For trades and construction businesses, Pay-Per-Click (PPC) advertising is a game-changing tool that delivers immediate visibility to local customers searching for your services. With PPC, you can target the right audience at the exact moment they need your expertise, whether it’s for an emergency plumbing call-out, a landscaping project, or a new build.
PPC advertising has proven its effectiveness, with 75% of users clicking on ads for services they are actively searching for. This makes PPC an invaluable strategy for trade professionals looking to maximise their marketing spend and drive high-quality traffic to their websites or booking platforms.
In this guide, we’ll explore how tradespeople can harness the power of PPC, from selecting the right platforms to setting up targeted campaigns and crafting strategies tailored to your specific services. No matter your trade, PPC advertising can help grow your business and connect you with the customers who matter most.
PPC Platforms
Choosing the right platform for your PPC campaigns is essential to reaching the right audience and maximising your return on investment. Here’s an overview of the most effective PPC platforms for trades and construction businesses:
Google Ads
Google Ads is the go-to platform for tradespeople looking to capture high-intent customers. Its search ad feature allows you to target people actively searching for services like “emergency plumber near me” or “local builders for extensions.”
Why It Works: Google Ads connects you directly with potential clients who need your services, often when they’re ready to book, with 63% of people clicking on a Google Ad.
Highlight: Use Local Service Ads, a type of Google Ad tailored for trade businesses. These ads appear at the top of local search results and include badges for verified businesses, helping build trust and increase click-through rates.
Facebook Ads
Facebook Ads are ideal for reaching a broader audience, particularly for trades offering seasonal or visually appealing services. The platform’s advanced targeting options allow you to focus on specific demographics, such as homeowners or property managers.
Why It Works: Facebook Ads, including carousel ads, are highly effective, generating the highest return on investment among all other social media platforms. This allows you to showcase multiple services or projects in one ad.
Highlight: Facebook Ads excel in raising brand awareness and generating interest from audiences who may not be actively searching but are likely to need your services soon.
Microsoft Ads
Often overlooked, Microsoft Ads (formerly Bing Ads) can be a hidden gem for trade businesses. With lower competition and a slightly older user demographic, this platform is particularly useful for targeting affluent homeowners or businesses.
Why It Works: Microsoft Ads typically has lower cost-per-click rates than Google Ads, offering a more budget-friendly option while still delivering high-quality leads, while still generating 12.23 billion in revenue in 2023.
Highlight: It’s a great supplement to Google Ads for businesses aiming to diversify their paid advertising efforts.
Local Service Ads
Local Service Ads (LSAs) are specifically designed for service-based businesses like plumbers, builders, and landscapers. These ads prominently feature verified businesses in local search results, complete with customer reviews and direct call options.
Why It Works: LSAs are trusted by customers because only businesses that pass verification are eligible. This format prioritises transparency, making it more likely for customers to click and book.
Highlight: The pay-per-lead model ensures you only pay when a potential client directly contacts you, offering excellent value for trade businesses.
Setting Up Targeted Campaigns
Creating focused PPC campaigns is essential for reaching the right audience effectively and maximising your advertising spend. Here’s how to set up campaigns that deliver measurable results for your trades business:
Choosing Keywords
Choosing the right keywords is the foundation of any successful PPC campaign. Focus on keywords with commercial intent—those used by customers actively looking for services.
For example:
Plumbers: “emergency plumbing services” or “boiler repair near me.”
Builders: “home extension builders” or “commercial renovation contractors.”
Landscapers: “ garden maintenance” or “landscaping services near me.”
Demographics
Understanding your audience is crucial for targeting your ads effectively. Platforms like Google Ads and Facebook Ads allow you to refine your targeting based on specific demographics, such as age, income level, and homeowner status.
For example, a builder could target homeowners aged 35-55 with an interest in home improvement, while a plumber might target renters for emergency services.
Geotargeting
Geotargeting is a form of advertising that allows you to create ads based on your consumers’ geographic location. For tradespeople, most clients come from local areas, making geotargeting a great lead. Platforms like Google Ads and Facebook Ads allow you to limit your ads to specific postcodes, cities, or neighbourhoods.
For example, a landscaper might target affluent neighbourhoods or areas with large gardens during peak seasons like spring and autumn.
Budgeting and Bidding
Setting a realistic budget ensures your ads reach enough people without overspending. Use cost-per-click (CPC) bidding strategies to maximise your ROI.
How It Works:
Start with a modest daily budget (e.g., £10-20) and monitor performance.
Adjust bids based on the competitiveness of your keywords. Higher bids for more competitive terms like “emergency plumber near me” can ensure your ad ranks higher.
Ad Extensions
Enhance your ads with extensions to improve visibility and encourage clicks:
Add click-to-call buttons for mobile users needing immediate assistance.
Include site links to other pages, like testimonials or services.
By choosing the right keywords, targeting your audience carefully, and optimising your budget and bids, you can create PPC campaigns that efficiently drive leads and grow your business.
Measuring and Improving Your PPC Campaigns
Once your campaign is up and running, you’ll need to track and optimise. By monitoring performance and making data-driven adjustments, you can improve results over time and maximise the value of your advertising budget.
Things to Monitor
Click-Through Rate (CTR): This measures how many people clicked on your ad after seeing it. A high CTR indicates that your ad copy and targeting are resonating with your audience. You should be aiming for 2-5% as a benchmark for effective ads.
Conversion Rate: This tracks how many clicks result in actions, such as leads or bookings. Conversion rates show the effectiveness of your landing page and ad alignment. A well-optimised landing page with clear CTAs can significantly boost your conversion rates.
Cost per Conversion: This measures how much you’re spending to get each new lead or customer. A low cost per conversion indicates your campaign is cost-effective.
Optimisation Strategies
Making continuous improvements based on performance data is essential to staying competitive. Here’s how to optimise your campaigns:
A/B Testing: Experiment with different versions of your ad copy, visuals, and CTAs to determine what works best with your audience. For example, test different headlines like “24/7 Emergency Plumbing” vs. “Fast & Reliable Plumbing Services.”
Adjusting Keywords: Use performance data to refine your keyword list, focusing on terms that drive the most conversions. Remove underperforming keywords and invest more in high-performing ones.
Review Quality Score: For Google Ads, a high Quality Score reduces costs and improves ad rankings. Focus on improving your ad relevance, click-through rates, and landing pages to boost your score.
Revisit Targeting: Regularly assess your audience targeting settings, such as demographics, location, and device preferences, to ensure you’re reaching the most relevant customers.
Reporting and Tweaking
Set aside time to review your campaign performance weekly or monthly. Use these insights to make small adjustments, ensuring your campaigns stay aligned with your goals and deliver consistent results.
By monitoring key metrics, using analytical tools, and making strategic tweaks, you can optimise your PPC campaigns to drive more leads and bookings, ultimately growing your business efficiently.
Harness the Power of PPC Advertising for Your Trade Business
PPC advertising offers an invaluable opportunity for trade professionals to drive targeted traffic, increase visibility, and generate leads. By selecting the right platform, setting up targeted campaigns, and tracking key metrics, you can create highly effective ads that connect with your ideal customers when they need your services the most.
If you’re ready to take your online presence to the next level, explore more strategies with our series tailored specifically for tradies. Packed with practical advice to builders, plumbers, landscapers, and more, our series helps you optimise every aspect of your digital marketing. Subscribe now to receive expert tips, actionable insights, and the latest updates straight to your inbox.