Google Ads can fill a tradie’s calendar fast, because it puts you in front of people who need a job done now. It can also burn money quickly if campaigns target the wrong searches or areas. This guide shows how to set up Google Ads for plumbers, electricians, builders, cleaners and other trades so every dollar works toward booked jobs.
1Pick High-Intent Keywords
Focus on service plus location and urgent terms: ‘emergency electrician Geelong’, ‘hot water repair Melbourne’, ‘blocked drain plumber near me’. Use phrase and exact match to keep control, and add negative keywords such as ‘jobs’, ‘apprenticeship’, ‘salary’, ‘DIY’ and ‘course’.
2Target the Right Area and Hours
Set location targeting to the suburbs you actually service, and use ‘presence’ targeting so you only reach people in those areas. Schedule ads for hours when someone can answer the phone, or run after-hours only if you offer emergency work.
3Use Call Assets and Local Services Ads
- Call assets so mobile users can tap to call from the ad
- Location assets connected to your Google Business Profile
- Sitelinks to key services and reviews
- Local Services Ads (where available for your trade) for pay-per-lead placement at the top of results
4Send Clicks to a Page That Converts
Each ad group should land on the matching service page or landing page, with your phone number prominent, licence and insurance details, reviews and a short quote form. Sending all ads to the home page lowers conversions and Quality Score.
5Track Calls and Quotes
Set up call tracking from ads and the website, plus form submissions, as conversions. Review search terms weekly and cut wasted spend. Judge campaigns by cost per booked job, not cost per click.
Frequently Asked Questions
How much should a tradie spend on Google Ads?
Many local tradies start with roughly AUD 1,000 to 3,000 per month, then adjust based on cost per job and capacity.
What are Local Services Ads?
They are Google ads where eligible businesses pay per lead rather than per click and appear with a Google badge at the top of results, where available for the trade and region.
Why am I getting irrelevant calls from Google Ads?
Usually broad keywords, missing negative keywords or wide location targeting. Review search terms and tighten targeting.
Should I run ads all the time?
Many tradies scale ads up in slow periods and down when fully booked. Keep a base level running for consistent visibility.
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