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Fractional CMO for Electrical

The fractional CMO for electrical companies.

I embed in your electrical business as your marketing leader, own SEO, paid, LSAs, Google Business Profile, attribution, and intake, and stay accountable to one number: booked jobs and high-ticket installs like panel upgrades, EV chargers, and standby generators, on top of your service revenue.

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The role

What does it mean to be a fractional CMO for electrical companies?

As your fractional CMO, I'm the senior marketing leader your electrical company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.

The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to your CRM, whether that's ServiceTitan, Housecall Pro, or something else, so we can see which leads actually turn into high-ticket installs versus small service calls. That tells me where to scale spend and where to cut it, instead of guessing from lead counts. For electrical specifically, I market to the real economics: panel and service upgrades, whole-home rewires, EV charger installs, and standby generators are where the margin is, and they come from a steady base of service work (troubleshooting, outlets and switches, lighting, and code corrections). Revenue here is project, service, and repeat or referral driven, with far less recurring subscription income than a pest contract, so I fill the schedule with service, then turn those visits into install quotes.

The role is strategic, not just tactical. I run competitive and market analysis to understand what other electrical companies in your markets are doing, then use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position. And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most electrical owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.

Why work with me

Senior marketing leadership and hands-on execution for electrical operators who need a CMO but aren't ready to hire one full-time.

  • I've actually run electrical growth.

    10 years embedded in home services across HVAC, plumbing, pest, electrical, and roofing. I'm not a generalist consultant learning your industry on your dime.

  • I scale revenue, not vanity metrics.

    I've generated $100M+ in revenue and 2M+ leads. I measure CAC, LTV, and booked jobs, not impressions or click-through rates.

  • I work directly on your account.

    No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.

  • I make the attribution real.

    I wire up CallRail and CallTrackingMetrics and connect them to your CRM so we know exactly which leads turn into high-ticket installs versus small service calls, then scale the spend that's actually working.

How I work with electrical companies

Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.

  1. 01

    Audit the market

    I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.

  2. 02

    Deep-dive your business

    Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your panel upgrades, EV charger and generator installs, service calls, and revenue are actually coming from today. No generic playbook gets applied until I understand your numbers.

  3. 03

    Build the proposal and plan

    I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.

  4. 04

    Dial in positioning and differentiation

    Part of onboarding is getting your positioning right. Most electrical companies go to market like everyone else, so they get commoditized and forced to compete on price and the lowest service-call coupon. I tease out what you actually do that no one else does (your licensing, code-compliant work, and the high-ticket installs you specialize in) and make that the center of your message.

  5. 05

    Rebuild the website and landing pages

    We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, then A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time.

  6. 06

    Build streamlined lead-gen systems

    I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your CSRs are booking calls and whether your electricians are turning a service visit into a panel upgrade, EV charger, or generator quote. Then I report spend, CPL, CAC, and ROAS by channel every week or two, so we always know where to put dollars to scale.

How I approach marketing a electrical company

This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how electrical actually grows.

01

I market for high-ticket installs, fed by the service base

Panel and service upgrades, whole-home rewires, EV charger installs, and standby generators are where the margin is, but they come from a steady stream of service work: troubleshooting, outlets and switches, lighting, and code corrections. So I market to the full economics: fill the schedule with service calls, then turn those visits into install quotes. I'd rather pay more for a lead that becomes a $3,000 panel upgrade than chase the cheapest click for a $150 outlet repair that never grows.

02

I make attribution real before I scale anything

I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your CRM, whether it's ServiceTitan, Housecall Pro, or something else. In electrical this matters enormously, because a $150 outlet repair lead and a $3,000 panel upgrade or $2,500 EV charger install lead are worth wildly different amounts. Once I know what each turns into, I scale the spend that produces high-ticket installs and cut what just produces small, low-margin calls.

03

I lean into EV chargers and home backup generators

EV charger installs and standby generators are growth categories with strong, rising search demand and ticket sizes that justify real ad spend. I build dedicated pages and campaigns around 'EV charger installation' and 'generator installation' intent, put financing on the offer, and treat them as their own profit centers rather than burying them in a generic services page.

04

I own local search and the Map Pack

Most electrical searches are 'electrician near me' and 'emergency electrician' plus high-ticket intent like 'panel upgrade', 'EV charger installation', and 'generator installation'. I tighten your Google Business Profile, build service and city pages for both the emergency repair and the high-ticket install intents, and push review velocity so you win the Map Pack, where the urgent 'no power' and 'sparking' calls actually live.

05

I run LSAs and Google Ads on booked-job economics, by job type

An emergency 'no power' call, a routine outlet repair, and a panel or EV charger install need different bids, different pages, and financing on the big installs. I structure Local Services Ads and search by job type and intent, route high-ticket install demand to pages built to convert it (with financing front and center), and send the revenue data from your CRM back to Google so it optimizes toward installs, not cheap clicks.

06

I study your competitors and your market, not just your funnel

I track what the other electrical companies in your markets are doing across SEO, paid, reviews, financing offers, and pricing, and fold that into the strategy. Marketing is a lens on the whole business, so I bring you the competitive picture and help you decide where to push, which markets to grow, and how to position against the private-equity-backed consolidators and franchises versus the local shops.

07

I fix intake so urgent demand turns into booked jobs and installs

Speed-to-lead, a CSR script that books the call instead of quoting a price over the phone, and missed-call text-back. Electrical emergencies (a panel failure, a burning smell, no power) are high-urgency, so fast intake wins the job. The difference between a 30% and a 55% booking rate, and whether electricians are even offering panel, EV, or generator options, is almost always intake and process, not more spend. It's usually the fastest win in the first 60 days.

Fractional CMO vs. agency for a electrical company

An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for electrical.

Incentive
Gets paid to spend your budget and keep the retainer. Wins are measured in rankings, impressions, and leads.
I get paid to grow high-ticket installs, service revenue, and booked jobs. One number, tied to your CRM.
Attribution
Reports leads and clicks from the ad platform, with no line back to revenue.
I connect CallRail and your CRM (ServiceTitan, Housecall Pro) so we know which leads become panel, EV, and generator installs and where to scale.
Electrical expertise
Runs the same playbook for a dentist and a roofer. Optimizes for cheap service-call leads, not high-ticket installs.
I know electrical economics: panel, EV charger, and generator installs are the margin, the service and referral base feeds them, and licensing, safety trust, and fast intake win the job.
Scope
Owns one channel like SEO or PPC. No one owns the full funnel or the intake.
I own the whole marketing function: strategy, channels, offer, intake, attribution, and the vendors plugged in.
Strategy
Executes tactics in their lane. Rarely looks at competitors or business direction.
I run competitive and market analysis and help inform where the business should go from a marketing lens.
Communication
A monthly report and a quarterly check-in.
I'm in your inbox most days, with a weekly performance report and a clear summary of what got done.
Cost
Retainer plus media, with results that are hard to tie to revenue.
A fraction of a $200K+ full-time CMO, embedded in your stack and accountable to revenue.

Ready to grow your electrical company?

Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.