Most advertising advice for tradespeople lists the same vague tips: “get on social media,” “ask for referrals.” It never tells you what each channel actually costs or whether it’s likely to work for your trade. This guide cuts through that.
Tradesman advertising covers all the paid and direct channels you can use to get your name in front of people who need your work. Done right, it builds a consistent lead pipeline that doesn’t rely on a slow week from word of mouth. Done badly, it burns budget with nothing to show for it.
These ten ideas are practical, costed, and tested by UK tradespeople. Start with one or two rather than spreading budget thin across everything.
Key Takeaways
- Google Local Services Ads (Google Guaranteed) charge per qualified lead, not per click — typically £15–£40 per lead for most trades in the UK
- Van livery costs £300–£800 as a one-off investment and generates local impressions continuously for years — one of the best cost-per-impression advertising channels available
- Paid lead platforms (Checkatrade, Bark, TrustATrader) charge differently — annual subscriptions, pay-per-lead, or subscription tiers — compare carefully before committing
- Leaflet drops in targeted postcodes near active jobs cost roughly £50–£100 per 1,000 leaflets delivered and work well for high-ticket trade work
- According to the Federation of Small Businesses, word-of-mouth and referrals are still the top source of new business for tradespeople — a formal referral scheme turns this into a scalable channel
1. Google Local Services Ads
Google Local Services Ads (LSAs) appear above standard Google search results — even above pay-per-click ads. They show your business name, rating, number of reviews, and a “Google Screened” badge, which tells customers Google has verified your licence and insurance.
Unlike standard Google Ads, you pay per lead (a phone call or message), not per click. That’s a meaningful difference: clicks from someone browsing don’t cost you anything.
What it costs: Verified leads typically cost £15–£40 depending on your trade and location. Plumbers, electricians, and locksmiths at the higher end; painters and general builders closer to £15. You set a weekly budget cap and can dispute poor-quality leads.
Who it suits: Emergency trades (locksmiths, plumbers, electricians) and trades where customers want instant reassurance on credentials.
To set up, visit ads.google.com/local-services-ads. You’ll need to verify your insurance and, for regulated trades, your licence number.
2. Google Search Ads (Pay-Per-Click)
Standard Google Ads put your business at the top of search results for specific keywords. When someone searches “boiler service Leeds” or “emergency electrician Birmingham,” your ad can appear first — above every organic result and trade directory.
What it costs: Cost per click varies by trade and location:
| Trade | Typical CPC (UK) | Best-performing keywords |
|---|---|---|
| Electrician | £4–£10 | Emergency electrician, consumer unit, EICR |
| Plumber | £3–£8 | Emergency plumber, boiler repair, leak |
| Roofer | £2–£6 | Roof repair, flat roof, emergency roofer |
| Painter/decorator | £1–£3 | Interior painting, decorator near me |
| Locksmith | £5–£12 | Emergency locksmith, locked out |
A budget of £15–£25 per day is enough to start testing. For detailed guidance by trade, see our Google Ads for electricians guide. If you want a broader introduction to getting found online without paying per click, the SEO for tradesmen guide covers the organic side.
3. Facebook and Instagram Ads
Facebook Ads let you target people by location with a precision that’s hard to match. You can show ads to homeowners within 10 miles of your postcode, in the age range most likely to hire your trade, who’ve shown interest in home improvement.
The format suits visual trades — before-and-after photos work extremely well for painters, bathroom fitters, landscapers, and kitchen fitters. A split image of a tatty garden transformed into a smart paved patio is the kind of thing people stop scrolling for.
What it costs: Facebook Ads can run from £5/day. Most tradespeople find a budget of £10–£20/day is enough to generate a steady stream of enquiries in a local area. The key is a clear image, a simple offer (“Free quote within 24 hours”), and a call-to-action that goes to your website or WhatsApp.
What works: Retargeting people who’ve visited your website is often more effective than cold audiences. Anyone who’s been to your site already knows who you are — a reminder ad can prompt them to get in touch.
4. Paid Lead Platforms
Sites like Checkatrade, TrustATrader, Bark.com, and Rated People connect tradespeople with customers who are actively looking for quotes. They’re not free — but for the right trade and area, the volume of leads can justify the cost.
How they compare:
| Platform | How you pay | Typical cost | Best for |
|---|---|---|---|
| Checkatrade | Annual subscription | £600–£1,200/year | Domestic trades, home repairs |
| TrustATrader | Annual subscription | £400–£900/year | Similar to Checkatrade |
| Bark.com | Pay per lead | £5–£30/lead | High-volume trades, quick jobs |
| Rated People | Credits system | ~£5–£15/credit | Domestic work, small jobs |
TrustATrader generally costs less than Checkatrade for a similar coverage. Bark’s pay-per-lead model suits tradespeople who want flexibility — you only buy leads for jobs that look worthwhile. The downside: Bark leads are often shared with other tradespeople, so you’re competing from the first contact.
Whichever platform you use, your review count makes a significant difference. A profile with 40+ reviews consistently outperforms one with five, even with identical subscription tiers.
5. Van Livery
Your van travels through dozens of postcodes every working week. Without signage, it’s a missed advertising opportunity. With a well-designed wrap or vinyl lettering, it becomes a moving billboard seen by every driver, pedestrian, and homeowner you pass.
What it costs: A full van wrap costs £800–£1,500. A partial wrap or vinyl lettering costs £300–£600. Either option lasts 5–7 years with reasonable maintenance. The Outdoor Advertising Association estimates that vehicle livery generates between 30,000 and 70,000 impressions per day in an urban area. On a per-impression basis, van livery is one of the cheapest forms of advertising available.
Include your trade, phone number, website, and a brief description of your services. Simple, readable from a distance. A QR code to your website or Google review page is worth adding.
6. Leaflet Drops
Leaflet drops still work for many trades, particularly for services where homeowners need work done periodically — guttering, roofing, exterior painting, driveway sealing. Dropping 500 leaflets within a mile of a large job you’re doing creates proximity social proof: “we’re currently working on your street.”
What it costs: Design and printing costs around £80–£150 for 1,000 A5 double-sided leaflets through online printers like Instantprint or Solopress. Royal Mail’s Door to Door service delivers to specific postcodes for roughly £45–£60 per 1,000 addresses. Total cost: around £130–£200 per 1,000 leaflets, delivered.
What to include: Your trade, a clear offer, testimonials or a review count, and a single call to action. Don’t overcrowd the leaflet — people decide in two seconds whether to read it or bin it.
7. Site Boards
A sign outside your active job costs you almost nothing and generates enquiries from neighbours who see your work in progress. People trust what they can see happening nearby more than they trust ads.
What it costs: A corrugated plastic board with your logo, name, and number costs £15–£30 per board. Order 5–10 at a time. Always ask the homeowner’s permission before placing one outside.
Site boards work particularly well for larger jobs — extensions, new roofs, full bathroom or kitchen fits — where the project is visible over days or weeks. A scaffolded house is visible to everyone in the street for the duration of the job.
8. Local Newspapers and Community Magazines
Local print has a smaller audience than digital channels, but that audience skews older — the demographic most likely to hire domestic trades and least likely to use comparison websites. A quarter-page ad in a local free magazine can cost £80–£150 and reaches a tightly targeted readership.
Parish magazines, community newsletters, and local free papers (often distributed to 5,000–15,000 homes in a specific area) are worth testing if you do a lot of residential work in a specific town or village.
Where to find them: Search “[your area] local magazine advertising” or ask at your local post office, community centre, or parish council. Most are run voluntarily and actively welcome local trade advertising.
9. Referral Reward Scheme
Word of mouth already works for most tradespeople. A formal referral scheme turns it into a more consistent channel. Tell your existing customers that if they recommend you and someone books, you’ll give them £25–£50 cash or a discount on their next job.
According to the Chartered Institute of Marketing, referred customers are 18% more loyal and have a 16% higher lifetime value than customers acquired through paid channels. That makes referrals one of the highest-quality lead sources available.
What it costs: Only your time to set up. You pay the reward only when a referral converts, so there’s no wasted spend.
A simple text message works: “If you ever recommend me to a friend or neighbour and they book, let me know and I’ll send you £25 as a thank you.” Most tradespeople who set this up report at least one referral job per month within the first few weeks. For more on building your reputation and getting more work, see our guide to getting more customers as a tradesman.
10. A Professional Website (The Foundation)
Every advertising channel in this list — Google Ads, Facebook, leaflets, van signage, Bark profiles — sends people somewhere when they want to check you out. If that somewhere is a rough Facebook page or no website at all, you’ll lose a significant portion of the leads your advertising generates.
A professional website with clear photos of your work, a list of your services and coverage area, your review count, and a simple “get a quote” contact form converts advertising traffic into actual enquiries. Without it, you’re paying to be found but not to be chosen.
According to research published by GE Capital, 81% of consumers research a business online before making contact. For trades doing jobs over £500, that figure is higher. A poorly presented website (or no website) means a significant proportion of the leads your advertising generates never call.
Services like Digital Tradies build professional trade websites from £49/month with no upfront cost and a 3-day turnaround. The website becomes the anchor that makes every other advertising channel more effective. See what’s included.
Advertising Budget Guide
As a rough starting point:
| Stage | Monthly ad budget | Where to put it |
|---|---|---|
| Just starting out | £100–£200 | Van livery (one-off) + one directory listing |
| Established, want more leads | £300–£500 | Google LSA + Facebook Ads |
| Growing fast | £500–£1,000 | Google Ads + LSA + Checkatrade + Facebook |
Don’t spread budget across everything at once. Pick two channels, run them consistently for 3 months, and measure where leads are actually coming from before adding more.
Frequently Asked Questions
How to advertise as a tradesman? Start with a Google Business Profile (free), then pick one paid channel to test — Google Local Services Ads for emergency trades, or Facebook Ads for visual work like painting and landscaping. Set a modest budget (£200–£300/month), run it for 2–3 months, and track which channel produces actual bookings before spending more.
What’s better, Checkatrade or TrustATrader? Both reach broadly similar audiences — homeowners looking for vetted tradespeople. TrustATrader tends to cost less (£400–£900/year vs £600–£1,200 for Checkatrade) and some tradespeople report comparable lead volume. Checkatrade has a larger brand presence in most areas. Test the one with more competitors in your area first — where there’s competition, there’s volume.
What is the best advertising for contractors? For most UK tradespeople, the best combination is: van livery (long-term, low cost), Google Local Services Ads (verified leads, pay per call), and a professional website to convert the traffic all other advertising generates. Add a referral reward scheme and the foundation is solid without a big monthly outlay.
How much should I spend on advertising as a tradesman? A realistic starting budget is £200–£400/month for a sole trader, or £500–£1,000/month for a small team looking to grow consistently. Focus on channels where you only pay for qualified leads (Google LSA, Bark) to keep initial spend efficient.
