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About the founder
Andrew Heppinstall
Founder of Unavoidable Marketing. 14+ years running UK digital marketing campaigns.
Andrew founded Unavoidable Marketing in 2012 to answer a simple question: why does UK digital marketing for trades and small service businesses charge percentages of ad spend, run 12-month lock-ins, and hide behind vanity metrics? Fourteen years and 390+ projects later, the answer is that it doesn’t have to.
Unavoidable Marketing runs on flat monthly fees, month-to-month contracts, and honest reporting. The core service is Google Local Service Ads (LSA) management on a flat monthly fee, no percentage of your ad spend. The agency has delivered 390+ projects with a 96% returning client rate. Andrew personally runs LSA and Google Ads for over 40 UK trade businesses.
Track record
14+
Years running UK digital campaigns
40+
UK trade LSA campaigns managed
£65
Typical cost per booked job, LSA plumbers (varies by area)
Flat fee
Flat monthly LSA management fee
Areas of expertise
Google Local Service Ads
UK trade LSA setup, Gas Safe verification, category strategy, lead rating and job type control, review campaigns, cost per booked job optimisation.
Google Ads (PPC)
Google Ads certified since 2015. Search, Performance Max and Local campaigns. Specialism in service-based businesses with location-heavy targeting.
Local & Technical SEO
Google Business Profile optimisation, local citation building, technical SEO audits, on-page optimisation for local intent queries.
Dental Practice Marketing
Full-service digital marketing for UK dental practices. CQC-aware content strategy, patient acquisition, private treatment lead generation.
CRM & Marketing Automation
Built Unavoidable CRM specifically for UK trades. AI receptionist, pipeline management, quoting, invoicing, review automation. Unavoidable CRM is a separate product built and run by Unavoidable Studio Ltd.
AI Visibility & AEO
Optimising client sites for citation by ChatGPT, Perplexity, Claude and Google’s AI Overviews. Answer Engine Optimisation strategy.
Written work
Andrew authors and publishes in-depth analysis of UK trade marketing on the Unavoidable Marketing site and LinkedIn:
Real UK cost-per-job figures across LSA, Google Ads, Facebook Ads, Bark, HubSpot and GoHighLevel drawn from live client campaigns.
Complete 2026 UK plumber LSA benchmark data with verification requirements, budget guidance and lead quality strategy.
Practical guide to ranking in the Google Maps 3-pack for Leeds-based service businesses.
Regional overview for service businesses across Leeds, Bradford, Wakefield, York, Sheffield, Hull and Huddersfield.
In the press and recognition
PHAM News, September 2026
Andrew wrote “What makes Google ads effective?” for PHAM News, the trade title read by plumbing and heating merchants and installers across the UK.
Business Awards UK 2026 shortlist
Unavoidable Marketing was shortlisted in the Business Awards UK 2026 Software Development Awards. Winners are announced on 4 November 2026.
Free guides and tools for trades
Andrew writes and maintains a library of plain-English guides and free checks for trade businesses anywhere in the UK:
58 marketing terms a trade owner meets, from Google Verified to llms.txt, explained in a sentence or two each.
Speed, cost, control and AI search compared, and why many trades end up running both.
How shared leads from directories compare with leads that come to you alone through Google.
What you rent, what you own, and how to use both without relying on either.
A quick self-test of the things that decide whether a trade website turns visits into calls.
Check whether your trade and paperwork are ready for Google Verified before you apply.
Elsewhere on the web
Want Andrew to look at your marketing?
Free 20-minute discovery call for UK trade, service or dental businesses. Honest opinion on what’s working, what isn’t and what to change.
