For Australian tradies, the 'best' marketing is a strategy that captures customers at the exact moment of intent: Local Search Engine Optimisation (SEO) combined with Google Local Services Ads. While word-of-mouth remains the backbone of any trade business, relying on it alone limits your growth to your existing network. To scale a trade business in competitive markets like Brisbane, the Gold Coast, or the Sunshine Coast, you must be visible on the first page of Google when a homeowner’s pipe bursts or their air con dies in the middle of a Queensland heatwave.
Why Search Intent Wins for Trade Marketing
Unlike fashion or lifestyle brands that can thrive on Instagram through 'interruption marketing,' tradies solve problems. People don't scroll through TikTok looking for a plumber 'just in case'—they search for one when they have a leak. This is called high-intent traffic.
In Brisbane, the search volume for terms like 'Electrician Morningside' or 'Roofing repairs North Lakes' is massive. If your business isn't appearing in the top three results of the Google Map Pack, you are effectively giving your leads to your competitors. Many local companies struggle with this, often wondering how builders get more leads online when the competition is so high.
The Three Pillars of a High-Performing Trade Marketing Strategy
To dominate the local market, you need a three-pronged approach that builds trust and visibility simultaneously.
1. Google Business Profile (The Map Pack)
Your Google Business Profile (GBP) is your most valuable digital asset. For a tradie, it is more important than your website's homepage.Actionable Step: Ensure your service area is correctly defined. If you’re based in Chermside but serve the entire Brisbane Northside, your profile needs to reflect that. The Review Game: An 4.8-star rating with 100 reviews will beat a 5.0-star rating with 5 reviews every time. Set up an automated SMS system that asks customers for a review the moment the job is invoiced.
2. Google Local Services Ads (LSAs)
You’ve likely seen the 'Google Guaranteed' green tick at the top of search results. These are Local Services Ads. Unlike traditional Pay-Per-Click (PPC) where you pay for clicks that might not convert, LSAs allow you to pay per lead (a phone call or message).For a Brisbane sparky or plumber, this is the most cost-effective way to jump to the top of the page. It builds instant trust because Google has effectively 'vetted' your licences and insurance. Success here often requires Google Ads budget optimisation to ensure you aren't overspending on low-quality leads.
3. Hyper-Local SEO
Your website shouldn't just say 'we do plumbing.' It needs to say 'we provide emergency plumbing in Indooroopilly, Taringa, and St Lucia.' Creating dedicated location pages helps Google understand exactly where you work, allowing you to show up for specific suburban searches.Real-World Example: The Brisbane Decking Specialist
Consider a carpentry business we worked with in Brisbane’s Southside. They were getting decent word-of-mouth but struggled to fill their calendar during the quieter months.
By optimising their Google Business Profile and running a targeted Local Services Ads campaign focused on 'Deck Restoration Brisbane,' they saw a 40% increase in qualified enquiries within 60 days. Instead of competing on price with everyone on Facebook Marketplace, they were being found by homeowners specifically looking for high-end restoration work. The 'Google Guaranteed' badge gave these homeowners the confidence to book a high-value quote without hesitation.
Common Mistakes Tradies Make with Marketing
Even the best-intentioned tradies often fall into these three traps that drain their marketing budget:
1. The 'Set and Forget' Website
A website is not a digital business card; it’s a lead-generation tool. Many tradies spend thousands on a flashy site but fail to include a clear 'Call Now' button or a simple contact form. In the trade world, speed is king. If a customer has to hunt for your phone number, they will go back to Google and click the next result. This is a core part of turning website visitors into customers effectively.2. Relying Solely on Third-Party Directories
Sites like HiPages or Oneflare can be okay for getting started, but they often lead to a 'race to the bottom' on price. You are competing with five other tradies for the same lead, and usually, the cheapest quote wins. Building your own brand through SEO and LSAs ensures you own the lead and aren't competing on price alone.3. Ignoring the 'Follow-Up'
Marketing gets the phone to ring, but your systems close the deal. We see many Brisbane businesses spend money on ads only to let calls go to voicemail. If you can't answer the phone, use a professional call-answering service or an automated 'Missed Call Text Back' feature. In the trade industry, the first person to answer the phone usually gets the job.How to Start Improving Your Marketing Today
If you want to move away from the 'feast or famine' cycle of trade work, follow this checklist:
1. Claim and Verify your Google Business Profile: It’s free and essential. 2. Audit your Photos: Stop using stock photos. Upload real photos of your team, your branded ute, and your finished work on Brisbane job sites. This proves you are a local, legitimate business. 3. Check your Site Speed: Most customers will search for you on a mobile while on a job site or at home. If your site takes more than 3 seconds to load, you've lost them. 4. Gather Social Proof: Reach out to your last 10 happy customers and ask for a Google review.
The Bottom Line
The best marketing for tradies isn't about being everywhere; it’s about being in the right place at the right time. For the Australian market, that means dominating the local search results. By combining the trust of the 'Google Guaranteed' badge with a rock-solid local SEO strategy, you stop chasing leads and start choosing the jobs that are most profitable for your business.
Ready to dominate your local area?
At Local Marketing Group, we specialise in helping Brisbane tradies grow their businesses with data-driven SEO and high-converting ad campaigns. We know the local market, and we know what it takes to get your phone ringing.Contact Local Marketing Group today for a free strategy session and let’s get your trade business on the map.