The shift to electric vehicles is powering new opportunities for sparkies across Australia, but as the market grows, so does the competition.

With more contractors jumping into Google Ads to capture EV-charger jobs, the race for clicks is heating up. Yet, too many campaigns still rely on broad, generic advertising that burns through your budget without bringing in qualified leads.

In this guide, Google Ads expert Nial Phillimore from IMExpert shares how to create hyper-targeted campaigns that save money, boost conversions, and lower your cost per lead, so every advertising dollar works harder for your business.

Step 1: Precision targeting with keywords

When it comes to Google Ads, Nial Phillimore knows his stuff. As founder of digital-marketing agency IMExpert, Nial has spent more than a decade helping businesses fine-tune their campaigns for better results.

For contractors running their first ads, his advice is clear: focus your efforts where they count. That starts with tight keyword targeting and smart use of negative keywords. “Broad match keywords can waste a lot of money,” Nial explains. “Google will match your ad with anything it thinks might be related. It’s better to start with phrases and exact matches so you’re showing up for searches that really matter.”

The power of long-tail keywords

Broad, single-word searches like ‘EV charger’ can attract anyone from DIYers to people researching new car models and even jobs, not just potential clients. To avoid this, Nial recommends using long-tail keywords that show intent to buy or book. Examples could include: ‘EV-charger installation cost Sydney’, ‘Certified electrician for Tesla wall charger’, and ‘Commercial EV-charging-station quote’. These longer, more specific phrases help attract serious customers ready to take action.

The critical role of negative keywords

A good campaign is as much about what you exclude as what you include. Negative keywords stop your ads appearing in irrelevant searches, protecting your budget from wasted clicks. Nial suggests adding words like DIY, repair, troubleshooting, free, jobs, secondhand. Then check your search-terms report regularly. “It’s a goldmine for learning what’s triggering your ads. Some results will be surprising, and they’ll help you keep refining your list.”

Ad copy relevance

To improve your Quality Score (and lower your cost per click), your ad copy must directly reflect the search term and landing page. If your keyword is ‘EV charger installation Newcastle’, make sure that exact phrase appears in your ad headline and page title. “It’s about consistency,” Nial says. “Your keyword, ad and landing page should all tell the same story, that’s how you earn better visibility and cheaper clicks.”

Step 2: The high-converting landing page architecture

Once someone clicks your ad, your landing page has one job: convert them into a buyer. Sending users to a general homepage is one of the biggest mistakes contractors make.

“Each campaign should focus on one product or service,” Nial explains. “Don’t try to cover everything, it gets expensive and confusing. Keep your landing page focused.”

Specificity and clarity

A strong EV-installation page should look professional, load quickly, and immediately build trust. Key elements include: a clear headline that matches the ad copy, a short, benefits-driven summary of your services, a call-to-action (CTA) such as ‘Book your free quote today’, licence numbers, certifications, and photos of recent installs.

The product advantage: Showcasing the quality of your products and installations reinforces trust and value. Include recognisable charger brands, testimonials, and mention of after-sales service or warranties.

Track your success

Nial highlights that tracking conversions is critical. “You want to know when people are filling out forms or calling you, that’s the difference between an average campaign and a successful one.”

Step 3: Geographic and local campaign settings

A common trap is casting your net too wide. “The wider the net, the bigger the budget you’ll need. Start small and expand once you know what’s working.” Nial suggests.

Tight geo-targeting

Limit your campaign radius to the postcodes or suburbs you actually service. This ensures your ads only appear to people within reach, eliminating wasted spend on out-of-area clicks.

Ad scheduling

Timing matters: schedule your ads to run during business hours when someone’s available to answer calls, because if you miss the call, you often miss the lead.

Turning ad spend into profitable growth

Successful Google Ads campaigns aren’t about spending more, but finding better, more strategic ways of doing things. By refining your keyword strategy, improving landing-page performance and keeping campaigns local, you’ll capture higher-value EV installation leads and reduce wasting your budget. 

For more help optimising your campaigns, visit IMExpert, or contact your local Gemcell Independent Wholesaler to explore EV-charging products and grow your business in this fast-evolving sector.