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  • Google Ads Certified Partner
  • Meta Business Partner
  • Shopify Partners
  • Klaviyo Partner
  • The Drum Recommends
  • Forbes Business Council official member 2022
91%lower cost per lead for home-improvement installer Bifold Local, within weeks
650%more leads for Bifold Local over the same period
150%sales increase for trade supplier Trade Garage Equipment
4.9Castle’s Google rating, including reviews from trade clients
From Castle case studies and Google reviews. The full stories are linked below.

Full-service trades marketing

Omni-Channel Marketing Under One Retainer

Everything a trade business needs to keep the diary full, from the website to the follow-up text, run by one team for one monthly fee.

  • One retainer

    12 services

    Everything that wins trade work, one monthly fee.

    Twelve services from the website to the follow-up text, run by one team so nothing falls between suppliers.

    • One monthly fee
    • Leads only for you
    • Rolling monthly terms
    Book a free growth audit
  • 01

    Local SEO and maps

    Google Business Profile and area pages so you show up wherever you work.

    Included in your retainer
  • 02

    SEO

    Service pages and guides that rank for searches like boiler replacement near me.

    Included in your retainer
  • 03

    GEO and AI search

    Clear facts and reviews so AI assistants name your firm when asked for a trade.

    Included in your retainer
  • 04

    Google Ads

    Call and search campaigns for urgent jobs, targeted by postcode.

    Included in your retainer
  • 05

    Meta Ads

    Lead ads and project showcases for extensions, kitchens, solar and more.

    Included in your retainer
  • 06

    TikTok Ads

    Before-and-after and on-the-job videos that build your name locally.

    Included in your retainer
  • 07

    Email and SMS follow-up

    Quote reminders and annual service prompts on Klaviyo or Mailchimp.

    Included in your retainer
  • 08

    Web development

    Fast, mobile-first trade websites built so customers can call in one tap.

    Included in your retainer
  • 09

    UX design

    Service and area pages that make booking a quote effortless.

    Included in your retainer
  • 10

    Conversion rate optimisation

    Testing of forms, call buttons, guarantees and review placement.

    Included in your retainer
  • 11

    Creative, video and branding

    Job showcases, ad creative and van livery from our in-house team.

    Included in your retainer
  • 12

    Call and lead tracking

    Every call, form and quote traced back to the campaign that won it.

    Included in your retainer

Trades we market for

Marketing for every type of trade business.

An emergency plumber and a loft conversion company need completely different marketing. We plan around how your customers find and hire you.

16 business types we grow

  • Builders and extensions

    High-value projects won through portfolios, reviews and planned-project campaigns.

  • Plumbers

    Urgent, call-led searches where speed and map visibility win the job.

  • Heating engineers and boiler installers

    Winter breakdown peaks and year-round boiler replacement campaigns.

  • Electricians

    Local search for rewires, EV chargers and urgent call-outs.

  • Roofers

    Storm-driven demand and trust-heavy decisions on big jobs.

  • Windows and doors

    Visual, considered purchases, as with our work for Bifold Local.

  • Kitchen fitters

    Showroom visits, design consultations and finance-led campaigns.

  • Bathroom fitters

    Project galleries and consultation booking.

  • Landscapers and garden design

    Spring peaks and portfolio-led social campaigns.

  • Driveways and paving

    Local, visual work sold on before-and-after results.

  • Solar panels and batteries

    Researched purchases that need education, calculators and trust.

  • Heat pump installers

    Grant-aware content and consultation campaigns.

  • Damp proofing and insulation

    Problem-led searches and survey bookings.

  • Loft conversions

    Long sales cycles with design consultations and planning support.

  • Contractors and construction firms

    B2B lead generation, case studies and tender support.

  • Trade suppliers and merchants

    Ecommerce marketing and trade account growth.

Don’t see your trade? If customers search for it, we can market it.

Full service, one fee

Everything a trade business needs, in one retained fee.

No separate web developer, SEO freelancer and ads agency. One team runs it all, and everything listed is included.

Tools and platforms we run for trades

  • Google Ads
  • Meta
  • TikTok
  • ChatGPT
  • Google Search
  • Mailchimp
  • Shopify
  • WordPress
  • WooCommerce
  • Google Analytics
  • Klaviyo PartnerKlaviyo
ServiceWhat we coverIn your retainer
Strategy and data
Growth strategyA 90-day plan covering the services and areas behind the jobs you want most.Included
Lead and call trackingCalls, forms and quotes tracked so you know which jobs marketing brings in.Included
Website
Web developmentFast, mobile-first trade websites, built and looked after in-house.Included
UX designService and area pages that make calling or booking a quote effortless.Included
Conversion rate optimisationTesting of forms, call buttons, guarantees and review placement.Included
Search
Local SEOGoogle Business Profile, map results and area pages for everywhere you work.Included
SEOService pages and guides that rank for searches such as loft conversion near me.Included
GEO and AI searchClear facts and reviews so AI assistants recommend your business.Included
Google AdsSearch and call campaigns targeted by postcode and job type.Included
Social
Meta AdsLead ads and project showcases for planned work and seasonal offers.Included
Retention
Email and SMS follow-upQuote reminders, aftercare and service reminders on Klaviyo or Mailchimp.Included
ReviewsReview requests after every job, shown on your site and profile.Included
Creative
Creative and videoJob showcases, before-and-after content and ad creative made in-house.Included
Branding and van liveryBrand refreshes, livery and print, as we did for Sterling Services.Included

Ad budgets are paid to Google and Meta separately. The retainer covers our management, creative and development time.

Two ways we grow trade businesses

Lead generation for installers, ecommerce for suppliers.

Most trade businesses grow through enquiries. Trade suppliers and merchants grow through online orders. We run both.

Lead generation

More enquiries you can win

For builders, installers, fitters and contractors who win work through quotes.

  1. 01Enquiry-ready websiteFast pages for each service, with calls and forms that work on a phone.
  2. 02Local visibilityGoogle Business Profile, map results and area pages for where you work.
  3. 03Targeted adsGoogle Ads for urgent jobs and Meta for planned projects, by postcode.
  4. 04QualificationSmarter forms and tracking that filter out jobs you don’t want.
  5. 05Follow-up and reviewsQuick replies, quote reminders and review requests.
91%lower cost per lead for Bifold Local, with 650% more leads
Best for
  • Builders
  • Installers
  • Plumbers and heating
  • Solar and renewables

Ecommerce marketing

More trade orders online

For trade suppliers, merchants and manufacturers selling to the trade and the public.

  1. 01Catalogue and feedProducts listed properly for Google Shopping.
  2. 02Search demandShopping, search and product SEO for trade buyers.
  3. 03Trade accountsCampaigns that grow trade account sign-ups.
  4. 04RetentionEmail flows for re-orders and new ranges.
  5. 05ConversionFaster product pages, trade pricing and checkout.
150%sales increase for Trade Garage Equipment
Best for
  • Trade suppliers
  • Builders merchants
  • Tool and equipment sellers
  • Manufacturers

Our trades work

Trade businesses we have grown.

Published results from Castle’s home-improvement and trade clients, taken word for word from the case studies.

Bifold Local website on a desktop screen

Windows and doors · Website, Google Ads, Meta Ads

BiFold Local

A bifold-door installer unhappy with a previous agency. A new lead site, stricter forms and postcode-targeted ads transformed lead costs.

91%lower cost per lead within a few weeks
650%more leads from paid social over the same period
Read the case study
Trade Garage Equipment brochure designed by Castle

Trade supplier · Catalogue website, print, PR

Trade Garage Equipment

A garage equipment supplier with 65 sales reps, equipped with a catalogue website, a 150-page directory and trade PR.

150%sales increase, 2015 to 2016
4,000 / 2,500marketing materials distributed to clients
Read the case study
See all case studies

Data-driven by design

See which channel wins your best jobs.

Castle’s reporting CRM puts every paid channel in one place and matches spend to the leads, quotes and jobs each one brought in. Watch it live, and know we use it to move budget every week.

  • Every channel in one dashboardGoogle, Meta, TikTok and Microsoft Ads together, plus email follow-up and organic search.
  • Leads traced to jobsCalls, forms and quotes matched to the campaign that produced them, and the value of the work won.
  • Money moved to what worksEvery week, budget shifts to the services and areas winning the best jobs.
  • Straight-talking reviewsA monthly catch-up on what came in, what it was worth and what we change next.
See the dashboard on a call

Channel by channel

How each channel wins trade work.

Each channel has a job. Together they keep your diary full without relying on lead sites.

Map results

Local SEO and Google Business Profile

Most homeowners search for a trade near them and pick from the map. We optimise your profile, reviews and area pages so you appear across the places you work.

  • Google Business Profile management
  • Area and service pages
  • Review collection
  • Local citations

Built for trade businesses

Leads you can actually win.

The details that separate a busy diary from a phone full of tyre-kickers.

  • Postcode targetingAds and pages focused on the areas you cover and the jobs you want.
  • Lead qualificationForms that ask the right questions, so you can prioritise serious enquiries.
  • Call trackingEvery call tracked to the campaign that drove it, including missed calls.
  • Quote follow-upAutomatic reminders that win back quotes customers forgot to answer.
  • Reviews on autopilotReview requests after every job, building the trust that wins the next one.
A tradesperson holding a phone showing a map of job locations and a new enquiry
Every enquiry tracked from first click to booked job.

Why trades marketing goes wrong

Why most tradesmen’s marketing wastes money.

Trade businesses rarely lack demand. They lose it through poor targeting, slow follow-up and leads they can never win.

01

Paying for the wrong areas

Ads shown across a whole region pay for clicks from places you would never travel to. Postcode targeting fixes it.

02

Shared leads and price wars

Lead sites sell the same enquiry to several firms. You end up racing to the cheapest quote instead of winning on quality.

03

Slow follow-up

A homeowner who waits a day for a reply has usually booked someone else. Fast calls, texts and email follow-up win more of the jobs you pay for.

The trades market

A crowded market where the best-marketed firms win the work.

There are hundreds of thousands of construction and trade businesses in the UK. Homeowners and contractors choose from the ones they can find and trust.

385k

VAT or PAYE registered construction businesses in the UK, 14.1% of all businesses.

ONS, 2025
£140.7bn

value of new construction work in Great Britain in 2024.

ONS, 2025
768k

self-employed construction workers, 37% of the construction workforce.

BCIS from ONS, 2026
1.29m

employed workers in construction, alongside the self-employed.

BCIS from ONS, 2026
A newly fitted navy kitchen extension with bifold doors open onto a garden
High-value projects are won on portfolios, reviews and trust.

Sources: ONS UK business: activity, size and location 2025 (March 2025); ONS construction statistics 2024 (2024); BCIS (Q2 2026, from the ONS Labour Force Survey).

Free lead audit

Find out why your phone isn’t ringing more.

We review your website, map visibility, ads and follow-up, and show you exactly where enquiries are being lost.

Your free audit covers

  • Google Business Profile and map ranking check
  • Website speed and enquiry journey review
  • Google and Meta ads waste review
  • Area and postcode targeting check
  • Review and follow-up process review
  • A 90-day plan to win more jobs
Book a free growth auditor call 0151 440 3045

Why one retainer

One marketing team versus lead sites and freelancers.

Most trade businesses rely on lead sites, a nephew’s website and the odd ad. Here is what a joined-up retainer changes.

FeatureCastle retainerLead generation sitesFreelancersDoing it yourself
Enquiries that come only to youYesNoYesYes
Website, SEO and ads run togetherYesNoSometimesRarely
Postcode targeting and call trackingYesLimitedSometimesRarely
Builds your own brand and reviewsYesNoSometimesSometimes
Creative, video and email follow-upYesNoExtra costTime-consuming
Reporting on jobs wonYesNoRarelyRarely
Contract termsRolling monthlyPay per leadVariesYour evenings

Typical options for trade businesses compared. No specific lead site, freelancer or company is described.

How it works

From audit to a fuller diary.

How a typical trades retainer runs.

  1. Week 0

    Free lead audit

    Website, map visibility, ads and follow-up reviewed, with clear priorities.

  2. Weeks 1 to 2

    Plan and tracking

    A 90-day plan by service and area, with call and form tracking set up.

  3. Weeks 2 to 6

    Launch

    Website fixes, local SEO, postcode-targeted ads and follow-up go live.

  4. Month 3 onwards

    Scale

    Budget moves to the services and areas bringing in the best jobs.

Client reviews

4.9 on Google, including reviews from trade businesses we market.

We have recently started using castle to market our heating and plumbing company. So far everything is perfect. Leads are coming in and the communication from the team is outstanding.
Craig UnsworthHeating & plumbing · November 2025Verified Google review
I honestly can't say how good everyone is at Castle, they can't do enough for you and the work and numbers they produce out of this world. If I could leave 10 stars I would
Chris DuffJuly 2025Verified Google review
…Smashing targets & 24/7 support which is a big bonus for us can’t thank them enough. Connor who’s trying different strategies & believe me they bring in the results!
Mohib CheemaApril 2025Verified Google review
…the results have been outstanding. They’ve completely turned around our online performance — Google Ads are running more efficiently than ever, Meta campaigns are consistently profitable, and our Shopify sales have seen real, measurable growth month after month.
Grant GoddardNovember 2025Verified Google review
The whole team at Castle International are an absolute asset to any business that needs a positive boost in their marketing strategy. Expertise, knowledge, patience and a friendly helpful attitude, aiming to give you a bespoke service throughout.
Amy PriceAugust 2022Verified Google review
A really great team who fully engaged with our enterprise and brought us rapidly into a whole different level of positive and sustained engagement with our target audience. Very very pleased to be working with them. Brilliant communicators. They've made a huge difference.
Larry TrachtenbergAugust 2022Verified Google review

On camera

Clients, in their own words.

Mike ChamberlainMike ChamberlainOwner, CHUUGWatch on YouTubeLee MatthewsLee MatthewsOwner, KicksportWatch on YouTube

Trusted by

Brands that have trusted Castle with their marketing.

  • Procter & Gamble
  • Porsche
  • Hilton
  • NHS
  • Pfizer
  • boohoo
  • Gillette
  • Oral-B
  • B&Q
  • Chemist4U
  • Flight Centre
  • Graham
  • Cudos
  • Liverpool Women’s Hospital Charity

Questions

Trades marketing: frequently asked questions

What is the best marketing for tradesmen?

For most trade businesses the strongest mix is a fast website built for enquiries, Google Business Profile and local SEO for map results, Google Ads for urgent and high-value jobs, and Meta ads for planned projects such as extensions, kitchens and solar. Reviews and quick follow-up then turn enquiries into booked work.

How do you get better quality leads for builders and installers?

We target by postcode so you only pay for areas you cover, qualify enquiries with smarter forms, and exclude jobs you do not want. We then track which leads become quotes and which quotes become jobs, and move budget towards the work that pays.

Do you do marketing for plumbers and heating engineers?

Yes. Heating and plumbing is one of the trades we market for, and one of our Google reviews comes from a heating and plumbing company. We plan around seasonal peaks such as boiler breakdowns in winter, with call-led campaigns and schedules matched to when you can answer.

Is buying leads from lead sites better than running my own marketing?

Shared lead sites sell the same enquiry to several firms, so you compete on price from the first call. Your own marketing builds a brand, reviews and enquiries that come to you alone, and the cost per job usually falls as it matures.

Do you work with construction contractors and trade suppliers?

Yes. For contractors we focus on tenders, case studies and B2B lead generation. For trade suppliers and merchants we run ecommerce marketing, with Shopping campaigns, product SEO and email flows for trade accounts. We can also run Google and LinkedIn campaigns aimed at main contractors and developers.

How much does trades marketing cost?

One retained monthly fee pays for your website, SEO, ads, email follow-up and creative. What it costs depends on the services, areas and channels you want covered. Google and Meta ad spend is paid to them directly, and a free lead audit ends with a fixed quote.

Am I tied into a long contract?

No. Trade clients are on rolling monthly terms, so you can stop at the end of any month. In month one we agree targets for enquiries, cost per lead and jobs won, and every report after that shows how the business is tracking against them.

Free lead audit

Ready for more of the jobs you actually want?

Book a free lead audit. We will show you where enquiries are being lost and how to win more of the work that pays.

Book a discovery callCall 0151 440 3045
  • Free lead audit
  • One retained fee
  • Rolling monthly terms
Castle International, 17 Mann Island, Liverpool, L3 1BP · 0151 440 3045 · enquiries@castle.co.uk