Primary leak
Expensive clicks in a competitive market landing on a generic service page with no service-specific messaging. Estimate request form buried three pages deep. No way to attribute booked jobs back to the ads that generated them.
Electrical is one of the highest CPC trades in Google Ads. A competitive metro market can push panel upgrade or EV charger installation terms to $25–$50 per click. At that price, every element of the conversion path has to be optimized: because wasted clicks are expensive.
In this account, all clicks landed on a single electrical services overview page. The page listed 12 different services with equal visual weight. The estimate request form was linked from a navigation item: not surfaced prominently on the landing page itself. A visitor clicking "emergency electrician near me" would arrive on a page that also talked about commercial wiring and new construction.
Lead Leak Map: Electrical Account
In a high-CPC trade, every wasted click is expensive. If your landing pages do not match the service being searched and your estimate form is not surfaced immediately, the system is leaking at the worst possible point. The audit identifies every gap.