If you run a trades business, your work probably falls into two pretty different buckets, even if you’ve never thought about it that way.
The first is reactive work. Someone has a problem right now and needs it sorted. A burst pipe. A broken heatpump. A fence that came down in the storm. They’re searching for help today and they’ll go with whoever can get there quickly or picks up the phone.
The second is planned work. Someone is thinking about a new installation, a renovation, or a bigger project. They’re not in a rush. They’re doing their research, getting a few quotes, and taking their time before they commit.
These two need completely different marketing. Treating them the same is one of the more common mistakes we see, and it costs businesses real money.
Marketing reactive work
When someone has a problem right now, they go to Google. They search, they call the first credible result, and they sort it out. That means your job is to show up when they’re searching, and to make it easy to get in touch fast.
Google Search ads, a solid Google Business Profile, and quick response times are what drive reactive work. Everything else is secondary.
Marketing planned work
Planned projects are different. The customer isn’t in a rush. They’ll come across your name a few times before they pick up the phone. They’ll look at your work. They’ll read your reviews. They’ll hire someone they feel they know.
This is where Meta ads, content, and retargeting do their job. Social proof, before and after work, and showing up consistently in your local area over time are what move people along for planned projects.
Why this matters
If you only run Google Search ads, you’ll win reactive jobs but miss a lot of the bigger planned work. If you only post on social, you’ll build some awareness but lose the people who need someone right now.
The trades businesses that grow steadily tend to have both running, even if the spend is low. They show up when someone needs urgent help, and they stay visible for when someone is planning something bigger.
Want to work out which is the bigger opportunity for your business right now? Get in touch.