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How Tradies Get More Leads From Google Without Paying for Ads
Most tradies assume the only way to get leads from Google is to pay for them. That is not true. Local SEO — done right — puts your business in front of people searching for exactly what you do, in the exact suburbs you work in, for free. Here are the three moves that make the biggest difference.
01 Claim and Complete Your Google Business Profile
When someone searches "plumber Bankstown" or "electrician near me," the first results they see are usually the Google Map Pack — the three business listings that appear with a map above the organic search results. Getting into that map pack is the single highest-leverage move available to most tradies.
The foundation is your Google Business Profile. If you have not claimed it, search your business name on Google and follow the prompts. If you have claimed it but never filled it out properly, that is your first job.
What a complete GBP looks like
- ✓ Business name exactly as it appears everywhere else online
- ✓ Primary category set to your most important service (e.g. Plumber, not Contractor)
- ✓ Service area set to every suburb you actually work in
- ✓ Business hours accurate and up to date
- ✓ Phone number and website linked
- ✓ At least 10 photos — your van, your team, completed jobs
- ✓ Services listed with descriptions
- ✓ Responses to every review (positive and negative)
Google uses the completeness and activity of your GBP as a ranking signal. A profile with regular photo updates, fresh reviews, and complete information will outrank a dormant competitor profile even if that competitor has been in business longer.
02 Build Service Area Pages on Your Website
Your homepage might mention that you service Sydney. But someone searching "blocked drain Revesby" is looking for something more specific. A dedicated page targeting that suburb and that service — with real content about what you do there — is what ranks for that search.
Most tradie websites have one generic services page. The ones that dominate local search have individual pages for each combination of service and suburb they want to rank for. This is not about gaming the system — it is about giving Google clear, specific signals about where you work and what you do.
What a good service area page includes
Each page should be genuinely useful — not thin duplicated content with just the suburb name swapped out. Include:
- → The specific service and suburb in the page title and heading
- → A paragraph about what that service involves in that area
- → Your response time or availability for that suburb
- → Any local landmarks or context that makes the page feel genuine
- → A clear call to action with your phone number
- → Photos of work done in or near that area if possible
Start with your five most profitable services and your top ten suburbs. That is fifty pages — each targeting a specific search that someone in your area is making right now.
03 Get More Google Reviews — and Respond to Every One
Reviews are a direct ranking factor for local search. More reviews, higher average rating, and recent review activity all push you higher in the map pack. But most tradies treat reviews as a nice-to-have rather than a system.
The simplest system: at the end of every job, text the client a direct link to your Google review page. Not a hint, not a business card — a text message with the link. The conversion rate on a direct ask immediately after a successful job is dramatically higher than any other approach.
A simple review request message
"Hi [name], thanks for having me today. If you were happy with the work, a quick Google review would mean a lot — it helps other homeowners find us. Here is the link: [your Google review link]. Thanks, [your name]."
Responding to every review — positive and negative — signals to Google that your business is active and engaged. A thoughtful response to a negative review often does more to build trust with future customers than the negative review does to damage it.
Aim for one new review per week minimum. Fifty reviews with a 4.8 average will outrank a competitor with three hundred reviews and a 3.9 average almost every time.
Before You Do Any of This — Check Where You Stand
These three moves work best when your website is fast, mobile-friendly, and clear. If your site is loading slowly or is hard to use on a phone, reviews and service area pages will be limited in what they can achieve. The foundation matters.
A free audit will show you your current PageSpeed score, your existing keyword rankings, and exactly what to fix first — before you spend time on content or ads.