Every tradesperson knows the struggle, one week your phone’s buzzing like an angry wasp, the next it’s quieter than a church on Monday morning. That’s when the panic sets in: “I need to advertise. But how?”
Problem is, not all advertising methods are created equal. Some are goldmines. Others are money pits that agencies will happily sell you while laughing all the way to the bank.
So we’ve ranked the most common advertising methods for trades, from worst to best, with research, stats, and a few hard truths thrown in. Some will ruffle feathers. Some you already suspect are a waste. And one clear winner outshines them all.
Ah, the humble leaflet. Once the pride of every local builder, now mostly wallpaper for recycling bins. That doesn’t mean it’s completely useless, but it’s a relic in a world where customers live on Google.
According to the Data & Marketing Association, only 1% of recipients respond to unaddressed mail source. And worse, 44% of people say they never read leaflets at all source. Compare that to the fact that 97% of consumers now search online for local services source, and you start to see the problem.
Leaflets do have one benefit, in small villages or older demographics, they can still jog someone’s memory. But printing, delivery, and time add up fast.
As Aimee Lycett puts it: “Leaflets are like flyers for nightclubs in the 90s. Some people still hand them out, but almost everyone else has moved online.”
✅ Nostalgic, tangible, sometimes works in rural pockets
❌ Low response, expensive to scale, non-trackable
Checkatrade, Rated People, Houzz, you’ve probably heard the pitch. “Join us and get endless leads!” But here’s the reality: you’re one of dozens fighting over the same customer, and whoever responds first usually wins, not necessarily the best business.
Which? magazine found that 48% of trades using directories said leads were poor quality source. Worse, many platforms charge per lead, even if the customer ghosts you.
Directories can work for new businesses that need a few quick jobs to fill the diary. But as a long-term strategy? They rarely build loyalty. Customers remember Checkatrade, not you.
Aimee Lycett puts it bluntly: “Directories are like renting a flat. You pay every month, but you’ll never own the place. SEO builds you a house you own forever.”
✅ Easy start, some leads
❌ Expensive, competitive, little brand recognition
Here comes the controversial one. Social media is brilliant for showing off your craftsmanship, but if you expect it to be your main source of leads, prepare for disappointment.
Statista reports that less than 1% of social media engagements lead directly to a purchase source. And HubSpot’s data shows the average Facebook post has a lifespan of 5 hours, Instagram around 21 hours source. Compare that to a blog post that ranks on Google for years.
Social does have its role:
But as your main advertising method? Forget it. Nobody is double-tapping a photo of your new fascia boards and hiring you on the spot for £20,000 worth of sash windows.
As Aimee quips: “Social media is the shop window. SEO is the shop. Without the shop, all you’ve got is glass.”
✅ Builds awareness, supports SEO, free to use
❌ Low conversion, short lifespan, easily distracting
Google Ads are like nitrous oxide in a van. Hit the button, and boom, instant speed. Stop paying, and you’re back to crawling.
For trades, they can work brilliantly for high-value jobs where profit margins absorb the cost. WordStream data shows the average cost per click in the home services industry is £6.40 source. That adds up fast if you’re chasing £150 jobs.
The real danger? Poorly managed campaigns. Many trades waste hundreds on irrelevant clicks because ads weren’t set up correctly. Worse still, as competition rises, costs keep going up.
Rob Gould warns: “Ads are like hiring a sprinter. Fast, expensive, and done in seconds. You need a marathon runner too, that’s SEO.”
✅ Immediate enquiries, highly targeted
❌ Costly, short-term, risky without expert setup
Here’s where it gets exciting. Your Google Business Profile (GBP) is arguably the most powerful free advertising tool a tradesperson has. According to Moz, GBP signals are the number one factor in local map pack rankings source.
Every time someone types “electrician near me”, those three map results show up before anything else. Post photos of jobs, reply to reviews, add updates and you’ll climb the rankings without spending a penny.
The proof? A BrightLocal study found that 68% of consumers contacted a local business directly from its Google profile in 2023 source. That’s enquiries straight into your phone without people ever visiting your website.
As Aimee says: “If your Google profile is neglected, you might as well hang a closed sign on your digital shopfront.”
✅ Free, high visibility, trust-building
❌ Needs regular updates, can be competitive in big towns
Word of mouth built the trades industry long before the internet. Today, reviews are the modern equivalent and they’re more powerful than ever.
Spiegel Research found that consumers are 270% more likely to buy with just five reviews compared to none source. BrightLocal adds that 49% of people trust online reviews as much as personal recommendations source.
For trades, reviews aren’t just nice feedback, they’re direct trust signals. A five-star Google review that says “Restored my Victorian sash windows beautifully in London” doesn’t just reassure customers, it boosts your SEO by linking service and location.
Rob sums it up: “A dozen five-star reviews in the right town will beat a thousand Facebook likes every time.”
✅ Massive trust, boosts SEO, free
❌ Requires consistency, relies on customer effort
And here it is, the crown jewel of trade advertising. SEO and your website are the only advertising assets you truly own. Done right, they can bring enquiries for years with no ongoing spend.
BrightEdge research shows that 53% of all website traffic comes from organic search source. HubSpot adds that SEO leads close at 14.6%, compared to just 1.7% for outbound leads source. That’s not just good.... it’s game-changing.
For trades, SEO means:
Unlike ads or directories, SEO compounds. The more content you publish, the stronger your site becomes. It’s not a sprint, it’s the marathon runner that never stops.
As Aimee explains: “The best advertising for trades is the kind that keeps working while you’re on the tools. SEO turns every job into long-term digital proof of your expertise.”
✅ Long-term enquiries, builds trust, 24/7 visibility
❌ Requires patience and strategy
Final Thoughts: Play the Long Game
So there you have it: from leaflets dying a slow death, to SEO standing tall as the clear winner. Social media might get you likes, ads might get you quick hits, but if you want steady, high-quality enquiries, the top three are unbeatable: SEO, reviews, and your Google Business Profile.
At Local Trade Websites, we help trades turn everyday jobs into advertising gold. From SEO-optimised landing pages to review integration and content strategies, we build websites that don’t just look good, they work hard.
Book your free consultation today and start investing in advertising that lasts years, not hours.
