Demand is all at once
Outage weeks bring ten times the searches. If your daily budget caps at 11 a.m. during the one week that matters, you did the year’s marketing in reverse.
$8,000 to $20,000 per install. Demand arrives in a storm and leaves in a week.
Nobody wants a generator until the lights go out. Then everyone does, for about ten days. Generac’s national ads and the big electrical contractors bid hard on “whole house generator” during every outage and then forget about the people who said they would call back in spring.
We run a storm-ready budget that scales up when the weather turns, a steady campaign for the planned buyer the rest of the year, and tracking that follows every quote through to the installed and inspected unit.
Installs from $8,000 to $20,000+. The upside is real. So is the waste, and here’s where it usually comes from.
Outage weeks bring ten times the searches. If your daily budget caps at 11 a.m. during the one week that matters, you did the year’s marketing in reverse.
“Generac generator Costco” and “portable generator for house” are retail shoppers with a $900 budget. Your $14,000 install needs a different searcher.
The quote happens in a panic, the signing happens six weeks later. Without tracking that connects the two, you will cut the campaign that worked and keep the one that did not.
A weather-triggered budget: Base budget all year, with a plan to triple it the day a storm or heat wave hits and ads written for people sitting in the dark on their phone.Brand plus install as the core keyword: Generac installer, Kohler dealer, Cummins standby, whole house generator cost. Brand name without “install”, “dealer” or “cost” gets blocked as retail.Financing and rebates on the page: Monthly payment framing and any utility or manufacturer incentive, front and center. A $14,000 number scares; $189 a month does not.Quote to install tracking: Call tracking plus ServiceTitan, Jobber or your dealer CRM, so Google learns from signed installs, and the spring follow-ups get credited to the storm that started them.Examples from generator installation accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
A base of $2k to $5k a month, with the ability to spend $10k or more in an outage week. We set this up in advance so the money is ready when the storm is, and we pull it back when the panic fades.
No. One generator installation company per metro. Outage weeks are a knife fight in the ad auction, and we only fight on one side.
Only for the better. Generator work gets its own campaign and its own landing page inside your account, with budget and bids that do not compete with your service work. Most of our generator clients started as electricians.
Your best customer pays every quarter for years. Let’s go get that one.
How we run it →Honest companies lose the click to scammers every day. Here’s how to stop that.
How we run it →Someone is locked out right now. They’re calling the first number they see.
How we run it →Every search is an emergency. Every click comes from a phone. Build for that.
How we run it →Talk to a senior PPC expert who has run generator installation accounts. Never a junior.