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Should an electrician’s Google Ads send people to the homepage?

A useful campaign destination should answer the search behind the click. Here’s how I would assess it for a switchboard-upgrade campaign.

Dan Courtis2 min readLanding pages
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Someone searching for a switchboard upgrade has already told you what they need. If your ad takes them to a homepage covering everything the business does, they still have to work out whether you handle that job, cover their area and offer a suitable way to get a quote.

That information may be on the website. I would check how quickly a visitor can find it before deciding whether the homepage is a sensible destination for the campaign.

Check the page against the search

For a switchboard-upgrade campaign, I would look for:

  • A clear description of the service, rather than a general welcome message.
  • The area the electrician covers.
  • Relevant, supportable reasons to trust the business.
  • A straightforward route to discuss the work or request a quote.

My electrician landing-page demo shows the approach. The headline addresses switchboard upgrades, the form says “Get Help With Your Switchboard”, and Switchboard Upgrades is already selected. The enquiry carries the context of the search through to the form.

Electrician demo with a switchboard-upgrade headline, a matching quote form and Switchboard Upgrades preselected.
The switchboard-upgrade demo keeps the headline and enquiry form focused on the same service. Voltage Electrical is fictional; the business details, ratings and reviews are sample content, not client results. View full-size screenshot.

Use the page that does the job

An existing switchboard-upgrade service page might already answer those questions well. If it does, I would assess it before recommending a new build.

A dedicated page becomes useful when the existing site makes it difficult to present the right information, improve the mobile experience or measure enquiries reliably. My landing-page service gives us control over that destination while keeping the existing website in place.

Open the page your ad uses on your phone and compare it with the search you are paying for. Can someone establish that you offer the work and find the next step without hunting through the site?