Short answer: when a trade client tells you “work’s quiet” or “my ads aren’t working”, the most useful thing you can do is point them to someone who will look at how they appear on Google, for free, before they spend another penny. You keep your role as their trusted adviser, they get practical help, and you are not expected to become their marketer.

Accountants, bookkeepers, merchants, insurance brokers and van leasing firms hear about trade businesses’ problems long before anyone else. This guide covers the signs that a trade client is struggling to win work, the quick checks you can suggest, and how a referral partnership can help both of you.

Why trade clients struggle to win work

Most trade businesses are run by people who are excellent at the job and short on time for everything else. Marketing gets done in the evenings, or not at all. Our research shows how common the gaps are. In our UK Trades Google Gap 2026 study of 777 Google Maps listings for roofers, plumbers and electricians across 10 UK cities:

• 62.3% had fewer than 10 Google reviews.
• 31.7% showed no website.
• 23.3% did not appear to have been claimed by the owner.

Customers usually pick a tradesperson from the first few they see on Google. A business with two reviews and no website is easy to scroll past, however good the work is.

Signs a trade client needs marketing help

• Turnover has dipped while the owner says nothing has changed.
• They are paying for leads or directory listings and cannot say what they get back.
• They run Google or Facebook ads but do not know their cost per booked job.
• They rely almost entirely on one source of work, such as a single contractor or word of mouth.
• They are busy but on low-value jobs, and want more of the work they actually like doing.

Three quick checks you can suggest

1. Search for them. Ask them to search for their trade and town on their phone, the way a customer would. Are they in the map? How do their reviews compare with the firms above them?
2. Check their Google Business Profile is claimed. Google explains how in Add or claim your Business Profile. It is free.
3. Ask what one job costs to win. Total marketing spend last month divided by jobs booked from it. If they cannot answer, that is the first thing to fix.

Why referring helps you as well as them

A trade client who wins more of the right work is a healthier client: steadier cash flow, better margins and fewer worrying conversations at year end. You also add value without taking on work outside your expertise.

The key is referring to someone who will treat your client well. We start every referral with a free Google check and three fixes they can make themselves the same day. If we are not the right fit, we say so. There is no hard sell, because a bad experience reflects on you.

How our partner programme works

If you work with trades, you can refer them to Unavoidable Marketing through our partner programme:

1. Send them our way, or fill in the short referral form.
2. We give them a free Google check and a clear view of what to fix first.
3. If they become a client on a monthly plan, we let you know.
4. We pay you 10% of the fees they pay us for their first 6 months.

No contract, no targets and no paperwork beyond confirming how you want to be paid. You can also point clients who would rather learn for themselves to our free 1-to-1 marketing coaching for trades.

About the author: Andrew Heppinstall is the founder of Unavoidable Marketing, a Leeds agency that helps UK trades and local service businesses win work through Google Local Services Ads, SEO and paid search. His article “What makes Google ads effective?” appeared on the Business Matters page of PHAM News in September 2026.