How to Set Up Google Ads for Your Trade Business

For a Brisbane tradie, being at the top of Google isn't just a 'nice to have'—it’s the difference between a fully booked calendar and a quiet week. When a homeowner has a burst pipe in Indooroopilly or needs an emergency sparky in Chermside, they don’t scroll to page two; they click the first professional result they see.

Setting up Google Ads can feel like trying to read a blueprint for a house you didn't design, but once you understand the logic, it’s the most powerful tool in your marketing arsenal. This guide will walk you through setting up your first 'Search' campaign from scratch, specifically tailored for the Australian trade industry.

Before You Start: The Tradie’s Checklist

Don't jump into the dashboard just yet. You'll save a lot of clicking around if you have these ready:

• Your ABN: Google now requires advertiser verification for Australian businesses.
• A Credit or Debit Card: To pay for your clicks.
• A Website or Landing Page: Ideally one that has your phone number front and centre.
• A Rough Budget: Decide how much you're willing to spend per day (we usually recommend starting with at least $30-$50/day for competitive trades).
• Service Areas: A list of the suburbs or the radius you’re willing to drive to.

---

Step 1: Create Your Google Ads Account (The 'Expert' Way)

First, head to ads.google.com.

• Click 'Start Now'.
• Look for a tiny link at the bottom that says 'Switch to Expert Mode'. It might be hidden in small print. Click it. Don't worry, you don't need to be an expert; it just gives us the 'manual' gearbox instead of the 'automatic' one.

Step 2: Choose Your Objective and Campaign Type

Google wants to know what you’re trying to achieve. For most tradies, the answer is phone calls and form submissions.

• Select 'Leads' as your objective.
• For campaign type, select 'Search'. This ensures your ad appears when people type specific terms into Google.
• Under 'Select the ways you'd like to reach your goal', check 'Phone calls' and 'Website visits'.
• Give your campaign a name you’ll recognise, like [Service] - Brisbane - Search.

Step 3: Sorting Your Budget and Bidding

This is where people get nervous. Let’s break it down.

• Bidding: Google will ask what you want to focus on. Start with 'Clicks'.
• Set a maximum cost per click limit (Optional): If you're in a high-competition trade like Plumbing or Locksmithing, clicks in Brisbane can be pricey ($10-$20+). For now, leave this unchecked to let Google's AI find its feet, or set a conservative cap like $8.00 if you're on a tight budget.
• Budget: This is your daily spend. If you want to spend $900 a month, set this to $30.

Step 4: Campaign Settings (The 'Waste' Filter)

This step is where most tradies waste money by showing ads to the wrong people.

• Networks: Uncheck 'Display Network'. This stops your ads from appearing as banners on random gaming sites or news blogs. You want to stay on the Search Network where people are actively looking for you.
• Locations: Don't just leave it as 'Australia'. Click 'Enter another location'.

• Location Options: Click the small blue 'Location options' text. Change the setting to 'Presence: People in or regularly in your targeted locations'. This stops someone in Sydney who is 'interested in' Brisbane from seeing your ad.

Step 5: Keywords - Thinking Like a Customer

Keywords are the phrases that trigger your ad.

Instead, use 'Phrase Match' by putting your keywords in quotes. For example:

• "emergency plumber brisbane"
• "leaking tap repair"
• "hot water system replacement"

Step 6: Writing Your Ads (The 'Hook')

Google now uses 'Responsive Search Ads'. You provide up to 15 headlines and 4 descriptions, and Google mixes and matches them.

• Include your service and location: Emergency Electrician Brisbane
• Include a benefit: Fast 1-Hour Response Time
• Include a call to action: Call For A Free Quote or Book Online & Save $20
• Mention trust: Fully Licensed & Insured or 5-Star Rated Family Business

• "Local Brisbane sparkies available 24/7 for all repairs. No job too small. Call us now!"
• "Family owned and operated. We arrive on time and clean up after ourselves. Free quotes."

Step 7: Ad Assets (The Secret Sauce)

Previously called 'Extensions', these make your ad look bigger and more professional.

• Call Asset: This is vital. Add your mobile or office number. On a smartphone, this turns into a 'Click to Call' button.
• Sitelinks: Add links to specific pages like 'Contact Us', 'Our Services', or 'About Us'.
• Location Asset: Link your Google Business Profile (formerly GMB) so your address and star rating show up.

Step 8: Billing and Identity Verification

This is the fiddly bit. Australia has strict rules for digital advertising now.

• Enter your ABN and business address exactly as they appear on the Australian Business Register.
• Enter your credit card details.
• Warning: Google will likely pause your account within the first few days and ask you to 'Verify your identity'. Keep an eye on your email. You’ll need to upload a photo of your ID (like a driver's license) and sometimes a business document. It’s a pain, but everyone has to do it.

---

Common Mistakes to Avoid

• Sending traffic to the Homepage: If your ad is about 'Air Con Repair', send people to your Air Con page, not your general homepage. This is called 'Relevance' and it makes your ads cheaper.

• Not Tracking Calls: If you don't know which keywords lead to phone calls, you're flying blind. (This is a bit more advanced, but it's worth looking into 'Google Forwarding Numbers' later).

Troubleshooting

• "My ads aren't showing!" Check your 'Ad Strength'. If it's 'Poor', add more headlines. Also, check your 'Impression Share'—your budget might be too low to compete at that time of day.
• "I'm getting clicks but no calls." Is your website easy to use on a phone? Does it have a big 'Call Now' button at the top? Most tradie leads happen on mobile. If your site is slow or hard to read, people will bounce back to Google and click your competitor.
• "Google suspended my account." Don't panic. This usually happens because of a billing address mismatch or the verification process. Usually, a quick appeal or completing the ID check fixes it.

Next Steps

Setting up the campaign is just the start. For the first two weeks, log in every second day and:

• Check the 'Search Terms' report to see what people actually typed. If you see something irrelevant, add it as a negative keyword.
• Adjust your budget if you're hitting your limit too early in the day.
• Check which headlines are performing best and write more like them.

If this all feels like a bit much while you're also trying to manage a crew and get onto the tools, we can handle the heavy lifting for you. At Local Marketing Group, we specialise in helping Brisbane tradies dominate their local patch.