How Google Ads Works for Trades
It is straightforward. You pay to appear at the top of Google when someone searches for your trade in your area.
A homeowner searches for your trade
Someone types “emergency plumber near me” or “electrician in Leeds” into Google. They need help now.
Your ad appears at the top of the results
Google Ads places your business above the organic results, above the Map Pack — right at the very top of the page where people look first.
They click your ad and call you directly
The customer lands on your page or calls you straight from the ad. You only pay when someone actually clicks. No click, no charge.
Typical Costs by Trade
Cost per click varies by trade, location, and competition. These are typical UK ranges.
| Trade | Cost Per Click | Notes |
|---|---|---|
| Plumber | £3 – £8 | Emergency keywords cost more |
| Electrician | £2 – £6 | EICR and rewiring searches are competitive |
| Roofer | £4 – £10 | Higher job values justify higher cost per click |
| Builder | £3 – £7 | Extension and conversion keywords perform well |
| Locksmith | £5 – £12 | Emergency intent drives up competition |
| Landscaper | £2 – £5 | Seasonal demand affects pricing |
What Budget Do You Need?
Most tradesmen get meaningful results with an ad spend of £300 to £500 per month. This is the amount you pay to Google directly — on top of any management fees.
At £5 per click and a £400 monthly budget, you would get around 80 clicks per month. If 1 in 10 clicks turns into a call (which is realistic with a good landing page), that is 8 new enquiries per month.
For a plumber where an average job is worth £200 to £500, even converting half of those enquiries into jobs makes the ad spend highly profitable.
Common Mistakes Tradesmen Make With Google Ads
These are the issues we see most often. Any one of them can turn a profitable campaign into a money pit.
Sending traffic to your homepage
Your homepage is not built to convert ad traffic. You need a dedicated landing page that matches the search and makes it easy to call or enquire.
Not using negative keywords
Without negative keywords, your ads show for irrelevant searches. A plumber might pay for clicks from people searching “plumbing jobs” or “plumbing courses”. That is wasted money.
Targeting too wide an area
If you serve a 15-mile radius, do not target the entire county. You will pay for clicks from people you cannot realistically serve.
Not tracking calls and conversions
If you do not track which clicks turn into calls and jobs, you have no way of knowing what is working. You end up guessing instead of optimising.
Setting it and forgetting it
Google Ads needs regular management. Search terms change, competitors adjust their bids, and seasonal demand shifts. An unmanaged campaign wastes money.
How We Manage Google Ads for Tradesmen
We handle everything so you can focus on the work. Here is what that includes:
- Campaign setup: Keyword research, ad copy, targeting by location and trade, and negative keyword lists to prevent wasted spend.
- Landing pages: Dedicated pages built to convert clicks into calls. Not your homepage — a page designed specifically for ad traffic.
- Call tracking: We track which ads generate calls so you know exactly where your money is going.
- Ongoing optimisation: Weekly review of search terms, bid adjustments, ad testing, and budget allocation to maximise your return.
- Monthly reporting: Clear reports showing clicks, calls, cost per lead, and return on investment. No jargon, just numbers that matter.
Frequently Asked Questions
Common questions about Google Ads for tradesmen.
Are Google Ads worth it for tradesmen?
Yes, for most trades. Google Ads puts you in front of people who are actively searching for your service right now. Unlike directories where you compete with 10 other tradesmen on the same page, a well-managed Google Ads campaign sends customers directly to you. The key is proper targeting, a good landing page, and ongoing management.
How much do Google Ads cost for tradesmen?
You only pay when someone clicks your ad. The cost per click varies by trade and location — typically between £2 and £12 for most trades. Your total monthly spend depends on your budget and how many leads you want. Most tradesmen start seeing results with a budget of £300 to £500 per month plus management fees.
What is a good budget to start with?
For most trades, £300 to £500 per month in ad spend is a sensible starting point. This gives you enough data to see what works and optimise your campaigns. Going below £200 per month often does not generate enough clicks to draw meaningful conclusions. You can always scale up once you see a positive return.
Can I manage Google Ads myself?
You can, but most tradesmen find it difficult to manage alongside running their business. Google Ads has a steep learning curve, and mistakes can be expensive. Common issues include wasting money on irrelevant searches, poor targeting, and no conversion tracking. Professional management typically pays for itself through better performance and less wasted spend.
How quickly will I get leads from Google Ads?
Google Ads can start generating calls within days of launching. Unlike SEO, which takes months, paid ads give you immediate visibility. Most campaigns need 2 to 4 weeks of data before they are properly optimised, but you will typically see enquiries from the first week.
Ready to Get Leads From Day One?
We set up and manage Google Ads campaigns for tradesmen across the UK. You get the calls, we handle the rest.