Quick answer
What's the cheapest way to market a trade business?
Before you pay for adverts, make sure people can find you, understand what you do and get hold of you easily. Then try one new thing at a time.
The jargon
The words you'll come across, in plain English.
- Marketing: anything that helps the right customers find you and choose you.
- Google Business Profile: your free business listing on Google Search and Maps.
- Referral: a new customer sent your way by an old one.
- Soft opt in: the rule that can let you email or text past customers about similar work, if you gave them a way to say no.
- Lead: an enquiry from someone who might become a customer.
1 to 5: The basics
1 to 5: What are the basics?
- Fill in your Google Business Profile.Keep your details and hours right.
- Improve your main website pages.Say what you do, where, proof, and how to get in touch.
- Use a business email.One that matches your website.
- Sort out your job photos.Real ones, with permission, and no customer details.
- Ask for honest reviews.The same simple message, every job.
6 to 10: Past customers
6 to 10: How do I use past customers?
- Leave a business card.One that's easy to read.
- Add a service sticker.Only where it's suitable and they're happy.
- Ask for referrals.Make your details easy to pass on.
- Write up a job.The real problem, and how you fixed it.
- Get back in touch with past customers.Check you're allowed to first, and let them opt out.
11 to 14: Local
11 to 14: How do I get seen locally?
- Keep your van signwriting clear.Name, trade, area and number.
- Get on well with your suppliers.They get asked for recommendations.
- Join local groups.Help people first; don't just advertise.
- Team up with other trades.Agree who does what, and who the customer deals with.
15 to 17: Small tests
15 to 17: What small tests are worth trying?
- Try a small Google Ads campaign.Count calls and jobs booked.
- Try Facebook adverts.A clear audience and a clear goal.
- Try one directory or lead site.Count the total cost and the jobs you win.
Do this
One thing at a time, with a set budget, counting calls and jobs.
Not this
Five subscriptions at once, judged on likes and views.
A 90 day plan
How do I plan the next 90 days?
Try all 17 at once and you'll never know what worked. Start with one thing that builds trust, one thing with past customers, and one thing to bring in new enquiries. Note where you started, what it costs, how long it takes and what happens.
Month one, for example: fix your Google profile and website contact details, sort out ten real job photos, then ask every finished job for a review. Month two: write up two jobs and try one local partnership. Only add paid adverts once you can tell where calls and forms come from.
- Set yourself a time limit each week
- Ask every new enquiry how they found you
- Count jobs won, not just enquiries
- Look at how good the enquiries are, and what you made
- Stop, change or carry on, on a set date
Sources
Where this guide comes from.
Checked against these official pages on 27/10/2026. Next check due 27/01/2027. Things can change sooner, so check the official page before an important decision.
FAQs
Frequently asked questions.
Which should I try first?
Fix wrong details, hard to use contact options and missing proof before paying for adverts.
How long should I try something for?
Long enough to get a fair number of enquiries, within a budget you can afford.
What should I count?
Where they came from, good enquiries, quotes, jobs won, money in, profit and your time.
Is word of mouth free?
It still takes good work, following up and looking after your reputation, and that all takes time.
What if I've got no marketing budget?
Start with your Google profile, a clear website, good photos, review requests and referrals. They cost time, so count that.
Should I copy what a competitor does?
Look at them, but build around your own work and customers. You can't see whether what they're doing actually pays.
Got a question?
Send us a message and we'll point you in the right direction.
We're happy to help, even if it's not about a website.
