How to Target the Right Audience with Google Ads for Your Trade Business

Customers are the core of a successful business, emphasizing the direct role of audience targeting in your bottom line. When you know exactly who your ideal customers are and how to reach them, you can create marketing strategies that speak directly to their needs and wants. While traditional advertising methods can be effective, Google Ads for your trade business offers a unique way to connect with potential customers.

Why is Targeting the Right Audience Important for Your Trade Business?

Targeting the right audience is important because it helps you stand out from the competition. When you focus on a specific niche or target market, you can position yourself as an expert in that area and differentiate your business from others that may offer similar services. This can give you a competitive advantage and make it easier for potential customers to choose your business over others.

Let’s say you own an electrician business and focus on installing solar panels. People are likely to hire you for solar panel projects because they know you have the knowledge and skills to do the job well. This leads to more customers and higher profits for your business. Customers are also often willing to pay more for specialized expertise because they’ll get top-quality work from an expert.

More importantly, targeting the right audience helps you save money on marketing and advertising. Instead of trying to reach a broad audience with your message, you can focus your efforts on a specific group of customers you want to attract. It also helps you adjust your ad copy in a way that resonates with your customers’ needs and preferences, offering a higher level of personalization. So if you know that homeowners in your area value quick response times for plumbing emergencies, highlight your fast service in your Google Ads campaigns.

How to Identify Your Target Audience When Using Google Ads for Your Trade Business?

When figuring out your ideal audience for your trade business, think about who would benefit most from your services. Consider demographics like age, gender, location, and interests. It’s even more important to identify the pain points your potential customers are facing. Remember, they hire you to solve a problem that they can’t do on their own. For a roofing service provider, this means monitoring trends in the industry and being on the lookout for new materials, technologies, or industry regulations. In this way, you can expect and address potential issues before they become widespread problems.

For example, reflective roofing materials’ increasing popularity suggests customers’ concerns with the current heating and cooling expenses. It prompts them to find alternative solutions to save money on their energy bills. Especially during scorching summer months when air conditioning bills are at their highest. Your buyer persona might be a middle-aged homeowner living in a hot climate and concerned about the rising energy costs. Simply put, your ideal customer is someone in their 40s to 60s, owns a house, and lives in warm areas such as Vancouver, Windsor, and Maple Creek.

Audience Targeting Features in Google Ads for Your Trade Business

1. Look Into Contextual Targeting to Reach Relevant Audiences

Contextual targeting allows you to serve your ads on websites and pages that are relevant to your business. For example, if you’re a roofing contractor, you could target pages that discuss home improvement, roofing, or storm damage. By placing your ads in front of people who are already interested in related topics, you can increase the likelihood of generating leads and conversions. Using Google Ads for your trade business allows you to reach potential customers who are actively searching for services like yours.

By using contextual targeting, you can ensure you display your to the right people at the right time. Contextual targeting works by analyzing website content and matching your ads to pages relevant to your trade business. For example, your plumbing ads could appear on websites that discuss plumbing issues, home improvement, or DIY projects. This ensures that you’re displaying your ads to people who are already interested in the services you offer, increasing the chances of them becoming your customer.

In fact, Sapio Research–DoubleVerify study found that 69% of customers will view an ad if it’s relevant to the content they’re reading. This emphasizes contextual targeting’s role in reaching customers at the exact moment they’re most receptive to seeing related products or services. One of the main benefits of contextual targeting when using Google Ads for your trade business is that it allows you to reach a highly targeted audience. As well as its independence from personal data or cookies, which are becoming increasingly restricted because of privacy concerns.

This means that you can still reach your target audience without needing to collect or store sensitive information about them. In getting started with contextual targeting using Google Ads for your trade business, focus on words and phrases that are directly relevant to your trade business. You should avoid using overly broad or generic terms. It’s also a good idea to use negative keywords to exclude irrelevant websites to save money on clicks that are unlikely to lead to conversions for your business.

2. Use Affinity Audiences to Reach People with Specific Interests

Affinity audiences allow you to target people based on their interests and lifestyle choices. For trade businesses, this can be useful for reaching people who are likely to need your services. Affinity audience works by using the data Google collected from people’s online activities, such as the websites they visit and the videos they watch. From there, Google categorizes people into different affinity segments, like “Home Decor Enthusiasts” or “Outdoor Adventurers.” So when you set up a campaign in Google Ads for your trade business, you have a broad affinity segment choice you can target. It’s important to be careful in choosing your affinity segments.

Think about the types of people who need your services the most or you can also experiment with different segments to see which ones perform best for your business. Assuming you’re an electrician. It’s only reasonable that you target people who have an interest in technology, gadgets, or smart home devices. This means that they’re more likely to turn to you for help in installations or hire you regularly for maintenance, providing a steady stream of income for your business.

3. Rely on In-Market Audiences to Find People Ready to Book You

In-market audiences are people who are actively researching or considering purchasing products or services in a specific category.


Source: Search Engine Land

In-market audiences are useful for promoting seasonal services, such as HVAC maintenance or gutter cleaning. Consider adjusting your bid strategies because keyword competition can increase during peak seasons. This will require a bigger advertising budget to accommodate higher bid prices. Make the most out of Google Ads for your trade business by using ad customizers to create a sense of urgency. An example is a countdown for a limited-time discount offer on HVAC maintenance or gutter cleaning services. Here’s a preview of what your ads will look like after setting up the countdown feature.


Source: Wordstream

This encourages potential customers to book a service, boosting your conversion rates in the process.

Digital Trek offers Google Ads management services and has a track record of attracting new customers for trade business clients. Contact us and get a free quote!

4. Consider Customer Match in Targeting Adjacent Audiences From Existing Customers

Customer Match allows you to upload your customer email lists to Google Ads and target those people with specific ads and offers. This is useful for trade businesses that have a strong customer base and want to encourage repeat business or cross-sell additional services. Doing so helps you create targeted campaigns that strengthen your relationships with existing customers. It even encourages more referrals to your business.

Customer match also helps you to re-engage with customers who may have forgotten about your trade business or haven’t used your services in a while. So you can remind them of the great work you did for them in the past and encourage them to become repeat customers. When implementing Customer Match in Google Ads for your trade business, segment your audience based on different criteria such as purchase history. Watch this video to learn more about Google Ads audience segments:

This customer segmentation allows you to create highly targeted ads that resonate with specific customer groups. As well as create custom offers or promotions for specific customer segments. For example, you can create ads offering related services or upgrades to the people in your customer who have purchased a particular service from you in the past. Personalizing your offers based on customer data increases the appeal of your ads and builds stronger business relationships.

It encourages customer loyalty that can support your business for the long-term. According to Instapage, 79% of customers prefers to only engages with personalized offers based on their previous interactions with the brand. Otherwise, you risk missing out on opportunities in engaging with your customers, leading to diminished customer loyalty to your business.

5. Expand Your Reach Using Similar Audiences

Similar audiences allow you to target people who are like your existing customers or website visitors. It works by analyzing the characteristics of your existing audience and finding new people who share those same traits. Similar audiences help you reach new customers you might not have found otherwise. Maybe you’ve been targeting the same demographics for years, but you’re not getting the results you want.

It can introduce you to new audiences that you hadn’t considered before, which can lead to new business opportunities and growth. Using similar audiences in Google Ads for your trade business also helps you save time and money. Instead of creating multiple ad groups and targeting different demographics, you can just let Google algorithms do the work for you. Learn more about demographic targeting here:

It will automatically find the most relevant audience for your ads, ensuring that it’s displayed to people that have the highest chance to be your customer. You can even focus the campaign in Google Ads for your trade business towards the direction of your competitors. This means using the similar audience feature to target people who are similar to your competitors’ customers. This might seem counterintuitive, but it can be a great way to poach customers from your competitors.

Let’s say you’re an electrician, so you could target people similar to those who have visited your competitor’s website. This helps you attract customers who are already interested in electrical services and will require minimal push in booking your service. Moving forward, you might want to use a similar audiences to target people sharing your existing customers’ demographics, interests, or behaviors. It could involve targeting people who are similar to your existing customers in terms of their age, income, or location.

Final Thoughts

When you’re running Google Ads for your trade business, you want to make sure you’re targeting the right audience. Take some time to think about who your ideal customers are and use that information to guide your Google Ads strategy. As your business grows, you may need to adjust your targeting to reach new types of customers. Monitor your ad performance and make changes as needed.

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