✅ Updated 2026

Most tradies get their first clients through word of mouth — and word of mouth remains the best source. But in 2026, word of mouth starts online. When someone recommends you, the first thing their friend does is Google you. Here's how to make sure what they find wins you the job.

📋 In This Article

  1. →Google Business Profile — start here
  2. →Do you need a website?
  3. →Getting found in Google search
  4. →Reviews — your most valuable asset
  5. →Social media — which platform?
  6. →HiPages and paid directories
  7. →Google Ads — is it worth it?
  8. →FAQs

Google Business Profile — Start Here

If you do nothing else for your online presence, do this. Google Business Profile (formerly Google My Business) is free and gets you into the map results that appear at the top of every local search — above websites, above ads, above everything.

Setup takes 15 minutes: business.google.com → create profile → choose your primary trade category → set your service areas (the suburbs you cover) → add your phone number → upload 5+ photos of your work → write a description.

What matters most: completeness (fill in every field), photos (businesses with photos get 42% more requests for directions) and reviews (see below). A complete profile with 15+ reviews will appear for most local tradie searches in your area.

Category tip: Choose the most specific category for your trade — "Electrician" not just "Contractor." You can add secondary categories too. The right category dramatically affects which searches you appear for.

Do You Need a Website?

Your Google Business Profile handles local search. A website handles credibility — when someone Googles your business name after getting your quote, what do they find?

A simple 5-page website (home, about, services, gallery, contact) with a working phone number and some photos of your work is enough. It doesn't need to be fancy or expensive.

Options:

  • DIY with Squarespace or Wix — $30–$50/month, decent templates, you manage it yourself
  • Tradie-focused web designer — $800–$2,500 for a proper site, they handle everything
  • Google Business Profile only — for very early stage businesses, this is fine. Add a website when you're established.

Getting Found in Google Search

Beyond your Google Business Profile, ranking in regular Google search results takes time but is free traffic once achieved. The strategy:

  • Target suburb + trade keywords — "plumber [suburb]", "electrician [suburb]" pages on your website
  • Add a blog or resources section — helpful content about your trade brings in people researching before they hire (and they see you as the expert)
  • Get your business listed in directories — Yellow Pages, True Local, Yelp Australia — these are free backlinks that help your Google ranking
  • Patience — organic SEO takes 3–6 months to show results. Combine with Google Business Profile (faster results) and HiPages (immediate leads) while you wait.

Reviews — Your Most Valuable Marketing Asset

Online reviews have replaced word-of-mouth as the primary way homeowners choose a tradie. 87% of consumers read online reviews before choosing a local business. Five genuine 5-star reviews puts you ahead of most local competitors. Twenty reviews makes you dominant.

The system that works: ask every satisfied client for a review the moment the job is done, while they're still happy and you're still there. Text them your Google review link right then. One in three satisfied clients will leave a review if you make it that easy. Full guide to getting more Google reviews →

Social Media — Which Platform to Focus On

You don't need to be on every platform. Pick one and do it well:

  • Facebook — best for residential tradies. Local community groups ("Residents of [suburb]") are where homeowners post "can anyone recommend a good tradie?" Be in those groups and answer questions helpfully — occasional recommendations follow.
  • Instagram — excellent if your work is visual. Bathroom renovations, landscape projects, painting transformations perform well. Before-and-after content gets shared and followed.
  • TikTok — growing fast for tradies showing their work. A single viral video can bring hundreds of followers and enquiries. Higher effort but potentially high reward.
  • LinkedIn — for commercial work or building relationships with builders and developers.

HiPages and Paid Directories

HiPages, Airtasker and ServiceSeeking connect you with homeowners actively looking for a tradie right now. You pay per lead or per quote. The economics work if you have a good conversion rate and respond fast.

Tips for making HiPages profitable: respond to leads within minutes (speed is the biggest factor), have a complete profile with photos and reviews, and ask every HiPages client for a Google review after the job.

Google Ads — Is It Worth It for Tradies?

Google Ads (pay-per-click) puts your website at the top of search results immediately — before the organic results and the Google Business Profile map. For high-value trades (plumbing emergencies, electrical faults), the cost-per-click can be justified. For lower-value or less urgent work, the cost often outweighs the return.

Rule of thumb: Google Ads makes sense when your average job value is $500+ and you can convert 1 in 10 clicks to a paying client. At $5–$15 per click, a $50–$150 cost to acquire a $500+ job is reasonable. For lower-value work, build organic search and reviews instead.

How much should a tradie spend on marketing?

Most successful small trade businesses spend 3–5% of revenue on marketing. For a tradie doing $200,000 a year, that's $6,000–$10,000 — which might be a mix of HiPages membership, basic website, and occasional boosted social posts. Word of mouth and Google reviews are free and often outperform paid channels.

How long before my Google Business Profile starts bringing enquiries?

A fully completed profile in a competitive suburb can start appearing within 1–2 weeks. A profile with 10+ reviews will appear consistently within 1–3 months. New profiles in less competitive suburban markets sometimes rank within days.