What this has actually cost, in plain terms
You paid $94.77 for people who typed just the word "electrician" into Google. None of them booked a job. $83.48 went on "joondalup electrical services" alone, zero bookings. $58.71 on "electricians near me," $41.50 on "emergency electrician," $26.76 on "electricians." That's $305.22 across five searches, none of which turned into a customer. Across every search term that can be traced, 95.3% of the money spent produced no recorded conversion.
Zero-conversion search-term spend
Your Instagram says ducted aircon. Your account has never shown up for it.
Your Instagram bio lists "Split System & Ducted Aircon" as a service. Sitting inside your Google Ads account right now, unused, are the keywords ducted repair, ducted service, ducted parts and split ducted repairs. Every one of them has zero impressions, ever.
Three real services on your own site, zero Google Ads ever built for them
Your site lists smart home automation, ethernet/data cabling and CCTV/security installation as real services. None of the campaigns built across this account's history, going back through six separate rebuilds, ever included a single keyword for any of them.
CCTV / security installation
Listed on your site. Zero keywords, zero ad groups, ever, in this account's full history.
Smart home & data cabling
Home automation and ethernet/data cabling, both listed on your site. Same story, never built.
Where the structure broke down
The account is not currently spending. The one campaign still standing, "Big State Electrical" ($30/day budget), is paused. Five earlier campaigns were built and then removed.
Six campaigns, one still standing
Trusted Electrical Experts, 25 LED Downlights, and three separate "lead generation" campaigns were all built and removed. $10 to $40 a day spread across competing builds is not enough concentrated spend to ever learn what works.
Hundreds of keywords, almost no impressions
The removed "(New) Big State Lead Gen" campaign built exact-match suburb-plus-service keywords across a dozen-plus Perth suburbs. The overwhelming majority never received a single impression, effort spent with no budget behind it.
A structural risk sitting dormant
Single-word BROAD match keywords are still enabled in the removed "Big State Electrical Lead Generation" campaign. Not spending right now, but if this campaign were ever reactivated as-is with real budget behind it, these would match job-seeker and how-to searches instead of paying customers:
The ad copy is not the problem
The existing ad groups (Downlights, EV Chargers, Split Systems Mitsubishi, Induction Cooktop, Electricians Near Me, Emergency Electrician, Powerpoint, Ceiling Fan, Feature Lights, Defect, Switchboards, Renovations) carry clear, differentiated copy with fixed pricing, "$0 call out" offers and a cited licence number (EC16823). Thin, scattered budget, missing service lines, no negative keyword hygiene and unverified tracking held this account back, not the copy.
What's already in your favour: a GA4-based lead-quality funnel (close_convert_lead, qualify_lead, purchase) already exists, even though it's currently hidden from inactivity. A rebuild doesn't need to invent this from nothing, it needs to reactivate and verify what's already there.
Recommended campaign structure
Built off what already proved intent in this account, plus the real service lines on your own site that have never once been targeted.
- Brand campaign"Big State Electrical" plus close misspellings, protecting your own name searches.
- Emergency & switchboardsemergency electrician, switchboard upgrade, fuse box replacement, RCD safety switch.
- Split systems & ducted airconProven Mitsubishi split system terms, plus the never-tested ducted aircon terms already sitting in your account.
- Downlights & lightingYour account's strongest specific-term conversion pattern, downlight and pendant/chandelier installation.
- Powerpoints & smart homePower points and GPOs, plus new terms for CCTV and home network cabling.
- EV chargersMatches real proof already on your Instagram, the Zappi GLO charger install content.
- RenovationsRenovation electrician, switchboard upgrade renovation, bathroom and kitchen electrical.
Recommended next actions
| Priority | Action | Why it matters |
|---|---|---|
| 01 | Confirm this relationship is being reopened | No outreach or client folder happens until Chris decides this is the right time. |
| 02 | Manually check the Meta Ads Library and YouTube channel | Automated access is blocked by both platforms, needs a 2-minute manual look first. |
| 03 | Verify or rebuild conversion tracking | Without this, cost per lead and ROAS are not defensible. |
| 04 | Confirm the "500+" claim with Big State directly | Cannot be verified from Ads data, their site, or Instagram. |
| 05 | Decide the outreach approach and get Chris's sign-off on the exact final wording | Nothing goes to Big State Electrical without explicit approval on the exact document. |
Sources and limits
Sources: live Google Ads API pull, customer 378-199-3352, full account history, run 2026-09-03; bigstateelectrical.com.au; Instagram @big_state_electrical; canonical client names; lessons log, 2026-08-18 entry; base plus performance pricing model. Meta Ads Library and YouTube video-level content could not be checked automatically, both platforms blocked the request. An earlier research pass surfaced an unrelated San Antonio, Texas business with a near-identical name ("Big State Electric"); none of its data appears in this document.