Google Ads for Tradespeople: A Complete Guide for UK Plumbers, Electricians & Builders

Google Ads can feel like a foreign language if you've never done it before. But here's the truth: it's not as complicated as it looks, and it works particularly well for trades. When someone searches "emergency plumber near me" or "electrician in Manchester", they're ready to hire. You just need to be there.

This guide covers what you actually need to know to run Google Ads profitably—without the marketing jargon.

Why Google Ads works for tradespeople

Let's start with why this matters. When a customer's boiler breaks down at 6 p.m., they don't scroll through a directory. They search Google. Same with a sparky who needs rewiring, or a builder for an extension quote. These are high-intent searches—people are actively looking for your service right now.

Unlike social media ads (where you're interrupting someone scrolling), Google Ads puts you in front of people who are already searching for what you do. That's why Google Ads typically delivers better results for trades than other advertising channels.

Realistic budgets for tradespeople

Let's talk money, because it matters.

If you're new to Google Ads, you don't need a massive budget to test whether it works. Here's what we typically see:

Starting point: £20–50 per day

This is roughly £600–1,500 per month. It's enough to get meaningful data about whether your ads work without risking too much if you get it wrong. Most sole traders and small teams start here.

Growing budget: £75–150 per day

Once you've learned what works (which keywords convert, which times of day are busiest), you can scale. At this level, you're generating consistent enquiries and can afford to experiment more.

Mature operation: £200+ per day

This is for established trades with proven processes, a solid team, and the ability to handle more leads than they currently get.

The key point: you control the spend. You set a daily budget, and Google won't charge you more. If you set £30 per day, you spend roughly £30 per day. It's not a blank cheque.

What's a good cost per lead for trades?

This is the question that matters: how much should you pay to get an enquiry?

For UK trades, here's what we see in the real world:

• Plumbing & heating: £15–35 per enquiry
• Electrical: £20–40 per enquiry
• Carpentry & building work: £25–50 per enquiry
• Roofing & guttering: £30–60 per enquiry
• Gardening & landscaping: £10–30 per enquiry

These vary by region (London will be higher) and by how specific your service is. An emergency plumber will typically pay less per lead than a specialist boiler engineer because more people search for that service.

Why does this matter?

If your average job is worth £500, and you convert 30% of enquiries into work, then paying £20 per lead makes sense. You get 3 leads, convert 1 job, and that cost per job is £60—easily worthwhile.

If you're paying £60 per lead on the same conversion rate, you need bigger jobs to make it stack up.

Write down your numbers:

• Average job value
• Percentage of enquiries that become jobs
• Then work backwards to your target cost per lead

If you're not sure about your conversion rate, assume 25–30% to start. It's a reasonable middle ground.

Choosing the right keywords

This is where many people stumble. They bid on keywords that sound right but don't convert.

What works for trades:

• "Plumber near me" / "Plumber in [your town]"
• "Emergency plumber [area]"
• "Boiler repair [area]"
• "Gas safe engineer near me"
• "Electrician [postcode area]"
• "Bathroom fitting [area]"
• "Loft insulation [area]"

What doesn't work:

• Vague keywords like "plumbing tips" or "how much does plumbing cost" (these people aren't ready to hire)
• National keywords if you only work locally (you'll pay more and get irrelevant clicks)
• Service keywords without location (unless you cover a huge area)

The rule: If someone wouldn't realistically call you based on that search, don't bid on it.

Showing your ads only in your local area

You don't want to waste money showing ads to people 50 miles away.

Google Ads lets you set a geographic radius around your location. When setting up your campaign:

1. Choose "Location targeting" 2. Set it to a radius (typically 5–20 miles depending on your service area) 3. Or select specific postcodes or towns you cover

For example, a plumber in Coventry might target Coventry, Solihull, and Kenilworth. A specialist working across the Midlands might use a 30-mile radius.

Important: Make sure your service area matches reality. If you only work within 5 miles because you can't manage longer journeys, don't bid on searches 20 miles away. It wastes money and you can't help the customer anyway.

Setting up your first campaign

You don't need to overthink this. Here's the simple version:

1. Create a Google Ads account (if you don't have one)

2. Set a daily budget

Start with £25–30. You can change this anytime.

3. Choose your keywords

Start with 15–20 core keywords. Stick to location-specific, high-intent searches (the ones we mentioned above). Avoid the temptation to bid on everything.

4. Write your ads

Keep them simple. Include:

• Your location
• Your key service
• A reason to click (emergency service, fully qualified, free quote, etc.)
• A clear call-to-action (Ring now, Get a quote, Call today)

5. Set your geographic area

Target only where you actually work.

6. Set your bid strategy

As a beginner, choose "Maximise clicks" or "Target cost per acquisition" (if Google gives you that option). Don't overthink bidding—Google will help optimise it.

7. Run it for 2–4 weeks before judging results

You need data before you make changes. With a small budget, it might take a few weeks to get meaningful numbers.

Common mistakes to avoid

Bidding too high on broad keywords

If you bid on "plumber" nationwide, you'll blow your budget on irrelevant clicks. Always localise.

Not tracking phone calls

Google Ads can track phone calls from mobile. Set this up. You need to know which ads actually generate business, not just clicks.

Changing things too often

If you switch keywords or rewrite ads weekly, you never get enough data to learn what works.

Not having a clear call-to-action

"Get a quote" or "Ring now" matters. Vague ads don't convert.

Assuming one ad will work forever

Run two or three ad variations. Let Google show you which gets the best results, then focus budget on that one.

What to track

You don't need to be obsessive, but watch these numbers:

• Clicks – How many people clicked your ad
• Cost per click – How much you paid per click (should be £0.50–£3.00 typically)
• Phone calls from ads – Set up call tracking. This is gold.
• Conversion rate – What percentage of enquiries become jobs (review quarterly)

Google Ads shows you most of this automatically. You just need to look.

When to ask for help

If you're getting clicks but no enquiries, something's wrong with your ads or landing page. If you're getting enquiries but they're not the right fit, your keywords need work.

If you're running ads and it's not working after 3–4 weeks, it's worth getting someone to review it. A few hours of expert input often saves thousands in wasted spend. BrightClick helps trades optimise campaigns like this all the time—sometimes it's just a small tweak that makes the difference.

But before you do, run the campaign long enough to have real data.

Your next step

Pick three core keywords you want to rank for. Search them yourself on Google. See what's showing. Then set up a Google Ads account and create a campaign with a £25 daily budget. Don't overthink it—just start.

Run it for three weeks. Track your phone calls. See if it works for your business. That's enough to know whether Google Ads is worth your time and money.

The trades that win at Google Ads aren't the ones with the biggest budgets. They're the ones who start, learn, and improve. You can be one of them.