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Right strategy. Right fix. 24.59% Conversion Rate Driving Growth for Jace Electrical

Case Study: Jace Electrical

Jason and Scott came to us after working with another agency. They had a website, Google Ads running, and SEO in place — but nothing was performing. Leads were thin, the ads weren’t converting, and the strategy simply didn’t fit the business.

The core problem was clear: the previous setup had been built around an ecommerce model — a prominent shop front, product-focused structure, and keywords that didn’t reflect how a local service electrician actually gets found or hired. For a trade business built on local service work, it was the wrong foundation entirely.

Case Study - Jace Electrical. A website rebuild, strategy led marketing, Google Ads improvement

Client

Jace Electrical

Services

Strategy, Website design & development, Google ads, SEO/AIO

Since

2025

Industry

Electricians

Softwares Worked Within

WordPress, Google Ads

Website

jaceelectrical.co.nz

What we did

We started where we always start — strategy.

Before touching the ads or the website, we mapped out what Jace Electrical actually needed: local visibility, qualified service enquiries, and a website that reflected the quality and credibility of the team behind it.

Strategy

  • Full strategic review of the existing setup — identifying what was wrong, what was missing, and what needed to change.
  • Repositioned the business correctly as a local service electrician, not an ecommerce store.

Website Redesign & Development

  • Custom designed and rebuilt the website around the services their customers actually search for — residential, commercial, EV charger installation, smart home, and security.
  • The old site had spelling errors and an ecommerce shop front that confused visitors and eroded trust before they’d even made contact. We fixed both.
  • Clean structure, fast, mobile-first, and built to convert visitors into enquiries.

SEO

  • Removed what was wrong, restructured the website architecture, and reworked local keywords — giving both users and Google a clear picture of what Jace Electrical does and where they do it.
  • Removed the ecommerce prominence that was misleading visitors and sending the wrong signals to search engines.

Google Ads

  • Audited and restructured existing campaigns around real local search intent — the way people in Christchurch and Rolleston actually search for an electrician.
  • Connected tracked phone calls and form submissions so every conversion is attributed correctly.
  • Continuously optimised for qualified leads, not just clicks.

The outcome

24.59% conversion rate — tracked phone calls and real enquiries. At just $5.52 per lead.

Everything working together as it should. The right strategy, the right website, the right ads — and the numbers to prove it.

Client Feedback

As a business owner I would highly recommend Anna and her team. We moved to Innovate Digital and in the time we have been with them they have really upped the game in our advertising space — we’re seeing better search results, more qualified leads, and the quality of service is fantastic. Innovate Digital really know how to get results and work with you to strengthen your brand.

Jason, Jace Electrical