Built for the phone call
Most trade enquiries come by phone, so we make calls the primary conversion: call extensions, call-only campaigns where they fit, and call tracking so we know which keywords ring the phone. Form fills matter too, but a tradesperson lives on calls.
On a multi-branch plumbing account, weekly negative-keyword work and call-focused bidding moved cost per lead from A$96 to A$58 in nine weeks.
Cutting the expensive waste
Home-service CPCs are high, so a junk click costs real money. We mine the search-query report hard, block "DIY", "jobs", "salary" and "free" searches, and tighten match types so budget goes to people ready to book. In a market where a single lead can cost over A$90, that discipline is the difference between profit and a flat month.
Common questions
Clicks are not cheap, with home-improvement CPCs averaging around $7.85, so budgets need to be spent carefully. Management starts at A$2,500 per month, and we usually recommend at least A$1,000 to A$2,000 a month in ad spend so there is enough data to lower cost per lead.