Winter can be tough for trades in Canada. The first snowfall is nice, but by February, quiet job sites and fewer phone calls start to wear on you. Quotes slow down, outdoor work dries up, and it’s hard not to worry about what spring will bring. Most people in the trades know this feeling well.
But while some businesses wait it out, homeowners are still dealing with problems inside their homes. Basements leak, furnaces act up, and renovation plans finally move from “someday” to “now.” When that happens, people don’t wait they grab their phone and search for help.
This is where winter focused Google Ads make the difference. While others go quiet, your business stays visible. Your ads work around the clock, putting you in front of people who need help right now and turning the slow season into steady work instead of lost time.
Think about it. During the spring and summer rush, you’re scrambling. You’re managing three job sites, answering calls, and ordering materials. Who has time to think about marketing? You’re living off referrals and repeat business, which is great, but it has a ceiling. Winter flips the script. The frantic pace slows, giving you the two things you never have in peak season: time and focus.
This is the strategic season. It’s when you can stop just doing the work and start building the business. Running Google Ads in winter isn’t an expense; it’s an investment in your spring. You’re getting in front of people exactly when they are:
The clients looking for you in January and February are a different breed. They’re not tyre-kickers. They are planners or people in genuine need. Securing a detailed bathroom renovation consultation in February means you’re first on their list for an April start. Booking a furnace repair in a cold snap means you’ve just gained a loyal customer for all their future HVAC and maybe even their AC tune-up come summer.
Winter ads allow you to qualify leads before they even call. You can craft your ads to speak directly to the winter mindset:
This way, the person clicking is already pre-qualified; they have the specific problem you’re offering to solve.
You don’t need to be a tech wizard to make this work. Focus on these core principles:
1.Target with Sniper Precision, Not a Shotgun.Your town is your territory. Set your ads to show only to people within a 20-30 km radius of your home base. There’s no sense paying for clicks from three cities over. Use keywords that locals use: include your neighbourhoods, suburb names, and “near me.”
2.Write Ads That Sound Like You.Ditch the corporate speak. Your ad should sound like the trustworthy person who shows up to fix the problem.
3.The Landing Page is Everything.When someone clicks your ad for “basement waterproofing,” don’t send them to your generic homepage. Send them to a page all about your basement waterproofing service; with photos of past jobs, a clear explanation of your process, and a big, easy-to-find “Get Your Free Assessment” button.
4.Track the Real Prize: The Phone Call.A website visit is nice, but the phone ringing is what pays the bills. Use a dedicated phone number on your ads and landing page so you know exactly which calls are coming from your ad spend. This tells you what’s working.
The ad gets them in the door. Your process seals the deal. Since winter volume is more manageable, use this time to perfect your follow-up.
Winter in Canada doesn’t have to mean a hard stop. It can be your most productive business development season. While your tools are quiet, your marketing can be working overtime, filling your calendar for the months ahead.
Message by Domain Boost: Don’t wait for the thaw to start building your pipeline. A strategically built Google Ads campaign is your shovel to dig through the winter freeze and uncover a year’s worth of quality leads. The homeowners are searching. The question is, will they find you, or your competitor who decided to take the season off?
People don’t just search for “contractor.” They search for “contractor near me.”
