At a glance
Brand identity, website, and Google Ads launch for a premium electrical contractor serving the Lake Tahoe luxury home market.
Arctic Electricians is an electrical contractor serving the Lake Tahoe area with a specific focus: luxury residential builds and high-end custom homes. Their clients are architects and custom home developers, not standard residential repair. The services reflect that: smart home systems, lighting design, home theater and A/V, ice melt, security, generators, and design consultation.
The challenge wasn't finding an audience. There's consistent demand for premium electrical services in a market full of high-value homes. The challenge was capturing that demand efficiently, with a brand and web presence that matched the quality of the work.
The brand had to signal premium from first contact. An electrical contractor pitching architects on luxury projects can't present like a local repair service. DGD built a visual identity to match the positioning: the ARCTIC mountain mark, a dark premium palette with a yellow accent, applied consistently across the site, mobile experience, and advertising.
Everything the campaign would eventually produce had to look like the same company. The brand work made that possible.
The website was designed and developed alongside the campaign, intentionally. A Google Ad that sends a luxury homeowner to a generic contractor site loses the sale before it starts. The site DGD built reflects the market: clean, modern, designed with high-quality imagery and a layout that speaks to someone evaluating a partner for a serious build.
The site includes a dedicated service overview built around how their clients actually think: "Power Your Next Blueprint" for architects and developers, educational content like their human-centric lighting piece aimed at engaged homeowners, and an "Architects + Arctic Electricians" section positioning the company as a genuine design partner.
Arctic Electricians had been relying on a Yelp presence before the Google Ads program launched. It wasn't producing. Yelp works for categories where buyers are browsing options. For premium electrical in a high-intent market, Google Search is where buyers with a specific need actually go.
DGD launched Google Ads targeting people actively searching for electrical and home services across the Lake Tahoe area. Campaigns were managed week to week, with ongoing adjustments to keywords, bids, and targeting as the data accumulated.
The account was structured to cover the full range of services: smart home, lighting, generators, ice melt, home theater, and general electrical work. Different services attract different searches and different buyers. Running one undifferentiated campaign would have averaged those audiences together. Running campaigns by service type keeps each one efficient.
The website was built to handle the ad traffic that came in. Quote and consultation inquiries were the conversion goal. Every page a visitor could land on from an ad was designed with that in mind.
At the start of the campaign, a lead from Arctic Electricians' digital presence cost $37. Within the launch ramp, that fell to $12, with a low of $8.40 at peak efficiency. Conversions grew 4.5× over the same period.
In a representative strong month: 88 conversions at roughly $12 each on approximately $1,060 in ad spend, at a 6.07% click-through rate. Website visits doubled from 253 to 523 monthly visitors over the same window.
The Google Ads program produced more than the Yelp presence that had preceded it, at a cost that made the channel sustainable.