Urgent search campaigns
Emergency terms and a call-first page, within what you can handle.
Marketing specialist for tradies
A marketing specialist for tradies
Plumbers, electricians, heating engineers, builders and roofers. Urgent jobs need the phone answered. Planned jobs need trust and a quote. I run the ads that fill the diary, with every call tracked.
- Emergency and planned work advertised separately
- Call tracking so no lead is a mystery
- Capacity agreed before budget is spent
40+Campaigns launched
5,000+Leads generated
£1m+Ad spend managed
Edward Eaton runs every account personallyShort answer
Marketing for tradies works when emergency callouts and planned jobs are treated as two different businesses. Emergency work needs Google Search, a visible phone number and calls answered. Planned work needs proof, reviews and a quote form, sometimes with Meta ads to reach homeowners earlier. No published tradie case study is claimed here: the closest proof is the home improvement work, shown below.
How the buying decision works
The ads follow the buying behaviour, so it is worth being precise about it.
| What it looks like | What it means for ads | |
|---|---|---|
| Emergency callouts | Panicked search on a phone: 'burst pipe near me' | Search ads, call buttons, schedule matched to who answers |
| Planned jobs | Researched over days, compared across quotes | Proof-heavy pages, reviews, quote forms, sometimes Meta |
| Biggest risk | Paying for calls nobody answers | Capacity and missed-call handling before ads |
| Trust signals | Gas Safe, NICEIC, TrustMark where real | Shown near the call to action |
What I would run
Planned work campaigns
Higher-value jobs with proof, finance information and a quote form.
Local Services Ads
Pay-per-lead listings where your trade and area are eligible.
Call tracking and missed-call logging
You see which ads ring the phone and how many calls go unanswered.
Real accounts behind the advice
Figures come straight from the ad platforms. Client names are withheld on request.
1,737
tracked conversions at £16.05 each
From referral-only to a predictable pipeline.
388
conversions at £25.64 over 15 months
Condition and service campaigns, managed hands-on.
4.69x
return on ad spend, 40 purchases
A workshop that sold out ahead of schedule.
The first 90 days
1
Week 1: the numbers and the tracking
Where leads come from today, what a customer is worth, what you can afford per enquiry. Call and form tracking goes in before any money is spent.
2
Weeks 2 to 4: the first campaigns
Google Search for people already looking, Meta for people who have not started looking yet, each pointing at a page built for that audience.
3
Weeks 4 to 8: cut waste, find winners
Search terms, audiences and ads that burn budget are removed. What is working gets more of it.
4
Weeks 8 to 12: scale what pays back
Enquiries are matched to real customers, so budget moves to what produces revenue and not just form fills.
What clients say
Five stars, from the people it was done for.
★★★★★"It was a pleasure working with Edward on our project. We were new to Google Ads and he walked us through it step by step, with insight that would have taken us a while to figure out. We'll definitely be using Edward again."
★★★★★"Eddy was the man. He answered all my questions and was very knowledgeable."
★★★★★"Excellent service. Would recommend, and will be using again."
Common questions
Is Google Ads worth it for a plumber or electrician?
Often yes, for urgent work, because people search at the moment of need. It works if calls are answered quickly and tracked.
Are Local Services Ads better than Google Ads?
They are a different format, charged per lead and shown with a Google badge in selected categories. Many trades run both.
How many jobs can I expect?
That depends on your area, trade and capacity. I do not promise numbers before there is data.
Do you have tradie case studies?
Not published. The closest work is for home improvement firms, shown on the Work page.
What if I can only take a few jobs a week?
Then the campaigns are capped to match. There is no point paying for leads you cannot serve.
Want a marketing specialist for your trade business?
Send a few details about your business and current spend. You will get an honest view of what is realistic and what we would do first, usually within one working day.
Before you send
We're a fit if you're already generating business, can handle more leads, and have a monthly ad budget of £500+ (£1,000+ recommended). We ask for a 3-month minimum so the work has time to compound.