A Practical Guide to Getting More Leads as a Tradesman

The cheapest lead source is the one you already paid for

Stopping missed calls recovers roughly £2,500 to £6,000 per month of leakage for most UK sole traders. That is far more efficient than any new ad spend.

Step 4: Build a referral engine

Referrals are the cheapest and highest-converting lead source in any trade. The customers who come from a referral convert at 60 to 80 percent and are more forgiving on price. The reason most tradespeople get fewer referrals than they could is simple: they never ask. After every job, ask this exact question: "If you know anyone else who needs a plumber, I would really appreciate you passing on my number." That is it.

Step 5: Invest in Google Local Services Ads

Once the fundamentals are in place, Google Local Services Ads (LSAs) are the best paid channel for most UK trades. They sit above normal Google ads, carry a green tick verification badge, and charge per qualified lead. Expect to pay £15 to £45 per lead depending on trade and area. Conversion rates are typically 40 to 60 percent for businesses with strong review profiles.

Step 6: Use a trade directory sparingly

One paid directory is usually enough. Checkatrade and TrustATrader are the most established. Use them as a trust signal and a supplementary lead source, not as your primary channel. Avoid paying for multiple directories at once — the incremental lead volume is rarely worth the extra subscription.

Step 7: Post on social media without overthinking it

Social media is not where most trade leads come from, but it is where trust is built. Post one before-and-after photo per week on Facebook or Instagram. That is enough. Do not waste time making reels. A clear photo with a one-sentence caption saying what the job was and where it was in beats any elaborate content strategy for a tradesperson.

Step 8: Track your conversion rate

You cannot improve what you do not measure. Track how many calls you receive, how many you answer, how many become quotes, and how many quotes become paid jobs. A good target is 70 percent call-to-quote conversion and 50 percent quote-to-job conversion. A CRM like Soteriaa tracks this automatically, which saves you the spreadsheet.

The tradespeople who grow fastest are not the ones with the best marketing. They are the ones who answer every call and ask for every review.

The order that actually matters

Fix your Google Business Profile, answer every call, collect reviews, and ask for referrals before spending a penny on ads. Most UK tradesmen could double their lead volume in 90 days by doing those four things well. Try Soteriaa free for 14 days at soteriaa.com to solve the answering-every-call piece from day one.