A lot of tradespeople didn't get into the game to waste hours chasing leads. You got into it because you're good at what you do — not because you wanted a career in digital advertising.
The reality is: being great at your trade isn't enough to keep the phone ringing. Mates recommending you is still gold, but get more info it's unpredictable - especially when the market slows.
So what actually works? Below are a few practical strategies that actually make a difference - no a fancy agency.
Set Up a Proper Digital Profile
If a homeowner Googles "local builder" - are you anywhere to be seen? Heaps of trades businesses still don't have even a basic website.
It doesn't need to be anything over the top. A simple website that displays what you actually do, mentions the suburbs you operate in, and has a clear way to get in touch - that's where you start.
A one-page setup with your services, contact details, and a few photos puts you ahead of the blokes relying on Facebook alone.
Google Maps - Free and Underrated
If you haven't claimed your Google Business Profile, you're missing the easiest free leads going. Zero dollars to set up.
The map listings that pops up before everything else when someone searches for a trade - that's where you want to be. Showing up there comes down to not leaving your profile half-empty.
- Add pictures from actual jobs - not stock images
- Ask satisfied customers for reviews - people read these before they call
- Reply to every review - it makes a real
difference
- Update your info when anything changes
This stuff adds up month after month. Tradies who stay on top of their profile end up above the competition that ignores it.
Social Media - Don't Overthink It
Nobody's asking you to be an influencer. The ones actually winning work from Facebook and Insta aren't doing anything fancy.
Grab a shot when you finish a job. Before and afters get the most engagement by far. A finished bathroom reno - that tells the story on its own.
Post it with a short caption and move on with your day. Even once or twice a week is plenty. Each post shows potential customers you're the real deal.
Homeowners respond to photos of real work. A genuine job photo outperforms any amount of fancy marketing - because it's real.
Online Advertising - Not a Magic Bullet
Running Google Ads can absolutely work for tradies - but it's not a set-and-forget situation. The tradies who get burnt is boosting random Facebook posts.
Before putting budget behind anything: have a landing page that works. All the clicks in the world won't help if people can't find your phone number.
Don't go all-in on day one. Measure results, not just impressions. Put more behind what works and pull the plug on anything that's just burning cash.
Your Online Reputation - What People Check Before They Call
One thing that doesn't get talked about enough: the majority of homeowners will read your reviews before they pick up the phone. A trades business with strong reviews gets the call over someone with zero social proof - every single time.
Make it a habit to follow up with a review request. Most customers are happy to help - they just don't think of it. Text them the Google review link and the reviews will stack up faster than you'd expect.
Don't ignore or argue with bad feedback - your response to complaints says more about your business than you'd think.
What It All Comes Down To
Marketing your trades business shouldn't be complicated. The busy ones aren't doing anything magical - they got the fundamentals right and stuck with it.
Lock in your Google listing and a basic site. Let your jobs do the talking. Build your reputation with real feedback. When you put money into advertising, do it with a plan, not a prayer.
You're already great at what you do - getting found online just needs a bit of attention to start working for you.