How to Build an Ad Funnel That Drives High-Value Tradie Leads
Tradies across Melbourne know the value of word-of-mouth, but in today’s digital-first world, relying on referrals alone isn’t enough. Whether you're a plumber, electrician or builder, your next big job likely starts with a Google search. This is why having a strategic advertising funnel built around Google Ads can transform the way your business attracts, converts and retains customers.
At DM Design Studio, we specialise in Google Ads for contractors and tradies across Melbourne, Brisbane, Sydney and Perth. We build ad funnels that go beyond clicks. Our strategies focus on generating real leads that turn into repeat work and long-term value.
What is an ad funnel, and why does it matter?
An ad funnel is a structured path that guides potential customers from awareness to conversion. In tradie marketing, this means helping someone go from searching for a service to booking your team - all through carefully crafted ad stages.
Most businesses only focus on the bottom of the funnel - getting people to call. But without building trust and relevance earlier in the process, those leads often go cold or choose a competitor. A proper ad funnel ensures you’re present at every step of the decision-making process.
The three stages of an effective tradie ad funnel
There are three core stages in a tradie-focused ad funnel: awareness, consideration and conversion. Each stage requires a different message, format and targeting method.
Stage 1: Awareness
This is where potential customers first discover your business. They may be researching options or just starting to notice a problem.
Campaigns at this stage include:
Display ads introducing your services
YouTube videos demonstrating your work
Discovery ads on Google showing before-and-after transformations
The goal here is not to convert immediately, but to build visibility. We use broader targeting and brand-focused creative to put your business in front of the right people early.
Stage 2: Consideration
At this point, users are actively comparing options. They’re searching specific terms like “licensed electrician Melbourne” or “local bathroom renovator.”
Google Search Ads become crucial here. We ensure your ad copy addresses:
Service availability
Trust signals (e.g. licensed, insured, 5-star reviews)
Location relevance
Clear calls-to-action
This stage is where we focus on aligning your ad with the customer’s intent. We also drive traffic to optimised landing pages that continue the message and make it easy to enquire.
Stage 3: Conversion
Once a potential customer has seen your brand, compared options and is ready to book, the final stage is about closing the lead.
We use remarketing ads to stay top of mind and encourage action, such as:
Call now ads
Limited-time service offers
Retargeting users who visited your site but didn’t enquire
DM Design Studio implements smart tracking systems to ensure every click is followed through. We set up conversion tracking, call tracking and form monitoring to measure what works.
Why tradies need a full-funnel Google Ads strategy
Running Google Ads without a funnel is like starting a job without the right tools. You may get some clicks, but you’ll miss the full potential of your advertising budget.
A full-funnel approach allows you to:
Build brand awareness over time
Capture leads at different decision stages
Improve your Google Ads Quality Score
Reduce your cost per lead
Increase your overall return on investment
We’ve helped Melbourne contractors shift from scattered ad efforts to structured funnels that deliver better quality leads and more consistent enquiries.
Landing pages that convert
An ad funnel is only as good as where it sends traffic. Too often, we see ads pointing to generic homepages that don’t match the message or the search.
At DM Design Studio, we build custom landing pages for each service or campaign. These pages:
Match the ad’s promise
Load quickly on all devices
Include reviews and proof of work
Make it easy to book or call
A great landing page can double your conversion rate and ensure you get maximum value from your ad spend.
Retargeting: the most underused tool for tradies
Not every customer will convert the first time they click. This is especially true for high-value projects like renovations or full-service electrical work.
We use retargeting across Google and Meta platforms to keep your business in front of potential clients. Whether they clicked on an ad, visited your pricing page or looked at your portfolio, we remind them of your business until they’re ready to reach out.
Tracking what matters
Clicks don’t build a business - jobs do. That’s why our funnels are built with tracking tools that follow every enquiry from the first ad to the final phone call.
We set up conversion tracking in Google Ads, link it to Google Analytics and build easy-to-understand reports. You’ll know exactly what’s working, which campaigns are profitable and where to scale your efforts.
Why Melbourne contractors trust DM Design Studio
We’re not a generic agency. We specialise in working with trades and service businesses who need leads that turn into real work. Whether you’re a sole trader or running a growing team, we build ad funnels that fit your goals, budget and service area.
From campaign setup to ad copy, landing pages and ongoing optimisation, we manage the entire process. Our clients across Melbourne benefit from consistent enquiries, higher quality leads and better return on ad spend.
Get your funnel working today
If your Google Ads are only focused on clicks and not conversions, it’s time to upgrade your strategy. A smart, well-structured ad funnel is the key to generating reliable, high-value tradie leads across Melbourne.
Visit www.dmdesignstudio.au to learn how we can help your business build an ad funnel that actually works. Our team is ready to create, manage and optimise campaigns that drive real results.
