Will Beavis: 01743 624166
Commercial Trades & Facilities Management · PPC Strategy

PPC Lead Generation Strategy for Commercial Trades & Facilities Management Firms

Your team is built for long-term contracts. Is your ad spend finding contracts, or one-off emergency call-outs?

Terms like "commercial HVAC" or "commercial electrician" get typed by two very different buyers: a facilities manager sourcing a multi-year maintenance contract, and a homeowner with a leak who wants someone out tonight. Most campaigns can't tell them apart, and burn budget on the call-outs. This plan bids on the contract work and filters out the rest.

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What buyers are already typing

Real search terms already in use across your region

Pulled directly from regional search research, not guesswork. If your business isn't visible against these, a competitor is picking up the enquiry instead.

// Live regional search intent: Shropshire / Powys / Staffordshire corridor
commercial HVAC Shrewsbury
industrial air conditioning Shropshire
HVAC contractors Shrewsbury
commercial electrician Powys
industrial electrical contractors Newtown
facilities management Staffordshire
commercial property maintenance
contract facilities maintenance
Why now

UK facilities management is a £49bn+ market, and most of it is still won on relationships and tenders, not search visibility

£49.2bn
Value of tracked UK FM contracts (total outsourced market estimated £60–70bn)
Source: Baachu Rain UK FM Market Report, 2026
£15.75bn
Private-sector share of the UK FM contract market
Source: Baachu Rain UK FM Market Report, 2026
1.85%
Forecast annual growth in the UK FM market to 2030
Source: Baachu Rain UK FM Market Report, 2026
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Experience

20+ years of senior Google Ads experience, and the filtering discipline this sector rewards

I've spent two decades running Google Ads accounts at a senior level, and I have a specific read on this sector: it's under-served from a PPC perspective, and the campaigns that do exist are usually built for emergency domestic call-outs, not commercial contract work. That means there's real headroom to bid on B2B terms with far less competition than you'd expect.

The mechanics that transfer directly: trades and FM search terms are dominated by domestic emergency intent unless you actively build the negative keyword list to exclude it. That's the same discipline that applies to every account I run, regardless of sector.

The filtering problem

"Commercial electrician" and "emergency electrician" are not the same buyer

Generic trades terms pull in a wide mix of domestic and commercial intent. The campaign is built to bid on contract-stage buyer intent and exclude the rest before it costs you anything.

  • ✕ "emergency electrician near me" / "boiler broken help tonight": excluded from day one
  • ✕ "cheap handyman" / "same day call out": excluded as domestic emergency intent
  • ✓ "commercial maintenance contract [region]" / "facilities management tender [region]": targeted, B2B procurement intent
  • ✓ "industrial electrical contractors [region]": targeted, contract-stage search behaviour
The pilot

A low-risk way to test whether this actually works for your enquiry pipeline

£500/month ad spend
This is the media budget only, paid straight to Google. It doesn't include Sharpstones Media's management fee, which gets scoped to your account and agreed with you on the call rather than fixed in advance. The £500 itself is spent entirely on exact-match keywords and an aggressive negative keyword list, so it goes toward commercial contract enquiries, not domestic emergency call-outs.
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How it works

Four steps, starting with a free look at what your competitors are already doing

01
Competitor & keyword audit
A free look at who's already bidding on trades/FM terms in your region, and what it would cost to compete.
02
Campaign build
Exact-match keyword targeting and an aggressive negative keyword list built specifically to exclude domestic/emergency call-out search intent.
03
Conversion tracking
Every enquiry form and call tracked back to the exact search term that generated it.
04
Plain-English monthly reporting
No jargon, no vanity metrics: what it cost, what it generated, and what we'd change next.
What's included

No upsells, nothing extra

Full account audit or build
Exact-match keyword strategy
Aggressive negative keyword list
Call & form conversion tracking
Monthly plain-English reporting
Direct access to me, no account managers
No long-term contract
Cancel any time
About

Will Beavis, Sharpstones Media

20+ years of senior digital marketing experience. You deal directly with me, not an account manager. No long-term contracts. Based in Shropshire, working across Shropshire, Cheshire, Powys, Herefordshire, Staffordshire and Worcestershire.

Google Ads AI-Powered Performance CertifiedGoogle Ads
AI-Powered Performance
Certified
20+ years senior digital marketing
No long-term contracts
Direct access, no account managers

Worth a 15-minute conversation, Commercial Trades & Facilities Management Firms?

No pitch deck, no pressure. Just a look at what your competitors are doing and whether this is worth pursuing.

Book a 15-Minute Strategy Call
Free audit

Request Your Free Competitor Keyword Audit

See exactly who's already bidding on commercial trades and facilities management search terms in your region, and what it would cost you to compete. No obligation, just the numbers.