Three options. Only one actually works for your business.
You're a specialist, but Google thinks anyone with a tube can do it
Caulking is a specialist trade with no entry barrier on the internet. Anyone with a Selleys tube and a Bunnings receipt can put up a Hipages profile saying 'caulker', and they all bid the same 'caulking [suburb]' search. The genuine caulker (twelve years on Sikaflex, Bostik and Dow Corning, fully tooled-up for expansion joints, perimeter, heritage and commercial, Australian Caulking Industry Federation membership, Workcover and Working-at-Heights endorsements) sits on page two because the handyman mob outnumber you twenty-to-one. The work splits four ways: standard residential bathroom and kitchen silicone at $15-$40/m, commercial expansion-joint and perimeter work at $25-$80/m, heritage and specialty (Tremco fire-rated, Bostik food-grade, restoration) at $80-$300/m, and the commercial-warehouse rebuild tier at $5K-$25K through major-rebuild at $25K-$120K. Each is a different customer, a different product mix (silicone vs polyurethane vs acrylic vs butyl vs epoxy), a different ad. The builder's site manager looking for a pre-handover caulker has nothing in common with the heritage homeowner whose Federation tile-and-grout needs a careful colour match. Meanwhile the AS 1428.1 disability access standard, the AS 4773 masonry standard, the Building Code of Australia compliance and the brand-specific Sikaflex-and-Bostik training never make it onto the website that the site manager is actually checking.
Good caulker marketing is three things kept separate from the handyman mob. A product-by-joint service hub: a bathroom-and-kitchen silicone page for the residential one-off customer, an expansion-joint and perimeter polyurethane page for the commercial buyer, a heritage and tile-and-grout page for the restoration market, a fire-rated and food-grade specialty page for the Tremco and Bostik commercial work, each one with the manufacturer brands (Sikaflex, Bostik, Dow Corning, Sonneborn, Tremco, Selleys, GE Silicone, Soudal, Mapei) named and the right product per joint explained. A suburb-page library so 'bathroom silicone [suburb]' lands on the residential page and 'expansion joint [suburb]' lands on the commercial page. And a builder-and-shopfitter pre-handover pitch page with the Australian Caulking Industry Federation membership, AS 1428.1 and AS 4773 compliance, $20m public liability and a 'week-before-handover slot' booking calendar that gets you onto the site manager's phone for every project they run. Get this right and the handyman bids on Hipages stop being your competition.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the four jobs that actually pay: standard residential bathroom and kitchen silicone at $15-$40/m, commercial expansion-joint and perimeter polyurethane at $25-$80/m, heritage and tile-and-grout specialty at $80-$300/m, and commercial-warehouse rebuild at $5K-$25K through major-rebuild $25K-$120K. Briefs the other agents so the residential silicone work, the commercial expansion-joint work, the heritage tile-and-grout work and the builder pre-handover B2B pipeline each get their own keyword set and landing page rather than fighting for a generic 'caulking' positioning.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships a clean product-by-joint structure (bathroom silicone / expansion joint / heritage tile-and-grout / fire-rated and food-grade specialty / builder pre-handover B2B) instead of one generic 'caulking' page. Spins up a new suburb specialty page in five minutes every time you start covering a new postcode, with the Australian Caulking Industry Federation membership, Sikaflex-and-Bostik training credentials and AS 1428.1 + AS 4773 compliance front and centre. To your live site in two taps.
Goes through your live site for the things that actually move caulker rankings: 'bathroom silicone [suburb]', 'expansion joint [suburb]', 'commercial caulking [suburb]' and 'heritage tile and grout [suburb]' on separate H1s so the specialties don't cannibalise each other or get eaten by the handyman mob, caulking-specialist schema with brand-and-product markup (Sikaflex polyurethane, Bostik food-grade, Tremco fire-rated, Dow Corning silicone), internal links from suburbs into the right specialty page, and a Google Business Profile reconfigured as a genuine caulking specialist not a generic contractor. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per specialty: bathroom-and-kitchen silicone ads at the volume-end residential CPC, commercial expansion-joint ads at a higher bid with the Sikaflex polyurethane hook, heritage and tile-and-grout ads at higher CPC for the restoration market, fire-rated and food-grade ads aimed at the commercial buyer. Drops broad 'caulking [city]' bids entirely (handyman bait). Switches Meta on only for heritage and tile-and-grout, which sell visually.
Turns every job into a post in your real accounts: a Parramatta shopping-centre expansion joint, a Glebe heritage Federation bathroom regrout, a Macquarie Park commercial kitchen Bostik food-grade silicone, a Bondi apartment building polyurethane perimeter. Builds the tooled-bead and AS-compliance credibility that wins the site manager choosing between you and the Selleys-tube handyman. You upload one photo per job (from the joint), the agent drafts the caption with the product, the manufacturer brand and the AS standard named, you approve.
Drafts the long-form pieces builders, homeowners and shopfitters Google before they spec a caulking job: 'silicone vs polyurethane vs acrylic: which product for which joint', 'how much does commercial expansion-joint caulking cost in [your city]', 'how to regrout a heritage tile-and-grout bathroom without ruining the tiles', 'pre-handover caulking checklist for builders'. Two drafts a month, in your voice, that pull site managers and homeowners onto your site weeks before they ring.
Your first 30 days.
- Annual plan tilted to the four jobs that actually pay: residential bathroom-and-kitchen silicone $15-$40/m, commercial expansion-joint and perimeter polyurethane $25-$80/m, heritage tile-and-grout and restoration $80-$300/m, and commercial-warehouse and major-rebuild tier $5K-$120K
- Product-by-joint site structure live: bathroom silicone, commercial expansion joint, heritage tile-and-grout, fire-rated and food-grade specialty, builder pre-handover B2B
- Google Business Profile rebuilt from generic 'Contractor' to 'Caulking' specialist as a 14 to 18 postcode service-area business with 19-item specialty service list, Australian Caulking Industry Federation, Master Builders Association, Master Plumbers Association and Painting Contractors Association membership in the description
- AS 1428.1 disability access, AS 4773 masonry, AS 1170 wind-load and Building Code of Australia compliance plus Workcover and Working-at-Heights compliance wired into every service page footer
- Suburb specialty pages indexed across your three highest-volume postcodes for bathroom silicone and commercial expansion joint, with separate pages for heritage tile-and-grout in the Federation-rich postcodes
- Sikaflex, Bostik, Dow Corning, Sonneborn, Tremco, GE Silicone and Soudal manufacturer-and-product relationships named in the trust strip on each specialty page, with brand-specific training credentials shown
- Specialty-split Google Ads live (bathroom silicone at residential CPC, expansion joint at commercial CPC, heritage tile-and-grout at restoration CPC, fire-rated and food-grade aimed at the commercial buyer)
- Caulking-specialist schema deployed with AS 1428.1, AS 4773, product-and-brand and joint-type markup
- Tooled-bead caption library running three times a week with the product, manufacturer brand, AS standard and Australian Caulking Industry Federation membership named in every post
- 'Silicone vs polyurethane vs acrylic: which product for which joint', 'Pre-handover caulking checklist for builders' and 'How to regrout a heritage tile-and-grout bathroom' explainers drafted for approval
Caulkers lose to the handyman mob not on workmanship, but on visibility. A specialist with twelve years on Sikaflex polyurethane, Bostik food-grade and Dow Corning silicone, Australian Caulking Industry Federation membership, AS 1428.1 and AS 4773 compliance, and a fully-tooled van is invisible to the site manager calling pre-handover if the first Google result is a bloke with a Selleys tube and a Hipages profile. Owning that visibility per specialty, in every postcode the van covers, is the only marketing that lifts you off the commodity bathroom-silicone end and onto the commercial expansion-joint and heritage tile-and-grout tier where the margin actually lives.
Agencies are too dear to actually ship the product-by-joint site, the suburb-page library and the builder pre-handover outreach for $3.5k a month. DIY tools are cheap but you write the captions from the van at 7pm with Sikaflex on your hands and the polyurethane landing page never gets built. In-House is the third option: for $299 a month the agents ship the pages, launch the specialty-split ads, post the tooled-bead jobs, and brief the commercial builders and shopfitters for the pre-handover call list. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the commercial expansion-joint to the Selleys-tube bloke.