The short version
I'm Kaine Cruickshanks. I was a plumbing apprentice. In February 2026 I left the trade to build CopyByKaine, because I could see the same thing happening to good tradesmen everywhere: brilliant at the actual work, getting hammered on the marketing side.
They'd try Facebook ads, get a handful of tyre-kickers, and decide ads don't work. Or they'd hire an agency that ran generic campaigns and dumped cold form-fills on them with no way to tell the real jobs from the time-wasters. Meanwhile the work they were producing was genuinely good. The gap wasn't the trade. It was everything between finishing a great job and getting the next homeowner to pick up the phone.
So I set out to fix that one thing, properly, for trades across Scotland.
Who I work with
I'm based in Edinburgh and work with trades right across Scotland. Right now that includes Wüsch, an exterior cleaning company I've run ads for since April 2026, and a bespoke wardrobe company in Edinburgh I've worked with since May 2026. Both are still going.
How I actually work
It's one system, handled start to finish. You stay on the tools. I keep the phone ringing.
Hyper-local ads
Facebook ads aimed at homeowners in the exact postcodes you cover. You set the budget, I build and run the campaigns.
Real footage of your work
We come to you and film your real jobs, or work from footage of jobs you've already done. No stock, ever. Real work on camera is what stops the scroll.
A qualifying funnel
The ad runs to a hand-coded page that filters out tyre-kickers, so only serious enquiries with a name, number, postcode and job type get through.
Leads to your phone
Verified leads land straight in your messages with automated follow-up behind them, so nothing goes cold while you're working. You quote, you win the job.
What I believe about trades marketing
A few things I won't budge on, because they're the whole point:
- Real beats polished. A homeowner trusts real footage of a real job over a slick stock advert every time. So that's what we use.
- A lead you can't tell apart from a time-waster is worthless. The funnel exists to filter, not just collect. Fewer, better enquiries beat a pile of cold form-fills.
- No lock-in. No retainers, no long contracts. If it stops working, you stop. I'd rather earn your business month to month than tie you in.
- You should always know where your money goes. Your ad spend goes direct to Facebook, never through me, and my fee is separate. No mystery.
Where I work
I'm based in Edinburgh and work with trades across Scotland. A lot of my campaigns run around Edinburgh, Glasgow, Renfrewshire, Lanarkshire and West Lothian, but the targeting is built around your service area, not mine. If you get your work from homeowners in Scotland, you're covered.
Office 139, 18 Young Street
Edinburgh EH2 4JB