You’re excellent at what you do. You can frame a house, rewire a switchboard, or fix a burst pipe with your eyes closed. But when it comes to Google Ads, you probably feel like you’re throwing cash into a black hole.
You’ve heard the horror stories: mates dropping $500 a week for clicks that go nowhere, or agencies promising the world and delivering zero jobs. It’s frustrating. It feels like gambling. But here is the truth: when set up correctly, paid search isn’t a gamble, it is the most reliable tap you can turn on for your business.
If you are ready to stop “donating” money to Google and start getting real booked jobs, you are in the right place. This isn’t marketing fluff. This is your blueprint.
The “Traffic Trap” (Read This First)
Most tradies think the first step is to buy clicks. It isn’t. If you send paid traffic to a website that doesn’t convert, you are just burning money faster. Before you spend a single dollar on Google Ads, you need to look at your digital “shop front.”
- Is your site mobile-friendly? 70% of your customers are searching on their phones while dealing with an emergency.
- Is your phone number huge? Don’t make them hunt for it.
- Do you have “Trust Signals”? Show your licences, your ABN, and your face. Real photos beat stock photos every time.
The Rule: Fix your landing page first. An ugly page with a clear phone number works better than a pretty page that confuses people.
Step 1: Nailing Your “Money Keywords”
You don’t want more traffic. You want the right traffic. In the world of paid search (PPC), intent is everything. You need to bid on keywords that scream “I need help right now,” not “I’m researching how to do this myself.”
Target High-Intent Keywords:
- Emergency: “Emergency plumber Parramatta” (These people have credit cards in hand).
- Service + Location: “Hot water system repair Brisbane Northside.”
- Specific Problem: “Leaking roof repairs Melbourne.”
Avoid “Tyre Kicker” Keywords:
- “How to fix a tap” (They are doing it themselves).
- “Plumber salary” (They are looking for a job).
- “Cheap electrician” (These leads often hassle you over price).
Step 2: The Secret Weapon: Negative Keywords
This is where 90% of DIY campaigns fail. Google wants to show your ad to everyone. You need to tell Google who to ignore. “Negative Keywords” act as a filter. If someone uses these words in their search, your ad won’t show, and you won’t pay.
Add these to your negative list immediately:
- DIY terms: “How to,” “DIY,” “Guide,” “Tutorial.”
- Price shoppers: “Cheap,” “Cheapest,” “Free,” “Discount.”
- Employment: “Job,” “Salary,” “Apprenticeship,” “Training.”
- Competitors: Names of big competitors (unless you have a specific strategy to target them).
By blocking these, your budget only goes toward people who are actually looking to hire a professional.
Step 3: Local Means Local
Google Ads allows you to target by radius or suburb. Use it. There is no point paying for a lead in Penrith if you are based in Bondi. The travel time alone will kill your profit margin.
- Start small: Target a 5-10km radius around your base.
- Expand slowly: Only widen the net once you are dominating your local patch.
- Exclude areas: Explicitly exclude suburbs you hate travelling to.
Pro Tip: Use suburb names in your ad copy. “Electrician in Cronulla” gets clicked much more often by a Cronulla local than a generic “Sydney Electrician” ad.
Step 4: Write Ads That Get The Phone Ringing
Your ad has a split second to convince someone to click. Don’t be boring. “John’s Plumbing. We do plumbing.” is a waste of space.
The 3-Part Formula for Tradie Ads:
- Headline: Match their problem. (e.g., “Blocked Drain? We Clear It Today”).
- Offer/Benefit: Why you? (e.g., “$0 Call Out Fee,” “Arrive on Time or It’s Free,” “24/7 Emergency Response”).
- Call to Action: Tell them what to do. (e.g., “Call Now for a Free Quote”).
Trust is currency. Mentioning you are “Local,” “Family-Owned,” or “Licensed” builds instant credibility.
Step 5: Tracking: If You Can’t Measure It, Don’t Buy It
This is non-negotiable. You must know exactly which keywords are generating jobs. Not just clicks, jobs. You need to set up Conversion Tracking for:
- Phone Calls: Use a call tracking number so you know an ad click led to the ring.
- Form Submissions: Track when someone hits “Submit” on your quote form.
Without this, you are flying blind. You might turn off a keyword that looks expensive but is actually bringing in your best jobs.
Step 6: Budgeting for the Aussie Market
“How much should I spend?” It depends on your trade and your city.
- Emergency trades (Plumbing, Electrical, Locksmiths): clicks are expensive ($15–$40+), but jobs are high value.
- General maintenance: clicks are cheaper, but volume is lower.
Start conservative. Put aside $500–$1,000 for your first month. Treat it as a data-gathering expense. You will learn what works and what doesn’t. Once you see a return say, you spend $100 to make $1,000, then you can scale up confidently.
Summary: The “Done-For-You” Reality
Can you do this yourself? Absolutely.
- You can learn keyword research.
- You can write the ads.
- You can monitor the negative keywords weekly.
- You can set up the tag manager and conversion tracking.
But the real question is: Should you?
You are a tradesman. You make money when you are on the tools or managing your team. Every hour you spend fighting with Google’s complicated interface is an hour you aren’t billing. Paid search changes fast. Google updates its algorithm constantly. What worked six months ago might waste your budget today. Sometimes, the smartest business move is knowing when to bring in a specialist.
Ready to Turn on the Tap?
You don’t have to guess anymore. You don’t have to stress about empty schedules or wasted ad spend. At Tradies Creatives Digital, we specialise in one thing: getting service businesses more work. We know the Aussie market. We know what tradies need. We build campaigns that don’t just get clicks, they get contracts. Stop letting your competitors steal the jobs in your suburb.
Let’s build a campaign that pays for itself.
👉 Get your free Google Ads strategy session and start winning jobs on Google today.
