For many tradie businesses, word of mouth has always been the main driver of new work. And while it can be powerful, it also comes with a major limitation, you can’t control when referrals come in.
Transitioning from relying purely on word of mouth to investing in proper marketing is one of the most rewarding shifts you can make. There’s an initial adjustment period, and results take time, but once you’ve built a steady, predictable lead pipeline, the stability it creates for your business (and your life as the owner) is huge.
Below is a clear, practical rundown of the main marketing channels for tradies, how long they take, and the level of investment typically involved.
1. Local SEO: Your New “Word of Mouth” Online
Investment level: Low
Time: 1–6 months
Google reviews and Google Business Profile optimisation are the digital version of word of mouth. Today, customers choose the tradie who looks the most trusted and the most active online.
Local SEO helps you to:
- Grow reviews
- Appear more in “near me” searches.
- Improve trust at first glance
- Strengthen your presence across your service areas
This is one of the most effective low-investment strategies to enhance visibility and inquiries.
2. Google Ads or Meta Ads: The Fastest Way to Bring in New Leads
Investment level: Medium to high
Timeframe: 1–3 months for full optimisation
If you need leads quickly, Google Ads is typically the strongest place to start. When someone searches “plumber near me” or “fencing quote,” they’re ready to book, you simply need to show up in the right place at the right time.
In fact, once optimised, ads can be predictably and scalably producing a steady flow of enquiries week over week.
3. Website SEO: Your Long-Term Lead Engine
Investment Level: Medium to High
Timeline: ~12 months to achieve strong rankings
SEO is the long game, but once it kicks in, it is one of the more lucrative and stable lead sources for Tradie businesses.
To perform proper SEO, you need:
- A website that has a separate page for each core service
- Quality content written around how customers search
- Technical betterment
- Backlink growth
- Ongoing optimisation
SEO builds authority over time and reduces your reliance on ads, creating long-term organic queries.
4. Social Posting: Great for Presence, Not a Major Lead Source
Investment level: Low
Timeframe: Ongoing
Social posting is excellent for credibility and visibility, but it just won’t work on its own for regular new leads for a tradie.
It performs best as a support channel, supplementing other stronger activities such as Google Ads, Local SEO, and organic SEO.
So, what should you do first?
Tradies’ most often-asked question: “Where do I start?
Here is the most straightforward and efficient way:
If you need leads urgently:
→ Get Started w/ Google Ads + Local SEO
If long-term strength is desired:
→ Invest in a proper website + SEO
If you want more trust online:
→ Build Google reviews consistently
The best performing tradie businesses employ a layered approach:
- Local SEO
- Google AdWords
- Website optimisation
- Social – for trust and credibility
This is how businesses move from random referrals to consistent, reliable, quality leads year-round.
Ready to build a predictable lead pipeline?
Whether you’re looking to transition from word of mouth to a solid marketing strategy, we can map out exactly what you need based on your industry, goals, and budget.
Book a free action plan with Kelly & the TCD team, and let’s build a marketing system that supports your business growth-not just when referrals pop up.
