Google Ads Guide for Local Trade Businesses (2026)
Campaign structure, keywords that convert, ad copy templates, budgets, and ROI tracking tailored to UK plumbers, electricians, cleaners, and HVAC companies.
Google Ads is still the fastest way to overflow your diary—if you treat it like a system. Most UK trades bleed £1,500/month because they spray “plumber near me” into broad match, send traffic to a generic homepage, and never track which clicks bought anything. This playbook fixes that.
Why Google Ads still works for trades
| Channel | Cost per lead | Conversion rate | Speed |
|---|---|---|---|
| Google Ads (search) | £50–90 (high intent) | 25–35% | Live within 48h |
| Meta / TikTok | £80–150 | 10–15% | Requires creative + warming period |
| Directories (Checkatrade, Rated People) | £25–60/lead | 15–20% | Shared leads → slow follow-up |
Searchers typing “emergency plumber bromley” are frantic. You pay for intent, not eyeballs. The rest of this guide shows how to structure campaigns so every pound is traceable inside Toolfy.
Account + campaign structure
Keep it simple so optimisation is obvious.
- Campaigns by service + geo. Example: “Plumbing – Emergency – South London”, “Boiler Service – Manchester”. Separate search from Local Services Ads or Performance Max.
- 2–4 tightly themed ad groups. e.g., “emergency plumber”, “burst pipe repair”, “leak detection”. No dumping 200 keywords in one group.
- 3–5 ads per group. Responsive search ads only, but pin key messaging (CTA, service) to keep control.
- Shared negative lists. Block DIY, “jobs”, “training”, supplier keywords account-wide.
Budget, bidding, and ROI math
Work backwards from revenue targets.
Example: £10k new revenue/month target
- Average job value £600 → need ~17 jobs.
- Close rate from qualified leads = 35% → need 49 leads.
- Expected cost/lead from table below ≈ £70 → budget £3,430.
- ROI = £10k revenue / £3.4k spend = 2.9x. Adjust bid target until ≥3x.
| Keyword | Avg. CPC | Landing conversion | Cost per lead |
|---|---|---|---|
| "emergency plumber london" | £28 | 30% conv. | £94 |
| "boiler service near me" | £12 | 20% conv. | £60 |
| "commercial cleaner manchester" | £9 | 18% conv. | £50 |
| "electrician same day" | £16 | 25% conv. | £64 |
Start with Max Clicks + bid cap for 2 weeks to gather data. Switch to Max Conversions with target CPA once you have 30+ conversions. Always cap budgets per campaign so one service can’t drain the whole account overnight.
Keyword & match-type strategy
Split keywords into buckets and apply negative keywords aggressively.
High intent (ready to book)
Examples: "emergency plumber wandsworth", "boiler repair near me", "pat testing glasgow"
Match
Exact + phrase
Research / comparison
Examples: best heat pump installer, plumber reviews bristol
Match
Phrase + broad match modifier with -keywords for DIY
Brand protection
Examples: your brand + reviews, your brand + prices
Match
Exact
Competitor conquesting
Examples: competitor name alternative, competitor name complaints
Match
Exact + phrase with tight bids
Use phrase/exact for high intent, broad match only when paired with strong negatives + Smart Bidding. Refresh negatives weekly using Toolfy call outcomes (“no heat pump”, “DIY”, “jobs”).
Ad copy + extensions that win clicks
Pin the core value props and let RSA fill the rest. Use every extension available (sitelinks, callouts, structured snippets: “Boiler Installs · Repairs · Service Plans”).
Responsive search ad template
Headline 1: {Service} in {City}
Headline 2: {Availability or USP}
Headline 3: Licensed & Insured Engineers
Description 1: Fixed-price {service}. Response within {time}. Book online or call {number}.
Description 2: Rated {rating}★ by {count}+ locals. Free quotes. Finance & maintenance plans available.Always include price/offer in one headline to prequalify and a location cue (“Serving SW4 within 60 minutes”).
Landing pages + conversion tracking
Sending ads to a generic homepage kills conversion rate. Build one-page funnels.
- • Dedicated page per service + city (no sending to generic homepage).
- • Phone number + click-to-call button fixed at top for mobile.
- • Short form (name, phone, postcode, job details) with auto-response.
- • Trust elements: accreditations, financing options, before/after photos, review carousel.
- • Pricing cues (from £X, deposit required) so tyre-kickers self-select out.
- • Conversion tracking events on calls, forms, and WhatsApp/chat clicks.
Track: click-to-call, form submission, WhatsApp/chat clicks, and quote downloads. Pipe the lead + source into Toolfy so sales knows which script to run.
Automation, scripts, and guardrails
Automation keeps performance stable while you’re on-site.
- • Import offline conversions from Toolfy jobs so Smart Bidding optimises for closed revenue, not just leads.
- • Use rules to pause keywords with CPA > target for 14 days.
- • Schedule scripts to boost bids +15% when lead volume dips below SLA.
- • Sync negative keyword lists from Toolfy call outcomes (e.g., DIY / parts requests).
- • Route every lead into Toolfy with UTM source + campaign tags for ROI reporting.
Review campaigns every Monday: search terms, auction insights, lead volume vs SLA. If CPA drifts 20% above target for two weeks, pause the ad group and investigate landing page or sales follow-up.
Common mistakes that waste budget
Fixing any one of these usually drops cost-per-lead by 20–30% overnight.
Turn ad clicks into booked jobs inside Toolfy
- •Track every lead source and know which keywords pay for themselves
- •Instantly convert Google Ads leads into quotes, tasks, and reminders
- •Auto-send follow-ups so enquiries become revenue within 48 hours
Related Articles
Local SEO for Trade Businesses 2026
Google Business Profile optimization, citations, review velocity, and content strategies that keep your trade business in the local top 3.
Field Service Marketing That Works in 2026
11 marketing systems tested by real HVAC, plumbing, and cleaning companies. Google Business Profile, referrals, paid ads, and follow-up workflows that book jobs.
How to Get Your First 10 Customers
Twelve tactics to land the first 10 paying customers in 30 days.