Last updated: September 2026 · Written by Andrew Gorton, freelance PPC specialist
Google Ads that bring in jobs, not just clicks
I manage Google Ads and Microsoft Ads for electricians, rewiring specialists and other home service businesses. For trades, PPC works when it puts your phone number in front of local homeowners at the moment they need you, and filters out the DIYers, job hunters and people outside your area.
In short: the best trades PPC campaigns target tight service areas, bid hardest on high-value and urgent jobs, block irrelevant searches with strong negatives, and track calls and booked jobs so budget goes where the profit is.
Trades I work with
- Electricians, rewires and EV charger installers
- Plumbers, heating engineers and boiler installers
- Builders, roofers and property maintenance firms
- Other home services such as locksmiths, drainage, damp proofing and cleaning
How I set up PPC for trades and home services
1. Target the right area
I use postcode or radius targeting around the areas you actually cover, set to people in those locations rather than people “interested in” them, and adjust bids for the areas with the best jobs and shortest travel times.
2. Split campaigns by job value
A full rewire or new boiler is worth far more than a socket swap. Campaigns are split so high-value services get the budget and bids they deserve, while low-margin work is capped or switched off.
3. Negative keywords that stop wasted spend
Trades keywords attract a lot of irrelevant searches: jobs, apprenticeships, courses, salaries, DIY “how to” guides, tool shops and trade suppliers. I build and maintain negative lists so you only pay for customers.
4. Win the call
Most home service leads come by phone. I use call assets, call-only ads where they suit, and ad scheduling around your working hours, including emergency call-out hours if you offer them. Calls are tracked as conversions so we know which keywords generate them.
5. Use your trust signals
Accreditations such as NICEIC, Gas Safe or TrustMark, reviews and guarantees make a big difference to click-through and conversion rates. I feature them in ads, assets and landing page recommendations.
6. Track jobs, not just enquiries
Where possible, I connect enquiries to booked or quoted jobs so bidding can optimise towards the work that pays. Even a simple monthly upload of which leads turned into jobs improves results.
7. Consider Local Services Ads and Microsoft Ads
Where Google Local Services Ads are available for your trade, they can sit above normal search ads and charge per lead. Microsoft Ads reaches an older homeowner audience, often at a lower cost per click. I’ll advise whether either is worth testing for your business.
What does PPC for a trade business cost?
My management fees start at £350 a month for Google Ads accounts spending under £3,000 a month. Your ad budget depends on your area and trade. Competitive city searches for emergency work cost more per click than a rural rewire. See how much PPC management costs for a worked example of setting a budget.
Why work with me
- Home services experience: campaigns for electricians and rewiring specialists across different UK regions.
- No juniors: you deal directly with me.
- Rolling contracts: an initial three months, then month to month.
Not sure whether your current ads are working? Get a free PPC audit and I’ll show you where the budget is going.