In the world of trades – whether you’re fitting kitchens, fixing boilers, wiring homes, or laying tiles – success depends not just on skill, but on the tools you bring to the job.
The same is true for your marketing. Google Ads in 2025 offers a toolbox full of advertising formats, each designed for a different purpose. But too many tradespeople are swinging wildly with the wrong tool in hand.
Trying to grow your business without the right ad format is like trying to cut a tile with a hammer. It’s messy, frustrating, and won’t get you the finish you’re after.
So let’s crack open the Google Ads toolbox and get to grips with what works best for trades in 2025.
1. Local Search Ads: The Spirit Level of Digital Marketing
Let’s start with the essential: Local Search Ads.
These are your bread and butter. When someone in your postcode searches for “electrician near me” or “plumber in Watford,” these ads place your business right in front of them – above the organic listings and even maps.
Think of Local Search Ads like a spirit level – precise, accurate, and essential for a clean finish. They’re designed for local visibility and bring in the leads that matter most: people nearby who are ready to book.
Now because of a 2025 update, Google’s location signals have improved dramatically. Ads now factor in hyperlocal intent – meaning someone searching two streets away from your job site sees you more prominently if your van’s nearby or you’ve completed jobs in the area recently (especially with Local Service Ads integrated).
2. Call Ads: The Power Drill for Quick Conversions
Sometimes, you don’t need to show off photos, prices, or reviews – you just need the phone to ring. That’s where Call Ads come in.
Call Ads are like the power drill in your toolbox – quick, direct, and made for speed. They skip the fluff and let customers call you with one tap. These are ideal for urgent services: boiler breakdowns, emergency locksmiths, leaks, or anything where someone doesn’t have time to scroll through websites.
Now in 2025, optimised call tracking lets you know which campaigns lead to real conversations – not just calls that ring once. It’s like knowing exactly how much torque your drill delivered.
3. Display Ads: The Paintbrush for Long-Term Visibility
Display Ads get a bad rep in the trades world. But used correctly, they’re great for brand awareness – especially for businesses that rely on repeat jobs (like garden maintenance or seasonal servicing).
They’re your paintbrush – not for drilling holes but for painting the bigger picture over time. Imagine a banner ad popping up while someone’s reading local news, subtly reminding them your name exists.
They may not click today, but they’ll remember you when it’s time to renovate.
Responsive display ads with smart image automation now build themselves based on your website and reviews. This means there is no need to hire a designer – just upload your logo and let Google do the decorating.
4. Performance Max: The Multi-Tool Beast
If you want one tool that can (theoretically) do everything, Performance Max is the multi-tool of 2025. It mixes search, display, maps, Gmail, YouTube – everything Google owns – into one campaign.
But be warned: like all multi-tools, it’s only effective if you know when and how to use it. For trade businesses with multiple services (e.g., boiler installs and kitchen fitting), PMax can work – but only if you feed it with solid headlines, strong images, and clear goals.
A little pro tip from us to you, don’t use Performance Max as a shortcut to avoid strategy. It’s powerful, but without feeding it clear data and segmenting services properly, it’s like asking a multi-tool to do carpentry, plumbing and plastering all at once. Something’s bound to be off.
5. Retargeting: The Measuring Tape You Forgot You Needed
Ever quoted a job, then never heard back? You’re not alone.
Retargeting ads – those that follow potential customers who’ve visited your site – are your measuring tape. They help you follow up without following up.
A banner ad saying “Still need your driveway sorted?” or “Free quotes for summer garden rooms” gently nudges warm leads without spamming them. In 2025, these ads are smarter, with machine learning deciding when and where to show them for best effect.
Final Thoughts: Get the Job Done Right
Google Ads isn’t a one-size-fits-all wrench – it’s a toolbox. And just like on the job, knowing which tool to use makes the difference between a rough DIY patch-up and a job well done.
Use Local Search Ads for visibility. Use Call Ads when urgency is the driver. Use Display Ads to build trust over time. Use Performance Max when your services are diverse and well-documented. Use Retargeting to win back leads that got cold.
If you’re spending money on ads in 2025, don’t waste it swinging the wrong tool. Take a moment. Sharpen your strategy. Your next big job might just be a click away.
And remember: just like the best tradespeople invest in quality tools, the smartest businesses invest in the right advertising formats.
