Google Ads for trade businesses
Google Ads that get found by people with a concrete project in your region. We steer on quote requests and what one enquiry costs you.
100+ businesses and growing
Marketingkenners uses Google Ads for trade businesses that want more quote requests from their own region. We only advertise on search terms with a concrete job, exclude searchers without buying intent and measure every enquiry down to the signed quote. Google Ads starts in month 2 of the 90-day programme, once your website and measurement are in order.
Google Ads for people who are looking for a tradesperson now
Google Ads are the ads at the top of Google’s search results. You pay per click, and you decide for which searches you appear.
That is where the difference lies. We only advertise on keywords with buying intent: ‘dormer installation’, ‘contractor extension’ or ‘air conditioning installation’. Whoever searches like that has a project and wants a quote.
Broad keywords like ‘dormer’ or ‘heat pump’ mostly attract the curious. Those clicks cost money and rarely bring in a job.
- Only keywords from people with a project
- Ads that match the search
- Landing pages that bring in enquiries
Which search do you pay for?
Not every click is a customer. Choose a search below and see whether we advertise on it or not, and why.
Quality work in your own region. Call straight away or request a quote.
Someone with an urgent problem. Highest chance of a job today.
A Google Ads account that steers on enquiries
Every part of your account has one purpose: more quote requests at a lower price per enquiry.
Account structure
A clear structure per service, with its own ad groups and texts. That way you keep a grip on what each service costs and delivers.
Keywords on buying intent
We choose keywords from people who want a job done. We deliberately leave informational searches alone.
Only your own region
Your ads only show in the area where you work. Places where you want lots of jobs get extra attention.
Negative keywords
We exclude searches like ‘DIY’, ‘vacancy’ or ‘second-hand’. That way you don’t pay for clicks that never become a job.
Conversion tracking
We measure every form and every phone call from your ads. You see per keyword what an enquiry costs.
Offline conversions
We send signed quotes back to Google Ads. That way Google learns which clicks bring in real jobs.
Google learns from your signed jobs
An offline conversion is a result that happens outside your website, such as a signed quote. Through a click ID (a code Google attaches to every ad click) we link that job back to the ad that brought it in.
That makes a big difference. Without that link, Google optimises for every completed form, including those from price shoppers. With the link, Google adjusts towards enquiries that bring in work.
We set up the measurement in the first week, as part of our tracking. Only after that do the campaigns go live.
Google Ads in detail
How we use Google Ads in our own region, and when Performance Max does or doesn’t fit.
How we start with your Google Ads
From intro call to an account that performs better every month.
Intro call
We discuss your market, margins and current enquiries. If you already run campaigns, we first look at what is happening now.
Baseline and tracking
We set up conversion tracking and offline conversions, so we can steer on enquiries from day one.
Build and launch
We build the account on buying intent, with your region, ad texts and negative keywords.
Adjust daily
We cut expensive keywords without enquiries and put more budget on what works.
Monthly meeting
Every month we discuss cost per enquiry and jobs, with an on-track indicator and a clear plan.
Every morning at 09:00 a check on your account
Every working day at 09:00 we go through all Google Ads accounts. If costs rise without enquiries coming with them, or a campaign stalls, we see it that same morning.
AI helps us do that check quickly. People make the decisions: the team looks at what needs to happen and adjusts it.
Once a month you sit down with your fixed point of contact. We discuss what your ads have delivered and where the budget goes in the coming month.
- Daily check at 09:00
- Fixed point of contact
- Monthly meeting with on-track indicator
- Google Partner
Google Ads suits you if
Do you recognise yourself in these points? Then Google Ads on buying intent is probably a good step.
- Your average job is €2,000 or more
- You work in construction, on roofs or in installation
- You have room in your diary for more jobs
- Your website is fast and shows clearly what you do
- You follow up enquiries the same day
- You want to steer on numbers, not on gut feeling
- You mainly want more clicks, likes or followers. We steer on enquiries and signed jobs.
- You’d rather try it yourself first. Start in the knowledge base
- You don’t know yet where the leak is. Take the free growth scan first
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
What are keywords with buying intent?
These are searches that show someone wants a job carried out, such as ‘roof renovation quote’ or ‘heat pump installation’. They sometimes cost more per click, but far more often lead to an enquiry. That is why we put the budget there.
What does Google Ads cost?
You pay per click, and the click price depends on your trade, your region and the competition. More important is what one quote request costs, set against your margin per job. In the intro call we work out together which ad budget fits.
Why don’t you steer on clicks or ROAS?
Clicks say nothing about jobs. ROAS (revenue per euro of advertising budget) works well for webshops, but for tradespeople there is a quoting process between click and revenue. That is why we steer on cost per enquiry and, with offline conversions, on signed jobs.
How quickly does Google Ads bring in enquiries?
Your ads are live within a few days and the first enquiries can come straight away. The account gets better over the following weeks, because we adjust daily based on what works. For a valuation firm in the Utrecht region, it went from 6 to 16 enquiries in the first 30 days.
I already run Google Ads, can you take it over?
Yes. We start with an analysis of your current account and your measurement. Often there are expensive keywords without enquiries and negative keywords are missing. You usually notice those improvements quickly in your cost per enquiry.
Already running Google Ads?
Have a specialist look at your account and your enquiries for 30 minutes. Free, over video.
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