Most electricians have no idea what to spend on marketing. They either spend nothing and wonder why the phone doesn't ring, or they throw money at Google Ads and Google My Business and hope something sticks.
The honest answer is: most electricians should spend between 3–7% of gross revenue on marketing. For a business doing $100k annually, that's $250–$580 per month. For $500k+, it's $1,500–$3,500 per month. But the channel mix matters way more than the total dollar amount.
Here's how to figure out what to spend in Chicago and where to spend it.
The short answer
These ranges are based on what small electricians actually spend in a competitive market like Chicago, plus standard marketing-spend benchmarks from the U.S. Small Business Administration and industry research.
Where that money actually goes
Here's the channel breakdown for the $600–$900/month tier (typical for a $100k electrician business):
Breaking that down in dollars (on an $800/month budget):
- Website and SEO ($280/month): This isn't just hosting. It's a professional site that shows up in Google Maps and ranks for searches like "electrician near me." That includes maintenance, blog posts that attract leads, and technical SEO. Most DIY sites cost $20/month but generate zero leads because nobody can find them.
- Google Ads ($240/month): Running Google Ads for electricians in Chicago costs $40–$80 per lead. At $240/month, you're looking at 3–6 qualified leads monthly. Only worthwhile if your average job is $800+.
- Review management and reputation ($160/month): This includes asking for reviews, managing responses, and monitoring your online reputation across Google, Yelp, and Facebook. Builds trust and improves local search rankings.
- Local and community marketing ($120/month): Sponsorships, local Facebook ads, neighborhood partnerships, truck wraps. The brand-building stuff that reminds people you exist.
What size budget makes sense for your business
If you're doing under $50k annually, you probably can't afford $250/month in marketing yet. Focus on zero-cost tactics: a proper website, Google My Business optimization, and asking every customer for a review.
If you're hitting $50–$150k, a realistic spend is $250–$600/month. That's enough to maintain a decent website, run some Google Ads, and manage reviews consistently.
If you're at $250k+, you're probably hiring employees and bidding bigger jobs. Spend $1,500–$2,500/month on marketing. This is enough to do all four channels properly and test new initiatives.
The biggest mistake electricians make is spending money inconsistently. You run Google Ads for three months, see one good lead, then stop for six months. Then you jump to Facebook ads because your buddy had success. Marketing works when you're persistent. Pick a budget you can afford monthly for at least 90 days and stick with it.
What you're really paying for
You're not just paying for ads or a website. You're paying for a system that turns strangers into customers. A website by itself generates zero leads if nobody knows it exists. Google Ads generates leads but costs money every single month. Reviews build credibility but take time to accumulate.
The three most important things in electrician marketing are: presence (people can find you), credibility (your site doesn't look sketchy), and responsiveness (you actually pick up the phone or return texts quickly). If those three things are in place, doubling your budget often doesn't double your leads. You're better off getting better at closing the ones you get.
Red flags in your current marketing spend
You're probably wasting money if:
- You're running ads but your website sucks. People click your ad, land on a broken mobile site or a generic template, and leave. Dead money.
- You have no Google My Business listing or it's incomplete. Free to set up, zero per-lead cost, but most electricians leave it abandoned. Yelp might be pulling your info from an old directory and showing wrong hours.
- You're paying for ads to a phone number nobody answers. If you're not following up on leads within 2 hours, paid ads are just expensive entertainment.
- You only market when you're slow. Successful electricians market all the time. Your competitors are bidding on keywords right now while you're busy with jobs.
- You have zero reviews or all your reviews are from 2019. Fresh reviews matter more than a high average rating. One review per month is gold.
The realistic timeline
SEO and reviews take 3–6 months to compound. Google Ads can deliver leads in a week. If you're starting from zero and want leads right now, spend 50% on Google Ads and 50% on website improvements. After three months, you can dial the ads back and rely more on organic traffic and referrals.
If you're already established and patient, invest 70% in SEO and website improvements and 30% in ads. You'll spend more upfront but your cost per lead will drop dramatically by month six.
Want this handled for you?
RankLoft builds websites and manages marketing for electricians across the Midwest. We handle the budget, the channels, and the follow-up so you can focus on doing the work.
Get a free site audit →Frequently asked questions
How much should I spend on marketing as an electrician?
Most electricians spend 3–7% of gross revenue on marketing. For a $100k revenue business, that's $250–$580/month. For $500k+, it's $1,500–$3,500/month. The exact amount depends on your growth goals and how established your service area is.
Is Google Ads worth it for electricians in Chicago?
Yes, but only if you have the cash flow to sustain it. Google Ads for emergency electrical work typically costs $40–$80 per lead in competitive cities like Chicago. If your average job is $600+, it's worth testing. Start with $300–$500/month to see if you're getting leads at a cost that makes sense for your business model.
Should I invest in SEO instead of paid ads?
Ideally both. SEO takes 3–6 months to show results but is cheaper per lead long-term. Paid ads get you leads immediately but cost more month-to-month. For electricians in Chicago, a mix works best: 35% website/SEO, 30% Google Ads, 20% review management, 15% local/community marketing.
What's the best way to spend a limited marketing budget?
If you have $500/month or less, skip paid ads and focus on: a solid website with your phone number visible ($100–$200 one-time), Google My Business optimization (free), encouraging customer reviews (free), and local community involvement. Once you hit $1,000/month, add Google Ads and test the ROI carefully.
Do I need to pay an agency to manage my marketing?
Not necessarily. If your budget is under $2,000/month, you can manage Google My Business, Google Ads, and a website yourself with free tools and YouTube tutorials. Above $2,000/month, an agency or freelancer saves time and usually generates higher-quality leads than DIY efforts. Consider whether a freelancer or agency is right for you based on your specific goals.
