The published ranges
| Search or group | Figure | What it is |
|---|---|---|
| “electrician near me” | £2.02 to £10.29 top-of-page bid. 74,000 UK searches a month. | SoNick Marketing, Keyword Planner via DataForSEO, September 2026. |
| “emergency electrician” | £4.47 to £23.13. 4,400 searches a month. | Same table. SoNick calls this Google’s estimate of what advertisers have paid to appear at the top. |
| Electrician keywords | £3 to £18, depending on keyword and location. | Whito, May 2026. The same page uses about £13 as an emergency example. |
| Local trades as a group | £1.50 to £3.00 | Whito, updated 15 November 2026, and labelled by them as not a measured sample. It is narrower than the named electrician searches above, so it is the wrong row to budget an emergency campaign from. |
We do not have ten booked electrical jobs in a publishable pool. This page will not invent one. When we do, the first paragraph will say the count and the months, and it will be labelled as our accounts.
A made-up month, using a real bid range
Illustration only. Twenty clicks on “emergency electrician” at £10, which is inside the September 2026 range of £4.47 to £23.13, is £200 to Google. Suppose six calls are faults you can attend, and two are booked. Media cost per booked job is £100. Add the Managed fee of £299 plus VAT (£358.80), shared across only those two bookings, and the all-in cost is about £279 per booked job: £100 of media and about £179 of fee. Whito’s example is the other shape: a £13 click and a £200 to £300 call-out can pay if enough of the clicks become attended jobs and you are not loading a full management fee onto two bookings. Both stories can be true. The sheet tells you which one you are in.
Three lines, for each job type, not for “electricians” as a blob:
- Gross profit after materials and labour.
- Share of the month’s Google bill, plus the management fee if this campaign is what the fee is for.
- Booked jobs. Divide line 2 by line 3.
Faults, certificates, upgrades
The electricians page already uses this split. The ads should too.
- Emergency faults. The expensive, smaller search. Needs a phone answer and a short area. If you cannot attend tonight, switch the ads off tonight. Buying “emergency electrician” for a diary that starts on Monday is how the £23 end of the range gets spent.
- EICRs. Ask how many properties, and whether the caller is the landlord or the agent. A certificate on one flat and a programme of twenty are different gross profits. The published click table does not know that. Your form should.
- Planned upgrades. Consumer units and rewires can wait for a quote. Send them to a page that asks for the property, and keep their budget away from the fault campaign so a busy night of call-outs does not starve the quote work, or the other way round.
Exclude training courses, vacancies, and parts-only searches. Whito’s £3 to £18 range is wide enough that a cheap irrelevant click still looks like a bargain inside it.
| Search | Campaign | Ask before you spend the top of the range |
|---|---|---|
| Emergency electrician | Faults, only during hours someone answers. | What has failed, the town, and whether it is tonight or can wait. |
| EICR, electrical certificate, landlord certificate | Certificates. | How many properties, and whether the booker is the landlord or the agent. |
| Consumer unit, fuse board, rewire | Upgrades and planned work. | Property type, and that they can wait for a quote. A same-night fault belongs in the other campaign. |
| Electrician jobs, college, wholesale | None. | Exclude them. They are not a cheaper version of the same customer. |
The fault ad should say someone answers while it is running. The certificate and upgrade ads should say the work is by appointment. A reader who needs a socket tonight should not click the rewire ad, and a landlord booking ten certificates should not click the emergency ad. Leave a price off the ad unless you charge that price.
In the search terms report, exclude electrician jobs, salary, apprenticeships, college courses, “how to wire” and fuse-box diagrams. Exclude a town you will not work in. Keep your company name off the cold-search cost. The way to open the report, and the fact that some quiet queries never appear, is in the lead sheet guide.
The same national table covers an electrician in Derry and one in Croydon. It does not price either town. After the first fortnight, replace the middle of the range with your own average click and your own booked count. The service-area guide is how you stop the Highlands, or the far side of the M25, inflating that count with calls you will not take.
Switch the emergency ads off the same day
The September 2026 range for “emergency electrician” runs to £23.13. That top end is only a tolerable price if someone answers and can attend. If the diary cannot take a fault until next week, or the phone will not be covered this evening, pause the emergency campaign before the evening, not after you have paid for the calls.
Leave the other two campaigns alone when they still have work you can do. An EICR for a landlord with several properties, and a consumer-unit quote, do not need the same engineer at 9pm. The electricians page already separates those routes. Pausing “all electricians” because the fault diary is full throws away the quote work that can wait until tomorrow.
On the lead sheet, mark the day you paused it. Otherwise the monthly report will treat a quiet emergency column as a campaign that failed, when it was a campaign you switched off on purpose. The same note belongs on the report, under what changed.
Questions from owners
How much is a Google Ads click for an electrician in the UK?
For September 2026, SoNick Marketing’s Keyword Planner table shows £2.02 to £10.29 as the top-of-page bid for “electrician near me”, and £4.47 to £23.13 for “emergency electrician”. Whito’s May 2026 electrician page says £3 to £18 depending on the keyword and the place. Use the range that names the search, and then use your invoice.
Why is the emergency range higher?
The September 2026 table shows a higher low and a higher high for “emergency electrician” than for “electrician near me”. People searching in a fault are fewer (4,400 UK searches a month on that table, against 74,000 for “electrician near me”) and more advertisers pay up to be there. The job can still be worth it if someone answers and the gross profit covers the click and the drive.
Does an EICR cost the same to advertise as a fuse-board upgrade?
The published tables we checked do not split EICR from consumer-unit work. Your campaigns should. The electricians page on this site already separates emergency faults, EICRs and planned upgrades, because a landlord with five flats is not the same enquiry as a tripping circuit at 9pm.
How do I get to a cost per booked job?
Add what you paid Google and the management fee, including VAT you cannot reclaim. Divide by booked jobs of that type only. The counts in the illustration on this page are made up. Ten booked jobs is the smallest pool we would treat as a single published figure for a trade.
Is £13 a click a normal emergency price?
It is the example Whito uses on its May 2026 electrician page, set against a customer paying £200 to £300. It sits inside SoNick’s £4.47 to £23.13 emergency range. It is not an average of UK invoices. A town with little competition can be under it. A dense city can be over it.
Should landlords and homeowners be in one campaign?
The industry page says no. EICRs for landlords need a question about how many properties. A homeowner’s consumer unit is a quote. Mixing them produces one cost per lead that describes neither.
Do these ranges include VAT and a management fee?
No. They are click bids. Our Managed fee is £299 a month plus VAT. Add the fee on the all-in line or you will understate the cost per booked job, especially in a month with only a few bookings.
Are the ranges different in Northern Ireland or Scotland?
The tables are UK-wide. They are not a Belfast figure or an Inverness figure. Keyword Planner for your postcodes is the check. The way you split faults, certificates and upgrades does not change with the nation. The drive time and the call-out price do.
When should I turn the emergency electrician ads off?
The same day you cannot attend. If nobody will answer, or the diary cannot take a fault until next week, pause that campaign and leave certificates and planned upgrades running if you can still quote them. Paying the top of the emergency range for calls you will not take is how a short search becomes an expensive month.
Should an emergency call-out and an EICR share a campaign?
No. Emergency electrician searches need someone who can attend, and they sit at the top of the September 2026 range. EICRs and planned upgrades can wait for a quote. Pausing faults because the diary is full should leave the certificate and upgrade campaigns running.
Where the figures come from
Checked on 15 November 2026 unless a source prints its own date.
- Google Ads for plumbers and trades. SoNick Marketing. Keyword Planner via DataForSEO, September 2026. “electrician near me” and “emergency electrician” top-of-page bids.
- UK electrician marketing costs 2026. Whito, May 2026. Electrician keyword clicks £3 to £18. The page uses a £13 emergency click as an example against a £200 to £300 call-out.
- Google Ads cost UK 2026. Whito, updated 15 November 2026. Local trades £1.50 to £3.00, described by Whito as not a measured account sample.