Plastering leads direct from homeowners, not through a builder.
Most plasterers work through builders and take a subcontract rate for it. The work is steady, the margin is thin, and it vanishes the moment the main contractor finds someone cheaper or the site finishes.
Direct homeowner work pays materially better and belongs to you. The reason most plasterers never get it is that they have no visible presence of their own — and because almost nobody in the trade advertises, the ones who do compete against two or three others rather than twenty.
Everything, from the ad to the booked call.
Direct homeowner campaigns
Google Ads on plasterer, skimming and re-skim searches in your area — the enquiries that come to you rather than through a contractor.
Finished-work creative
Plastering photographs badly in progress and beautifully when finished. The campaign is built from your own completed rooms.
External rendering as its own campaign
Higher value, different buyer, different season. Advertised separately so it is not priced against interior skimming.
Job-size qualification
Room count or square metres asked before the enquiry reaches you, so you can price before you travel.
The weekly report
Enquiries, cost per enquiry and job type.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For plastering, that means:
- 01Is this interior skimming or external rendering?
- 02How many rooms, or roughly what area?
- 03Is it new work or a repair?
- 04When do you need it done?
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
cost per lead on a live trades campaign
leads in the first month of a live trades campaign
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
Why plasterers are invisible online
Search for a plasterer in most Irish towns and you will find directory listings, a few Facebook pages and almost no proper websites. The trade has essentially opted out of being findable, which is why the few who do turn up take a disproportionate share of the direct work.
It also means the bar is low. A single page with real photographs, a phone number and a handful of reviews will frequently outrank established firms who have never thought about it.
Re-skims are the volume, renders are the margin
Interior re-skimming is steady, competitive and priced by the room. External rendering and insulated render systems are worth several times as much per job, are far less contested, and increasingly come with grant funding attached.
Most plasterers advertise the first and mention the second at the bottom of a list. Splitting them into separate campaigns usually reveals that the render work is carrying the business and deserves most of the budget.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for plastering:
Straight answers.
Is there enough direct demand?
In most areas yes, and it is under-contested because so few plasterers advertise at all. You are usually up against two or three others rather than a crowded market.
Should we quote a rate in the ads?
Usually yes, per room or per square metre. It filters hard and stops you being compared against someone quoting for a completely different standard of finish.
Can we keep the contractor work too?
Of course. The point is not to replace it but to stop it being your only source, so a quiet month from one builder does not empty the diary.
Do you need photographs?
Yes — finished rooms in good light. This is a trade where the photograph does most of the selling.
What does it cost?
€1,500 a month with everything included, or €2,000 with Google Ads managed on top.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.