CMG Electrical's Journey

Case Study: CMG Electrical

How Our Systems Scaled an Electrical Business

The Challenge

CMG Electrical had the technical capability, reputation, and service quality to grow, but their business was constrained by inconsistent demand.

Workload fluctuated month to month. Some periods were fully booked, while others slowed without warning. The business relied heavily on referrals and repeat customers, which provided quality work but offered no predictability or control.

This uncertainty created real operational pressure.

At the time CMG Electrical partnered with us, the business was operating with:

• A small, lean team

• An inconsistent volume of electrical work

• A heavy mix of reactive, lower-value call-outs

• Cash flow tied directly to enquiry volatility

• Limited ability to plan staffing, vehicles, or equipment beyond a few weeks

• No reliable system for generating demand on command

Hiring felt risky. Expanding crews felt unsafe. Growth existed in theory, but not in practice.

The core issue wasn’t skill or service quality.
It was the absence of predictable demand.

The Objective

The goal wasn’t to create short-term spikes in leads.

The objective was to:

• Build consistent inbound demand

• Allow CMG Electrical to control workload instead of chasing it

• Support confident hiring and crew expansion

• Shift the business from reactive operations to structured growth

• Turn marketing into infrastructure, not an experiment

The Strategy

We implemented a demand system designed to scale alongside capacity.

1. Demand Capture via Meta Ads

We built Meta Ads campaigns targeting homeowners and commercial clients actively searching for electrical services.

Campaigns were structured around:

• High-intent service messaging

• Clear qualification before enquiry

• Location-based targeting to support crew efficiency

• Creative angles that signalled scale, professionalism, and availability

Rather than pushing discounts or urgency, ads positioned CMG Electrical as established, in-demand, and reliable.

2. Conversion-Focused Messaging

We refined messaging to:

• Attract serious customers

• Filter out low-quality enquiries

• Increase average job value

• Reduce wasted time on unqualified leads

This included:

• Clear service positioning

• Explicit job type framing

• Trust-building language before first contact

• Expectation setting around professionalism and response times

3. Creative Direction & Trust Building

Creative assets were designed to:

• Show scale without over-selling

• Reinforce reliability and experience

• Build trust before the enquiry was made

This reduced friction during follow-up and improved close rates.

4. Scaling Without Breaking Operations

As enquiry volume increased, campaigns were structured to scale gradually rather than explosively.

Spend, targeting, and creative rotation were adjusted based on:

• Crew capacity

• Job completion rates

• Lead-to-job conversion

• Hiring timelines

Growth was paced intentionally so demand never outgrew operations.

What Changed

Once inbound demand became predictable, the business fundamentally shifted.

CMG Electrical no longer had to accept every job that came through. They could prioritise better work, plan schedules weeks in advance, and make hiring decisions with confidence instead of urgency.

The business moved from reacting to demand to controlling it.
Planning shifted from short-term survival to long-term expansion.

Perhaps most importantly, CMG Electrical reached revenue levels they never believed were realistic in the near term, simply by committing to a structured demand system and backing their capacity to grow.

The Results

Over a 14-month period, driven entirely by our work:

• The team scaled from 7 people to 24

• Monthly job volume increased from ~20–30 jobs to 110–140+

• Multiple crews began operating simultaneously

• Average job value increased as reactive work decreased

• Lead flow remained consistent month-to-month

• Hiring became proactive rather than reactive

• Revenue stabilised and grew consistently month on month, surpassing milestones the business previously saw as years away

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Marketing stopped being a gamble and became infrastructure.

CMG Electrical now operates as a scalable electrical business with predictable demand supporting growth across the state. The business runs with clarity, confidence, and control, because work is no longer dependent on referrals or luck.

Demand is predictable.
Hiring is intentional.
Growth is structured.

This is what happens when marketing is built as a system, not a tactic.