For skilled trades businesses, Google Ads offers a powerful platform to connect directly with potential customers searching for services like yours. Whether you’re a plumber, electrician, roofer, or landscaper, a well-crafted Google Ads campaign can help you reach customers right when they’re actively looking for a solution. This guide will walk you through the basics of setting up your first Google Ads campaign, covering the benefits, targeting options, keyword research, ad creation, and best practices for tracking success.

Why Use Google Ads for Trades?

Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. With Google’s massive search volume, running ads puts your business right in front of potential customers at the exact moment they need your service. Some of the primary benefits of Google Ads include:

• Immediate Visibility: Get your business to the top of search results quickly.
• Targeted Reach: Show ads only to people in specific geographic locations and demographics.
• Cost Control: Set your own budget and adjust it based on performance.
• Measurable Results: Track conversions, clicks, and other metrics to see what works.

Step 1: Define Your Campaign Goals

Before diving into Google Ads, it’s essential to know what you want to achieve. Different goals will guide how you set up your campaign and the type of ads you create. Common goals for trades businesses include:

1. Generate More Leads: If you’re looking to increase the number of calls, emails, or form submissions, you’ll focus on conversion-optimized ads.
2. Boost Local Visibility: Want to increase awareness in your local market? Set your campaign to target specific geographic areas.
3. Drive Website Traffic: If you want more visitors on your website to showcase your work or services, focus on clicks.

Each goal will impact your campaign setup and the metrics you prioritize for tracking.

Step 2: Keyword Research for Skilled Trades

Keywords are the backbone of Google Ads. The right keywords ensure that your ads appear when people search for services similar to yours. For trades businesses, a mix of specific, local, and service-based keywords works best. Here’s how to go about finding the right ones:

1. Use Google’s Keyword Planner: Google Ads provides a free Keyword Planner tool where you can find keywords based on search volume, competition, and cost-per-click (CPC).
2. Focus on Service-Specific Keywords: Choose keywords specific to the services you provide, such as “emergency plumbing repair,” “roof repair services,” or “electrical wiring installation.”
3. Include Location-Based Keywords: If you serve a specific area, add location-based keywords, like “HVAC service in Toronto” or “San Francisco landscaping.”
4. Consider Long-Tail Keywords: These are longer phrases that have less competition and may be more affordable. Phrases like “affordable kitchen remodeling” or “best home electrician in [city]” can bring in valuable, targeted traffic.

When choosing keywords, aim for a balance between broad terms and specific phrases to maximize your ad reach while staying relevant.

Step 3: Set Up Your Google Ads Account and Campaign

To begin, create a Google Ads account or log in to your existing Google Ads account. Once logged in, you’ll be guided through these steps:

1. Choose Campaign Type: Select “Search” as the campaign type for ads that appear in Google’s search results. Search ads are most effective for trades services because they reach customers actively looking for help.
2. Select Campaign Goal: Based on your primary objective, select a goal like “Leads” or “Website Traffic.”
3. Set Budget and Bidding: Determine how much you’re willing to spend each day. With PPC, you can start small and increase as you see results. For bidding, choose “Maximize Clicks” or “Maximize Conversions” based on your goal.
4. Target Location and Language: Set your target area to ensure your ads reach customers in the locations you serve. You can specify regions, cities, or even zip codes.
5. Add Ad Extensions: Extensions enhance your ads by adding additional information like phone numbers, service categories, or links to specific pages on your website. For trades, consider “Call Extensions” so customers can call directly from the ad.

Step 4: Write Compelling Ad Copy

Now that your campaign is set up, it’s time to write the ad copy. Your ad is often the first impression a customer has of your business, so make it count. Here are some tips:

1. Use Relevant Keywords: Include your primary keyword in the headline to improve relevance. For example, “Expert Plumbing Services in Dallas” or “Affordable Roof Repair.”
2. Highlight Your Unique Selling Points (USPs): Set your business apart by emphasizing what makes you unique. For example, “24/7 Emergency Service” or “Licensed & Insured Professionals.”
3. Include a Call to Action (CTA): Guide the user on what to do next. Strong CTAs include “Call Now for a Free Quote,” “Book Your Service Today,” or “Get a Quick Estimate.”
4. Match Ad Copy with Landing Page Content: Ensure that the content in your ad copy matches the landing page users are directed to. This improves the user experience and can boost your quality score.

Step 5: Set Up Conversion Tracking

Tracking conversions is critical for measuring the effectiveness of your Google Ads. Conversions can be any action you want users to take, such as filling out a contact form, calling your business, or making a purchase. To set up conversion tracking:

1. Go to Google Ads: Under “Tools & Settings,” select “Measurement” and then “Conversions.”
2. Choose a Conversion Action: Select the type of conversion you want to track, like “Website” (for form submissions) or “Phone Calls.”
3. Add Conversion Tag: Google will generate a code that you need to place on your website. This tag allows Google to track actions taken by users who clicked on your ads.
4. Verify Conversion Data: Check your conversion data to ensure that it’s tracking correctly. Regularly reviewing this data helps you refine your ad strategy.

Step 6: Monitor and Optimize Your Campaign

Once your ads are live, the real work begins—monitoring and optimizing your campaign. Google Ads provides robust analytics and reporting, allowing you to track metrics like clicks, impressions, CTR (click-through rate), and conversion rate. Use these tips to refine your campaign:

• Pause Low-Performing Keywords: Stop keywords that don’t drive results to avoid unnecessary spending.
• Adjust Bids: Based on performance, you may want to increase bids for keywords generating conversions and lower bids for underperforming ones.
• Experiment with Ad Copy: Test different headlines, CTAs, and descriptions to find out what resonates most with your audience.
• Refine Audience Targeting: Use geographic and demographic targeting to reach only the most relevant users in your area.

Regular adjustments can greatly improve the effectiveness of your Google Ads and ensure you’re getting the best return on your investment.

Common Mistakes to Avoid

Starting a Google Ads campaign can be intimidating, especially if you’re new to the platform. Here are some common mistakes to avoid:

1. Ignoring Negative Keywords: Negative keywords prevent your ad from showing up in irrelevant searches. If you’re a plumber, for example, you might add “plumbing jobs” as a negative keyword so you’re not attracting job seekers.
2. Setting Broad Targeting: Avoid using broad targeting as it can waste your budget on irrelevant clicks. Start narrow with location-based targeting and adjust as you gather more data.
3. Forgetting to Track Conversions: Conversion tracking is essential for measuring success. Without it, you’re in the dark about which ads or keywords are driving results.
4. Neglecting Mobile Optimization: Many users will see your ad on a mobile device. Make sure your website and landing page are mobile-friendly to avoid losing potential customers.

Conclusion

Setting up Google Ads for your skilled trades business can be a game-changer in attracting new clients and building brand awareness. By defining your goals, carefully selecting keywords, writing effective ads, and regularly monitoring performance, you can create a successful Google Ads campaign that drives real results. Starting small, testing, and optimizing your campaigns over time will help you reach your ideal customers and make the most of your advertising budget.