How to Write Google Ads That Get Clicks (for Tradies)
Tradies across Sydney and beyond rely on Google Ads to generate fast, qualified leads. Whether you're a plumber, electrician, landscaper or builder, your customers are searching online using terms like "emergency plumber near me" or "licensed electrician Sydney." But simply running Google Ads isn’t enough. If your ad copy doesn’t connect with what people are searching for, it won’t get the clicks - and without clicks, you don’t get calls.
At DM Design Studio, we work with trade businesses in Sydney, Melbourne, Brisbane and Perth to write and manage high-converting Google Ads. From choosing the right keywords to writing ads that speak to urgency, location and trust, we help tradies get seen and booked quickly.
Why ad copy matters in Google Ads
You only get a small amount of space to convince someone to click. Every word counts. Your headline needs to grab attention. Your description needs to show value. And your call-to-action needs to make it clear what to do next.
Writing for Google Ads is very different to writing a flyer or website. It’s about matching what the customer is thinking at the exact moment they’re searching. We focus on aligning ad copy with search intent - the real reason someone is typing a query into Google.
Understand what your customer is actually searching for
Before you write a single line, ask: what is my customer trying to solve? If someone is searching for "hot water system repair Sydney," they likely want fast help, not a long explanation.
Here’s what most customers are thinking:
Can this person solve my problem?
Are they nearby and available now?
Can I trust them?
How do I get in touch?
Your Google Ads copy must clearly answer these questions. At DM Design Studio, we build campaigns around this intent, using strong, action-based language that gets clicks and conversions.
Focus on the headline
The headline is the first thing people see. It needs to stand out and match what the user typed. Google also bolds words that match the search query, making relevance even more important.
Effective headline structures for tradies include:
24/7 Emergency Plumber in Sydney
Fast Hot Water Repairs - Local Experts
Licensed Electrician Near You Today
These types of headlines give a clear solution and location in just a few words. If you try to be too clever or vague, you’ll miss the opportunity to connect with what the customer actually needs.
Use location and service-based terms
Including the location in your ad copy is critical for tradies. Most searchers want someone nearby. Make it clear you service the area and are available to help now.
Use suburb names, service types and urgency-based words. For example:
Sydney Wide Plumbing Services
Electricians Available Now - Inner West Sydney
Blocked Drain Repair in North Sydney
At DM Design Studio, we tailor every ad group to a specific set of services and locations. This creates tighter relevance and improves quality scores, which lowers your cost-per-click.
Include a strong call-to-action
Don’t assume the user knows what to do next. You need to tell them clearly. Calls-to-action (CTAs) should prompt the user to take the next step - whether it’s to call, book online, or get a quote.
Effective CTAs include:
Call Now for Fast Response
Book an Electrician Today
Get a Free Quote in Minutes
Make the action immediate and benefit-driven. We make sure all ads in your campaign include variations of strong CTAs that match the customer's intent.
Highlight key trust signals
When someone is looking for a tradie, trust is essential. Google Ads gives you a limited space to build that trust, but even a short line can make a big impact.
Include phrases like:
Fully licensed and insured
5-Star Rated by Locals
20+ Years Experience in Sydney
These signals help reassure the customer that they’re contacting a reputable business. At DM Design Studio, we build ad extensions such as callouts, structured snippets and review extensions to showcase these trust points even further.
Use all available ad assets
Google Ads now uses responsive search ads, which allow you to write multiple headlines and descriptions. Google then mixes and matches these to find the best-performing combinations.
We write at least 10-15 headline options and several descriptions for each ad group to give Google enough variation to optimise performance. More ad text doesn’t just give more chances to hit the right message - it improves your ad strength and ranking.
Leverage ad extensions
Extensions expand your ad and offer more reasons to click. They take up more space in search results and improve your ad visibility.
Key ad extensions for tradies include:
Call extensions with a mobile number
Location extensions showing your service area
Site link extensions to popular service pages
Callout extensions for features like “No Call-Out Fee” or “Same-Day Service”
DM Design Studio ensures all of your ads are supported by the right mix of extensions for visibility and conversion.
Match landing pages to ad intent
Your ad might be great, but if it sends users to a slow or irrelevant landing page, you’ll lose the lead. Every ad should point to a page that matches the offer, location and service mentioned.
For example, if your ad says “Emergency Plumber Sydney - Call Now,” the landing page should also say those exact words, offer fast service and have a click-to-call button.
We build custom landing pages that are fast, mobile-optimised and conversion-focused, making sure your ads convert traffic into actual jobs.
Continual testing and improvement
Writing a great Google Ad is not a one-time task. It requires testing, reviewing and improving. We monitor click-through rates, conversion rates and quality scores to see what’s working - and what isn’t.
Sometimes, a small headline change can double your click-through rate. Other times, tweaking the CTA or adding a suburb name makes all the difference. Our team at DM Design Studio handles this optimisation daily, keeping your campaign sharp and effective.
Why tradies in Sydney trust DM Design Studio for Google Ads
We understand the trade industry, and we know what it takes to write ads that drive results. Our team works with contractors, sole traders and trade businesses in Sydney and beyond, creating Google Ads campaigns that are local, targeted and profitable.
We don’t use generic templates. Every campaign is built from the ground up with your services, locations and goals in mind. From the first ad to the final conversion, we take care of everything.
Start attracting more local leads today
If you’re a Sydney tradie looking to get more phone calls, bookings and leads, Google Ads can work - but only if written and managed properly. The right ad copy paired with a strong digital strategy can put you in front of customers when they’re ready to take action.
Visit www.dmdesignstudio.au to learn how we can help with Google Ads for contractors and tradies across Sydney, Melbourne, Brisbane and Perth.
