Google Ads for plumbers and trades
When a pipe bursts, nobody scrolls to page two. I spent two years at Yell running Google and Microsoft Ads for local service businesses, and I build trade campaigns that make your phone ring with paying jobs, not job seekers or DIY questions.
Trades I work with
- Plumbers and emergency plumbing
- Boiler repair and heating engineers
- Drainage
- Bathroom fitters
- Electricians
- Roofers and builders
How I run trade campaigns
- Emergency and planned work separated. "Burst pipe" searchers need a call button now. "Bathroom installation" searchers want to compare quotes. They need different ads, bids and budgets.
- Calls first. Call assets, click-to-call landing pages and ads scheduled around when you can answer, including evenings and weekends if you offer them.
- A radius you can actually cover. Targeting set to people physically in your area, adjusted by postcode, because a plumber in Romford doesn't want call-outs from Canary Wharf at rush hour.
- Ruthless negatives. Job seekers ("plumber jobs", "apprenticeship", "salary"), DIY ("how to fix", "YouTube") and trade suppliers all get excluded.
- Google Local Services Ads, where available for your trade, alongside search campaigns. You pay per lead and get Google's screened badge.
- Call tracking, so you know which ads produced which calls, and which calls became jobs.
Your Google Business Profile matters too
For local trades, ads and your Google Business Profile work together. Reviews, photos and accurate service areas improve both your Map listing and your ad performance. I'll flag quick wins on your profile as part of the audit.
Experience
At Yell I managed Google Ads and Microsoft Ads for a large portfolio of small and medium businesses, with budgets from £1,000 to £50,000 a month. In one account I increased customer enquiries by 53% within six weeks of taking it over.
Common questions
How much should a plumber spend on Google Ads?
Trade clicks are cheaper than many sectors, often £1.50 to £3. A starting budget of £750 to £1,500 a month is usually enough to generate steady calls in a local area.
Can I only show ads when I'm available?
Yes. Ads can be scheduled by day and hour, and paused for holidays or when you're fully booked. Many clients run emergency ads 24/7 and planned-work ads in office hours.
Should I use Google Local Services Ads or normal Google Ads?
Often both. Local Services Ads charge per lead and appear at the very top, while search ads give more control over which jobs you target. I'll recommend the mix after the audit.
Is there a contract or minimum term?
No lock-in. Management runs month to month and you can cancel with 14 days' notice, with no exit fees. Setup and build fees are paid up front because that work happens at the start.
Find out where your ad spend is leaking
Get a free, no-obligation audit of your Google, Microsoft or Meta Ads. You'll get a written report and a call to walk through it. Use it with me or without me.