Generating a steady stream of high-quality enquiries is essential for any plumber, electrician, or roofer looking to grow their business. However, many trades businesses rely on word-of-mouth, local directories, or outdated marketing methods, which can lead to inconsistent leads and missed opportunities.
This guide will break down the most effective lead generation strategies to help trades businesses attract high-intent customers, increase conversions, and boost revenue.
1. Google Ads – Target Customers Actively Searching for Your Services
When homeowners need a plumber, electrician, or roofer, they Google it. That’s why Google Ads is one of the most effective tools to generate high-intent enquiries—these customers are already looking for a service.
How to Set Up a High-Performing Google Ads Campaign
✅ Use high-intent keywords – Focus on searches like:
- “Emergency plumber near me”
- “Electrician for rewiring in [City]”
- “Best roofing company in [Location]”
✅ Optimise for local searches – Use location targeting to only show your ads in areas you service.
✅ Write compelling ad copy – Example:
“Need a Reliable Plumber? Fast, Affordable & Same-Day Service – Call Now!”
✅ Send traffic to a high-converting landing page – Never send paid traffic to a generic homepage. Instead, create a dedicated service page with:
- A strong CTA (Request a Free Quote Now)
- Customer reviews & testimonials
- Mobile-friendly design
Google Ads can deliver high-quality leads within days if set up correctly, making it an essential part of any trades business marketing strategy.
2. Meta Ads – Reach Local Homeowners Before They Need You
Unlike Google Ads (where people are actively searching), Meta Ads (Facebook & Instagram) allow you to reach homeowners before they need your services.
How to Generate Leads Using Meta Ads
✔ Run local awareness campaigns – Target homeowners in your area, ensuring they remember your business when they need a tradesperson.
✔ Use retargeting – Show ads to people who visited your website but didn’t book a service.
✔ Showcase before & after work – Images of successful projects (like a new boiler installation, electrical upgrade, or roof replacement) build trust and increase engagement.
✔ Use lead form ads – Meta allows you to collect enquiries directly in the ad, making it easy for customers to reach you.
With the right strategy, Meta Ads can increase brand awareness and drive consistent enquiries for your business.
3. SEO – Get Free Enquiries from Google Search
If you want a steady stream of enquiries without relying on paid ads, SEO (Search Engine Optimisation) is key. A well-optimised website can rank on Google’s first page and bring in leads organically for years.
How to Optimise Your Website for SEO & More Enquiries
✅ Target local keywords – Optimise for terms like “best plumber in [city]” or “emergency electrician [location]”.
✅ Create dedicated service pages – Have separate pages for each service (e.g., boiler installation, rewiring, roof repair).
✅ Get more Google reviews – Businesses with higher ratings and more reviews rank higher in search results.
✅ Optimise your Google My Business (GMB) profile – Ensure your business listing is updated with correct contact details, service areas, and customer reviews.
SEO takes time, but once your site ranks well, you’ll get free, high-quality enquiries every month.
4. Website Optimisation – Turn Visitors into Enquiries
Many trades businesses lose potential leads because their website doesn’t convert visitors into customers.
Best Practices for a High-Converting Website:
- Fast Loading Speed – Pages should load in under 3 seconds to prevent users from leaving.
- Clear Call-to-Action (CTA) – Every page should have a visible “Request a Free Quote” or “Call Now” button.
- Trust Signals – Display customer reviews, accreditations, and guarantees to build credibility.
- Mobile-Friendly Design – Most users search for tradespeople on their phones. Ensure your site works seamlessly on mobile.
Improving your website can double your enquiry rate without spending extra on ads.
5. Online Reviews & Social Proof – Build Trust & Increase Enquiries
Most homeowners won’t hire a tradesperson without reading reviews first. The more positive testimonials you have, the higher your conversion rate will be.
How to Get More 5-Star Reviews
✔ Ask happy customers – Provide a direct link to your Google Reviews page after completing a job.
✔ Send follow-up messages – A simple email or text reminder can increase review rates.
✔ Incentivise feedback – Offer a small discount or future service benefit in exchange for an honest review.
Businesses with strong review profiles get more enquiries and rank higher on Google.
6. Follow-Up & Retargeting – Convert More Enquiries into Bookings
Most trades businesses focus on getting new leads but forget about following up with potential customers who showed interest but didn’t book.
How to Convert More Leads into Paying Customers
📌 Email & SMS Follow-Ups – Send reminders or discounts to people who requested a quote but didn’t proceed.
📌 Call Past Customers – Offer repeat clients exclusive discounts for boiler servicing, electrical upgrades, or roof inspections.
📌 Use Retargeting Ads – Show ads to people who visited your website but didn’t take action.
These simple tactics can increase your conversion rate and revenue without spending extra on new leads.
Final Thoughts: The Best Lead Generation Strategy is a Multi-Channel Approach
Trades businesses that rely on one source (like directories or word-of-mouth) limit their growth. To generate consistent, high-quality enquiries, you need a mix of:
✔ Google Ads for immediate leads
✔ Meta Ads for brand awareness & retargeting
✔ SEO for long-term, free enquiries
✔ Website optimisation to convert more visitors
✔ Follow-up strategies to maximise every lead
If you’re looking to scale your business and increase high-quality enquiries, we can help.
📞 Book a Free Strategy Call Today and let’s create a custom marketing plan to grow your trades business.