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PPC for Construction companies – A guide to excel within Google

Picture of Ben Spray

Ben Spray

Managing Director of We Are Marketable

In competitive markets like construction, winning new business increasingly happens online. With 93% of building searches originating on Google, contractor visibility hinges on securing page one exposure. Alongside organic rankings via SEO requiring gradual effort over months, paid search instantly puts brands in front of motivated website visitors.

Known as pay-per-click (PPC) advertising, this innovative model only charges when users actually click your ads rather than upfront placement fees. Construction companies mastering paid search strategies measurably boost website traffic, phone inquiries and contract quotes requested from untapped audiences.

This definitive guide prepares contractors to efficiently activate and scale Google Ads to accelerate conversions now while complementary SEO builds effects over time.

Step 1: Establish Conversion Tracking

Before activating any PPC campaigns for a construction company, contractors must implement tracking systems recording desired actions from site traffic. This includes recording email opt-ins, contact form submissions, telephone call inquiries and online appointments captured.

Tag key landing pages housing quote calculators, service menus, case studies etc to log engagements through Google Tag Manager. Phone call tracking via vendor Forward also illustrates real lead conversations generated to calculate true return on ad investment down the funnel.

These conversion points later optimise contractor paid search campaigns specifically geared to drive metric improvements rather than generic exposure alone.

Step 2: Set Campaign Targeting Parameters

Google PPC allows advertisers to define the parameters of suitable traffic engaging ads to minimise wasted spend on low-intent website visitors unlikely to convert. Concise targeting eliminates irrelevant reach from broad generic campaigns.

Contractors strategically filter potential audiences using:

  • Locations – set geographic radius limits or areas of on site service
  • Languages – exclude non-relevant dialects
  • Hours – adjust for business operating times
  • Devices – gain visibility across mobile, desktop, tablets
  • Demographics – best project age groups, household income
  • Interests & behaviours – homeowners, renovations etc

Every search query and user signals incremental context to refine over time. Contractors adding negative keywords also filter unrelated shopper types early to further enhance quality throughput.

Step 3: Structure Campaigns Across Funnel

Rather than a single ad campaign, paid search success involves tailored construction messaging across each buyer journey stage. Segment campaigns to move leads progressively from early research down to direct purchase inquiries.

Example vertical campaign types include:

  • Branding – reinforce credentials and services
  • Lead generation – capture contacts for nurturing
  • Geo-conquesting – target competitors’ territories
  • Remarketing – nudge previous website visitors

Separating upper, middle and lower funnel outreach keeps messaging relevant as prospects interact with brands on their paths to conversion.

Step 4: Set Competitive PPC Bids

The auction-style AdWords model means setting strategic bid prices and budgets aligned to potential customer lifetime values obtained is crucial.

Consider dynamic factors like:

  • Competitors’ bids on shared keywords
  • Typical project size in revenue terms
  • Profit margins on services offered
  • Production bandwidth availability
  • Seasonal market demand swings

Start conservatively to gauge cost-per-click (CPC) then scale up bids once positive ROI validated from conversions. Contractors benchmark competitor paid search activity using tools like SEMRush then calculate responsive positions delivering optimal balance of visibility and acquisition cost.

Step 5: Optimise Landing Pages

Driving PPC visitors to generic website homepages dilutes campaign potential severely. Instead, project specific pre-designed landing pages matching each ad campaign heighten relevancy that converts browsers into buyers.

Effective overlays speak directly to visitor interests while capturing contacts or scheduling appointments immediately. Calculators, ROI estimators and financing tools further engage high-intent prospects.

Without tailored landing experiences, brands pay multiple times for the same visitors bouncing without conversions. Blueprinted sales funnels remedy this wasted spend.

Step 6: Craft Quality Score Content

Google’s quality score algorithm determines paid ad positions ranking by assessing relevance between user searches, ad copy and landing pages shown. More precisely matching customer intent through compelling messages earns better ad placement than generic, disjointed content.

Optimising construction PPC quality score involves:

  • Pinpoint ad headlines and body text to keyword searches
  • Feature unique selling propositions like guarantees
  • Reinforce expertise and trustworthiness
  • Extend reach via display networks

Continually testing placement improvements against conversion rates and cost metrics informs decisions on improving score. This multiplier effect earns better visibility and inbound metrics.

Summary of our tips for construction companies

Construction brands investing resources upfront to thoughtfully structure paid search campaigns combining targeting, specialisation and relevancy deliver game changing sales and growth. Migrating from led by legacy organic referrals to leading with metric-driven digital strategies powered by platforms like Google Ads, construction brands cost-efficiently transform visibility. Savvy contractors receive digitally-sourced leads information-rich and sales-ready to progress deals quicker over the line.

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