Google Ads for tradies: how to get jobs, not just clicks
A practical Google Ads guide for Australian tradies: targeting, call ads, schedules, negative keywords and tracking.
Structure that works for trades
Split campaigns by job type and urgency. Emergency campaigns (burst pipes, lockouts, power outages) need bigger bids and late-night schedules. Planned work (renovations, installations) can run during business hours.
Location targeting
Draw your service area tightly. Driving an hour for a small job isn’t a win. Exclude suburbs you don’t want.
Schedule around your phone
If nobody answers after 7pm, don’t run ads after 7pm, unless you have an answering service.
Negative keywords every tradie needs
Start with: jobs, apprentice, salary, course, DIY, how to, free, cheap, YouTube, Bunnings. Add more from your search terms report every week.
Call-focused ads
Use call assets so people can ring straight from the ad. Track call duration so you know which calls were real enquiries.
Landing pages
Send each campaign to a page about that job, with your licence, reviews, service area and a big call button.
Watch these numbers
Cost per call, cost per booked job and the share of calls that turned into work.
Frequently asked questions
How much should a tradie spend on Google Ads?
Start with a budget you can sustain for a couple of months, then adjust based on cost per booked job.
Do Google Ads work for plumbers and electricians?
Yes, especially for urgent and high-value jobs with tight local targeting.
Should tradies use Local Services Ads?
If your category is eligible in your area, they’re worth testing alongside search ads.
