Google Ads
Pay-per-click ads that put you at the top of Google when someone searches for your trade. Can generate leads fast, but burns money just as fast if set up poorly. Not a set-and-forget tool.
Starting from
Quote
Free trial
No
Free plan
Yes
“Can deliver leads within days of launching, which no other channel matches. But it's easy to burn money fast with bad targeting, get professional help or budget for a learning period.”
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Overview
Google Ads is Google's paid advertising platform. For trade businesses, it works simply: you bid on search terms like "emergency plumber Brisbane" or "electrician near me," and your business appears at the top of Google search results. You pay only when someone clicks your ad. When set up correctly, it's the fastest, most predictable way to generate leads for a trade business.
How it works for tradies: Someone in your service area searches for your trade on Google. Your ad appears at the top, above the organic results and sometimes above the map pack. They tap to call or visit your website. You pay $5–$50 per click depending on your trade and location. If your close rate is decent, the maths works: spend $500, get 10 qualified leads, close 5 jobs worth $2,000 each. That's a 20x return.
Local Services Ads (LSAs): Google also offers Local Services Ads: a separate ad format that appears above regular search ads and shows your Google reviews. LSAs operate on a per-lead basis (you pay per phone call or message) rather than per click. These are particularly effective for trades because they include a "Google Guaranteed" badge. Not available for all trades in all areas yet.
The reality check: Google Ads can burn money fast if set up poorly. The most common mistakes: - Targeting too broad an area (you're paying for clicks from customers you can't serve) - Not using negative keywords (paying for "DIY" or "salary" searches) - Sending traffic to a homepage instead of a dedicated landing page - Not tracking which clicks actually become phone calls and jobs - Setting and forgetting, campaigns need ongoing optimisation
What to budget: Most trade businesses start seeing results at $500–$1,500/month ad spend. Below $500/month, you often don't get enough data to optimise. The cost per lead varies dramatically by trade and location, emergency services in metro areas are the most expensive.
This is not a set-and-forget tool. Done well, it's the most reliable lead generation channel available. Done poorly, it's a money pit.
Pros & Cons
What we like
- ✓Immediate results. You can have leads calling within 24 hours of launch
- ✓Hyper-local targeting means you only pay for clicks in your actual service area
- ✓Local Services Ads (pay-per-lead) remove the risk of paying for clicks that don't convert
- ✓Completely scalable, spend more when you need work, pause when you're booked out
- ✓Best intent-based advertising available, these are people actively searching for your trade right now
Watch out for
- ✕Easy to waste money with poor setup, wrong keywords, broad targeting, no landing page
- ✕Competitive trades in metro areas can cost $30–$50+ per click
- ✕Requires ongoing management and optimisation, not a set-and-forget platform
- ✕Learning curve is steep for self-management, most tradies benefit from professional help
- ✕Click fraud exists, competitors and bots can eat into your budget (Google has protections, but they're imperfect)
Best for
Trade businesses that need leads now and have the budget ($500+/month) to invest. Particularly effective for emergency trades (plumbing, electrical, locksmith) and high-value trades (building, solar, HVAC).
Not ideal for
Businesses with no budget for ongoing ad spend, or trades with very low job values where the cost per lead doesn't make mathematical sense. Also not ideal if you don't have a decent website or landing page to send traffic to.
Key Features
Top Integrations
Frequently Asked Questions
Pricing
No platform fee; ad spend varies
Google Ads has no subscription fee. You set a daily budget and pay per click ($5–$50+ depending on trade and location). Most tradies spend $500–$1,500/month on ad budget. Professional management by an agency or consultant is typically an additional $500–$1,500/month.
Technical
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We build websites for trade and service businesses. Fixed price, no lock-in.
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