The most reliable way to get more leads for tradespeople is to make it easy for local customers to find you, trust you and call you, then make sure no enquiry slips through the gaps. In practice that means a well set up Google Business Profile, plenty of recent reviews, a simple website with a call button, tightly targeted local ads and a quick, polite follow-up routine.
Most plumbers, electricians, builders and roofers I speak to do good work and get plenty of word of mouth, but their enquiries come in unevenly. One month the phone is red hot, the next it is quiet. The fix is rarely a huge marketing budget. It is usually a handful of basics done properly and kept ticking over.
This guide walks through those basics in plain English, in the order I would tackle them. You do not need to do everything at once. Pick the first two or three, get them working, then add more.
First, know what a lead is worth to you
A lead is simply someone who has asked about your work, by phone, message or form. Not every lead becomes a job, and not every job is worth the same. A boiler repair, a loft conversion and a new roof all have very different values.
Before you spend a penny on marketing, work out roughly what an average job is worth and how many enquiries it takes to win one. If you quote on one in three enquiries, for example, you need three leads for every job. My guide to how to calculate cost per lead shows how to do this simply. It stops you overpaying for leads that never turn into work.
1. Set up your Google Business Profile as a service-area business
Your Google Business Profile (GBP) is the free listing that appears when someone searches for something like "emergency plumber near me" and sees the map with three businesses underneath. For most trades, this is the single most valuable place to be seen. If you want help getting it right, I offer Google Business Profile management, and there is more on the wider picture in my local SEO service for Tunbridge Wells businesses.
Treat yourself as a service-area business
If you travel to customers rather than welcoming them into a shop, you are what Google calls a service-area business. That means you can hide your home address and instead list the towns and postcodes you cover. Do this, as it protects your privacy and tells Google where you actually want work.
- Choose the right main category. "Electrician" or "Roofing contractor" is better than something vague. Add secondary categories for related work.
- List your service areas honestly. Include the towns you genuinely want to work in, not the whole county.
- Add your services. List each job type, such as boiler servicing, rewires, extensions or flat roof repairs, with a short, clear description.
- Keep your hours and phone number accurate. Use a number you will actually answer.
If your listing is not appearing at all, my article on why your business might not be showing on Google Maps covers the common causes.
Post photos of real work
Customers cannot see your work before they hire you, so photos do a lot of the persuading. Upload clear before and after shots, your van, your team and finished jobs. Take a few photos on every job (with the customer's permission where the property is recognisable) and upload them weekly. Fresh, genuine photos tell customers you are active and tell Google the same.
2. Collect reviews on every job
Reviews are often the deciding factor. When two tradespeople look similar, most people call the one with more recent, detailed reviews. Ratings also feed into how visible you are in local search.
The trick is to ask while the job is fresh. Send a text with your review link the same day you finish, when the customer is happiest. Keep it short and personal: thank them, then ask if they would mind sharing a line about the job. I have put together a step-by-step guide on how to get more Google reviews that you can follow.
Reply to every review, good or bad. A calm, professional response to a poor review can win more trust than a string of five-star ratings.
3. Make your website simple and easy to call from
You do not need a flashy website to win work. You need one that loads quickly, looks tidy on a phone and makes it obvious how to get in touch. Most people searching for a tradesperson are on their mobile, often in a hurry.
A good trades website usually has:
- A click-to-call button that stays visible as people scroll, so one tap rings you.
- Your phone number at the top of every page, not buried in a contact page.
- A page for each main service and, where it makes sense, each area you cover.
- Photos of your work and a few real reviews near the top.
- A short enquiry form asking for name, number and a line about the job. Anything longer puts people off.
- Clear accreditations, such as Gas Safe or NICEIC registration, if they apply to you.
If your current site is dated or slow, a simple, well-built website can pay for itself quickly. If you already have one that is not producing calls, this article on why websites fail to generate enquiries will help you spot the problem.
4. Use paid ads carefully, with a tight local radius
Paid ads can fill gaps when work is quiet, but they need to be aimed at the right people. For trades, the aim is to show up only to people close enough to hire you.
Google Local Services Ads
Local Services Ads are a Google format that shows your business at the very top of search results, usually with a verified badge, and you typically pay per lead (a call or message) rather than per click. They are only available for certain trades and areas, and you have to pass Google's checks first, so look at whether your trade is eligible where you work. They can be a useful extra channel where they are available.
Google search ads with a tight radius
Search ads (often called PPC, or pay-per-click, because you pay when someone clicks) show your advert when someone types in a search such as "roof repair Tunbridge Wells". The key is to limit where your ads appear. Set a radius around the area you want to work in, and exclude places you will not travel to. A small, focused campaign nearly always beats a wide, vague one.
Here is a simple example. Imagine a plumber spends £500 a month on ads (paid directly to Google) and receives 20 calls. That is £25 per call. If one in four of those calls becomes a paid job, that is five jobs, or £100 of ad spend per job. Whether that is worthwhile depends on what each job is worth to you. These numbers are only an illustration, and real results vary by trade, area and competition.
If you would like help with this, my Google Ads management in Tunbridge Wells starts from £450 a month, with ad spend paid separately to Google.
5. Never miss a call
This is the most overlooked part of getting leads for tradespeople. You can be on a roof or under a sink all day, and the customer who rings you will usually ring the next name on the list if you do not answer.
Imagine an electrician who misses six enquiries a week while working on site. If just two of them would have become £300 jobs, that is £600 a week going elsewhere. That is simply a worked example, but many tradespeople will recognise the pattern.
Some simple fixes:
- Set up an automatic text reply for missed calls, such as "Sorry I missed you, I am on a job. I will call you back by 5pm. If it is urgent, please message me here."
- Use a clear voicemail message that asks for name, number and a brief description of the job.
- Block out a call-back time at lunchtime and the end of the day, and stick to it.
- Consider a call answering service or a part-time admin helper if your phone is constantly busy.
- Add WhatsApp or text as an option, as many people prefer it to calling.
6. Follow up every quote
Plenty of quotes go quiet, not because the customer said no, but because life got in the way. A polite follow-up often brings them back.
- Send the quote promptly, ideally within a day or two while you are still fresh in their mind.
- Make it clear and easy to read, with what is included, the price and the next step.
- Follow up after two or three days with a friendly message asking if they have any questions.
- Check in again after a week or so, then leave it. No pressure.
- Keep a simple list of open quotes in a spreadsheet or notebook so nothing is forgotten.
It costs nothing and often wins jobs that would otherwise slip away.
7. Build referrals and local partnerships
Word of mouth is still the backbone of many trade businesses, but it works better when you give it a nudge.
- Ask happy customers directly. "If you know anyone who needs similar work, I would really appreciate you passing my number on."
- Leave a few cards or a magnet after each job so your details are easy to find.
- Partner with complementary trades. A plumber, a tiler, a plasterer and a decorator often meet the same customers at different stages. Agree to recommend each other.
- Talk to estate agents, letting agents and property managers, who regularly need reliable people at short notice.
- Get listed locally on community sites, local business groups and any trade association you belong to.
8. Do not rely entirely on lead directories
Lead directories and comparison sites can be tempting, because they promise a stream of enquiries. The risk is that you are paying for leads that are also sent to several of your competitors, so you end up racing to the cheapest price. You also do not own the relationship: if you stop paying, the leads stop.
I am not saying never use them. They can fill a quiet spell. But treat them as a top-up, not the foundation. Money spent building your own Google Business Profile, reviews and website keeps working for you, and the customers you win that way are more likely to come back and recommend you.
A simple routine to keep the leads coming
- Every job: take photos, ask for a review, leave a card.
- Every week: upload photos to your Google Business Profile, reply to reviews and chase open quotes.
- Every month: check how many calls and enquiries came in, and where from. Ask new customers how they found you.
Knowing where your leads come from is what lets you spend wisely. Results vary from business to business, but small, steady habits tend to build momentum over time.
Frequently asked questions
What is the best way to get leads for tradespeople?
For most trades, the best starting point is a properly set up Google Business Profile with plenty of recent reviews, because it puts you in front of people who are searching for help right now. After that, a simple website with a call button and good follow-up on calls and quotes make the biggest difference.
Do I need a website if I already have a Google Business Profile?
It is strongly recommended. A profile gets you seen, but a website gives customers more reassurance, shows your services and work in more detail and gives you somewhere to send people from ads. It does not have to be complicated. Websites start from £750.
How much should a tradesperson spend on Google Ads?
It depends on your area, your trade and how much a job is worth to you. Many small trade businesses start with a modest monthly budget, track the calls carefully and increase it only once they can see it is working. Ad spend is paid directly to Google, separately from any management fee.
Are lead directories worth it for tradespeople?
They can help in quiet periods, but the leads are often shared with other businesses and you do not own the customer relationship. It is safer to use them as a supplement while you build your own sources of enquiries.
How quickly will I see more leads?
Ads can bring calls within days, while Google Business Profile improvements, reviews and website changes usually build up over weeks and months. I cannot promise specific results, as they depend on your area, your competitors and how well the basics are done.
Want more leads without the guesswork?
If you would like a second pair of eyes on how customers currently find you, I offer a free digital audit. I will look at your Google Business Profile, website and enquiry process and tell you, honestly, where the quickest wins are. You can request your free digital audit here.
Prefer to chat it through first? Get in touch and we can talk about what would suit your trade and your area. You will work directly with me, and if we grow you, we grow together.
Want help putting this into practice?
