If you’re a plumber or boiler installer struggling to get consistent enquiries, you’re not alone. Many trades businesses rely heavily on word-of-mouth or local directories, but this isn’t enough to scale. Google Ads is one of the most effective tools to generate high-intent leads—people actively searching for services like yours.
In this guide, we’ll break down how plumbers and boiler installers can use Google Ads to increase visibility, drive more enquiries, and grow their business.
1. Why Google Ads is Essential for Plumbers & Boiler Installers
When homeowners need a plumber or a new boiler, they don’t browse social media—they Google it. Running highly targeted Google Ads ensures your business appears at the top of search results, ahead of competitors.
Key Benefits of Google Ads for Trades Businesses:
- Instant visibility – Get to the top of Google without waiting for SEO results.
- Target high-intent customers – Your ad appears when people search for “boiler installation near me” or “emergency plumber.”
- Pay only for results – You’re charged only when someone clicks your ad.
- Beat the competition – Outrank local competitors who rely only on organic search.
2. Setting Up a High-Performing Google Ads Campaign
Many businesses waste money on Google Ads because they don’t set up their campaigns properly. Here’s how to do it right.
Step 1: Choose the Right Campaign Type
For trades businesses, the Search Campaign is the best choice. This ensures your ad appears when someone types a relevant keyword into Google.
Step 2: Target High-Intent Keywords
Your success depends on bidding on the right keywords. Here are some examples:
✅ Best Performing Keywords:
- Plumbers near me
- Boiler installation services
- Emergency plumber [city]
- Gas engineer for boiler repair
- New boiler installation cost
🚫 Keywords to Avoid (Low Intent):
- DIY plumbing fixes
- How to install a boiler
- Cheap plumbing services
Use negative keywords to block irrelevant searches and avoid wasted ad spend.
Step 3: Write a Compelling Ad That Converts
Your ad copy should clearly explain what you offer and why a customer should choose you. Here’s an example:
Headline: Emergency Plumber – Same-Day Service in [City]
Description: Fast & Reliable Plumbing and Boiler Installation. No Hidden Fees. Call Now!
Use ad extensions to add your phone number, business location, and customer reviews for higher click-through rates (CTR).
3. Optimising Your Landing Page for More Conversions
A well-structured Google Ads campaign is only half the equation. If your landing page isn’t optimised, you’ll lose potential customers.
Best Practices for a High-Converting Landing Page:
- Fast Loading Speed – Ensure your page loads in under 3 seconds.
- Clear Call to Action (CTA) – Use a prominent “Request a Free Quote” or “Call Now” button.
- Trust Signals – Display customer reviews, accreditations, and guarantees to build credibility.
- Mobile-Friendly Design – Many users will be searching from their phones. Make sure your site looks great on mobile.
A slow, unclear, or untrustworthy website will drive potential customers away—even if your ad is perfect.
4. Budgeting & Tracking Success
One of the biggest mistakes trades businesses make is not tracking their Google Ads performance.
How to Budget Smartly for Google Ads:
- Start with a daily budget of £20-£50.
- Monitor Cost Per Click (CPC) – Expect to pay between £2-£6 per click for high-intent keywords.
- Focus on Return on Investment (ROI) – If you’re getting leads at £20 each and a job brings in £500+, your campaign is profitable.
Tracking Success with Google Analytics
- Set up conversion tracking to measure how many people call or fill out your enquiry form.
- Use Google Analytics to see which keywords and ads are driving leads.
- Adjust bids, ad copy, and targeting based on performance.
5. Common Mistakes to Avoid
Even with a great strategy, there are pitfalls that can drain your ad budget without delivering results.
Biggest Mistakes Plumbers & Boiler Installers Make with Google Ads:
🚫 Not Using Negative Keywords – Leads to wasted spend on irrelevant searches.
🚫 Sending Traffic to a Generic Homepage – Always use a dedicated landing page with a clear CTA.
🚫 Ignoring Mobile Users – Make sure your site and ads are optimised for mobile devices.
🚫 Not Tracking Conversions – If you’re not measuring results, you’re wasting money.
Final Thoughts: Is Google Ads Worth It for Trades Businesses?
Yes – when done right. Google Ads is one of the fastest ways for plumbers and boiler installers to get more enquiries, book more jobs, and grow their business. However, it requires proper setup, smart budgeting, and continuous optimisation to maximise results.
If you’re unsure where to start or want an expert to manage your campaigns, we can help.
📞 Book a Free Strategy Call Today and let’s get your business in front of high-intent customers who are ready to book your services.