Quick answer: Google Ads for tradies works best with tight locations, phrase and exact match keywords, strong negatives, call tracking and fast replies.
For trades businesses, Google Ads can be one of the fastest ways to get the phone ringing, because people searching “emergency plumber” or “electrician near me” need someone now. The trick is keeping it simple and tightly targeted.
Start with a Search campaign
Search ads show when someone types a search. That’s high intent. Avoid starting with Display or Performance Max, which spread budget across websites, YouTube and apps.
Build ad groups around services
Create one ad group per main service, for example:
- Emergency and urgent: “emergency plumber”, “blocked drain plumber”, “after hours electrician”.
- Core services: “hot water system replacement”, “switchboard upgrade”.
- High-value jobs: “bathroom renovation”, “solar installation”.
Use phrase and exact match keywords at first. Broad match can work later, once conversion tracking has plenty of data.
Write ads that match each service
- Put the service in the headline: “Blocked Drain Plumber – Same Day”.
- Add a reason to choose you: licensed, fixed-price quotes, years in business, reviews.
- Use call assets so people can call straight from the ad, and location and sitelink assets.
Only show ads where and when you work
- Target your actual service area, using “presence” so you’re not paying for people elsewhere. Read location settings that waste money.
- If you can’t answer calls after hours, either schedule ads for business hours or use call forwarding.
Add a negative keyword list on day one
Trades keywords attract job seekers and DIYers. Start with negatives such as: jobs, apprenticeship, salary, course, training, TAFE, how to, DIY, YouTube, free, cheap (if you don’t compete on price) and suburbs or services you don’t cover. Read negative keywords.
Track calls and forms
Set up conversions for calls from ads, calls from your website and quote forms. Otherwise you can’t tell which keywords bring jobs. Read how to get and track phone calls from Google Ads.
Consider Local Services Ads
In many trade categories, Google’s Local Services Ads (with the “Google Guaranteed” or “Google Screened” badge) appear above normal ads and charge per lead rather than per click. Availability depends on your category and location, so check whether your trade is eligible.
Answer the phone
This sounds obvious, but missed calls are the biggest leak in trades advertising. If you’re on the tools, use a call answering service or ensure missed calls get a text back. Read speed to lead.
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →