Digital Marketing for Tradesmen: Social, Email, PPC, SEO

What Are the Benefits of Digital Marketing for Tradesmen?

If executed effectively, a digital marketing strategy can help you secure consistent work, enhance customer retention, and differentiate yourself from competitors in your area.

Let’s explore some of these benefits in detail.

1. Attracts more qualified leads

Traditional advertising, like flyers or newspaper ads, puts your business in front of a broad audience. 

The problem? A large portion of this audience isn’t actively looking for your services. Unless your message leaves a considerable impression, they’ll likely forget about the ad immediately after seeing, watching, or listening to it.

Digital marketing, on the other hand, helps you connect with potential customers actively searching for your services. You can specify the audience you wish to interact with in your marketing content.

For instance, if someone searches for “plumber near me,” a well-optimized Google My Business profile or a targeted Google Ads campaign can place your business at the top of the search results. This ensures that people who are ready to book a service find you before your competitors.

2. Increases brand visibility

A strong online presence makes your business more recognizable. Each digital interaction, whether through social media, customer reviews, or an optimized website, increases brand awareness and establishes your business as a well-known service provider.

The more people encounter your business name, the more familiar and trustworthy you become, making your company the first they remember when they need your services.

3. Helps book more jobs consistently

Unlike traditional marketing methods, which are time-bound, digital marketing can generate leads continuously, even outside working hours.

For example, lead forms, automated email sequences, and paid social media advertisements can capture service inquiries 24/7, even when you're busy with a job, on vacation, or asleep.

4. Builds trust and customer loyalty

Customers want to hire professionals they can rely on. With digital marketing, you can build credibility through:

• Customer reviews and testimonials on Google and social media.

• Consistent social media engagement, showing completed projects and happy customers.

• Email marketing, which keeps past customers engaged and encourages repeat business.

The more professional and present you are online, the more confidence people will have in choosing you.

Social Media Marketing

Social media marketing includes the use of platforms like Facebook, Instagram, and TikTok to promote your business, engage with your community, and attract new customers. 

It's one of the easiest and most cost-effective ways for tradesmen to get in front of potential customers, as it allows for two-way communication. 

Customers can ask questions, leave reviews, and get a feel for your work before even picking up the phone.

It’s important to note that not all social media platforms work the same way. 

Some are better suited for trades than others. 

Best social media platforms for tradesmen

These are the top three platforms that yield the best results for tradesmen:

• Facebook: This is a must-have for any trade business. You can run Facebook Ads, share customer reviews, and post before-and-after project photos to showcase your work.

• Instagram: Perfect for visual storytelling. Posting high-quality images of completed jobs, work-in-progress shots, and behind-the-scenes clips can build credibility.

• TikTok: While not the first platform that comes to mind, TikTok is great for quick DIY tips, time-lapse videos of your work, or showcasing unique projects. It’s a great way to build authority and attract a younger audience.

What to post on social media as a tradesman

You don’t need to overthink content to share on social media; just keep it simple, real, and relevant to the channel’s native content type. 

Here are a few things that work well:

• Before-and-after photos: Potential customers want proof of your skills, so show off the difference your work makes with crystal-clear images. Before you post them, blur out sensitive identifying customer details such as plate numbers, addresses, etc.

• Customer testimonials: A quick video or quote from a happy client builds instant trust. The customer could explain the issues they faced, how you fixed them, and their assessment of the result.

• Behind-the-scenes content: Show your process, your tools, or even a day in the life of your employees. Giving your customers access to the people behind the brand makes your business feel more personal.

• Community involvement: If you sponsor a local team or help out in your community, share it. It builds goodwill and makes people want to support you.

• How-to posts: Give tips on how to resolve common issues. For example, an electrician may share a tutorial on protecting electrical appliances from lightning and add a CTA directing viewers to contact the company if they need help implementing the tip.  

Keep in mind that social media is about more than just posting; it’s about engagement. Respond to comments, answer questions, and join local groups where people often ask for recommendations. 

Being active in community Facebook groups or responding to local discussions on social platforms can lead to more word-of-mouth referrals and direct messages from potential customers.

How to stay consistent without hiring a team

One of the biggest challenges for tradesmen is finding time to post regularly. 

But you don’t need a full-time social media team to stay active. Here are a few ways to simplify the process:

• Schedule posts in advance: Use free tools like Facebook’s built-in scheduler or third-party apps.

• Batch-create content: Take multiple photos or videos in one session and spread them out over a few weeks. Encourage field techs to never return from a service visit without an image or video.

• Automate review requests: Save time by automating key tasks. For example, you can use ServiceTitan’s Reputation Management tool to automatically deliver review requests after service visits and track and respond to online reviews on one interface.

You might also consider using ServiceTitan’s Home Services Marketing Software to track and evaluate the performance of your social media posts and email marketing efforts.

Email Marketing

Email marketing is a direct and effective way to stay connected with your customers, build relationships, and encourage repeat business.

For tradesmen, it’s not just about sending promotional emails—it’s about keeping your customers informed, reminding them of your services, and ensuring they think of you when they need help. 

Why email is still effective for tradesmen

According to statistics, email campaigns provide one of the highest ROI of any marketing strategy. 

Even with the rise of social media and digital ads, email remains one of the most cost-effective and reliable marketing tools. Unlike social media, where posts can get lost in the feed, emails land directly in a customer’s inbox, giving you a higher chance of engagement.

Additionally, today’s customers are attached to their mobile devices and have developed a daily routine of checking their email, expecting to find important information from friends, family, and brands.

This means that compared to TV or radio ads, the chances of a customer seeing your email are pretty high.

Types of email that work for tradesmen

Different types of email serve different purposes. 

Some of the most effective ones include:

• Follow-up Emails: After completing a job, a simple follow-up email thanking the customer for their business and asking for feedback or a review can help build trust and encourage referrals.

• Seasonal Promotions: Offering discounts on seasonal services (like HVAC maintenance before summer or winter) keeps your business active during slower months.

• Service Reminders: Many services, like boiler check-ups, electrical inspections, or drain cleaning, need to be done regularly. A quick reminder email can bring in repeat business.

You’re probably wondering how to keep track of these reminders and promotions because manually sending emails isn’t practical. 

Well, that’s where email automation comes in. ServiceTitan’s Marketing Pro – Email platform lets you easily set up email campaigns. Just pick a template, craft your email, and send it directly from within ServiceTitan—no need to switch between tools, learn technical setups, or rely on third-party integrations.

Additionally, you can leverage the customer data within ServiceTitan to create highly targeted email campaigns that resonate with your audience. 

For instance, you can segment customers based on unsold estimates, aging equipment, or expiring memberships, ensuring your messages are relevant and timely. ​

Pay-Per-Click Advertising (PPC)

PPC platforms like Google Ads allow you to bid on search terms that potential customers use when looking for your services. 

For example, if you run a plumbing business, you might bid on terms like “emergency plumber near me” or “water heater repair.”

When someone searches for those terms, Google runs an auction. If your bid and ad quality are competitive, your ad appears at the top of the search results before the organic listings.

The two main types of PPC ads work well for trade businesses:

1. Google Local Services Ads (LSAs)

Unlike regular Google Ads, LSAs work on a pay-per-lead basis rather than a pay-per-click model. That means you only pay when someone calls or messages you directly through the ad. 

Plus, these ads show up at the very top of search results, above standard PPC ads, making them highly effective for tradesmen.

1. Google Search Ads

These are the ads you see at the top of Google search results. If you bid on keywords (like “contractors near me”), Google will show your ad to people searching for these keywords. 

The better your ad, landing page, and budget, the higher your chances of getting clicks.

Budgeting tips for small shops

PPC can feel expensive if you’re just getting started, but smart budgeting makes all the difference. 

Here are some tips:

• Focus on high-intent keywords: Prioritize searches that indicate a strong need, like “emergency AC repair,” rather than just “air conditioning.”

• Use location targeting: You can target specific service areas so your ads are only shown to people in the right geographic region. This means a plumber in Dallas won’t be paying for clicks from people in another state.

• Set a daily budget: Determine how much you wish to pay for each lead or impression.

• Optimize for revenue: Rather than paying for leads that don’t convert, structure your ads to appear before high-intent audiences. Tracking your ads and manually adjusting the various parameters can help you do this. For more accuracy, consider using ServiceTitan’s Ads Optimizer, which feeds the Google Ads platform with conversion and revenue data from ServiceTitan.

This data allows Google to show your ads to only people who are highly likely to convert, optimizing your campaign for revenue and conversions instead of just calls.

Businesses using this feature report a higher revenue per ad spend. 

For example, Proximo Marketing recently increased lead quality from 44% to 60% and reported a 100% return on investment after using the Ad Optimizer for a plumbing ad campaign.

“What I love about Ads Optimizer is the fact that any jobs that have been booked and any revenue that has been booked were considered qualified leads can then be filtered back into the Google Ads platform,” says Proximo Marketing’s senior Account Manager Liz Soto. 

“So now you're getting a more qualified pool of data to then be able to funnel through. Now Google has the opportunity to optimize toward that very qualified pool compared to the general pool of calls.”

Discover how you can use the Ads Optimizer to boost conversion rates.

Tracking calls and leads from paid ads

After your ads are published, measuring their performance is the next important thing to do. Performance data can help you spend only on ads that generate revenue and pause others that are not doing well.

To track performance, you can use conventional tools like Google Analytics, Kissmetrics, and Adobe Analytics. 

However, you should know that these tools don’t provide an accurate depiction of revenue generated since they track just calls, clicks, keywords, and costs. Plus, they lack the capability to track a lead who viewed the ad and called after visiting your website.

ServiceTitan’s Marketing Pro Ads lets you integrate Google Ad accounts with ServiceTitan. The platform also offers a dynamic call tracking feature, which displays a unique phone number to each website visitor based on the ad they came from.

This lets you accurately know how much you spend for each lead, without CSRs having to perform manual attribution whenever a prospect calls.

Learn more about accurately tracking ad performance with Marketing Pro Ads.

Search Engine Optimization (SEO)

When people need a plumber, electrician, or HVAC specialist, they often turn to Google to find someone nearby. This is where search engine optimization (SEO) comes in. 

SEO is the process of optimizing your website so that it appears higher in search engine results when potential customers look for your services. 

The goal is simple: when someone searches for a tradesman in their area, your business should be one of the first they see.

SEO vs. PPC: When to use both

Both SEO and pay-per-click (PPC) advertising help increase visibility, but they work differently.

• SEO is a long-term strategy: It takes time to build rankings, but once your site ranks well, you can get consistent traffic.

• PPC is instant: With Google Ads, you can appear at the top of search results immediately, but you pay for each click on your ad.

For tradesmen, a combination of both often works best. Use PPC to quickly get in front of customers when you need immediate leads, and SEO to build a strong online presence and attract organic traffic.

There are three major aspects of SEO to consider as a tradesman:

Local SEO

For tradespeople, local SEO is the most important aspect of search optimization. Unlike national businesses, you aren’t competing with companies across the country. You need to be found by people in your service area.

Setting up and optimizing your Google Business Profile (formerly Google My Business) is one of the easiest and most effective ways to improve your local search rankings. The profile ensures that your business appears in Google Maps and local search results when people look for tradesmen nearby. 

Follow these tips to optimize your Google Business Profile (GBP):

• Fill out all your business details (name, address, phone number, website, services).

• Add high-quality photos of your work.

• Keep your hours accurate and up to date.

• Collect and respond to customer reviews.

Additionally, using the right keywords on your website, social media, and business listings helps search engines understand what you do and where you operate. 

For instance, instead of just targeting “plumber,” go for location-based phrases like:

• “plumber in Texas”

• “24/7 emergency electrician in Manchester”

• “HVAC repair in Atlanta”

These relevant keywords help ensure your business appears when customers search for services in your area.

Optimizing your website for mobile & speed

Most people searching for a tradesperson do so from their phones, so your website must be mobile-friendly and load quickly. A slow or poorly designed website can drive potential customers away before they even contact you. 

Here’s how to optimize your website for mobile devices:

• Make it mobile-responsive: Your website should adjust to different screen sizes for easy navigation.

• Improve loading speed: Compress images, remove unnecessary plugins, and use fast hosting.

• Clear call-to-action (CTA): Make it easy for visitors to call, book, or request a quote with one click.

• Simple, easy-to-read design: Avoid clutter and keep it straightforward.

Getting more reviews & backlinks

Google considers trust signals like customer reviews and backlinks when ranking websites. Backlinks are links from other websites pointing to yours. 

A few ways to get them include:

• Getting listed in local directories.

• Partnering with other businesses for referrals and linking to each other’s websites.

• Writing helpful blog posts or case studies that others share.

Encourage happy customers to leave Google reviews and testimonials on your blog posts or other parts of your website. More positive reviews improve your ranking and reputation.

Online Reputation Management

Customers are increasingly relying on Google, Yelp, and Facebook reviews to decide whom to hire, and even one bad review can sway their decision.

According to BrightLocal’s review survey, 74% of customers read reviews from at least two sites (especially Google) before picking a local business.

This means having a lot of positive feedback increases your chances of getting hired, and even boosts your search ranking. 

On the flip side, too many bad reviews can drive potential customers straight to your competitors.

How to ask for reviews (without sounding pushy)

Many happy customers would be willing to leave a review but they often just forget. The trick is to ask at the right time and in the right way.

• Ask at the right time: The best moment to request a review is right after completing a job, especially if the customer is satisfied. A simple, “We’d love to hear your feedback. Would you mind leaving us a quick review?” goes a long way.

• Make it easy: Provide a direct link to your Google My Business profile or Facebook page via text message or email. The easier it is, the more likely they are to do it.

• Express appreciation: Let them know their feedback helps others find reliable tradespeople. You can say something like, "Your review not only helps us, but it also helps other homeowners looking for trustworthy services."

Responding to negative feedback professionally

No matter how great your service is, negative reviews are inevitable. 

Instead of ignoring them, use them as an opportunity to show professionalism and build trust with customers and prospects who read negative reviews before choosing a business.

• Stay calm and professional: Never argue with a customer online. A polite, solution-oriented response shows potential clients you care about customer satisfaction.

• Acknowledge the issue: Recognize the customer's experience even if you disagree. A response like, "We’re sorry to hear you weren’t completely satisfied. We’d love the chance to make things right, please contact us so we can address this," helps maintain a positive image.

• Take it offline: If possible, resolve the issue privately. Once resolved, politely ask if they’d consider updating their review.

Monitoring your reputation across platforms

Your business might have reviews scattered across Google, Yelp, Facebook, Angi, and more. Regularly checking them ensures you’re aware of what customers are saying and can respond promptly.

Instead of manually monitoring multiple sites, consider using ServiceTitan’s Reputation Management tool to automate the process. 

With ServiceTitan, you can:

• Automatically request reviews from satisfied customers immediately after the job is completed, increasing your chances of positive feedback.

• Monitor reviews from multiple platforms in one place so you never miss what people are saying about your business.

• Respond to reviews directly, allowing you to engage with customers quickly and maintain a strong professional image.

• Analyze trends to understand what customers love about your services and where you can improve.

Using a tool like this saves time and ensures that your online reputation stays strong, helping you attract more customers and build trust in your local area.

Content Marketing

Content marketing is all about providing useful, relevant information to your audience to attract, engage, and convert potential customers. 

Instead of directly selling your services, you’re offering valuable insights that position you as a knowledgeable and trustworthy expert in your field.

Blogging and FAQ pages

A well-maintained blog or FAQ section on your website can answer common questions potential customers have. 

When someone searches “Why is my water heater making noise?” or “How often should I service my HVAC system?” they’re looking for expert advice. 

By providing informative content that addresses these concerns, you not only help potential customers but also increase the chances of them reaching out to you when they need a professional. 

How-to videos and service guides

Some customers prefer visual explanations. A quick “How to Unclog a Drain” video can showcase your skills while subtly positioning you as the go-to expert. Similarly, a downloadable guide on “What to Expect During a Roof Inspection” can ease customer concerns and prepare them for your service.

When people see you as a helpful authority, they’re more likely to choose you when they need professional help.

Local Advertising

Local advertising focuses on connecting you with homeowners and businesses nearby who need your services. 

Here’s how you can make the most of local advertising:

Getting listed in online directories

One of the easiest ways to boost your local visibility is by listing your business on online directories like Yelp, Angi, and Thumbtack. 

These platforms are popular among homeowners searching for reliable tradespeople. They provide a trusted space for customers to find, compare, and review service providers.

To make the most of these directories:

• Ensure your business name, contact information, and service area are accurate.

• Encourage satisfied customers to leave high-quality reviews and strong ratings that can improve your visibility.

• Regularly update your profile with new photos, business hours, and any promotions.

Use local sponsorships and partnerships

Getting involved in your local community can also help build brand recognition and trust. Consider:

• Sponsoring local events (e.g., youth sports teams, community fairs, charity drives).

• Partnering with local businesses that complement your services (e.g., real estate agents, property managers, home improvement stores).

• Attending networking events to connect with potential customers and referral partners.

These strategies not only increase your visibility but also position your business as a trusted name in the community.

Track ROI from local efforts

Investing in local advertising is only valuable if you know what’s working.  You can measure success by:

• Tracking website traffic from specific sources using Google Analytics.

• Asking new customers how they found you and keeping a record.

• Using unique promo codes or discounts for different marketing channels to see what’s bringing in leads.

If a particular directory or sponsorship isn’t delivering leads, it might be time to shift your budget elsewhere.

For a more accurate tracking of your local efforts, use ServiceTitan’s Local Services Ads Integration tool.

This feature connects directly to Google’s Local Services Ads, allowing you to see how many leads your local ads are generating and track the overall ROI.

The integration also lets customers book an appointment on their own, without calling the office. This allows you to generate leads outside working hours and manage customer inquiries in one place without juggling multiple platforms.

It’s Your Turn Now

Digital marketing might seem overwhelming at first, but the truth is that it's just a set of tools to help you get more customers, grow your business, and stay ahead of the competition.

You don’t need to do everything at once. Focus on the strategies that make the most sense for your business and track them using tools like ServiceTitan.

ServiceTitan is a cloud-based software platform designed specifically for home and commercial service businesses, including plumbers, electricians, HVAC technicians, and other tradesmen. It helps over 100,000 contractors manage scheduling, dispatching, invoicing, customer relationships, and marketing in one place.

Book a free demo to get started.