Google Ads for tradies in NZ: a practical setup guide

Google Ads reaches people at the moment they search for a trade: 'roofer near me', 'emergency plumber Hamilton', 'heat pump install Christchurch'. That intent is why it works, and also why a badly set-up account burns money fast.

This is the setup we'd recommend to any NZ tradie before spending a dollar.

1. Start with Search campaigns only

Google will push you towards Performance Max and Display. For most trades, start with plain Search campaigns so you can see exactly which searches trigger your ads and which ones turn into calls. Add other campaign types once you know what converts.

2. Group keywords by service, not by trade

A roofer who does re-roofs, repairs and spouting should run a separate ad group for each. Each gets its own ads and, ideally, its own landing page. Someone searching 'roof leak repair' wants to see repairs, not a generic roofing homepage.

3. Set your service area tightly

Target the suburbs and towns you actually travel to, and set location targeting to people who are in or regularly in those areas — not people merely 'interested in' them. Otherwise you'll pay for clicks from people overseas or on the other side of the country.

4. Build a negative keyword list on day one

• Job seekers: jobs, apprenticeship, salary, course, training.
• DIY: how to, DIY, youtube, tutorial.
• Suppliers: wholesale, Bunnings, Mitre 10, trade prices.
• Anything you don't do — if you don't do commercial work, exclude it.

5. Track calls and forms as conversions

If Google can't see which clicks became enquiries, it can't optimise. Track phone calls from ads, calls from your website, and form submissions. Without this, you're guessing — and so is Google's bidding.

6. Send clicks to a page that matches the search

A fast page with your phone number at the top, photos of real jobs, the areas you cover and a short form will outperform a slow homepage every time. Reviews from real customers help more than any sales copy.

Google Ads or Facebook Ads?

Google captures demand that already exists; Facebook creates demand from people who weren't searching yet. Urgent jobs (leaks, breakdowns) lean Google. Considered projects (decks, renovations, new roofs) often do well on Facebook. Many trades run both. We cover this in more detail in our Facebook Ads vs Google Ads guide.