Industries / 08 The Trades
Booked weeks ahead, not waiting on word of mouth.
Window installers, waste and environmental services, specialist cleaning and skilled trades. Word of mouth built your business; it just cannot be turned up when the diary thins. Search can. We run it for trades across the UK.
01 Sound familiar?
What trade owners tell us.
"It's feast or famine. Flat out, then nothing."
The pipeline problem is a control problem: referrals cannot be dialled up in a quiet month. A search campaign can. It becomes the tap you open when the diary needs filling and close when you are at capacity.
"Directory leads go to our competitors too."
Shared directories sell the same lead to your competitors and make it a price race. Your own search presence delivers customers who called you, about your work, exclusively.
"We want the big jobs, not the £80 call-outs."
Keywords carry job value: "full house window replacement" is not "draughty window repair". We weight budget to the work you actually want and filter the rest with negatives, monthly.
02 What we run
The playbook, itemised.
The same disciplined method on every account, shaped to your business on the audit. No two businesses are the same, so no two accounts run the same plan; this is the framework yours starts from.
- PB/01Intent-led search campaignsCore
Built around the searches your buyers actually make: the problem, the service, the comparison, the "near me".
- PB/02Message-matched landing pagesCore
The page continues the ad's promise, so clicks become enquiries rather than bounces.
- PB/03Conversion tracking to the poundCore
Calls, forms and sales recorded once each, against the campaign that produced them.
- PB/04Search-term and budget disciplineOngoing
Search terms read weekly, waste excluded, budget moved to what performs rather than what shouts.
- PB/05Local visibilityAdd-on
Google Business Profile and map-pack work wherever "near me" demand exists in your market.
- PB/06Daily checks by MagnusAlways on
Spend, conversions, pacing and disapprovals surfaced in hours by our in-house engine, reviewed by a senior.
03 How trade accounts are run
One window installer · three years
per enquiry across 291 of them, on an average budget of around £230 a month.
A tap you open when the diary thins.
Referrals cannot be dialled up in a quiet month, which is the whole reason to build the search engine room: a campaign per service and area, mobile pages built around the call, and negatives that screen out the small call-outs you do not want.
Every call is traced to the search that caused it, and quote rates against spend are reviewed monthly, so the tap can be opened when a gap is coming and closed when you are at capacity.
Two things we will say plainly about the figures beside this. That client is no longer with us, and their cost per enquiry drifted upward across the three years as the local auction got more competitive. We are showing it anyway, because the point it makes is the honest one: a trade account on a couple of hundred pounds a month can produce real work if somebody actually runs it. The audit prices your patch and your services before you commit to anything.
See what this looks like for your account.
Book a discovery call ↗04 Fair questions
Fair questions
What budget does a trade business need? +
Most trades start between £500 and £1,500 a month in ad spend, depending on area and job value. One decent job usually pays the month's marketing. The audit models it with your numbers first.
Can we pause when we're at capacity? +
Yes, and you should. Search is a tap. We plan pauses properly (so data and rankings are protected) and reopen it ahead of the gaps you can see coming.
We cover specific areas only. Can ads respect that? +
Precisely. Campaigns target the postcodes you serve and exclude the ones you do not, with bid weighting for the areas where the best jobs live.
Is this better than the lead directories? +
Different economics: directories rent you shared leads; your own campaigns build exclusive demand on your brand. Many trades run both for a while, then taper the directories as their own pipeline proves cheaper per won job.
Find out what a won job should cost you.
The free audit reviews your search presence, your call path and your local competition. Findings walked through with you, live on a call or as a recorded video.
Free audit · live or recorded · no obligation