When you run a trade business, whether you’re a plumber, electrician, carpenter, landscaper, or builder, getting consistent work is essential to keeping your business thriving. The challenge? Many tradies rely heavily on word of mouth and referrals, but in today’s digital-first world, that’s not enough. Customers now Google everything, including who they should hire for their next job.
This guide breaks down marketing for tradies into practical steps you can implement to start attracting more local leads, securing bigger jobs, and building a trustworthy brand in your community.
Why Marketing Matters for Tradies
Tradies often say: “If I do a good job, people will recommend me.” While that’s true, relying only on referrals can leave your business vulnerable during slow seasons. Marketing ensures:
- A steady pipeline of leads – so you’re not just waiting for the phone to ring.
- Higher-paying jobs – customers are more likely to trust and pay a premium for a tradie with a strong online presence.
- Competitive advantage – while many tradies ignore marketing, you can stand out by doing it right.
📊 According to a BrightLocal survey (2024), 87% of consumers used Google to evaluate local businesses before hiring.
Step 1: Build a Professional Website
Your website is your digital shopfront. Even if most jobs are local, customers expect to find you online.
What your tradie website should include:
- Make sure it’s easy to use nobody likes a complicated website
- Clear services list (e.g., “Blocked Drains,” “Emergency Electrical Repairs,” “Bathroom Renovations”)
- Before & after photos of your work (proves quality instantly)
- Google Reviews integration for trust signals
- Simple contact options (click-to-call, forms, WhatsApp if relevant)
- Service area map to show where you work
Step 2: Google Business Profile (Maps Listing)
One of the biggest lead generators for tradies is showing up on Google Maps. When someone searches “plumber near me” or “builder in [suburb],” your profile should appear.
Tips to optimise your profile:
- Use keywords in your business description (“Emergency 24/7 Electrician in Parramatta”)
- Upload photos of your work regularly (Google rewards fresh content)
- Ask happy clients for reviews (the more 5-star reviews, the better your ranking)
- List all service categories (don’t just put “Carpenter” – add the specific services such as “Deck Builder,” “Kitchen Renovations,” etc.)
- Remember customers search for their desired service not your trade
- Post updates on your Google My Business profile to show you’re active, treat it the same way you treat your social media accounts
You don’t need to post daily dance videos on TikTok (but it won’t hurt if you do it right). Social media works for tradies when used strategically and it’s a great way to showcase your talent.
- Facebook & Instagram → Before/after transformations, local ads, reviews.
- TikTok & YouTube Shorts → Quick DIY tips, time-lapse videos of projects, “day in the life of a tradie.”, dancing videos, funny skits, anything unique!
- LinkedIn → Great if you’re targeting commercial work.
💡 Example post idea: A plumber records a 30-second video fixing a burst pipe, then captions it: “When water disasters strike, we’ve got you covered 24/7 🚰.”
Step 4: Paid Ads (Google & Facebook)
If you want leads fast, ads are a smart move.
- Google Ads: Perfect for high-intent searches like “emergency plumber Sydney” or “bathroom renovations Brisbane.”
- Facebook Ads: Great for showcasing visual work (carpentry, landscaping, renovations). You can target by postcode or even household income.
📊 According to WordStream, the average cost per lead for home services on Google Ads is between $40–$350 (depending on your industry), but tradies often earn thousands from just one converted lead.
Step 5: Local SEO for Tradies
SEO (Search Engine Optimization) is what gets your website ranking on Google. For tradies, local SEO is key.
SEO tips:
- Create service pages: “Blocked Drain Repairs in Sydney,” “Roof Repairs Newcastle.”
- Use suburb-specific landing pages: “Plumber in Parramatta” / “Electrician in Penrith.”
- Publish helpful blog posts: “5 Signs You Need a New Hot Water System.”
🔗 See Google’s SEO Starter Guide for more info.
Step 6: Email & SMS Marketing
Most tradies overlook this, but repeating jobs from old customers is one of the easiest ways to grow revenue.
- Collect customer emails/phone numbers.
- Send reminders (e.g., “It’s been a year since your aircon was serviced.”).
- Offer seasonal promos (e.g., “Winter Roof Inspection – 20% off this month”).
Step 7: Leverage Referrals (the Right Way)
Instead of just hoping for word-of-mouth, incentivise it:
- Offer a $50 voucher for every referral that becomes a client.
- Run “Refer a friend” promotions on social media AND your website.
Example: How This Works in Practice
Imagine you’re a landscaper in Sydney.
- You build a website with service pages like “Garden Design in Hills District.”
- You optimise your Google Business Profile and start showing up for “landscaper near me.”
- You run a Facebook ad showing a backyard transformation.
- You email past customers offering winter lawn care services.
Within 6 months, you’ve built a steady flow of both new and repeat jobs.
Final Thoughts
Marketing for tradies doesn’t have to be complicated. By combining local SEO, Google Maps, paid ads, and social media, you can outshine competitors who still rely only on word of mouth. The tradies who win the most work are not always the best at the job, but they’re the best at getting found.
FAQs
1. Do tradies really need a website?
Yes. A website makes you look professional and helps customers trust you before booking. Our data shows that customers are up to 72.6% more likely to choose someone with a website as opposed to someone without one.
2. What’s the fastest way to get tradie leads?
Google Ads and Google Maps. These are considered double opt in which means the customer already knows the issue and is looking for a solution. For example a customers searching “plumber near me” is usually ready to book immediately.
3. How much should a tradie spend on marketing?
Most successful tradies spend between 5–20% of revenue on marketing. Remember: the most successful businesses build their pricing around their costs including their marketing expense. There is not point being the most affordable choice if nobody knows who you are!
4. Which social media works best for tradies?
Tik Tok, Facebook and Instagram for visual jobs. LinkedIn for commercial contracts.
Go deeper: the complete tradie marketing library
This guide is the overview. Each area below has its own in-depth guide with the specifics, scripts and benchmarks to put it into practice.
Getting more leads and jobs
Google Ads & paid advertising
SEO & local visibility
Lead platforms & marketplaces