The Challenge
When Power Surge Electric launched in Ottawa, the goal was to create a reliable source of qualified inquiries across residential and commercial work. The company needed to reach homeowners looking for electrical services while also giving property managers and commercial buyers the information they needed to assess its capabilities and make contact.
The marketing also had to support what happened after an inquiry came in. As demand increased, Power Surge would need enough licensed electricians and operating capacity to serve the additional work.
That connected customer acquisition with a broader business objective: generate demand at a pace the company could support as it grew.
Power Surge needed a steady flow of qualified inquiries and a marketing program that could keep pace as the business grew.
The Solution
WSI Consultant Mark Jamieson and the WSI eStrategies team worked with Power Surge from the company’s launch. The work began with a Brand Strategy Workshop to define its positioning, target customers and competitive differentiation. That thinking informed the logo, visual identity and branded vehicle wraps before carrying through to the digital program.
WSI built the website around the different needs of residential, emergency and commercial customers. Visitors could move quickly to the services relevant to them and had clear ways to make contact. An AI-enabled chatbot supported lead capture, while analytics tracked how people found Power Surge and what they did once they arrived.
Search addressed both immediate and longer-term demand. Google Ads reached people already looking for electrical services, while SEO built unpaid visibility for commercial and emergency electrical searches. WSI also put a reputation management program in place to help Power Surge collect customer reviews and build a five-star presence.
As inquiry volume increased, WSI connected marketing automation and CRM tools to support tracking and follow-up. The program later expanded into recruitment marketing as Power Surge needed more licensed electricians to serve the work coming in.
The program connected positioning, search, reputation and lead tracking, then expanded into recruitment as customer demand increased.
The Results
Within Power Surge’s first year in market, WSI’s coordinated program generated 733 tracked conversions, including 413 answered Google Ads calls. Those calls had a 94% answer rate, while Google Ads recorded a 12.3% conversion rate.
The program also generated commercial opportunities. Power Surge secured work with a nationally recognized hospitality brand and established relationships in the commercial property management sector.
Growth was visible inside the business as well. As customer demand increased, Power Surge added licensed electricians, expanded its fleet of branded service vehicles and eventually moved into a larger facility.
WSI’s role evolved with those needs, moving from positioning and demand generation into lead tracking and recruitment support as the business grew.
Power Surge generated measurable customer demand while adding the people, vehicles and operating capacity needed to serve more customers.
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