How to Choose the Best PPC Agency for Your Trade Business

Trade PPC is a specialist skill. Generic agencies apply template campaigns to trade businesses and wonder why the cost per lead is too high. Here is what good looks like.

PPC management for trade businesses is not the same as PPC for ecommerce or SaaS. The search intent is different (often emergency or urgent), the geographic targeting is more critical, the conversion tracking involves phone calls rather than online transactions, and the keyword strategy must account for irrelevant high-volume searches.

Most agencies that take on trade businesses apply the same campaign structure they use for other clients. This produces mediocre results: high CPCs, low conversion rates, and frustrated business owners who conclude that Google Ads does not work for their sector. The problem is never the sector. It is always the campaign management.

Trade-Specific Keyword Strategy - Trade businesses need phrase and exact match keywords targeting specific services and locations. Emergency intent keywords (blocked drain, boiler breakdown) require different bid strategies to planned work queries.
Call Tracking is Non-Negotiable - Most trade enquiries come via phone call. Any PPC agency that does not implement call tracking for a trade business is running blind. Insist on call tracking from day one.
Geographic Precision - A heating engineer in Chester should not have ads showing in Leeds. Tight geographic targeting focused on your actual service radius is fundamental to trade PPC efficiency.
Landing Page Expertise - Trade landing pages need to communicate speed of response, professionalism, and local credibility. Generic landing pages with stock photos and vague copy destroy conversion rates.
Seasonal Bid Management - Trade demand is seasonal. Heating engineers need higher bids in winter. Landscapers need them in spring. Active seasonal bid management is part of professional trade PPC management.

Questions to Ask a PPC Agency Before Hiring Them for Your Trade Business

Can you show me examples of campaigns you have managed for businesses in my trade sector?
How do you track phone calls as conversions?
What match types do you use and what is your approach to negative keywords?
How do you handle seasonal demand changes in your bid management?

Frequently Asked Questions

What is a good cost per lead for a trade business on Google Ads?

This varies significantly by trade and location. Emergency services (plumber, electrician, locksmith) in major cities typically see CPLs of £12 to £25. Planned services (kitchen fitter, landscaper, loft conversion) with longer buying cycles see CPLs of £40 to £100. Higher job values justify higher CPLs.

Should a trade business use Performance Max?

Performance Max can generate leads for trade businesses but requires careful setup. Without strong creative assets, audience signals, and Search term exclusions, it tends to prioritise Display and YouTube over Search. For most trade businesses, Google Search campaigns should be the primary focus.

Get a PPC Campaign Built for Your Trade Business Book a free 30-minute audit. We will review your current campaigns or give you a clear picture of what a new campaign would cost and deliver.