You’re Probably Paying for Ads and Leaflets - But Ignoring the One Place Most Locals Look First

If you run a trade or construction business, you’ve probably spent money on local advertising. It may be flyers through doors, ads in local magazines, or sponsorship of community events. And while those are all worthwhile marketing tactics, there’s an opportunity that many local businesses miss out on.

When someone needs a builder, electrician, or roofer, rather than plough through a pile of leaflets or adverts, they’re far more likely to pull out their phone, type “builder near me,” and click on one of the top results they see on Google.

And if your business is not showing up there, you will probably never even know those enquiries existed.

Your Customers’ First Step Isn’t Your Leaflet

Even if someone gets your leaflet through the door, they will often still Google your business name before picking up the phone. If your business profile does not appear, or looks incomplete, they’ll move on to another company with a more visible online presence. This means all that investment in print marketing won’t deliver its full potential unless your online foundation is solid.

Why Local Visibility Beats “Old School” Advertising

Here are reasons why a strong online presence (especially in Google’s local results) beats traditional ads:

It is where decisions happen: People rarely call from a leaflet alone anymore. They use Google to compare you, look at reviews, and confirm credibility.

It’s measurable: You can track calls, website visits, and enquiries from Google. Something that’s impossible to do with printed ads.

It works around the clock: Your Google presence is promoting your business 24/7, even when you are on-site or busy quoting jobs.

It multiplies your results: Every ad, flyer, or social post becomes far more effective if your Google profile backs it up with reviews, photos, and trust signals.

How to Show Up Where Locals Are Looking

You don’t need to be a tech expert to boost your visibility. Just focus on the essentials:

• Claim and fully complete your Google Business Profile (GBP). Add your correct address, phone number, opening hours, services, and photos.

• Collect Google reviews consistently. Ask happy customers to leave feedback. These reviews carry major influence.

• Add local keywords to your website. Mention nearby towns and the types of jobs you handle.

• Keep your details consistent everywhere online. Whether it’s your website, Facebook page, or a trade directory — your name, address, and phone should match exactly.

When done well, this builds trust and authority in Google’s eyes, dramatically improving how often you appear for local searches.

Summary

When your potential customers look to find and choose trades, Google is now the first stop for nearly everyone. That means your online presence can no longer be an afterthought. It is the foundation that makes other marketing work.

Take Action

Take a few minutes today to Google your own business and local competitors. How do you compare? Is your business appearing on the map, with clear information and real reviews?

If not, you’re not invisible, but you are missing out on easy, local enquiries that your competitors are picking up every day. Prioritising your Google profile and local SEO will make every other marketing pound go further.

Up Next

In our next blog post, we’ll dive deeper into: “If your Google listing is half-finished, you’re handing local jobs to your competitors for free.” We will show you how to complete and optimise your Google Business Profile to turn it into a magnet for local enquiries.

Found This Useful?

I hope you’ve found this post helpful. If you’d like to discuss how to make your construction business visible where locals are actually looking, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.