Google Ads is a great marketing tool for construction companies. When done correctly, it can help to increase online visibility and grow the business with new work. One major advantage is the ability to generate high quality leads, at a reasonable price. This will often be for large jobs, that can easily produce significant income relative to their cost.
It does this by reaching potential customers at the right moment. Right when they are looking for your services. You can also segment campaigns by different services (e.g., residential, commercial, renovations). This means you only show relevant ads to a relevant audience that is searching online.
Unlike traditional advertising methods, Google Ads allows you to target very specific audiences. It does this by displaying ads when someone searches a relevant term in the Google search engine. This means you only show ads to people who are already interested in what you have to offer.
Also, by using geo-targeting, construction companies can target a specific geographical area. This means, ads only show to people in the target area, at the exact time they are searching in Google.
As you can see, this is extremely powerful, and it means that you don’t waste budget on unqualified traffic. It also levels the playing field between small and large advertisers. As a result, you can run highly effective ads on a much smaller budget, compared to traditional advertising.
The Best Google Ads Network for Construction
The most effective network for construction companies is usually the Google Search Network. The Search Network allows you to display ads on Google’s search results pages.
Unlike less targeted forms of advertising, users must be actively searching for your services to see your ads. You can also utilise Google search partners to extend your search campaigns. As well as this, remarketing is another simple way to expand your reach, strengthening your existing search campaigns. This type of strategy will provide the best return on investment (ROI).
As your search campaigns begin to flourish, you can consider expanding into other Google Ad products. This includes less targeted forms of advertising, such as Display and YouTube. The major advantage with these networks is scale, and the available traffic is huge. These networks can be great for promoting brand awareness and showcasing your projects.
Traffic and Costs in the Construction Industry
The construction industry is quite broad and as a result it produces a significant amount of online traffic. This makes it a prime candidate for targeted Google Ads campaigns.
Although costs per click can be high, the jobs you can pick up through these campaigns can be significant.
In the table below you can get an idea of the type of searches and the volume of traffic these produce:
|Keyword||Avg. monthly searches||YoY change||Competition||Top of page bid (low range)||Top of page bid (high range)|
|builder near me||22,200||0%||Medium||0.8||3.03|
|building companies near me||2,400||53%||Medium||0.97||3.51|
|building contractors near me||1,900||26%||Medium||0.93||3.84|
|construction companies near me||3,600||50%||Low||0.96||3.97|
|construction company London||2,400||21%||Medium||0.97||3.24|
|general builders near me||1,300||23%||Medium||0.77||2.88|
|local builders near me||2,900||24%||Medium||0.76||2.68|
|new home builders near me||8,100||0%||Medium||0.49||1.48|
As you can see, the competition in the construction industry, is generally at a medium level. This means, there is plenty of room for new players to enter the market and gain visibility with targeted ads.
Analysing the average Year-over-Year (YoY) change in the table, it is clear that search volume is increasing. For example:
- “Construction companies” has seen a 123% increase in search volume
- “Building companies near me” has grown by 53%.
- And several others are seeing 20+% increases
The trend indicates a growing demand and interest in construction services. This is an opportunity for companies to capitalize on the increase, by running their own targeted Google Ads campaign. By leveraging these opportunities, construction companies can gain a competitive edge in the local market.
Setting up Your Own Google Ads Campaign
Setting up a Google Ads campaign for your construction company can be a challenging task. Keyword research, match types, negative keywords, and creating ads, are just a few things to consider.
Then, once your campaign has been created, it will need managing on an ongoing basis. This can be time-consuming, taking you away from other essential business tasks.
Additionally, there are other things to consider. For example, well-optimized landing pages are crucial for converting traffic. Google ads can generate lots of visitors, but if your landing pages are set up poorly, you could waste a lot of money.
Good landing pages, should have clear calls to action. They should also showcase services that you offer and include things like testimonials and case studies to build trust.
Finally, you need to set up conversion tracking to measure your campaigns success. This will help you understand which keywords and ad creatives are generating the best results. Following this, you can make data-driven decisions to optimize your ad campaigns.
Getting Help with Your Construction Google Ads
Working with a professional Google Ads expert can reduce the challenges of setting up and managing your campaign.
An expert can optimise your campaigns for maximum ROI. This will also free up your time to focus on important aspects of your own business. Additionally, they can help you develop more advanced strategies to scale your campaigns in the future.
In conclusion, Google Ads is a powerful tool for construction companies. It is a great way to grow online presence and expand your business.
To get the best results right out of the gate, you should do the following:
- Utilise the Search Network
- Focus on highly targeted keywords
- Segment your campaigns based on different construction services
- Optimize your landing pages
- Write relevant compelling ads
- And make sure you track everything!
By getting these things right, construction companies can achieve low-cost, high-quality conversions.
To streamline the process and maximize your ROI, consider partnering with an experienced Google Ads agency, like CPS Media. We have been working with construction companies on Google Ads for over a decade. As a result, we know all the techniques needed to build highly effective campaigns in this industry.
Click the link below to see how we can help your construction company thrive through Google Ads. You can also see a full list of prices.