Google Ads 101 for new business owners in the trades

A Google Ads Plain-English Guide for electricians, plumbers, landscapers, HVAC, mechanics, general contractors, home inspectors, and every skilled trade.

If you've been thinking about trying Google Ads but feel overwhelmed by all the tech talk, this guide's for you. Let's break down what you need to know to get started without wasting your hard-earned money.

What Google Ads Actually Does

Think of Google Ads like putting your business card at the top of Google's search results. When someone searches "emergency plumber near me" or "AC repair today," you can show up right at the top. The catch? You only pay when someone clicks on your ad.

The Basic Building Blocks

Here's what makes up a basic Google Ad campaign:

- Keywords: What people type to find you

- Ad Text: Your sales pitch (limited to a few lines)

- Landing Page: Where people go when they click

- Budget: How much you're willing to spend daily

- Location: Where you want your ads to show

Setting a Smart Budget

Start small - really small. Here's why:

- Most clicks cost $5-30 in the trades industry

- You'll make mistakes at first (everyone does)

- It takes time to learn what works

- Start with $20-30 per day minimum

- Scale up once you know what's working

Keywords That Actually Work

Focus on these types first:

- Emergency services: "emergency plumber [city name]"

- Specific problems: "AC not cooling [city name]"

- Service areas: "[your trade] near me"

- Specific services: "water heater installation [city name]"

Avoid broad terms like just "plumber" or "electrician" at first - they're expensive and less likely to convert.

Writing Ads That Get Clicks

Keep it simple and specific:

- Include your location

- Mention response time

- List certifications

- Add any special offers

- Use "call now" or "book online"

Example:

"24/7 Licensed Plumber | [City Name]

Emergency Service in 60 Mins

Free Estimate - Licensed & Insured

Call Now - Family Owned Since 2010"

Tracking What Matters

Don't get lost in Google's endless statistics. Focus on:

- Cost per lead (how much you pay for each call/contact)

- Which keywords bring actual jobs

- What times/days bring better leads

- Which areas convert better

Common Mistakes to Avoid

- Running ads 24/7 when you can't answer calls

- Using the same ad for all services

- Not having a proper landing page

- Ignoring negative keywords

- Trying to cover too large an area

Tips by Trade:

- Plumbers: Focus on emergency keywords during off-hours

- HVAC: Adjust budgets seasonally

- Electricians: Target specific services like "thermostat install"

- Landscapers: Use different ads for maintenance vs. projects

- General Contractors: Focus on specific project types

Setting Up Your First Campaign

1. Create a Google Ads account

2. Start with one service/problem you want to advertise

3. Pick 10-15 specific keywords

4. Write 2-3 different ad versions

5. Set a small daily budget

6. Limit your service area

7. Run for at least 2 weeks before making big changes

The Trade Secret

Here's what separates successful ads from money-wasters:

- Track every call/lead

- Know your cost per lead

- Answer the phone when it rings

- Have a solid follow-up system

- Keep updating what works

Set Your Expectations

Don't expect miracles overnight. Good Google Ads campaigns:

- Take 2-3 months to optimize

- Need regular adjustments

- Work best as part of a larger marketing plan

- Require consistent monitoring

Remember: Google Ads can be powerful, but they're just one tool in your marketing toolbox. Make sure the rest of your business (website, phone answering, follow-up) is solid before spending big on ads.

Need help? Reach out to Trades CXO for a free 30-minute consultation or email us at hello@tradescxo.com.