Google Ads · Local SEO · Website · Automation
Apex Electrical Services: From a 2012 Website to $3.1M in Annual Revenue
How ModFX Media built a complete digital transformation for a 20-year electrical contractor — new website, Google Ads, 18-city SEO coverage, and 200+ reviews — to double revenue in 12 months.
1.2% → 8.7%
Website Conversion Rate
4 → 89
Organic Keywords (Top 10)
+306%
Total Monthly Leads
$3.1M
Annual Revenue
A 20-year electrical business stuck at $1.5M/year with a 2012 website and page 3–4 Google rankings became a dominant local brand — ranking for 89 top-10 keywords and growing to a $3.1M annual run rate in 12 months.
Industry
Electrical Contractor (Residential & Commercial)
Location
Phoenix, AZ Metro
Timeline
12 Months
Services
Google Ads, Local SEO, Website Redesign, Automation
The Challenge
Apex Electrical had 20 years of experience and a loyal customer base — but their digital presence was a liability, not an asset. Their website had been built in 2012 and never updated. They had no Google Ads presence, ranked on pages 3–4 for their most valuable search terms, and were actively losing bids to newer competitors with polished websites and strong review profiles.
The owner recognised the market was shifting heavily to online search and that legacy reputation alone wouldn't protect them much longer. They needed a complete digital modernisation — fast — or risk becoming invisible in a competitive Phoenix metro market where the first contractor to answer the phone wins the job.
Website built in 2012 — no mobile optimisation, no conversion architecture
Ranking on pages 3–4 for key terms — effectively invisible in local search
Zero Google Ads presence — ceding every high-intent search to competitors
Only 67 Google reviews vs. newer competitors with 300–500+
Stuck at $1.5M/year with no clear digital growth path
Losing bids to competitors with slicker branding and stronger online presence
The Solution
ModFX Media executed a full digital transformation — rebuilding every layer of Apex's online presence simultaneously so that paid, organic, and reputation all compounded together from day one.
Conversion-Optimised Website Redesign
Built a modern, fast-loading website with click-to-call on every page, online booking integration, and dedicated service pages for residential wiring, panel upgrades, EV charger installation, commercial work, and emergency electrical. Conversion rate jumped from 1.2% to 8.7% — a 7x improvement on the same traffic.
Google Ads — Emergency & Planned Services
Launched separate campaigns targeting high-urgency queries ("electrician near me now," "emergency electrician Phoenix") and planned-service terms ("EV charger installation," "panel upgrade," "rewiring"). Each ad group had its own dedicated landing page, driving a $42 cost per lead from launch.
Local SEO — 18-City Service Area Coverage
Built and optimised city-specific landing pages across 18 Phoenix metro communities — each targeting local intent keywords with area-specific content. Combined with technical SEO and a structured internal linking strategy, top-10 keyword rankings grew from 4 to 89.
Review Management & Generation System
Deployed an automated post-job review request system via SMS and email. In 8 months, Apex grew from 67 to 200+ Google reviews — closing the credibility gap with competitors and dramatically improving map-pack ranking position.
Lead Automation & Speed-to-Lead
Integrated all inbound channels (website form, phone, GBP) into a central GoHighLevel pipeline with automated acknowledgement messages, job-type routing, and follow-up sequences — ensuring no lead went cold while the team was on a job.
The Results (12 Months)
| Metric | Before ModFX | After ModFX | Change |
|---|---|---|---|
| Website Conversion Rate | 1.2% | 8.7% | +625% |
| Organic Keywords (Top 10) | 4 | 89 | +2,125% |
| Google Ads Cost Per Lead | N/A | $42 | Baseline set |
| Total Monthly Leads | 35 (mostly referral) | 142 | +306% |
| Annual Revenue | $1.5M | $3.1M | +107% |
* Organic keyword growth reflects new website architecture + 18-city service page build-out.
Website Conversion Rate
Before
1.2%
After
8.7%
Organic Keywords (Top 10)
Before
4
After
89
Google Ads Cost Per Lead
Before
N/A
After
$42
Total Monthly Leads
Before
35 (mostly referral)
After
142
Annual Revenue
Before
$1.5M
After
$3.1M
+625%
Website Conversion Rate
1.2% → 8.7%
89
Top-10 Organic Keywords
Up from 4 · +2,125%
$3.1M
Annual Revenue
Up from $1.5M · +107%
“I was embarrassed to send people to our old website. Now it's the best-looking electrician site in the Phoenix market. But what really matters is the phone rings 4x more than it used to, and our revenue doubled. ModFX turned us from a legacy shop into a modern brand.”
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