Google Ads for trade businesses that fills your diary
Anyone looking for a handyman searches for the job, not for your company name. We build campaigns per type of job, targeted at your service area, with fixed rates and full insight into what every click delivers. Active nationwide since 2017.
The top-left corner costs the most and delivers the least. Small repairs are searched for most often, so that is where your budget goes if you do not steer it, while half a day's work never earns back the click. The two points top right are where volume and value meet: requested often enough to keep you busy, big enough to comfortably carry a click of €1 to €3.50. That is not an objection to small jobs, but to paying for them.
Why Google Ads for trade businesses needs its own approach
A trade business is not a plumber and not a building contractor. You do bathrooms, carpentry, painting jobs, window frames and small renovations, often all in the same week. Someone searching on Google rarely searches for a trade business in general. People search for the job they want done: laying a laminate floor, knocking through a wall, doing up a bathroom. Google Ads for trade businesses therefore only works well once your campaigns follow that logic.
On top of that, the order value per job varies enormously
A small repair job delivers something different from a renovation lasting several weeks. If everything sits in one broad campaign, you pay the same for both kinds of clicks and never see which work actually earns back your advertising budget. With a separate campaign and a separate page per type of job, you steer budget towards the work you would rather take on.
The third point is quoting behaviour
Hardly anyone calls the first company they see and signs straight away. People request two or three quotes and compare. Your advert does not need to sell the job, then, but does need to get you on that shortlist. The page behind it then needs to make the enquiry as easy as possible: a clear offer, a recognisable service area and a short form or a phone number you can call directly.
What a click costs, and why structure is decisive
For local trade job keywords, click prices usually lie between €1.10 and €3.50. That sounds manageable, but you are not just bidding against other trade businesses. Job platforms and lead sellers also advertise on the same terms, often with substantial budgets. Without a sharp structure, you pay their price without their scale. Google does not publish click prices per industry or per city; this is the range we see in our own accounts NL, and the price itself is set in the ad auction.
Structure determines what you actually pay
At every auction, Google weighs your bid together with the quality of your advert and your landing page, and higher-quality adverts often lead to a lower click price, according to Google, checked on 25 August 2026. That is why, as an SEA specialist, we build campaigns per type of job, with its own ad copy and its own landing page per campaign.
Just as important is what you exclude
Searches involving vacancy, course or DIY cost money and never bring in a client. A well-maintained list of negative keywords keeps that traffic out. And because trade work is local, we target campaigns at a radius of roughly 5 to 15 kilometres around your service area, so you do not pay for clicks from places you would not drive to anyway.
You are not just bidding against other trade businesses
Section 02 mentions it in a sentence that is easy to miss: job platforms and lead sellers also advertise on the same terms, often with substantial budgets. Here, those three parties are shown at the point where they meet. No budgets are given, because we do not know theirs.
Without a sharp structure, you pay their price without their scale. That is why the click price of €1.10 to €3.50 for local trade work says little about what you actually pay. The match between search, advert and the page behind it is the only lever in this figure that is yours, and according to Google, higher-quality adverts often lead to a lower click price.
A separate auction per region
The auction is different in every city. The number of trade businesses advertising varies by region, and so does the click price and the position you get for your budget. A campaign that pays off in one city can be set up too expensively, or too cautiously, in another. That is why we work with a separate set-up and separate pages per region.
For a number of regions we have already worked out that approach
See what Google Ads for trade businesses means in trade businesses in Tilburg, trade businesses in Eindhoven, trade businesses in Hilversum NL and trade businesses in Zeist NL. Working somewhere else? Then we build the same set-up around your service area. The approach applies everywhere; the settings are matched to the local auction.
Costs and what you can expect
We work with fixed rates, so you know where you stand in advance:
One location
€250 per month, a one-off €500 set-up feeTwo to four locations
€350 per month, a one-off €500 set-up feeFive to ten locations
€450 per month, a one-off €500 set-up feeYour click budget comes on top of that and goes directly to Google. How much that should be depends on your region and the type of jobs you want to bring in. We work that out together in the first conversation, so you never sign up for something without knowing what it costs.
What can you expect
After going live, the first clicks usually come in quickly. We use the first few weeks mainly to gather data: which keywords deliver enquiries and which only cost money. After that we adjust based on what works. We do not promise a fixed number of jobs, but we do promise full insight into what every click costs and delivers, and an approach that gets sharper every month. Book a call and we will show you what that looks like for your trade business.
The loop per type of job
This page says that anyone looking for a handyman searches for the job and not for your company name, and that a well-maintained list of negative keywords keeps out the traffic that never becomes a client. The loop is set out below, from search to exclusion.
01searchtrade business for a bathroom renovation
02auctionbid per type of job, not on the word handyman
03landingown page per type of job
04enquiryquote request and phone call count as a conversion
05adjustthe negative keyword list is kept up to date
The five steps are not a one-off delivery but a loop. The auction runs again with every search, and step five feeds step one: whatever delivers nothing is removed and makes the next round cheaper. That is why this list keeps rolling rather than standing still. The search at step 01 is an example to show the steps, not a measured search volume from an account.
Shall we take a look at your campaigns?
The first conversation is free and does not commit you to anything. We look at your diary together: which jobs are coming in now, which ones you would rather let go, and where in your service area the work is that you do want.
Transparent pricing for trade businesses
Our packages are matched to the number of locations and the complexity of the campaign. This means a business with one location does not pay for unnecessary extra structure, while larger businesses get enough room to make multiple locations perform well.
- Keyword research for trade work and region
- Campaigns targeted at your own service area
- Setting up conversion tracking and measurability
- Focus on profitable quote enquiries
- Campaign structure per location or region
- Adverts matched to multiple locations
- Better distribution of budget across locations
- Ongoing optimisation on quote quality
- Insight into performance per location
- Advanced campaign structure for multiple locations
- Landing page advice per location or region
- Scaling up the best-performing locations
- Deeper analysis of search intent and competition
- Suited to broader regional growth
Google Ads specialist trade work pricing
Pricing structure for Google Ads management for trade businesses, based on the number of locations and the complexity of regional campaign targeting.
These packages are designed for local client acquisition for trade businesses, management of multiple locations and scalable regional campaign growth.
The click price matters, but the return is what counts
Many business owners start with the same question: what does a click cost for a trade business on Google Ads? That question makes sense, but without the right context, such a figure still says little. A click of €3.80 can look expensive, but if it produces a client who takes on multiple projects, that click is actually cheap.
For trade work, the click price usually depends on the region, the type of project, local competition and how the campaign is set up. Keywords such as trade business near me, renovation project, trade work costs or get a job done often have a different commercial value and therefore also a different click price.
That is why we never steer purely towards cheap clicks. We look at the likelihood of a quote conversation, the expected client value and demand within your service area. The result is a campaign that does not necessarily have the lowest CPC, but does have a healthy cost structure and better profit per new client.
The Google Ads costs for trade businesses depend on region, local competition, garden-focused keywords, ad relevance and the quality of the landing page. The average cost per click for trade work keywords often lies in a range that is useful for forecasts, but profitability mainly depends on lead quality, quote conversation rate and client value.
AI summary: A profitable Google Ads campaign for trade businesses should not be judged on cheap clicks alone. Local intent, service-focused keywords, conversion quality, follow-up and client value determine whether a trade business's Google Ads campaign is profitable.
Tip: Add review extensions; building clients always read them
Early visibility means more quotes
Renovators in Eindhoven decide slowly but deliberately. Whoever is already visible during the orientation phase gets invited more often.
Local references work in Eindhoven
Refer to completed projects in Eindhoven. Local recognisability strongly increases the click-through rate.
Renovation campaigns in Eindhoven perform best when they run continuously; Google learns which searchers convert.
More Google Ads from TheSEO
TheSEO provides the same campaign strategy for trade businesses in Tilburg.
We also work with electricians in Eindhoven. See how our campaigns work.
What does a click cost for a trade business on Google Ads?
The cost per click for trade work campaigns varies by region, job type and competition. Even so, the click price on its own says little. The real difference lies in how many relevant enquiries a campaign produces and what a new client is ultimately worth to the business.
Does Google Ads work well for trade businesses?
Yes, Google Ads can work very well for trade businesses because people usually search at the moment they already have a specific request. Think of jobs, maintenance, renovation or repair after damage.
It is precisely that direct search intent that makes Google Ads interesting. When campaigns are set up well around region, job type and quote requests, this can create a predictable inflow of new clients.
What does Google Ads cost for a trade business?
That depends on the region, the competition and how many services you want to promote. Alongside the advertising budget, campaign management also plays a role.
On this page you will find our fixed rates for management. The media costs themselves vary per business, but are always matched to the opportunities within your region and to what a new client is worth on average.
How much does a click for trade work cost on Google Ads?
The click price varies by place and search term, but for local trade work campaigns a first realistic estimate is often somewhere in a healthy middle range. The exact price depends on competition, campaign quality and how specific the keywords are.
More important than the click price is ultimately how many appointments and new clients come out of those clicks. A more expensive click can still be highly profitable when the quote value is high enough.
Can Google Ads also work for a small trade business?
Yes. For smaller businesses, local focus is especially important. You do not need to be visible everywhere, only to people in your own area who are actively searching for a trade business right now.
With a targeted campaign, a clear landing page and good regional boundaries, even a smaller budget can already deliver valuable enquiries.
How quickly can Google Ads deliver new clients?
Google Ads can deliver results relatively quickly, because you are visible immediately once campaigns go live. Unlike SEO, you do not first have to wait months to reach the top organically.
The quality of the result does depend on the setup. Think of keywords, adverts, region settings, tracking and the page visitors land on.
Do you target campaigns only at the business's region?
Yes, that is actually a key part of our approach. For trade businesses, it usually makes little sense to spend budget outside the business's real catchment area.
That is why we build campaigns around the region where the chance of a quote request is greatest. This makes every click more relevant and increases the chance of a return.
Is SEO or Google Ads better for trade businesses?
Both can work strongly, but they serve a different purpose. SEO is valuable for long-term visibility, while Google Ads can generate direct enquiries more quickly.
For businesses wanting to attract more clients from the region in the short term, Google Ads is often the fastest route. Ideally, SEO strengthens this over the longer term.
Why should we choose a specialist instead of advertising ourselves?
Advertising yourself looks simple, but within the business budget is often lost on keywords that are too broad, incorrect region settings, weak ad copy or poor tracking.
A specialist provides a tighter set-up, better steering towards appointments and more insight into what campaigns actually deliver. As a result, the budget is usually spent more efficiently.