How customers of trade businesses search in 2026
How often do people search for a roofer, a plumber or a heat pump? What does a click cost, and when is it busy? We put the search data of 34 trades side by side.
- 3 min read
Customers of trade businesses search for the trade or the job, not for a business name. Cost searches are big and often have cheaper clicks. Emergencies and repairs are the most expensive, up to about €19 per click. For 32 of the 34 trades December, July or August is the quietest month. Source: Google Ads Keyword Planner, Sep 2025 to Aug 2026.
Search data by trade
The most searched term per trade, how often it's searched each month, what a click at the top costs and when it's busiest and quietest.
| Trade | Most searched term | Per month | Click price (high) | Busiest month | Quietest month |
|---|---|---|---|---|---|
| Home batteries | home battery | 90.500 | € 2,74 | March | October |
| Solar panels | solar panels | 60.500 | € 3,87 | April | August |
| Kitchens and natural stone | keuken | 49.500 | € 3,25 | October | July |
| Carpenters | carpenter | 40.500 | € 3,12 | October | August |
| Heat pumps | heat pump | 40.500 | € 3,63 | March | August |
| Floor fitters | pvc floors | 33.100 | € 3,05 | October | August |
| Window frames | uPVC window frames | 27.100 | € 8,81 | March | July |
| Sun shading | roller shutters | 22.200 | € 3,36 | June | December |
| Staircase renovation | stair renovation | 18.100 | € 5,84 | October | June |
| Contractors | bouwbedrijf | 18.100 | € 4,12 | October | December |
| Installers | loodgieter | 18.100 | € 8,83 | October | August |
| Modular construction | tiny house | 18.100 | € 0,75 | October | July |
| Architects | architect | 14.800 | € 5,79 | October | July |
| Electricians | electrician | 12.100 | € 18,45 | April | December |
| EV chargers | home EV charger | 12.100 | € 4,36 | March | December |
| Painters | schilder | 12.100 | € 5,14 | March | December |
| Landscapers and paving | hovenier | 12.100 | € 3,05 | March | December |
| Facade specialists | facade cladding | 9.900 | € 2,19 | March | December |
| Fencing and gates | schapen hek | 9.900 | € 1,77 | March | December |
| Furniture makers | kast op maat | 9.900 | € 3,37 | January | July |
| Plasterers | stukadoor | 9.900 | € 6,19 | October | July |
| Roofers | Roofer | 9.900 | € 13,05 | October | December |
| Insulation companies | cavity wall insulation | 8.100 | € 10,44 | October | July |
| Air conditioning | air con installer | 8.100 | € 3,44 | June | December |
| Removal companies | moving house | 6.600 | € 8,79 | October | August |
| Bathrooms | renovate bathroom | 5.400 | € 13,92 | October | July |
| Dormers | dormer cost | 4.400 | € 3,37 | October | August |
| Paviors | paving contractor | 4.400 | € 2,60 | March | December |
| Central heating installers | cv ketel vervangen | 4.400 | € 5,20 | October | July |
| Asbestos removal | asbestos removal | 2.900 | € 4,89 | March | August |
| Tilers | tegelzetter | 2.900 | € 3,76 | October | July |
| Bricklayers | metselaar | 2.400 | € 2,34 | March | December |
| Demolition companies | demolition company | 1.300 | € 4,62 | November | December |
| Damp control | rising damp | 880 | € 7,15 | October | August |
Source: Google Ads Keyword Planner, the Netherlands, Dutch, monthly average from Sep 2025 to Aug 2026, retrieved 12 and 14 October 2026. September 2025 is not counted for the busiest and quietest month.
The five key findings
1. Your customers search for the problem, not for your business
For almost every trade, the most searched term is the trade itself or the job: Roofer (9,900 a month), loodgieter (18.100), schilder (12.100), cv ketel vervangen (4,400). If you're not visible there, you don't exist for that searcher. Your brand name only helps once someone already knows you.
2. Cost searches are big and cheap
People want to know what something costs first. heat pump cost is searched 8,100 times a month, airco plaatsen kosten 2,900 times, uPVC window frames cost 2,900 times, home EV charger cost 2,900 times and dormer cost 4,400 times. The click at the top often costs less there than for the general term: airco plaatsen kosten is around €1.24, air con fitter around €5.21. An honest price indication or worked example on your site catches those searchers before your competitor does.
3. Emergencies and repairs are the most expensive
The highest click prices are for jobs in a hurry: emergency electrician up to €19.24, dak repareren up to €18.98, renovate bathroom up to €13.92 and replacing window frames up to €11.99. If you pay for that kind of click, you must be able to follow up the enquiry straight away. A missed phone call is the most expensive leak here.
4. Almost every trade has a dip, and it's predictable
For 13 of the 34 trades December is the quietest month, for 19 trades it's July or August. Outdoor work and energy peak in spring: solar panels, home batteries, heat pumps, window frames, landscapers and facade work are highest in March or April. Air conditioning and sun protection peak in June. Plan your budget and your content around that, not around how that week feels.
5. Low volume doesn't mean low value
rising damp is searched only 880 times a month, but a click on damp proofing costs up to €11.66. That says something about what a job is worth. So don't just look at Search volume, but at volume times order value.
How we measured
All figures come from the Google Ads Keyword Planner: the Netherlands, Dutch language, average number of searches per month from September 2025 to August 2026, retrieved on 12 and 14 October 2026. The click price is the top of what advertisers bid for a place at the top. For each trade we chose the most important search terms customers use; variants the planner merges are counted once.
In September 2025 search demand is noticeably high for almost every trade. That looks like a quirk of the source rather than a real season, so we don't count that month for the busiest and quietest month. Search volumes are rounded estimates from Google, not exact counts.
What does this mean for your business?
- Be visible for the trade and for the job, with a page for every service and every place you work.
- Answer the cost question with a price indication, a worked example or a clear explanation of what determines the price.
- Follow up urgent enquiries within the hour. Read why in speed to lead.
- Plan ahead for your season and get campaigns ready before the peak, not during it.
- Measure all the way to the quote, so you know which search term really brings in jobs. That's how tracking works with us.
Read more by trade
For every trade there's a dedicated page with more search terms, the season and how we build the enquiries: Contractors · Air conditioning · Architects · Asbestos removal · Bathrooms · Central heating installers · Roofers · Dormers · Electricians · Facade specialists · Fencing and gates · Landscapers and paving · Installers · Insulation companies · Kitchens and natural stone · Window frames · EV chargers · Bricklayers · Furniture makers · Modular construction · Painters · Demolition companies · Paviors · Plasterers · Tilers · Home batteries · Carpenters · Staircase renovation · Removal companies · Floor fitters · Damp control · Heat pumps · Solar panels · Sun shading.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Where do these search figures come from?
From the Google Ads Keyword Planner, for the Netherlands and the Dutch language, monthly average from September 2025 to August 2026. They are rounded estimates from Google.
What does the click price in the table mean?
It's the top of what advertisers bid to appear at the top of Google for that term. What you actually pay depends on your Quality Score, your competitors and your bidding strategy. Read more about CPC.
Can I use these figures?
Yes, with a mention of Marketingkenners as the source and a link to this page.
How often do you update this data?
We refresh the figures at least once a year. The date at the top shows when that last happened.
What is Google Ads and how does it work?
Google Ads explained: how the auction system works, which campaign types there are and how you decide what a click is allowed to…
Getting found better in Google: 5 tips
For businesses it’s important to be visible online. One of the most important ways to be found online…
Local SEO: get more from your local visibility
Local SEO makes sure customers near you find you on Google and Google Maps.
Ready for more enquiries?
Choose where your growth should come from. A specialist picks it up within one working day.
Marketingkennersonline · reply within one working day