There is a category of electrical work growing faster than the trade’s interest in marketing it. Australians now search for EV charger installation around 2,400 times a month, with peaks above 4,400 in autumn, and the cost per click on those terms has climbed to about $14 because the buyers behind them are excellent: they have just spent tens of thousands on a car, they need the installation to enjoy it, and they are not shopping the charger install the way they shopped the car.
For solar installers and electricians, this is the most natural adjacent service to arrive in years, and most of the industry is still marketing it with a single paragraph buried on a general services page. This guide covers the demand, the buyer, and the specific work that wins the category before it gets crowded.
The demand curve runs backwards from solar, and that matters
Solar marketing seasonality is drilled into every installer: interest builds through spring toward summer. EV charger demand does not follow that curve. In the Google Ads data, searches for EV charger installation peaked at 4,400 a month in March, April and May of 2026, ran around 2,900 through winter, and bottomed near 1,300 in November and December.
The likely mechanics: new financial year and end of financial year vehicle purchases, fleet deliveries and novated lease cycles put new EVs in driveways through the first half of the calendar year, and the charger search follows the car within weeks. Whatever the cause, the practical point is that EV charger campaigns and content need to be live by February, exactly the period when solar marketing is winding down from its summer push. For an installer, the two curves interleave almost perfectly: solar carries spring and summer, chargers carry autumn. If you plan content by season, and you should, this slots straight into the calendar we mapped in the Australian service demand calendar.
Who the buyer is, and what they are afraid of
The EV charger customer is unlike the solar customer in ways that change the pitch. The solar buyer is making an investment decision and grinds through payback maths for weeks, which is why the solar content war is fought over calculators and rebate explainers, as covered in the Australian solar customer journey. The charger buyer has already made their big decision. The car is bought or ordered. The charger is an enabling purchase, urgent and comparatively small, and the anxieties are practical.
Will my switchboard handle it. Single phase or three phase, and what happens if I have the wrong one. Can I charge from solar, and do I need a specific charger for that. What does the whole thing cost installed, not the unit price on a retailer page. How long from call to charging. Will it work with a future battery. Those six questions are the entire content brief. The installer who answers them plainly, with numbers, wins the enquiry before a competitor has finished saying quality workmanship.
There is also a commercial buyer emerging fast: workplaces, strata committees and fleet operators. That work is larger, slower and won differently, through capability pages and case studies rather than the map pack. We found the same split in solar, where commercial AI answers cite installer websites 97 per cent of the time because so few installers publish real commercial content. The same thin field exists in commercial EV charging right now.
The page most installers are missing
The single highest value asset in this category is a dedicated EV charger installation page that answers the six questions above with real numbers. Not a mention inside your electrical services page. A page whose heading says EV charger installation plus your city, because that is the literal phrase 2,400 people a month type, and because AI assistants building shortlists run background lookups in the pattern of service plus city plus official, which we documented in how AI recommends builders. No page, no match, no recommendation.
What goes on it, in order of the buyer’s anxiety. An installed from price, honestly ranged: a straightforward single phase install from around $1,100 to $1,800 including a standard charger is the shape of the market, with the drivers of the upper end named, long cable runs, switchboard upgrades, three phase. Whether you supply the charger, which brands, and whether you will install a charger they bought with the car. The switchboard question answered directly, including what an upgrade costs if needed, which doubles as a cross sell to the switchboard work every older home eventually needs. Solar integration in plain words: yes, a charger can prioritise excess solar, these models do it, here is what that saves. Timeframe from enquiry to charging. And your licence number, insurance and relevant accreditations in plain text, because both nervous buyers and AI systems verify before they commit.
Then let the page carry proof: three recent installs with suburb, charger model, configuration and the installed price. Real jobs with real numbers are what separate you from the national retailers’ generic landing pages, and they are precisely the checkable specifics that get quoted in AI answers, for the same reasons we laid out in what AI can quote from Australian homepages.
Winning the searches: map, organic, paid
Map results first. A large share of charger searches carry local intent and resolve in the map pack. Add EV charging station contractor or the closest available category to your Google Business Profile as a secondary category, add EV charger installation to your services list in exactly those words, and upload photos of real installations. Reviews that mention EV chargers specifically are gold here, so when you ask an EV customer for a review, ask them to mention the charger. The mechanics of the ask are in our review guide.
Organic second. The dedicated page above, plus two or three support pieces: a genuine cost guide, a single phase versus three phase explainer, and a can you charge from solar piece. That small cluster covers the fan out of related questions AI systems run, and it is enough, because almost no local competitor has built it. This is a category where four good pages make you the authority, a situation solar has not offered since about 2015.
Paid third, seasonally. At around $14 a click against a job worth $1,100 to $1,800 plus follow on work, the arithmetic is tighter than solar but workable with tight geographic targeting and the dedicated page as the landing page. Run it hard February through May when volume peaks, throttle it in summer. If you are already running ads, the structural advice in Google Ads for electricians applies directly.
The solar integration pitch, spelled out
Because solar installers hold a genuine advantage in this category, it is worth writing out the pitch that wins it, since most installers have the capability and have never put it into words a customer can find.
The generic electrician sells an EV charger as an appliance install: here is the unit, here is the cable run, here is the price. The solar installer can sell it as an energy system decision, and the difference is worth real money to the customer. A charger that understands the house’s solar generation can be set to charge substantially from excess production that would otherwise export for a few cents, which turns midday sunshine into transport fuel at a fraction of grid cost. For a customer driving a typical suburban year, the difference between dumb overnight charging at grid rates and solar prioritised charging is hundreds of dollars annually, and nobody has ever explained it to them.
The page section that carries this pitch needs three things. The plain mechanism, one paragraph, no jargon: your panels often make more power than the house uses, a smart charger can send that surplus into the car instead of the grid. The honest arithmetic for a typical setup, with the assumptions stated: commute distance, system size, tariff. And the equipment specifics, which models you install that do this and what they cost against the basic alternative, because the buyer’s next question is always the gap between the smart charger and the cheap one, and answering it before they ask is the whole difference between a page that converts and a page that describes.
This pitch also reopens the battery conversation from a new angle. A customer who understands solar prioritised charging is halfway to understanding storage economics, and the EV enquiry becomes a natural moment to revisit the battery decision they deferred, which is the cross sell sequence we mapped in solar battery marketing. One driveway conversation, three connected sales, all anchored on capability the generic competitor genuinely does not have.
The strategic reason to move now
Two forces make this a timing story. Australian EV sales keep setting share records, and every EV sold without off street fast charging still needs a home solution eventually, so the demand pool deepens annually. Meanwhile the supply of installers marketing the service properly remains thin: the big car retailers push their partner networks, a handful of national installation brands buy the top of the paid results, and local installers, who win on price, speed and the solar integration conversation, are barely visible.
The battery parallel is exact. Installers who built battery content and presence early, before the rebate rush, own that category’s search results now at a fraction of what latecomers pay per lead, a story we told in solar battery marketing in Australia. EV charging is at the equivalent early moment. Four pages, a profile update and one seasonal campaign is the whole entry ticket, and the installers who buy it this summer will be the ones the next autumn peak belongs to.
Frequently asked questions
How big is EV charger installation demand in Australia?
Around 2,400 searches a month for the core installation terms, peaking above 4,400 through March to May, at a cost per click around $14. The demand curve peaks in autumn, opposite to solar’s spring and summer peak, which lets installers run the two categories in sequence rather than in competition.
What should an installer charge, and publish, for EV charger installation?
Publish an honest installed range rather than hiding pricing: standard single phase installs typically land between $1,100 and $1,800 including a mid range charger, with cable runs, three phase and switchboard upgrades as the named drivers of the top end. The installer who publishes the range wins the enquiry from the ones who make buyers call to find out.
Is EV charger work worth it for solar installers specifically?
It is arguably more natural for solar installers than for general electricians, because the solar integration question, charging from excess generation, is the conversation solar installers are uniquely equipped to have, and it leads directly to battery and system upgrade discussions with the same customer.
How do I get EV charger leads without buying them?
A dedicated city specific installation page with real pricing, a Google Business Profile updated with the service and EV specific reviews, three supporting content pieces answering cost, phases and solar charging, and a paid campaign run February to May. The category is thin enough that this modest stack makes you locally prominent.
What about commercial and strata EV charging work?
Larger, slower and much less contested. Workplaces, strata buildings and fleets need load management, multiple bays and billing arrangements, and almost no installers publish real capability content for it. A single commercial page with one genuine case study puts you in a field of very few, the same dynamic we measured in commercial solar where installer sites take 97 per cent of AI citations.
When will this category get crowded?
The paid results already have national players; organic and AI answers locally do not. Categories like this close quietly as competitors accumulate content and reviews, the way batteries did. The honest answer is that the open window is measured in quarters, not years, and the cost of entry is four pages.
