Google Ads can be the fastest way to get your phone ringing as a tradesperson. Or it can be the fastest way to burn through £500 a month with nothing to show for it. The difference comes down to how the campaigns are set up and managed.
This guide covers everything you need to know about running Google Ads profitably as a trades business — from keyword selection to landing pages to bid strategy.
Why Google Ads Works Differently for Trades
Unlike e-commerce or software businesses, most trade searches are high-intent and local. Someone searching “emergency boiler repair Leeds” isn’t browsing — they need someone now. That makes Google Ads exceptionally powerful for trades, because you’re paying to be in front of people at exactly the moment they’re ready to buy.
The challenge is that most trades Google Ads campaigns are set up incorrectly, targeting the wrong keywords, sending traffic to the wrong pages, and bleeding budget on irrelevant clicks.
The Most Common Google Ads Mistakes Tradespeople Make
1. Running Broad Match Keywords Without Negative Keywords
If you’re a plumber and you’re bidding on “plumber” as a broad match keyword, Google might show your ad to someone searching “plumber salary” or “plumber apprenticeship”. You’re paying for clicks from people who will never book a job. Negative keywords block irrelevant searches — and building a solid negative keyword list can cut wasted spend by 30–40%.
2. Sending Ads to the Homepage
Your homepage is not a landing page. When someone clicks an ad for “emergency electrician Bradford”, they should land on a page that’s specifically about emergency electrician services in Bradford — not your homepage with a general welcome message. Matching the ad to a relevant landing page can double your conversion rate.
3. No Call Tracking
Most trade jobs are booked by phone. If you’re not tracking which keywords and ads generate calls, you’re flying blind. Google Ads has built-in call tracking — make sure it’s set up and you’re measuring calls as conversions.
4. Ignoring Ad Scheduling
Running ads 24/7 means paying for clicks at 3am when nobody is answering the phone. For most trades businesses, ads should run during business hours — or at least have reduced bids overnight. Check your performance by time of day and cut the dead weight.
5. Setting and Forgetting
Google Ads requires active management. Bids need adjusting, underperforming keywords need pausing, new negative keywords need adding. A campaign left alone for 3 months will almost always deteriorate.
How to Structure a Profitable Trades Google Ads Campaign
Step 1: Choose the Right Campaign Type
For most trades businesses, Search campaigns are the most effective. You’re targeting people actively searching for your service. Performance Max campaigns can also work, but they require more budget and data before they optimise properly.
Step 2: Use Tight Keyword Match Types
Use Exact Match and Phrase Match keywords, not Broad Match. This gives you far more control over who sees your ads. Focus on high-intent, specific searches:
- “emergency plumber Leeds” (exact)
- “boiler service Bradford” (exact)
- “electrician near me” (phrase)
- “roof repair [your city]” (exact)
Step 3: Write Ads That Convert
Your ad needs to answer three questions immediately: What do you do? Where do you do it? Why should I call you? Include your key USPs — 24/7 availability, no call-out charge, Gas Safe registered, 5-star rated, local. Use all available ad extensions: call extensions, site link extensions, callout extensions.
Step 4: Build Dedicated Landing Pages
Each campaign or ad group should link to a dedicated landing page that matches the search intent. The page should have a clear phone number at the top, a quick enquiry form, your key credentials, and social proof (reviews, photos, accreditations).
Step 5: Set a Realistic Budget
Trades keywords in competitive markets can cost £3–£20 per click. If you’re spending £5 per click and converting 1 in 10 clicks into a call, you’re paying £50 per lead. If a boiler installation is worth £2,500, that’s still a great return. Work backwards from your job value to set a sensible budget.
How Much Should Trades Businesses Spend on Google Ads?
There’s no single right answer, but a useful minimum is £500/month in ad spend for a local trades business. Below that, you won’t get enough data to optimise effectively. Most of our clients spend £500–£2,000/month depending on the service area and competition level.
Google Ads vs SEO: Which Is Better for Trades?
The honest answer is: both, run together. Google Ads gives you immediate visibility and leads while your SEO builds. SEO gives you sustainable, free traffic over the long term. Running both simultaneously means you’re never dependent on just one channel.
If you have to choose one to start with, Google Ads delivers faster results. But don’t neglect SEO — it builds compound value over time that paid ads never will.
Ready to Run Better Google Ads?
We manage Google Ads campaigns exclusively for trades businesses across Yorkshire. We set them up right from day one, manage them actively every month, and report transparently on exactly what your budget is generating.
Book a free strategy call and we’ll audit your existing campaigns (or show you what’s possible if you’re starting fresh).