Local Trade
Electrician
Advertising Audit & Strategy Map
Google Ads
13 August 2025
Deionno Electrical had come to Matriarch Digital for one reason; MORE LEADS! They were already a key service provider in the Adelaide region, however had strong ambitions to dominate the local solar installation and repair market.
Given the high competition, Deionno Electrical needed the expertise of a trusted partner to really squeeze every lead they can out of a limited budget. In short, they really needed more bang for buck, otherwise they would need to stop all Google Ads campaigns.
Stagnant leads: the agency managing the Google Ads account at the time were not making any significant changes and optimisations that could fulfil the business's appetite for more solar leads.
Lack of time: Joe Deionno, the CEO, is one busy man! This means he absolutely did not have the time to be looking at his Google Ads account on a weekly nor a daily basis. He needed experts he could trust to do it for him.
Lack of Google Ads strategy and expertise: Joe is an expert electrician, but he is not an expert Google Ads Strategist. Luckily for him, Celine (our Marketing Director) is one herself!
Set up a truly full-funnel Google Ads campaign strategy:
1) BOF Search + PMax Campaigns: with the high-intent keywords Deionno Electrical absolutely would need to show up for.
2) MOF Search Campaigns: with the longer-tail keywords to increase Deionno Electrical's website traffic without costing an arm and a leg.
3) TOF YouTube + PMax Campaigns: to help Deionno really dominate the Adelaide market as THE trusted voice for all things solar-related.
Strip back on money-wasting campaign settings: there were so many default campaign settings that were left enabled e.g. Search Partners, App Placements, etc. Matriarch Digital had to do a complete overhaul of any existing campaigns that needed to say active, and brought forward all the best practice campaign settings to the new campaigns we had set up.
Conversion tracking needed to be fix: the previous agency had been optimising the campaigns on false, inaccurate data because their conversion tracking wasn't set up properly. We needed to make sure Deionno Electrical had a good clean foundation before we make informed, data-driven decisions.
Daily monitoring, weekly optimisations = fast scaling: there is no such thing as 'set and forget' here at Matriarch Digital. We followed the same principles for Deionno Electrical to make sure we don't miss a single error or opportunity to scale (and to scale FAST).
In just 4 months, we were able to achieve:
- +400% increase in impressions
- +150% increase in clicks
- -65% drop in CPCs
... and a whopping +200% in high-quality leads!
"We’ve been working with Celine and Paula for nearly six months now. After working with several digital and Google Ads agencies over the years, I can confidently say the results we’re seeing are the most consistent, valuable and high quality we’ve had. Paula’s weekly reports and follow-ups have been excellent, and for the first time, we genuinely feel like a valued client rather than just another number. Their service may cost more than some other agencies, but the return we’re seeing from our Google campaigns easily makes up for it. We’re looking forward to building a strong partnership into the future. Thanks again from the Deionno Electrical & Solar team."
- Joe Deionno, CEO of Deionno Electrical