Electrical

Between 5% and 9% of revenue for a residential electrical contractor. Lower than HVAC because the trade has less marketing-driven competition for the same demand. The mix shifts toward demand creation (paid social, content, brand) more than HVAC because high-ticket electrical work (panel upgrades, EV chargers, generators) is considered, not emergency. Operators chasing electrification work (panel, EV, solar) should sit at the high end of the band to build the brand layer that pricing power lives in.

EV charger installs are a fast-growing category with low marketing maturity across most operators. Lead with the utility rebate and tax incentive (consumers search for those terms alongside the product). Build content around home-charging specifications (Level 1 vs Level 2, amperage, panel capacity) because the buyer is researching before they call. Pair EV charger installation marketing with panel upgrade marketing because the two services bundle naturally and lift average ticket.

Panel upgrades are a $3K to $8K considered purchase. The marketing job is consultative: surface the diagnostic case (your panel is 1970s, your insurance carrier may require replacement, your EV install requires upgrade first), build trust through brand and reviews, and run a long-cycle paid search and content funnel. Most electrical operators run panel work as a downstream upsell from service calls. The ones who run it as a top-of-funnel marketing category compound much faster.

Yes. Different intent, different ticket size, different buyer journey. Generators are emergency-adjacent (storm-driven, blackout-driven). Panel upgrades are diagnostic-driven. EV chargers are vehicle-purchase-adjacent. Running one campaign across all three dilutes ad relevance, hurts quality score, and obscures performance. Build separate landing pages, separate ad groups, separate measurement. They can share the brand layer; they shouldn't share the funnel.

Electrical is exposed to the next decade of residential capex: panel upgrades for electrification, EV charger installs, whole-home generators, and solar interconnects. Platforms that build the brand to own these high-ticket categories compound faster than the underlying trade is growing. The pricing power is in the brand layer most electrical platforms haven't built yet.

Three levers. Ticket-mix shift toward electrification work (panel, EV, generator). Brand pricing power in those high-ticket categories. Operational consolidation across permitting, supplier relationships, and dispatch. Marketing primarily moves the first two: the brand layer and the ticket mix.