If you’re a tradesperson or home improvement business owner, you already know how competitive the market is. Every other roofer, landscaper, and builder is fighting for the same homeowners’ attention online.
But here’s the truth — it’s not always about who’s the best at their trade. It’s about who’s the best at marketing it.
Over the years, I’ve worked with dozens of trade businesses running ads, managing websites, and analysing performance. And time and time again, I see the same few mistakes holding them back.
So if your ads aren’t performing, or you’re relying too much on word of mouth, this blog is for you.
1. Focusing on reach, not relevance
Many trade businesses think marketing success means getting their ads in front of as many people as possible. But reach alone doesn’t pay the bills — relevance does.
If your ads are showing to people outside your service area, or to those who can’t afford your services, you’re wasting money.
For example, running a campaign across the entire UK when you only cover Kent will burn through your budget fast.
✅ Fix: Be specific. Target your ads by postcode or location radius. Use language in your ad copy that makes it clear who your service is for, such as “premium resin driveways for Kent homeowners.”
When you speak directly to the right audience, your ads instantly become more effective and affordable.
2. No follow-up process after the lead form
This is the single biggest mistake I see trades make — they get the leads, but they don’t follow up quickly enough (or at all).
Homeowners don’t just fill out your form. They often submit 2 or 3 others to compare quotes. If you don’t respond fast, someone else will beat you to it.
✅ Fix: Create a follow-up system that contacts leads within 15 minutes. Use automated email or SMS replies to acknowledge their enquiry, then call as soon as possible.
Even a quick message like, “Thanks for your enquiry — we’ll call shortly to discuss your quote” helps keep them warm and reduces drop-off.
Speed and consistency can be the difference between a lost lead and a booked job.
3. Neglecting reviews and photos as ad content
If you’re running ads or updating your website without using customer reviews or photos of your work, you’re missing a huge opportunity.
Homeowners are visual. They want to see what you can do — not just read about it.
✅ Fix: Regularly collect before-and-after photos, testimonials, and video reviews. Use them across your website, social media, and ads.
Example ad copy: “⭐ Over 100 5-star reviews from local homeowners. See why we’re the top-rated driveway installers in [area].”
Authentic proof is more persuasive than any sales pitch. It builds instant trust.
Bonus: Relying only on word of mouth
Word of mouth is powerful — but unpredictable. You can’t rely on it alone if you want steady growth.
When enquiries slow down or referrals dry up, having your own lead generation system through Meta or Google Ads keeps your business in control.
✅ Fix: Invest in building visibility online, even when you’re busy. It keeps enquiries coming in and protects your business during quieter months.
How to turn these mistakes into opportunities
Every mistake above can be turned into a quick win with the right system in place:
• Target smaller, more specific audiences instead of large, generic ones.
• Follow up with every lead fast — ideally within minutes.
• Use your reviews, photos, and proof everywhere possible.
These small improvements compound over time, helping you lower your ad costs and win more of the right customers.
Final thought
Marketing doesn’t have to be complicated — but it does need attention. By avoiding these common mistakes and tightening up your strategy, you’ll waste less money, win better customers, and stay one step ahead of your competitors.
Remember, the businesses that thrive aren’t always the biggest — they’re the ones that stay consistent and keep improving.
👉 Want help fixing your ad strategy and turning clicks into real customers? Book a free Strategy Call to see how I can help you.