Let’s be honest: you’ve probably been burned before. You pick up the phone, a smooth talker promises you the world, takes your money, and three months later you’re left with a lighter wallet and zero new jobs to show for it. It’s the classic story for tradesmen across Australia. You know you need to be on Google, but finding a partner who doesn’t treat you like a cash cow is tougher than finding a decent apprentice on a Friday arvo.
The truth is, Google Ads (paid search) is the single most powerful tool to get your phone ringing today. But buying these services is a skill in itself. Here is exactly how to hire a Google Ads expert who actually speaks your language and delivers real work, not just “clicks.”
1. Demand Total Transparency (No “Black Box” Billing)
The biggest red flag in this industry is the “proprietary technology” excuse. If an agency tells you they can’t show you the actual Google Ads account because it’s “their IP,” run.
- You must own the account. The data, the keywords, and the history belong to your business, not the agency.
- Ask for direct billing. You should pay Google directly for the ad spend. The agency should only invoice you for their management fee.
- Why this matters: If you pay a lump sum of $2,000 and the agency doesn’t tell you how much went to Google vs. their pocket, they are incentivized to spend less on your ads to keep more profit.
2. Look for “Tradie” Experience, Not Just “Marketing” Experience
Selling soy candles is different from selling emergency plumbing. You need a partner who understands the difference between a “tyre kicker” and a desperate homeowner with a burst pipe at 2 AM.
- Ask for specific examples. “Show me a campaign you ran for a sparky or a chippy.”
- Check their negative keywords. A pro knows to block keywords like “cheap,” “DIY,” or “apprentice jobs” so you don’t pay for useless clicks.
- Local knowledge is king. They need to know that a lead in Frankston might be different from a lead in Toorak.
3. Ignore “Clicks”, Focus on “Cash”
A lot of agencies will dazzle you with a monthly report showing 500 clicks. That looks great on paper, but you can’t pay your suppliers with clicks. You need conversions.
- The only metric that matters: Cost Per Lead (CPL). How much did you spend to get one phone call or one quote request?
- Call Tracking. Make sure they set up call tracking. If they aren’t recording how many calls came specifically from the ads, they are guessing.
- ROI targets. A good agency aims for a 300% to 500% return on investment. If you put in $1, you should aim to get $3 to $5 back in gross profit.
4. The “No Lock-In Contract” Test
If an agency is confident in their work, they don’t need to handcuff you with a 12-month contract.
- Performance keeps you staying, not paper. A rolling monthly agreement puts the pressure on them to perform every single month.
- The setup phase. It’s normal to pay a setup fee upfront, but the management should be earned month-to-month.
5. Communication: The “No BS” Policy
You’re on the tools all day. You don’t have time for hour-long Zoom meetings about “brand synergy.” You need a text or a quick call.
- Plain English reports. If the report looks like a NASA spreadsheet, it’s designed to confuse you. You need a simple summary: “Spent $500, got 10 leads, cost per lead $50.”
- Responsiveness. Test them before you buy. Send an email or leave a voicemail. If they take 3 days to get back to you when they are trying to sell to you, imagine how slow they’ll be once they have your money.
The Checklist: What to Ask Before You Sign
Print this out and keep it next to the phone when you’re vetting an agency:
- [ ] Will I have administrative access to the Google Ads account?
- [ ] Do I pay Google directly for the ad clicks?
- [ ] Can you track phone calls and form submissions separately?
- [ ] Do you have experience specifically with Australian trades?
- [ ] Is there a lock-in contract?
Ready for a “No Fuss” Partner?
You are busy running a business; you don’t need to become a marketing expert. You just need a team that gets it sorted.
At Tradies & Creatives Digital, we specialize in one thing: getting tradies more work without the waffle. We know the Mornington Peninsula and Melbourne markets inside out.
- No lock-in contracts.
- Total transparency (you own your data).
- Real results (we target a massive ROI).
Stop guessing and start growing. Get a strategy that’s as reliable as your best ute.
Reach out, and we’ll guide you through the process, from strategy to creative, with Google Ads Management.
