May 5, 2026
Google Ads works exceptionally well for tradies. The reason is simple: when someone needs a plumber at 7pm on a Tuesday because their hot water system has failed, they search Google and call whoever appears first. They are not scrolling Instagram. They are not asking for recommendations in a Facebook group. They are searching with intent and they are ready to book.
This guide covers how to set up campaigns that generate calls rather than clicks, what budget you actually need, and the mistakes that burn through tradie budgets without producing results.
Most tradie work is need-based and geographically bound. A homeowner in Engadine with a blocked drain is not going to hire a plumber from Parramatta. They want someone local, available, and trustworthy. Google Ads lets you appear at the top of results when people in your service area search for exactly what you do.
Unlike SEO, which can take three to six months to produce results, Google Ads can generate calls within days of launching. For tradies who need leads now, this is a significant advantage.
The biggest mistake tradies make with Google Ads is optimising for clicks rather than calls. Clicks are cheap. Calls are what pay the bills.
Set up call extensions so your phone number appears directly in the ad. Enable call-only campaigns for mobile users, which replace the standard landing page click with a direct call. Set your bidding strategy to maximise conversions, not clicks, and define a conversion as a phone call of at least 60 seconds.
Your keywords should be specific and local. "Plumber Cronulla", "emergency plumber Sutherland Shire", "hot water system repair Miranda" are far more effective than broad terms like "plumber" or "plumbing services". Use negative keywords to exclude searches that will not convert: "plumbing courses", "plumbing apprenticeship", "plumbing supplies".
Your landing page matters as much as your ad. A slow, generic page with no clear call to action will waste your budget. The page should load in under three seconds, display your phone number prominently, explain what you do and where you work, and include a few genuine customer reviews.
For most tradies in the Sutherland Shire, a starting budget of $30 to $60 per day is enough to generate a meaningful number of calls while you test and refine the campaign. Trades with higher job values, such as bathroom renovations or electrical fit-outs, can justify higher budgets because the return on each lead is greater.
Do not start with too small a budget. At $5 per day, you will not collect enough data to optimise the campaign effectively and you will spend months making decisions based on insufficient information.
Running broad match keywords without negatives. This causes your ads to appear for irrelevant searches and wastes a large portion of your budget before a genuine lead is reached.
Not using location targeting correctly. Your campaigns should target your actual service area, not a broad radius from your postcode. If you do not service the Northern Beaches, do not pay for clicks from there.
Sending all traffic to your homepage. Specific ads should go to specific landing pages. A person who clicks an ad for "hot water system replacement" should land on a page about hot water systems, not your general homepage.
Not tracking what is working. Without conversion tracking set up correctly, you have no idea which keywords, ads, or times of day are generating calls. You are flying blind.
Brendan manages Google Ads campaigns for tradies and local businesses across the Sutherland Shire. If you want a campaign that generates calls rather than burning budget, get in touch.
