Google Ads for Trades: 15 Questions Answered

1. What is the best Google Ads campaign type for trades?

If you run a trade business, the most effective place to start is with a Search campaign. Your ads appear when someone types in a specific service, such as “emergency plumber Chester” or “roof repairs Stockport”. These are high-intent searches from people ready to hire.

Other campaign types also have their place. Performance Max runs across YouTube, Gmail, and the Display Network—useful for awareness (e.g., landscapers or kitchen fitters). Display can support branding but usually drives fewer immediate leads.

Golden rule: start with Search to capture people who need you today, then expand into other campaign types to build a longer-term pipeline.

2. How much should I budget for Google Ads?

There’s no one-size-fits-all budget. For many trades, typical CPCs (cost per click) range from £3–£7, higher for competitive services like solar installs or rewires.

Set a sensible budget in three steps:

1. Work out the average value (or profit) of a job.
2. Decide the % you’re willing to spend on marketing (often ~10%).
3. Check CPCs to estimate how many clicks you can afford.

Example: If bathroom installation profit is £3,000 and you’ll spend 10% (£300), and clicks cost £5, you can afford 60 clicks per customer. If 1 in 20 visitors converts into a job, you’re in profit.

Avoid the trap of spending £100/month and expecting high-value jobs. Google Ads rewards businesses that invest enough to gather data, test keywords, and compete locally. Use Keyword Planner to sense-check CPCs.

3. What keywords should I use for my trade business?

Focus on service + location keywords: “boiler service Warrington”, “landscaper in Chester”, “roofer near Macclesfield”. Build separate sets for each service (e.g., emergency callouts, boiler servicing, bathroom installations) to improve relevance and Quality Score.

Avoid overly broad keywords like “plumber” or “builder”—they can trigger job-seekers or DIY queries and waste budget.

4. What is the difference between broad, phrase, and exact match keywords?

• Broad match: shows for loosely related searches (risk of irrelevant traffic like “plumbing jobs”).
• Phrase match: your phrase appears in the search with extra words around it (good balance of reach and control).
• Exact match: shows for the specific term or close variants (highest quality, fewer impressions).

Tip: start with exact match when you’re new.

5. How do I write headlines that get clicks?

Google allows 30 characters per headline, so every word counts. Use:

• Service-focused: “24 Hour Plumber Manchester”, “Roof Repairs in Chester”.
• Trust-building: “Rated 5 Stars on Google”, “Trusted Since 1995”.
• Urgency: “Call Now for Same Day Repairs”, “Free Quote Today”.

Match the intent: emergencies = availability; planned projects = experience/quality. Always A/B test multiple versions.

6. How do I create a Google Ads strategy for trades?

• Clear goal: calls, forms, or site visits?
• Targeted keywords per service.
• Compelling ad copy that mirrors search intent (e.g., mention 24/7 for “boiler breakdown emergency”).
• Budget planning to compete in your area.
• Landing pages per service: fast, mobile-friendly, clear contact info, reviews.
• Ongoing testing: weekly reviews, new ads, refine keywords.

A good website designer can transform performance by building conversion-ready pages—ads can’t fix a slow or unclear site.

7. Should I use Performance Max or Search campaigns?

Search captures high-intent leads quickly. Performance Max reaches people across YouTube, Display, Maps, and Gmail to build awareness. Many trades start with Search (e.g., “garden design Chester”) and add Performance Max later for pipeline growth.

8. How do I reduce cost per click?

Improve Quality Score by boosting relevance:

• Align keywords closely with ad copy.
• Use negative keywords like DIY, cheap, jobs to block bad clicks.
• Speed up landing pages (especially on mobile).
• Make CTAs obvious and content clear.

Dedicated pages per service typically convert better than sending everyone to the homepage.

9. What bidding strategy should I use?

Maximise Conversions is a good starting point (with conversion tracking). Alternatives:

• Target CPA: optimise to a cost-per-lead goal.
• Target ROAS: if you can track revenue (e.g., larger projects).
• Manual CPC: full control but high maintenance.

10. How do I structure ad groups for my services?

Keep each ad group focused on one service. For an electrician:

• House rewires
• EV charger installation
• Emergency callouts
• Outdoor lighting

This keeps keywords, ads, and landing pages tightly aligned for stronger results.

11. How do I analyse my Google Ads reports?

• CTR: low = ads may not be compelling or relevant.
• CPC: high = low Quality Score or competitive market.
• Conversion rate: low = website or offer may be the issue.
• Impression share: low = raise budget or bids.

Judge success by cost per lead/job, not just clicks.

12. What are common mistakes trades make with Google Ads?

• Using broad match without filters → wasted spend.
• No conversion tracking → flying blind.
• Sending all traffic to the homepage.
• Forgetting negative keywords.
• Not testing ad copy.

Don’t “set and forget”—review weekly and refine.

13. How do I set up conversion tracking?

Add Google’s tracking code to your site or use Google Tag Manager. For trades, key conversions are:

• Phone calls from the ad
• Contact form submissions
• Quote requests

With tracking, you can back winners and switch off what’s not working.

14. What ad extensions should I use?

• Call extensions: phone straight from the ad.
• Sitelinks: direct to pages like “boiler repairs” or “roofing services”.
• Callouts: “24 Hour Service”, “Free Estimates”.
• Structured snippets: list services (e.g., “Boiler repairs, installations, servicing”).

Extensions increase visibility and click-through rate.

15. How do I target local customers?

Use location targeting (towns, postcodes, or a radius) so ads show only where you work. Combine with location keywords like “roof repairs in Chester” or “roofer near Macclesfield”.

Cover multiple towns? Create separate ad groups per location to keep relevance high and costs controlled.

Google Ads can feel complicated at first, but for trade businesses it’s one of the most effective ways to generate local leads. Start simple: focus on Search campaigns, set a realistic budget, choose the right keywords, and make sure your website converts visitors into enquiries. Then layer in Performance Max, extensions, and smarter bidding.

Remember, the website is half the battle—fast, clear, mobile-friendly pages turn clicks into customers.