In France, 90.6% of web searches go through Google (source: StatCounter, June 2026). For a construction tradesperson, being present at the exact moment a homeowner searches "emergency plumber Paris 15" or "apartment renovation Greater Paris quote" is a direct, measurable acquisition lever.
Foundations before launching
Before spending €1 on Google Ads: (1) Make sure your website is optimised for conversion (visible phone number, simple form, before/after photos). (2) Check your Google Business Profile is complete and up to date. (3) Install Google Analytics 4 and conversion tracking. Without these basics, you are paying for clicks that lead nowhere.
Recommended campaign structure for a tradesperson
Campaign 1 — Emergencies (plumbing, electrics): exact-match keywords ("emergency plumber [town]"), budget €15-20/day, call extension mandatory.
Campaign 2 — Renovation / Quotes: broad match controlled ("bathroom renovation quote", "renovation company [town]"), budget €20-30/day, dedicated landing page.
Campaign 3 — Remarketing: target visitors who didn't convert, budget €5/day. Often the best ROI campaign.
Keywords to exclude immediately
Add as negatives: "job", "training", "apprenticeship", "DIY", "tutorial", "how to", "average price" (information query, not buying intent). Without these exclusions, you pay for clicks from people looking for work or planning to do it themselves.
Realistic budget and ROI
For a tradesperson starting on Google Ads: minimum budget €500/month to have exploitable data. Average cost per click construction in Greater Paris: €2.50 to €8 depending on competition. With a site conversion rate of 5% (realistic for a good site), €500 = 62 to 200 clicks = 3 to 10 leads. If your average job is worth €5,000, 1 signed job = ROI × 10. Official resource: Google Skillshop (free certified Google Ads training).