Short answer: Trades.Expert is a library of honest answers to trades marketing questions, and a service that applies those answers to your business. It is written and led by Ali Sedighi, MBA, and it belongs to the Sedighi.ca and SAZ.ca group of companies, a Canadian group headquartered in Vancouver, British Columbia.
Why build a site of questions and answers?
Short answer: because the questions owners ask are better than most of the marketing they're sold.
Over the years I noticed that trades owners keep asking the same handful of things. What should I spend? Why is that company above me on Google? Is this agency report telling me anything? Is my website losing calls? Those questions deserve straight answers, written down, that anyone can read without a sales call. That's this site.
If you read an answer and want it worked through with your own numbers, that's the service. If you only needed the answer, that's fine too.
Who is Ali Sedighi?
Short answer: a marketing and technology consultant with 17+ years of experience, an MBA in Technology Management, and 150+ live HVAC websites built.
- 2007: founded ONE.ir, a full-service digital marketing agency, and started the work he still does today.
- Today: lives and works in Vancouver, British Columbia.
- Founder of Conv.ca, a conversion-rate optimisation agency, and MyAutomation.ca.
- Founder & Managing Partner of SAZ.ca (Strategy & Acceleration Zone), a Canadian consulting firm for strategy, AI and revenue acceleration.
- Clients in Canada, the USA and Dubai.
- Portfolio including CombiBoiler.ca, Roma Heating & Cooling, HeatLand and BCWide.ca.
More on Ali is on Sedighi.ca and the Trades.Agency site.
How does the group fit together?
Short answer: Sedighi.ca is the parent consulting company; Trades.Agency is its trades marketing brand; Trades.Expert is the question-and-answer side of that work; SAZ.ca handles strategy and revenue acceleration.
Under the Sedighi.ca umbrella sit several brands, among them Trades.Agency, HVAC.Agency, HVAC.Digital, Conv.ca and BusinessConsulting.ca. SAZ.ca, founded by Ali, provides strategic leadership across the group. For a trades owner, the practical meaning is simple: when you work with us, the plans, prices and terms are those of Trades.Agency, and the senior person behind the answers is Ali.
What do we do, and what don't we do?
Short answer: we market and advise trades businesses. We don't do trade work.
We help with marketing strategy, local search, Google Ads and websites, described on the services page. We are not a contractor. We don't install, repair or service anything, we don't hold trade licences, and we don't give engineering, legal, accounting or code-compliance advice. When a question touches licensing or regulation, we point you to the regulator, as the regional pages do.
How do we work?
Short answer: answer first, numbers second, plan third, and nothing to sign until you're sure.
- We start with your question. Not a pitch. The first 30-minute consultation is free for eligible trades businesses.
- We work from your numbers. Job values, close rates, season and service area, so the answer fits your business.
- We put the plan in writing, with costs, priorities and how we'll measure progress.
- You own everything. Website, domain, Google Business Profile and ads accounts stay in your name.
- No lock-in. Plans are month-to-month with 30 days' notice to cancel.
What kind of client do we work best with?
Short answer: owners who want the truth about their numbers, even when it's uncomfortable.
The trades businesses that get the most from us share a few habits. They answer the phone or have someone who does. They're willing to record where enquiries come from. And they'd rather hear "this channel isn't paying for itself" now than discover it at year end. Size matters less than those habits. A three-truck operation that tracks every call will usually outgrow a larger company that doesn't.
What principles shape the answers?
Short answer: honesty about what's known, and respect for the owner's money.
- If the answer is "don't spend more yet", we say so.
- We don't promise rankings or lead counts. We explain what's likely and how we'll measure it.
- Our published results are from HVAC work, and we call them that. See results.
- Programs and regulations are linked to official sources and dated, because they change.
To ask your own question, see contact, or browse the FAQ first.
Frequently asked questions
Is Trades.Expert a separate company?
Trades.Expert is a brand within the Sedighi.ca and SAZ.ca group of companies, connected to Trades.Agency. Sedighi.ca is Ali Sedighi's growth, marketing and technology consulting company.
Where are you based?
We're headquartered in Vancouver, British Columbia, and work with trades businesses across Canada. We meet by video call or in person, and by phone, text and email.
Do you do any trade work?
No. We are a marketing and consulting service. We never install, repair or service equipment, and we don't subcontract trade work.
Are the answers on this site client quotes?
No. The answers describe Ali Sedighi's own approach. We don't publish client quotes or invented examples; where we show results, they're named, linked case studies from our HVAC work.