How Much Do Google Ads Cost for Tradies in Melbourne?
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Google Ads costs a tradie whatever budget they set: you choose an average daily budget, and Google won't bill more than about 30.4 times that in a month. The real question is the cost per job. That depends on what each click costs for your trade and suburbs, how many clicks turn into calls, and how many calls turn into paid work. Work out what a job is worth to you first, then set the budget.
How does Google Ads billing work?
You set an average daily budget for each campaign. Google Ads Help says that on any one day a campaign can spend up to twice that amount for most campaigns, but over a month you won't be charged more than the monthly spending limit: the average daily budget multiplied by 30.4 (Google).
| Average daily budget | Most it can spend in a day | Most it can bill in a month |
|---|---|---|
| $20 | $40 | $608 |
| $50 | $100 | $1,520 |
| $100 | $200 | $3,040 |
For search campaigns you usually pay when someone clicks your ad, not when it is shown. The price of each click is set by an auction against other advertisers.
Why do click prices differ so much between trades?
- Job value: trades with bigger jobs, such as roofing or renovations, attract more advertisers willing to pay more
- Urgency: emergency searches like "burst pipe" or "no power" are competitive because callers book fast
- Area: a tight radius in Melbourne's west usually has fewer competing advertisers than all of Melbourne
- Time: evenings, weekends and seasonal peaks (air-con in summer, heating in winter) change prices
- Quality: Google rewards ads and landing pages that match the search, which can lower what you pay
To see current prices for your own trade and suburbs, use Google's free Keyword Planner. Enter your services and location, and note the estimated top-of-page bid range.
How do you work out your cost per job?
Use this formula, with your own numbers:
| Step | Formula | Example (made-up numbers) |
|---|---|---|
| 1. Cost per enquiry | Cost per click ÷ share of clicks that call or fill a form | $8 ÷ 0.10 = $80 |
| 2. Cost per job | Cost per enquiry ÷ share of enquiries that become paid jobs | $80 ÷ 0.40 = $200 |
| 3. Profit per job | Average job value minus materials, wages and other costs | $900 job, $500 profit |
| 4. Return | Profit per job minus cost per job | $500 minus $200 = $300 left over |
If step 4 is negative, the campaign loses money however much traffic it gets. Fix the conversion rate (step 1) or target better-value jobs before raising the budget.
What budget should a tradie start with?
Start with enough to get a fair test: enough clicks in a month to see whether calls come in. A practical way to set it:
- Decide how many enquiries you want from ads each month, for example 10.
- Multiply by your estimated cost per enquiry from the table above, for example 10 × $80 = $800.
- Divide by 30.4 to get the average daily budget, for example $800 ÷ 30.4 ≈ $26 a day.
- Run it for at least four to six weeks before judging it, and track every call and form.
How do tradies stop wasting money on Google Ads?
- Target only the suburbs you actually drive to, not all of Melbourne
- Send ads to a page about that service, not your homepage. See landing pages for Google Ads
- Add negative keywords for searches you don't want, such as "jobs", "apprenticeship", "DIY" and "course"
- Run ads only when someone can answer the phone, or use a call-back promise after hours
- Track calls separately from website forms. See how to track calls from your website and Google
Do Google Ads help your Google Maps ranking?
No. Google says there is no way to request or pay for a better local ranking (Google). Ads sit above or alongside the free results and stop when you stop paying. Local SEO and your Google Business Profile build visibility that lasts. For how the two compare, see local SEO vs Google Ads.
When are Google Ads worth it for a tradie?
| Worth trying | Probably not yet |
|---|---|
| You need work quickly and have capacity | You're already booked out for weeks |
| Your website has a clear page for each service | Your site is slow, old or has no service pages |
| You answer calls during ad hours | Calls often go to voicemail |
| Your job profit comfortably covers a realistic cost per job | Your typical job is small and low margin |
Which type of Google ad suits a tradie?
Google offers several kinds of ads. For most tradies the choice is between two:
| Type | How you pay | Best for |
|---|---|---|
| Search ads | Usually per click on your ad | Choosing exactly which services, suburbs and words you show for |
| Local Services Ads | Per lead rather than per click, for eligible trades (Google) | Tradies who pass Google's screening and want leads without managing keywords |
Each has trade-offs, and not every trade or area is eligible for Local Services Ads. See Google Local Services Ads in Australia for how they work and who qualifies.
How do you track what the ads actually bring in?
Without tracking, you're guessing. Set this up before the ads start, not after the first bill.
- Track form submissions and taps on your phone number as key events in Google Analytics (Google Analytics Help). See Google Analytics 4 for business owners
- Use a separate call tracking number on your ads and landing pages, so ad calls aren't mixed up with other calls. See call tracking for small businesses
- Write down every job that came from an ad, with the job value, so you can work out your real cost per job
- Check the numbers weekly for the first month, then monthly
The aim is to answer one question: for every dollar spent, how many dollars of profit came back?
What should the page an ad sends people to include?
The click is only half the job. The page has to turn a curious visitor into a call or a form, quickly, on a phone.
- A headline that matches the search: "Blocked drains in St Albans", not "Welcome to our website"
- A tap-to-call button and a short quote form near the top
- Proof: a few reviews, photos of real jobs and your licence details
- What happens next and how fast you respond
- A fast-loading page with nothing that pulls visitors away
See landing pages for Google Ads for a full checklist.
How do you read the first month's results?
The first month is mostly about learning. Look at these, in this order:
- Search terms: the actual searches that triggered your ads. Add any irrelevant ones as negative keywords
- Calls and forms: how many enquiries came from the ads, and at what cost each
- Quality of enquiries: were they the jobs you want, in the suburbs you serve?
- Jobs won: how many enquiries turned into paid work
- Missed calls: how many ad calls weren't answered. See what missed calls cost tradies
If the search terms are wrong, fix targeting. If enquiries come in but don't convert, look at how calls are answered and quotes followed up, before changing the ads.
Should you run ads yourself or hire someone?
Either can work. What matters is that the person running them understands your trade, your area and your numbers.
- Make sure the Google Ads account is in your business's name and you have full access, even if someone else manages it
- Ask how they'll report results: calls, forms, cost per enquiry and jobs, not just clicks and impressions
- Ask what they'll change in the first month and why
- Agree on a test period and a budget limit before starting
- Be wary of anyone who won't show you the search terms report
If you run them yourself, keep it simple: one campaign, a few tightly matched services, a small radius, and good tracking.
Morphic builds tradie websites and service pages that turn ad clicks into calls, and sets up call and form tracking so you can see your real cost per job. Get a free quote, or book a 30-minute call.
Related services: websites for tradies and local SEO.
Related reading: Local SEO vs Google Ads, Meta Ads for Tradies in Melbourne and Google Local Services Ads in Australia.
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Key Takeaways
Google bills up to 30.4 times your average daily budget per month, and can spend up to double on a single day.
Click prices vary by trade, suburb, season and urgency; check yours in Keyword Planner.
Judge ads on cost per job, not cost per click.
Target only the suburbs you serve and send clicks to matching service pages.
Ads don't improve Maps rankings; pair them with local SEO for lasting visibility.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
