Google Search
The core channel for both emergency and planned work, because people search with a problem to solve.
Trades · Lead generation
Lead generation for plumbers, electricians, builders and other trades
Urgent jobs need the phone answered. Planned jobs need trust and a quote. Advertising that treats the two differently, with every call tracked.
5,000+Leads generated for clients
£1m+Ad spend managed
Since 2022Running Google and Meta ads
Short answer
Trades lead generation works best when emergency and planned work are advertised separately. Urgent callouts need Google Search, call extensions and a schedule that matches who answers. Planned jobs need pages with proof, a quoting form and sometimes Meta Ads to reach homeowners earlier. Google Local Services Ads can add pay-per-lead listings where your trade and area are eligible.
Two kinds of work
Emergency and planned jobs need different ads
| Emergency callouts | Planned jobs | |
|---|---|---|
| Typical search | “Emergency plumber near me”, “boiler repair today” | “Bathroom fitter”, “rewire cost” |
| Conversion | Phone call | Quote or survey request |
| Page leads with | Phone number, response time, area | Examples, reviews, price guidance |
| Budget behaviour | Spikes with weather and time of day | Steadier, longer research |
| Biggest risk | Paying for calls nobody answers | Cheap quotes from tyre-kickers |
Platforms
Where each platform fits for a trade
Local Services Ads
Pay per lead listings with a Google badge, in selected categories and areas. Worth checking if your trade is eligible.
Meta Ads
Best for planned work, showing finished jobs to homeowners before they search.
Trust
What a trade needs on its page
Homeowners are cautious about trades, so proof near the call to action matters.
What loses the call
- No address or company details
- No reviews, or reviews with no source
- Vague service area
- No sign of insurance or guarantees
- A contact form as the only option
What wins the call
- A visible phone number and response time
- Reviews linked to the source
- A clear area and the services you do
- Accreditation shown where it is real, such as Gas Safe, NICEIC or TrustMark
- A form and a phone number, both easy
By trade
Specialist pages
Roofing
Urgent repairs and planned re-roofs.
Kitchens and bathrooms
Design-led, high-value jobs.
Windows, doors and conservatories
Comparison buyers.
The first 90 days
How a trades account is built
Capacity and call handling come first. Ads can fill a diary, but only if someone answers.
1
Weeks 1 to 2: capacity and tracking
Agree how many jobs you can take, who answers, and set up call tracking.
2
Weeks 2 to 4: first campaigns
Launch urgent search within your capacity and a planned work campaign.
3
Weeks 4 to 8: cut waste
Negatives, page tests and a check on missed calls.
4
Weeks 8 to 12: link to jobs
Match enquiries to jobs and flex budget with demand.
Evidence
Closest published work
I have not published a plumbing, electrical or building case study. The nearest work is a media wall installer, plus guides on lead cost and qualification.
Media walls: 1,737 conversions
Google plus Meta for a media wall installer: 1,737 tracked conversions at £16.05 blended, cost holding steady as spend scaled.
What a good cost per lead looks like
Real Google and Meta lead costs from the media walls account, and the sum that tells you what you can afford.
Qualify leads before the quote
Six filters that stop time-wasters: ad wording, form questions, area checks and tracking.
FAQ
Common questions
How do plumbers and electricians get more leads?
By advertising separately for emergency callouts and planned work, answering calls fast, showing trust signals on the page, and tracking which ads bring paying jobs.
Are Local Services Ads worth it for trades?
They can be, because you pay per lead rather than per click and get a Google badge, but eligibility depends on category and area. See the Local Services Ads page.
How much do trades leads cost?
It depends on trade, area and competition. The media wall account averaged £16.05 per enquiry, but that is a different product. See the cost per lead guide.
Can I stop ads when I am fully booked?
Yes. Campaigns can be paused or budgets cut when capacity is full and restored when work slows.
Should I buy shared leads instead?
Shared leads are often sent to several firms. Compare the true cost per job, including time spent chasing enquiries others are also chasing.
What is trades lead generation?
It is the system that brings in qualified enquiries for trade businesses: targeted ads, trust-building pages, call tracking and fast follow-up.
Next step
Got the van and need the work?
Tell me your trade, your area and your capacity. You'll get a straight read on what ads can do.