Google Ads puts your business at the very top of Google when someone searches for what you do. Unlike SEO or Google Maps, which take months to build up, ads can start bringing in calls from day one. That's the appeal. But it's not quite as simple as throwing money at Google and watching the phone ring.
The way it works is straightforward enough. Someone in your area searches "emergency plumber near me" or "electrician in Manchester." Google shows your ad above the organic results. If they click, you pay. If they don't, you don't. You only pay when someone actually visits your site or calls you from the ad. The cost per click varies by trade and area — a plumber in London might pay £15-25 per click, while a landscaper in a smaller town might pay £3-5. We've broken down the numbers by trade and region in several of the articles below.
What makes Google Ads particularly effective for trades is intent. Someone searching "boiler repair near me" isn't browsing — they need someone now. That's fundamentally different from a Facebook ad that interrupts someone scrolling through photos of their mate's holiday. With Google Ads, you're catching people at the exact moment they need your service. That's why conversion rates for trade searches tend to be significantly higher than other forms of advertising.
The biggest mistake we see tradespeople make is setting up a campaign without the right foundations. Your landing page matters enormously. If someone clicks your ad and lands on a slow, cluttered website with no phone number visible, you've just paid for a click that went nowhere. Your Google Business Profile matters too — ads and Maps listings work together, and having strong reviews builds the trust that turns a click into a call.
Budget is the question everyone asks first. For most trades in the UK, you can run a meaningful campaign for £300-600 a month. Some trades in competitive areas might need more. The key isn't how much you spend — it's how efficiently you spend it. A well-managed campaign at £400 a month will outperform a poorly managed one at £1,000 a month, every time. We've seen tradespeople get their cost per lead down to £15-20 with proper setup, while others burn through £50+ per lead because nobody's watching the account.
Negative keywords are one of the most important and most overlooked parts of running ads for trades. Without them, you'll pay for clicks from people searching for jobs, DIY tutorials, or services you don't offer. A heating engineer who doesn't add "jobs" as a negative keyword will pay for every recruitment search that triggers their ad. We've written specifically about this because it's where most of the wasted spend happens.
The articles below cover everything from deciding whether ads are right for your business, to setting up your first campaign, to advanced strategies for getting more from what you're already spending. They're written for tradespeople, not marketing professionals — no jargon, just practical advice you can actually use.
One thing worth being upfront about: Google Ads isn't magic. It works brilliantly when done properly, but it requires ongoing attention. Search terms change, competitors adjust their bids, and Google regularly tweaks how ads work. A "set and forget" approach will cost you money. That said, for most trades, a well-run Google Ads campaign is the fastest way to get more calls and enquiries from people who are actively looking for what you do.
Articles in This Guide
Read in any order, or start from the top and work your way through.
Articles for this guide are coming soon.
Frequently Asked Questions
Straight answers — no jargon.
How much should a tradesperson spend on Google Ads per month?
Most trades in the UK get meaningful results from £300-600 per month. The exact budget depends on your trade, location, and how competitive your area is. A plumber in London needs more budget than a landscaper in a smaller town. Start with £300-400, measure your cost per lead for the first month, and scale up if the numbers work.
How quickly will I start getting calls from Google Ads?
You can start getting calls within the first week. Unlike SEO, which takes months, Google Ads delivers traffic almost immediately once your campaign is live. However, the first 2-4 weeks are usually an optimisation period where you're refining keywords, adding negatives, and improving your landing page. Results typically get better month on month as the campaign learns.
Are Google Ads worth it for a one-man band?
Yes, often more so than for larger companies. As a sole trader, you don't need 50 leads a month — you might only need 3-5 good jobs. That means you can run a smaller, more targeted campaign and still see a strong return. The key is making sure your ads only show for the services you actually want and the areas you actually cover.
What's the difference between Google Ads and Google Maps?
Google Maps (your Business Profile) shows your listing in the map pack for local searches — it's free but takes time to build up with reviews and optimisation. Google Ads are the paid results that appear above everything else, including the map pack. They cost money per click but give you instant visibility. The best approach is usually both: ads for immediate leads while you build up your Maps presence over time.
Can I run Google Ads myself or do I need someone to manage them?
You can absolutely set up and run ads yourself — Google makes it easy to get started. The challenge is optimisation. Without regular attention to search terms, negative keywords, bid adjustments, and landing page performance, you'll almost certainly waste money on irrelevant clicks. If you're going to do it yourself, commit to checking your search terms report at least weekly and be prepared to spend time learning. If you'd rather focus on your trade, professional management typically pays for itself through reduced waste.
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