Laser Electric

When we began managing Laser Electric’s search account, it consisted of:

• One main search campaign focused on general keywords like “electrician” and “heating system.”
• One conversion goal, tracking contact page visits.

The campaign structure used search terms that did not efficiently attract transactional users in Lazer’s target market, at times competing with retailers like Bunnings Warehouse and Mitre 10 for product-related queries on heating systems, lighting, and CCTV cameras. Users were directed to the homepage, which diluted the user experience and conversion potential.

Taking over a running campaign typically involves making gradual changes to avoid short-term performance dips. However, Laser Electric’s campaign needed surgical restructuring. We implemented changes over three months, focusing on creating a strong foundation while avoiding a sharp decline in results.

Strategy Development

Setting up a great search campaign is 70% strategy and 30% execution with ongoing optimization. Understanding, our strategy focused on two limbs: 

• Business model: Laser Electric is a franchise, meaning competition often comes from other branches.
• Customer behavior: People searching for “Laser Electric” had a high likelihood of converting.