an EV charger.
How to build the site is covered in our guide to the electrician website; CPCs, negative keywords and budget in Google Ads for electricians. This article covers what sits in between: which searches a contractor can win, which leads are worth paying for, how to filter them and what each one costs.
Why listen to us, if we don't publish electrician case studies?
Because we work with installation companies that live on quote requests. For Valore Solare, which installs solar panels and batteries in Italy, the first full month of Google Ads brought 9 requests at €212 each; after we rebuilt the tracking, 1,506 requests at an average of €70.78 (the Valore Solare case).
For Contesini Consulenze, two energy advice offices near Mantua, 299 requests at €7.20 each, 68% of them workable (the Contesini case).
Let's start with the data.
Where an electrician can still win leads on Google (22 results out of 95)
Contractors win on job searches, not on trade searches. On "rifacimento impianto elettrico costo" (rewiring cost) 5 of 9 organic results were contractors' sites; on "elettricista" in Milan, none out of 10.
| Search (Italian) | Monthly searches (Italy) | Contractors | Portals and directories | Manufacturers and utilities | Guides and forums | Other and public bodies | Map |
|---|---|---|---|---|---|---|---|
| rifacimento impianto elettrico costo (rewiring cost) | not measured | 5 of 9 | 3 | 0 | 1 | 0 | no |
| installazione colonnina ricarica auto casa (home EV charger) | not measured | 2 of 8 | 0 | 3 | 1 | 2 | yes, public chargers |
| dichiarazione di conformità impianto elettrico (compliance certificate) | 1,900 | 2 of 7 | 0 | 0 | 2 | 3 | no |
| certificazione impianto elettrico costo (certification cost) | not measured | 2 of 9 | 2 | 2 | 3 | 0 | no |
| costo impianto elettrico appartamento (apartment wiring cost) | not measured | 1 of 9 | 5 | 0 | 3 | 0 | no |
| adeguamento impianto elettrico (electrical upgrade) | 110 | 3 of 8 | 0 | 1 | 3 | 1 | no |
| salvavita che salta (RCD keeps tripping) | 40 | 2 of 6 | 0 | 4 | 0 | 0 | no |
| impianto domotico costo (smart home system cost) | not measured | 1 of 8 | 1 | 6 | 0 | 0 | no |
| rifacimento impianto elettrico, Milan (rewiring) | 480 | 1 of 8 | 1 | 2 | 3 | 1 | no |
| installazione wallbox, Rome (EV charger installation) | 1,000 | 2 of 6 | 0 | 1 | 1 | 2 | no |
| certificazione impianto elettrico, Naples (certification) | 1,600 | 1 of 7 | 1 | 0 | 2 | 3 | no |
| elettricista, Milan (electrician) | 22,200 | 0 of 10 | 9 | 0 | 1 | 0 | yes |
| Total, 12 pages | - | 22 of 95 | 22 | 19 | 20 | 12 | 2 of 12 |
An AI Overview appeared on 11 pages out of 12, the map on only 2. On job searches Google doesn't show business profiles: it answers with a summary and ten links. If you want those leads, you need to be one of the links.
Quote portals don't dominate. Instapro, Tirichiamo, Quotalo, HomeDeal, PgCasa, PreventiviFree and Ernesto together took 11 results out of 95: strong on "apartment wiring cost" (4 of 9), absent on compliance certificates, upgrades and tripping RCDs. In the UK the same role is played by Checkatrade, MyBuilder and Bark.
Manufacturers' and utilities' guides take the contractors' space. On "smart home system cost" 6 of 8 results came from manufacturers and retailers such as BTicino and Leroy Merlin; on "RCD keeps tripping" 4 of 6 came from energy companies such as Hera and E.ON. A contractor only gets in there with a more useful page.
What about ads?
None on the 12 pages: a snapshot, not a rule, but consistent with what we saw for the ads guide (1 ad on 12 searches).
Google Business Profile: where you appear when people search "electrician" (no websites below the map)
For trade searches the channel is the business profile, not the website. On "elettricista" in Milan (22,200 searches a month in Italy) all four profiles in the map belonged to electricians; the ten results below were directories and portals.
Google says so in its own guide: local results are based on relevance, distance and prominence, and reviews count towards prominence. For anyone who works at the customer's address there are three rules, all on the service area page:
- no public address if customers don't come to you;
- up to 20 service areas (towns or postcodes), never places more than two hours' drive from the base;
- one profile for the whole area: no copy-paste profiles for every town.
What if I work across three counties?
One profile, twenty well-chosen areas, and a page on your site for each area you really cover. Duplicate profiles are the quickest way to lose all of them.
Pages that bring leads: one per job, with a price (1,000 searches a month on "how much to rewire")
A website brings leads when it answers the question that comes before the call. In Italy "quanto costa rifare impianto elettrico" (how much does rewiring cost) gets 1,000 searches a month and "installazione wallbox" (EV charger installation) another 1,000. These people don't want an electrician yet: they want a number. Whoever gives it first becomes the one they call.
The pages worth building, with Italian volumes measured today:
- electrical compliance certificate: 1,900 searches a month;
- electrical certification: 1,600;
- conformity statement for older installations: 1,000;
- EV charger installation: 1,000, rising to 2,400 in September 2026;
- rewiring: 480; electrical upgrade: 110.
Every page has the same skeleton: what the job includes, a price range with what pushes it up, timings, the paperwork you hand over (in the UK, the Electrical Installation Certificate), the areas you cover and the form.
Won't a price on the site lose me customers?
No: it filters them. Someone who reads "from €4,000 to €6,500 for 80 square metres" and still gets in touch has done the maths. Someone who wanted the job for €1,500 doesn't cost you a site visit.
The 46 questions Google showed under the 12 searches are a ready-made outline, from "how much does it cost to rewire a 1970s flat?" to "after how many years should wiring be replaced?". How the trades differ is covered in our analysis of SEO for tradespeople.
Portals, Local Services Ads and Google Ads: what you pay for each lead (and which prices are public)
Every paid channel charges for something different: the click, the lead, the licence. Before you choose, look at what you're buying.
Pay-per-lead portals. PgCasa, run by Italiaonline, says reading requests is free, you start with €10 of credit and pay "a small sum" only to see the customer's details: the price of each request is shown in the customer area, not on the page. ProntoPro and Instapro did not publish a per-lead price on any page we could read on 10 November 2026.
Brand licence. Il Marito in Affitto, an Italian handyman network, doesn't sell leads: it sells an exclusive area, with an entry fee of €700 to €900 plus VAT and a monthly royalty of €100 to €300.
Local Services Ads. Electricians are an eligible category and you pay per lead rather than per click, after business and insurance checks. None appeared in our 12 Italian searches.
Google Ads. You pay per click: $15.44 on "emergency electrician", $1.94 on "EV charger installation", $1.41 on "how much to rewire" (average Italian CPCs, in dollars as returned by DataForSEO).
So is a portal cheaper?
You don't know until you count jobs won: compare cost per job, not cost per lead.
Do you know what a job won really costs you?
On 12 searches for electrical jobs, contractors held 22 results out of 95, and every portal charges for something different. Let's look together at where your requests come from today, how many become jobs and which channels you can switch off.
Book a strategy callEmergency or planned job: filter leads before you call back (two routes, two numbers)
An electrician gets two different kinds of request and has to separate them before answering. The emergency phones, and is worth something today; the rewiring quote writes, and is worth something in a few weeks.
Search data shows it clearly. In Italy "elettricista pronto intervento" (emergency electrician) had 9,900 searches in October and November 2025 and 1,600 in May 2026: emergencies have a season. Rewiring stays between 320 and 590 all year.
How to set up the two routes:
- emergency page: just the number, the real hours you answer and the areas; no form, because nobody fills one in with the power off;
- job pages: a form with three required questions (type of job, postcode, by when) and one optional (a photo of the consumer unit);
- tracked numbers: Google Ads call reporting shows the caller's number only for calls over 15 seconds, and you can count as conversions only calls above a minimum duration.
Why so much effort on counting?
Because without it you optimise noise. When we took over Valore Solare's account it counted 15,267 "conversions" in one month from 5,467 clicks: technical site events, not requests. Google kept buying more of that traffic. The same happens to an electrician who counts every tap on the phone number as a lead.
What a lead costs (the sum to do every month)
Cost per lead is what a channel costs divided by the real requests it brings; cost per job is the same spend divided by jobs won. The second one decides.
An example with today's CPCs, as a calculation and not a result: if one visit in 20 to a "how much to rewire" page becomes a request, each request costs $28.20; if one person in 10 calls from the emergency page, each call costs $154.40.
That's a lot for one call.
It depends on what's behind it. A €4,000 rewire can carry a cost per lead that a socket swap can't. That's why the two campaigns get separate budgets, as explained in Google Ads for electricians.
The monthly sheet has five columns: channel, spend, requests, site visits, jobs won. After three months you know which channel to switch off. We ran the same sum for heating engineers in leads for plumbers and heating engineers; if your site gets enquiries but no jobs, start with the check in website not generating leads.
What ChatGPT reads when someone asks how much rewiring costs (three estimators and three profiles)
In AI answers the price comes from guides, the names from business profiles. On 10 November 2026 we asked ChatGPT, with web search, in Italian, how much it costs to rewire an 80 square metre flat and who to call.
The estimate (€3,900 to €6,500) cited three sources: StimaLavori, Prevai and FlipNext, three Italian estimate sites published in October 2026. No electricians. The names it recommended, in Naples, were three contractors with profiles and reviews: 11, 26 and 109 reviews, with address and phone taken from local data.
So there are two levers: a cost page with the items in a table, the format these answers cite, and a complete, well-reviewed profile, which gets the name shown. Neither guarantees a citation. We go deeper in our guide to local AI visibility.
If you want someone to build and measure these channels for your business, that's what our lead generation service does.
Lead generation for electricians: frequently asked questions
It depends: a portal brings leads straight away, but the same request often goes to other trades too and the price per lead isn't always public (PgCasa shows it only inside the customer area). It's worth it if you track jobs won for every pound or euro spent and compare that with your Google profile, website and ads.
No. Google asks you to remove the address if customers don't visit you, and to set up to 20 service areas no more than two hours' drive from your base. Service-area businesses can have only one profile for their whole area.
Yes. Electricians are an eligible category, you pay per lead rather than per click, and you need to pass business and insurance checks. None appeared in the 12 Italian searches we analysed on 10 November 2026.
It depends on the channel and the job: with Google Ads you divide the CPC by the share of visits that become requests ($1.41 a click on "how much to rewire" gives $28.20 a request if one visit in 20 converts). The number that decides is cost per job won, which you can read after three months of tracked requests.
Yes. The profile covers trade searches such as "electrician" or "electrician near me"; job searches such as "EV charger installation" or "electrical certificate" are won with website pages, because Google rarely shows the map there.
Lead generation for electricians, in short (and the page to write this week)
Contractors hold 22 results out of 95: they win on job searches.
"Electrician + town" is played in the map: one profile, 20 areas, no address.
One page per job, with a price.
Emergencies by phone, quotes by form, count calls over 15 seconds.
Compare portals and ads on cost per job won.
This week, write one page: the certificate for older installations. In Italy the search gets 1,000 a month, and among the questions Google shows is "can I sell a house without the electrical certificate?". Whoever asks that has a sale coming, and so a deadline. That customer won't compare ten quotes for weeks. Make sure they find your page before a portal's.
Speak soon!
