Darren Urquhart, founder of Rise Local, recently joined Mitch Van on the Upscale Business Podcast for a deep dive into the challenges and opportunities of digital marketing in today’s trades and home services industry. The episode uncovered practical, no-nonsense insights for business owners looking to grow sustainably and stand out in a competitive market.
During the conversation, Darren answered 10 of the most common questions trades, construction, and service-based businesses ask about online marketing—from ranking on Google to running effective ad campaigns.
Here’s a recap of his no-nonsense advice:
1. How Do I Get My Business to Show Up on Google?
Darren shared three key ways to appear on Google:
- Google Ads: Paid ads at the top of search results.
- Google Business Profile: Free local listings that show up in the “3-pack” map section.
- SEO: Optimizing your website to rank in organic search results.
The fastest and cheapest? Setting up a Google Business Profile.
“It’s free and gives you a shot at showing up when customers are searching nearby,” Darren explained. “But keep in mind—it’s highly location dependent.”
2. What’s the Difference Between SEO and Google Ads?
“Google Ads is pay-to-play. You can appear on page one today if you’re willing to spend,” Darren said. “SEO, on the other hand, is about earning your spot—it’s slower but builds long-term equity in your business.”
If you need leads immediately, Google Ads can deliver results quickly. But Darren stressed the importance of balancing it with SEO for sustainable growth.
3. How Long Does SEO Take to Work?
“It depends,” Darren admitted. Factors like your starting point, competition, and budget all play a role.
He gave an example of a pest control client in Brisbane: “They were sitting at position 30 for key termite-related searches. Within three months, we got them up to positions 3 and 4. That was a game changer for their business.”
4. Do I Need to Be on Google Maps or Just Have a Website?
“You can just have a website, but why wouldn’t you use Google Maps too?” Darren advised. “It’s free, and in the early days, it’s often easier to rank there than on your website.”
5. What Keywords Should I Target to Get More Jobs?
For trades, it’s all about service + location keywords, like “plumber Byron Bay” or “smoke alarm installation Bundaberg.”
Darren cautioned against using technical jargon: “Your customers aren’t searching for ‘GPO installation’—they’re typing in ‘PowerPoint installation.’ Speak their language, not industry-speak.”
He recommended using Google’s Keyword Planner to uncover exactly how customers are searching for your services.
6. How Much Should I Spend on Google Ads to Get Leads?
Darren recommends reverse-engineering your budget:
- Start with how many jobs you want.
- Work backward to calculate how many inquiries and clicks you’ll need.
- Use Google’s Keyword Planner to estimate costs.
“It’s about aligning spend with business goals, not just throwing money at ads,” he said.
7. Why Am I Getting Clicks but No Calls or Leads?
This is a common frustration. Darren explained that the first step is proper tracking:
“Without conversion tracking, you’re flying blind. It could also be poor keyword targeting or a landing page that isn’t converting visitors into calls.”
He encouraged business owners to audit their entire customer journey to pinpoint where things are falling through the cracks.
8. Can I Target Only the Suburbs or Jobs I Want?
In Australia, suburb-level targeting via Google Ads isn’t reliable due to IP address limitations. Instead, Darren suggested using location-based keywords in your campaigns to reach the right audience.
9. Do I Need a Website to Run Google Ads?
Technically, you could run ads pointing to your Google Business Profile—but Darren strongly advises against it.
“You’re paying Google to send traffic to a page where they’ll advertise your competitors. Even a one-page website is better.”
10. How Do I Track If Ads Are Actually Working?
Call tracking and conversion data are critical. “Without it, you’re teaching Google to chase clicks instead of leads,” Darren warned.
He recommended third-party call tracking tools to ensure every inquiry is properly attributed back to the ads and keywords that drove them.
The Trades Industry is Heating Up
Towards the end of the podcast, Darren shared insights about the growing interest in Australia’s trades and home services sector from U.S. private equity firms.
“In America, trades businesses are selling for staggering sums—nine-figure exits aren’t uncommon,” he said. “Those firms are now looking to Australia. For tradies who get their operations and marketing right, the potential upside is enormous.”
Ready to Grow Your Trades Business?
Catch the full episode of the Upscale Business Podcast for more insights, or connect with Darren for a quick chat about how Rise Local can help your trades business get more leads and grow sustainably.
