While it’s not mandatory, having a dedicated landing page can significantly improve your PPC campaign’s success. A landing page is a specific webpage designed to match the ad your customer clicked on.

For trademen, a good landing page includes:

• A clear headline that matches the ad’s message.
• A brief description of your services and benefits.
• Strong calls-to-action (e.g., “Call Now” or “Request a Quote”).
• Contact details and a simple enquiry form.

A tailored landing page improves your conversion rate by giving customers exactly what they’re looking for, reducing the chances of them leaving without taking action.

Absolutely. Pay-Per-Click (PPC) campaigns can be a game-changer for smaller trade outfits looking to compete in their local market. One of the biggest myths is that PPC is only for large companies with massive budgets. In reality, PPC platforms like Google Ads let you set daily or monthly spending caps, so you remain in full control of how much you invest. This flexibility means you can run a campaign at a level that’s comfortable for your business—no need to break the bank.

Because PPC targets people actively searching for specific services (like “emergency plumber near me”), you’re more likely to attract high-intent customers who are ready to hire someone. Plus, you can also set location filters so you’re not wasting money on clicks from the other side of the country. If planned right, a small but focused PPC campaign can generate a steady stream of leads without requiring a monstrous marketing budget.

Seasonality can play a huge role in how tradesmen manage their PPC. For instance, a heating engineer sees higher demand in colder months when boilers are packing in, whereas a landscaper might see a surge in spring or summer. These seasonal spikes can affect both your ad spend and the competition: many tradesmen ramp up their advertising at peak times, potentially driving up the cost per click (CPC). Conversely, in quieter months, you might reduce your budget or switch ad focus to services people need off-season—like pre-winter boiler checks or early spring garden prep.

To handle seasonality effectively, analyse past data (if you have it) or industry norms to predict when demand will soar. Adjust your bids, budgets, and ad copy to reflect what customers need most at that time of year. By aligning your PPC strategy with seasonal trends, you avoid throwing money at ads when demand is low, yet stay front and centre when homeowners are desperate for your trade services.

Negative keywords are terms you exclude from your PPC campaigns so your ads don’t appear for irrelevant or unwanted searches. For instance, if you’re a plumber who doesn’t handle commercial projects, you might add “commercial plumbing” as a negative keyword to avoid paying for clicks from large businesses seeking industrial-scale work. Likewise, if you only do high-end kitchen fitting, you might block terms like “DIY” or “cheap” so you’re not attracting budget-focused do-it-yourselfers who’ll never hire you.

Negative keywords are crucial because they help you stay laser-focused on leads likely to convert, rather than spending money on tyre-kickers or irrelevant traffic. Not only does this save you cash, but it can also boost your overall campaign performance by improving click-through rates and conversions. Essentially, negative keywords help filter out the noise and keep your PPC budget working hard in the right direction—towards real customers who genuinely need your trade services.

Setting up a basic PPC campaign can be done in a matter of hours, particularly if you have some experience or a clear plan. However, the real work often lies in ongoing management. Initially, you’ll need to create an account (e.g., Google Ads), research keywords, write ad copy, set up location targeting, and define a budget. That’s the easy part.

Once the campaign is live, you can’t just leave it to run on autopilot. You’ll need to regularly check performance metrics—like click-through rate (CTR), cost per click (CPC), and conversion rates—to see if you’re hitting the mark. You may need to tweak bids, pause underperforming keywords, and add new ones based on what’s working. If you notice you’re attracting the wrong audience, you might adjust your ads or add negative keywords. In short, while initial setup might be quick, maintaining a healthy, effective PPC campaign is an ongoing commitment that could require a few hours of attention each week.

PPC isn’t limited to just the simple text ads you see in Google search results—though those are very common. There are actually several ad formats to consider, each with its own advantages. Search ads are the text-based ones triggered by specific keywords (like “electrician near me”). Display ads appear on relevant websites in Google’s vast network, often as banner images or side-box placements. These can help increase brand awareness but may drive fewer direct conversions if you’re offering an urgent service.

You can also run shopping ads if you sell physical products, though that’s less common for service-based trades. Video ads on YouTube can be effective if you want to showcase your handiwork—like a kitchen renovation or garden transformation. Finally, social media platforms like Facebook and Instagram offer PPC ads that target users based on interests, demographics, and location. The type of ad you choose depends on your goals: brand awareness, immediate leads, or showcasing your portfolio.

Absolutely—it’s one of the best ways to focus on customers in a specific region. On platforms like Google Ads, you can set geographic targeting so your ads only appear to people within certain postcode areas, cities, or even a radius around your physical location. That means if you’re a plumber in Leeds, you’re not wasting money on clicks from people in London or Glasgow who would never hire you.

You can also use local keywords in your ad copy, such as “emergency plumber Leeds” or “Manchester electrician with same-day call-outs,” making your ads extra relevant to the local audience. Local extensions can further highlight your address, phone number, and directions. This is perfect for trade businesses where the bulk of your clientele is within driving distance. Essentially, PPC gives you the precision to hone in on the exact spots you serve, turning your ad spend into real, local leads rather than random web traffic.

Success in PPC typically boils down to conversions—whether that’s phone calls, form submissions, or direct purchases, depending on the nature of your trade. Tools like Google Ads and Google Analytics let you set up “conversion tracking,” which ties specific actions (like a phone call or completed contact form) back to the ad or keyword that led to it.

Alongside conversions, pay attention to click-through rate (CTR), which shows how many people clicked your ad compared to how many saw it. A high CTR often indicates your ad is relevant to users’ searches. Cost per click (CPC) is another key metric, as it shows how efficiently you’re spending your budget. Finally, quality score—an internal Google metric—tells you how well your ads, keywords, and landing pages align. The higher your quality score, the less you typically pay per click. By monitoring these metrics, you’ll get a clear picture of whether your PPC investment is driving profitable results for your trade business.

Google Ads primarily targets people who are actively searching for services or products. For a trade business, that means if someone types “emergency plumber near me,” your ad can show up right when they need help. You can also leverage the Google Display Network for broader awareness via banner or image ads across various websites. Google’s strength lies in capturing high-intent users who are more likely to convert quickly.

Social media PPC—like Facebook, Instagram, or LinkedIn ads—takes a different approach. Here, you’re targeting people based on demographics, interests, or behaviours rather than immediate search intent. It’s a bit more like putting up a billboard in a neighbourhood you know your target audience lives in. Social media can be great for building brand awareness or showcasing your portfolio with images or videos. However, these users may not be searching for your service right at that moment. In many cases, both Google Ads and social PPC can work together, depending on whether your priority is instant leads or broader brand reach.

PPC (Pay-Per-Click) lets you bid on keywords related to your services—like “emergency roofer in Bristol” or “kitchen fitter near me”—so your ads show up in search results when potential customers are looking for those exact services. Each time someone clicks your ad, you pay a fee determined by how competitive that keyword is.

Tradesmen benefit because PPC captures high-intent leads—people actively searching for a professional. You can also geo-target your ads so you only pay for clicks from your service area. For example, if you only serve a 20-mile radius, you can set your ads to appear only to people within that region. The key elements are choosing the right keywords, setting a realistic daily or monthly budget, and optimising the ad copy to make it enticing. When done properly, the phone starts ringing with genuinely interested customers, making the cost per click worthwhile.

If you’re not getting the clicks or conversions you want, it’s time for a close inspection. Start by checking your keyword list. Are you targeting overly broad terms that attract people who aren’t really ready to hire? Adding negative keywords can help filter out irrelevant traffic. Next, review your ad copy. Is it catchy, clear, and relevant to what users are searching for? A low click-through rate might mean your ads aren’t hitting the mark.

Then, look at your landing pages. If people click but immediately leave, the page might be slow, unhelpful, or lacking a clear call to action. Also consider your bidding strategy—maybe you’re bidding too low for competitive keywords. Finally, review your target settings. If your goal is local leads but your ads show nationwide, you’ll waste money. Adjusting these elements can often turn a struggling PPC campaign into one that reliably brings in new jobs.

Targeting the right audience starts with choosing relevant keywords that match the services you offer and the location you serve. For example, if you’re a carpenter in Leeds, you might bid on phrases like “custom shelves Leeds” or “bespoke carpentry in West Yorkshire.” Next, you can use location targeting to ensure your ads only show to people within your service area, avoiding wasted clicks from areas you can’t realistically serve.

Beyond keywords and geography, Google Ads and social media platforms allow you to layer in demographics and interests. For instance, you could target homeowners aged 30-65 if you’re a bathroom fitter, since they’re more likely to invest in a renovation. Negative keywords further refine your audience by blocking searches that don’t match your services. Ultimately, a combo of precise keywords, location filters, and careful audience settings ensures your PPC budget is spent reaching people who genuinely need your trade expertise.

Neither is strictly “better”—they serve different purposes and often complement each other. PPC can deliver quick results. If your boiler repair business has just launched a new promotion, you can start appearing at the top of Google search results within hours of setting up a campaign. However, PPC can be costly, especially in competitive markets, and once you stop paying, your visibility disappears.

SEO, on the other hand, focuses on earning organic rankings over time. It can be slower to show results but often provides more sustainable traffic once you’re established. People also tend to trust organic results slightly more than ads. For tradesmen needing immediate phone calls, PPC can be a great short-term strategy. Meanwhile, working on SEO ensures you build lasting online presence without constantly paying for clicks. Many successful trade businesses actually use both: PPC for instant visibility and SEO for long-term growth.

The cost of PPC can vary widely depending on your location, the competitiveness of your industry, and how many clicks you’re aiming for. In some trades, high-demand keywords like “emergency plumber” or “24-hour electrician” can be pricey, because many businesses are bidding to appear first. You might end up paying anywhere from £1 to £10 or more per click, depending on how intense the competition is.

That said, you control your daily or monthly budget. You can set a cap—say £300 per month—so you don’t overspend. Once that budget’s spent, your ads stop showing. The real question is whether the clicks lead to conversions. If you pay £5 per click but land a £500 job off just one click, that’s money well spent. But if your ads aren’t targeting the right audience, you can burn through your budget without seeing a decent return on investment. Constant monitoring and tweaking is key.

PPC stands for Pay-Per-Click. It’s a form of online advertising where you only pay when someone clicks your ad, making it a budget-friendly option if you target the right people. Platforms like Google Ads let you set up campaigns based on keywords, such as “roof repair Bristol” or “electrician near Derby.” When someone searches for those terms, your ad can appear at the top of their results.

For tradespeople, PPC can be a powerful lead-generating tool. It puts you directly in front of customers who are actively seeking services you offer, often in urgent situations. You can limit ads to your exact service area and even set times of day to show your ads—so you can focus on receiving calls when you’re available. PPC also provides immediate visibility compared to waiting for your site to climb the organic rankings through SEO. With careful management, it’s a straightforward way to reach the right people at the right time and grow your trade business.