Google Ads can be a goldmine for trade businesses—or a money pit. The difference comes down to how you set it up.
If you're a plumber, electrician, HVAC contractor, or other service provider looking to generate leads fast, Google Ads is one of the most effective tools available. But you need to do it right. Here's your step-by-step guide.
Step 1: Define Your Goals
What do you want from Google Ads? More phone calls? More form submissions? More emergency service requests? Be specific. Your goal determines how you structure your campaign.
Step 2: Choose the Right Keywords
This is the most important step. You want keywords that show high intent—people ready to hire, not just browsing.
Good Keywords:
- "Emergency plumber near me"
- "HVAC repair [city name]"
- "Licensed electrician for panel upgrade"
Bad Keywords:
- "How to fix a sink" (DIY intent, not hiring intent)
- "Plumber" (too broad, expensive, low intent)
Use Google's Keyword Planner to find keywords with high search volume and commercial intent.
Step 3: Set Your Budget
Start with a realistic budget. For trade businesses, expect to pay $10-$50 per click depending on your market and competition. A good starting budget is $1,000-$2,000/month.
Step 4: Create Compelling Ad Copy
Your ad needs to stand out. Include:
- Your unique selling point: "24/7 Emergency Service" or "Licensed & Insured"
- A clear call-to-action: "Call Now" or "Get a Free Quote"
- Local relevance: Mention your city or service area
- Trust signals: "5-Star Rated" or "Family Owned Since 1995"
Step 5: Build a High-Converting Landing Page
Don't send people to your homepage. Create a dedicated landing page that matches your ad. It should have:
- A clear headline that matches the ad
- Your phone number prominently displayed
- A simple contact form
- Customer reviews or testimonials
- Photos of your work or team
- Trust badges (licensed, insured, certified)
Step 6: Set Up Conversion Tracking
You need to know which ads are bringing in leads. Set up call tracking and form tracking so you can measure your ROI.
Step 7: Use Location Targeting
Only show your ads in the areas you serve. No point paying for clicks from people 50 miles away if you don't service that area.
Step 8: Add Negative Keywords
Negative keywords prevent your ads from showing for irrelevant searches. Examples:
- "DIY"
- "How to"
- "Jobs" (unless you're hiring)
- "Free" (unless you offer free services)
Step 9: Use Ad Extensions
Ad extensions make your ad bigger and more clickable. Use:
- Call extensions: Add your phone number
- Location extensions: Show your address
- Sitelink extensions: Link to specific services
- Review extensions: Showcase your ratings
Step 10: Monitor and Optimize
Google Ads isn't set-it-and-forget-it. Check your campaigns weekly. Look at:
- Which keywords are converting
- Which ads are getting clicks
- Your cost per lead
- Your conversion rate
Pause underperforming keywords and double down on what's working.
Common Mistakes to Avoid
- Targeting too broad of keywords
- Not using negative keywords
- Sending traffic to your homepage instead of a landing page
- Not tracking conversions
- Setting your budget too low to be competitive
Let Us Set Up Your Campaign the Right Way
Google Ads can be complex, and mistakes are expensive. If you want a professionally managed campaign that generates leads from day one, we can help.
Our Google Ads Campaign Setup for Trade Businesses includes everything: keyword research, ad creation, landing page optimization, conversion tracking, and ongoing management.
Not sure if Google Ads is right for you? Start with our Site and SEO Audit to see if your website is ready to convert paid traffic into customers.