First it should be stressed, as OP does, that the Euler-Lagrange equations (= classical equations of motion = Maxwell's equations) are unaffected by scaling the action $S[A]$ with an overall (non-zero) constant. So classically, one may choose any overall normalization that one would like. As Frederic Brünner mentions a normalization of the $J^{\mu}A_{\mu}$ source term with a normalization constant $\pm N$ goes hand in hand with a $-\frac{N}{4}$ normalization of the $F_{\mu\nu}F^{\mu\nu}$ term. Here the signature of the Minkowski metric is $(\mp,\pm,\pm,\pm)$ . Recall that the fundamental variables of the Lagrangian formulation are the $4$ -gauge potential $A_{\mu}$ . Here $A_{0}$ is a non-dynamical Lagrange multiplier. The dynamical variables of the theory are $A_1$ , $A_2$ , and $A_3$ . The $$-\frac{1}{4}F_{\mu\nu}F^{\mu\nu}~=~\underbrace{\frac{1}{2} \sum_{i=1}^3\dot{A}_i\dot{A}_i}_{\te