Advertising in Google and Bing
Search engine advertising puts you at the top of Google and Bing at the moment someone is looking for a tradesperson. We steer on quote requests and cost per enquiry, not on clicks.
100+ businesses and growing
Search engine advertising puts you at the top of Google and Bing at the moment someone is looking for a tradesperson. Marketingkenners steers on quote requests and cost per enquiry, not on clicks. We start with Google Ads on buying intent and add Bing when it brings in extra enquiries at a lower click price.
What is search engine advertising?
Search engine advertising (also called SEA) means being visible for a fee in the search results of Google and Bing. Your ad appears above the regular results, with the label 'sponsored'. You only pay when someone clicks.
For tradespeople that's valuable, because the searcher already has a project. Someone who types 'replace roof' or 'install heat pump' isn't looking for inspiration. They're looking for a company that can do the job.
Within the Growth System search engine advertising is part of the Traffic link. It brings the right people to a website that turns visitors into enquiries.
The difference from a lead platform matters too. There you pay per enquiry and share it with competitors. With your own search campaigns the enquiry comes in only to you, on your own website.
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.
Why search traffic works so well for tradespeople
On big jobs every serious enquiry counts. Search ads put you in front of exactly those people.
Buying intent
You appear for searches by people who are looking for a tradesperson right now. That's different from someone who just happens to scroll past.
Only your own region
Your ads only show in the area where you really want to work. That way you don't pay for clicks from a hundred kilometres away.
Quickly visible
Where SEO needs months, with ads you're at the top within a few days. Handy when your diary needs filling quickly.
Measurable down to the job
With good tracking you see which keyword produced which enquiry. That way you steer on results instead of gut feeling.
Google Ads and Bing Ads
Most searches go through Google, so that's almost always where it starts. With Google Ads we focus on keywords with buying intent in your region.
Bing Ads (Microsoft Advertising) is a supplement. Bing is the default on many Windows computers and reaches its own group of searchers. Often fewer companies advertise there, which can push the click price down.
We only switch on Bing once Google is running well and the measurement is right. A working campaign is quick to copy across.
The same rules apply on both channels. We only advertise in your service area, exclude searches without a job using negative keywords and measure every enquiry. That way you can fairly compare the cost per enquiry of Google and Bing side by side.
- Google Ads as the main channel
- Bing Ads as a supplement
- The same measurement on both channels
Steering on enquiries, not on clicks
Steering on clicks
- Report full of impressions and click prices
- Advertising broadly on everything related to your trade
- Budget goes to what attracts the most clicks
- Nobody knows which click became a job
Steering on enquiries
- One number that counts: cost per quote request
- Only keywords from people with a project
- Budget goes to what brings in enquiries and jobs
- Every enquiry measured through to the signed quote
Where ad budget usually leaks away
In accounts we take over we often see the same leaks.
Keywords that are too broad
Advertising on 'dormer' also attracts people who only want prices or pictures. Those clicks cost money without an enquiry.
No negative keywords
Without exclusions you pay for searches like 'DIY', 'vacancy' or 'cheap second-hand'.
Area too large
Ads that show across the whole of the Netherlands, while you only work in your own region.
No measurement through to the quote
Without tracking nobody knows which campaign brings in jobs, so the budget goes to what attracts the most clicks.
How we build your search campaigns
No campaign on a whim. Every step builds on the previous one.
Intro call
We map out your market, margins and current enquiries. And we tell you honestly whether advertising already makes sense now.
Baseline
In the first week we set up the tracking , right through to the quote. That way we know where we're starting from.
Build
We build the campaigns on buying intent, with your region, strong ad copy and a list of negative keywords.
Adjust daily
Every morning at 09:00 we check all accounts. Deviations in costs or enquiries we see the same day.
Monthly meeting
Once a month we discuss the numbers with an on-track indicator. Budget goes to what brings in jobs.
Advertising only works with a website that converts
Buying traffic to a website that doesn't bring in enquiries is throwing money away. In 9 out of 10 cases we therefore start with a better foundation: a website that loads fast, builds trust and asks the right questions.
In our 90-day growth programme we lay that foundation and the measurement in month 1. In months 2 and 3 we switch on Google Ads on buying intent. That way every euro you put into ads brings in more enquiries.
Are you already running campaigns? Then we first look at what's happening now. Often the gain lies in better measurement and conversion optimisation, not in more budget.
From month 3, SEO joins in. Ads bring in enquiries in the short term, organic visibility builds for the long term. Together they make you less dependent on a single channel.
What customers say on Google.
I'm very happy with the collaboration. They're very engaged and we're seeing a nice rise in enquiries.
A lot has been achieved in online marketing in half a year. Niels is always well prepared and comes with concrete suggestions and recommendations.
Our sales have risen sharply since we started working together. Marketing is finally truly measurable. Highly recommended!
They listened carefully to our wishes, thought along actively and everything is professionally and sharply put together.
Thom and Niels know what they're doing, they get the most out of our website and know how to translate our technical knowledge into language consumers can understand.
Our photobooth sales shot up straight away and the website looks super sleek. They think along well with new ideas.
When it comes to CRO, SEO and SEA, the guys deliver visible results time after time. They work in a structured and focused way.
Thom put our website at the top of Google like a shot. He keeps all his agreements, correctly and reliably.
I had previously been let down by another agency, but Thom and Niels exceeded all expectations.
They know their stuff, are very pragmatic and proactive, and importantly: they keep their agreements. A pleasure to work with.
Thom and Niels helped me with my SEO and Google Ads, and as a result I've gained a lot of new customers!
We're very happy with how they think along and with the improvements to our sites and online visibility.
Always on hand and thinking along. Highly recommended for entrepreneurs looking for a top-sport mentality.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
What's the difference between search engine advertising and SEO?
With search engine advertising you pay per click and sit right at the top. With SEO you earn a spot in the regular results, which takes more time but keeps working for longer. The two reinforce each other: ads bring in enquiries in the short term, SEO builds for the long term.
How quickly will I see results from search engine advertising?
Your ads are visible within a few days and the first clicks come straight away. For an honest picture of the cost per enquiry you need a few weeks of data. That's why we adjust daily and review the course in the monthly meeting.
What does search engine advertising cost?
That depends on your trade, your region and the competition on your keywords. The most important number is what one quote request costs you, set against what a job brings in. In the intro call we work out together which ad budget fits your goals.
Do I need to advertise on both Google and Bing?
Start with Google, that's where most of your customers search. Once Google is running well and the measurement is right, Bing is a logical addition, often with lower click prices. We then copy the working campaigns and adapt them.
Who is search engine advertising suited to?
For tradespeople in construction and technical trades with jobs from €2,000, such as roofers, contractors and installers. For them, one extra job really makes a difference. For web shops and businesses with small order values, we're not the right partner.
Ready for more enquiries?
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