The commercial read
The account has been rebuilt repeatedly without a clean operating structure. The two currently enabled campaigns are thin, expensive and have produced almost no measurable conversion signal. The next move is to verify tracking, stop adding another rebuild on top of the existing account, and prepare a deliberately structured, phone-first service campaign system.
Where the money is leaking
The largest zero-conversion terms are broad searches without enough service or location context. They are expensive signals of demand, but they are not evidence that the account is generating profitable work.
Zero-conversion search-term spend
$273.19 outside the service area
The account matched searches for Bunbury, Geraldton, Kalgoorlie, Mandurah, Albany, Esperance, Broome, Alice Springs, Darwin and other locations outside Perth metro.
Wrong searches are entering the account
Job-seeker, FIFO, salary, apprentice, auto electrician, caravan electrician and vehicle electrician searches appeared in the diagnostic.
What the account can teach us
Long-tail searches show the better pattern
Suburb plus service and "near me" plus a specific job type are the strongest converting patterns in the diagnostic. These should inform the service campaign seed list.
“Electrician near me” needs scrutiny
The term recorded 1.35 conversions but spent $1,134, or approximately $840 per recorded conversion. That is a cost sink, not a success story.
Calls are the main historical signal
Phone Call Leads, Smart Campaign calls and click-to-call actions account for roughly 70% of recorded historical conversions. Call measurement must be verified before performance claims are made.
The homepage is not a dedicated conversion page
The Home - Nexus Electrical ad group recorded 195 clicks, $429.39 spend, 1 recorded conversion and a 0.51% conversion rate while sending traffic to the homepage.
Recommended campaign structure
The locked rebuild should be built around the business's actual services and phone-led enquiry behaviour. It should not recreate the old suburb sprawl.
- Competitor campaignTest smartfixelectrical.com.au, teamsmartfix.com.au and richtek.com.au as a controlled interception experiment, not a volume driver.
- Brand campaignProtect Nexus Electrical Co searches while tracking is clarified. Report its role separately from acquisition campaigns.
- Service campaignUse one ad group per verified service, with each group leading to its own dedicated landing page.
- Phone-first measurementMake calls a primary conversion path, then verify form, call and job-outcome tracking before judging performance.
Recommended next actions
| Priority | Action | Why it matters |
|---|---|---|
| 01 | Verify conversion actions and call attribution | Without this, cost per lead and ROAS are not defensible. |
| 02 | Build the lead-tracking sheet | Connect enquiry, quote, job, revenue and source. |
| 03 | Approve a live-account holding decision | Choose whether to pause the current campaigns or apply a temporary negative-keyword stop-gap. |
| 04 | Confirm service pages and campaign shells | Prevent another homepage-led, duplicated rebuild. |
| 05 | Pull a fresh API snapshot | Replace dated totals once the Google API DNS issue is resolved. |
Sources and limits
Sources: Google Ads audit, search-term diagnostic, locked strategy, and the Nexus client files. Current API refresh attempted 21 August 2026 but could not resolve googleads.googleapis.com from this environment.