Google Ads that book jobs — not just clicks.
The complete Google Ads and Local Services Ads playbook for Australian plumbers, electricians, builders, roofers, HVAC, landscapers and franchises. Keywords, CPCs, ad copy, landing pages and the response system that turns spend into revenue.
Bid on buying intent — not brand awareness.
A person Googling "emergency plumber [suburb]" at 9pm is a booked job. A person Googling "types of plumbing pipes" is a Wikipedia reader. Spend on the first, ignore the second.
Green — buying intent
- "emergency [trade] [suburb]"
- "[service] near me"
- "[service] cost [suburb]"
- "blocked drain [suburb]"
- "24 hour [trade]"
Amber — planning
- "how much does [service] cost"
- "[service] quotes"
- "best [trade] in [city]"
- "[trade] reviews [suburb]"
Red — waste of money
- "plumber" (broad)
- "how to fix a tap"
- "plumbing apprenticeship"
- "trade wholesale supplies"
- "plumbing courses"
What you should expect to pay per click.
Metro averages — regional CPCs are 40–60% cheaper. Source: Google Ads industry data.
| Trade | Typical CPC (metro) | Realistic monthly spend |
|---|---|---|
| Emergency plumbing | $25–$60 | $3,000–$8,000 |
| General plumbing | $15–$35 | $2,000–$5,000 |
| Electrical | $15–$40 | $2,000–$6,000 |
| HVAC / air-con | $18–$45 | $2,500–$6,000 |
| Roofing | $20–$50 | $2,500–$7,000 |
| Building / renovation | $12–$30 | $3,000–$8,000 |
| Landscaping | $8–$20 | $1,500–$4,000 |
| Painting | $6–$18 | $1,000–$3,000 |
Where most tradie ad spend dies.
The click isn't the win — the booking is. Every landing page for paid traffic should follow these six rules.
Phone number in the header
Tap-to-call button. On mobile this is 60% of conversions.
Pricing visible above the fold
'From $X call-out fee' or price ranges. Uncertainty kills more leads than high prices.
Match the ad's promise
Ad says 'emergency plumber Bondi 24/7' — landing page headline says the same. Don't send them to your homepage.
60-second lead form
3 fields max: name, phone, suburb. Every extra field cuts conversion 10–15%.
3 trust signals above the fold
Google review count, licence number, 'servicing [suburb] since [year]'.
Missed-call text-back live
50%+ of paid clicks call instead of filling forms. Every missed call is a wasted click.
Google Ads for tradies — your questions.
How much do Google Ads cost for tradies in Australia?
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Cost-per-click varies by trade and city. Emergency plumbing keywords in Sydney/Melbourne CBDs run $25–$60/click. Electrical, HVAC and roofing sit at $15–$40. Landscaping and painting $8–$20. Regional CPCs are 40–60% cheaper. Most profitable tradies spend $2,000–$8,000/month and get 3–6x return once conversion is dialled in.
What's a good ROI on Google Ads for a tradie?
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Break-even is 2x (every $1 spent returns $2 in revenue). Good is 4x. Great is 6x+. The lever isn't the ad platform — it's the landing page and lead response. Same ad spend, same keywords, same city: one tradie gets 2x, another gets 8x, entirely based on what happens after the click.
Google Ads vs Local Services Ads for tradies — which is better?
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Local Services Ads (LSA) are pay-per-lead not pay-per-click, appear above regular Google Ads, and require Google verification. Cheaper leads and higher intent, but limited to certain trades and cities. Run both when eligible — LSA for the top of the funnel, standard Google Ads for keyword coverage LSA doesn't reach.
Should I bid on my competitors' brand names?
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In Australia, generally yes — it's legal and effective, especially in commercial trades. You'll pay a premium ($15–$40 CPC), but converting a searcher already looking for a competitor is high-margin. Never use their trademark in your ad copy — bid on the keyword only.
What keywords should tradies bid on?
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Buying-intent + geographic + specific service. Not 'plumber' (too broad, wastes money). Yes: 'emergency plumber Bondi', 'blocked drain Parramatta 24/7', 'gas hot water repair Chatswood'. Negative-keyword list is just as important: exclude 'DIY', 'course', 'apprenticeship', 'job', 'wanted', 'salary', 'wholesale'.
Do Google Ads work for tradies without a good website?
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No. Sending clicks to a slow, unclear, no-pricing website is lighting money on fire. Fix the landing page first: hero with headline + phone, pricing visible, 3 trust signals, 60-second lead form, mobile-first. A mediocre ad on a great landing page beats a great ad on a bad landing page every time.
Ready to turn ad spend into booked jobs?
Book a free discovery call. We'll audit your current campaigns and landing pages.