Consistent Leads for a Commercial Electrical and Lighting Company Through Google Ads

Summary

TCL Electrical and Lighting is a commercial and industrial electrical company based in North Aurora, Illinois, offering 24/7 service. The company specializes in two core areas: energy savings upgrades for commercial properties and exterior lighting maintenance for industrial and commercial facilities. TCL is a member of NALMCO and IES and operates alongside a family of sister companies serving the broader property services market.

Explore Agency designed a complete multi-page website for TCL Electrical and managed Google Ads campaigns structured around the company’s two primary service lines.

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Challenge

Commercial electrical services operate in a competitive search environment where the same high-intent keywords attract large national directories, franchise operations, and local competitors. For a specialized company like TCL, the challenge was standing out in search results against broader competitors while keeping cost per lead manageable on a focused budget.

The company also needed a professional website that reflected its commercial and industrial focus, communicated its specialization in energy savings and exterior lighting, and gave prospective clients a clear path to scheduling service.

Solution

Explore Agency designed a multi-page website for TCL Electrical covering a homepage, about page, dedicated service pages for industrial and commercial electrical work, a careers page, a contact page with a scheduling form, testimonials, a project gallery, and a company portfolio showcasing its sister brands.

On the paid media side, two dedicated Google Ads campaigns were launched: one for Energy Savings Upgrades and one for Exterior Lighting Maintenance. Each campaign was structured around service-specific keywords targeting commercial and industrial property managers actively searching for electrical services. Campaigns were continuously optimized through bid adjustments, negative keyword expansion, and search term cleanup to improve traffic quality and reduce wasted spend.

Results

Over a four-month period, the Google Ads campaigns generated a steady flow of conversions and phone calls across both service lines.

The Energy Savings Upgrades campaign was the strongest performer, consistently delivering higher conversion volume at a competitive cost per conversion. The top-performing keyword, “business electrician near me,” achieved a CTR of over 25%, confirming strong relevance and intent match with the target audience.

Cost per conversion improved by over 33% from the first to the second month of the campaign as optimization efforts took hold, demonstrating the value of ongoing refinement in a competitive commercial search environment.