Google Ads for construction companies
From targeted quote requests to full project pipelines, Google Ads for construction companies that want to grow on quality.
Over recent years we've built campaigns for general contractors, roofing specialists, renovation experts and installers serving construction projects. That experience shapes how we pick keywords, set bid strategies and build landing pages, not assumptions but patterns we see recur.
What Google Ads can deliver in construction
Homeowners now start online. Whoever shows up at the right moment wins the quote request before a competitor is even called. The numbers below are indicative for construction firms with a clear service area and a converting website.
What often goes wrong, and how we approach it
In construction these four considerations decide whether a campaign burns budget or drives growth.
Intent over volume
'Contractor' is a broad, expensive term drawing mostly research traffic. The real conversions sit in terms like 'dormer installation cost [city]' or 'extension project management contractor'. We build campaigns on that specific intent, not on search volume.
Local radius, not province-wide spread
Travel time drives margin. A radius around your service area plus bid modifiers for towns you enjoy working in prevents you from paying for projects you'd rather not take on.
Sales cycle needs lead scoring
From quote request to signed job can take weeks. So we measure not just form conversions but also feed back qualified leads, so the algorithm steers on revenue, not traffic.
Seasons and subsidies
Roofing and insulation peak in spring and autumn. Subsidy schemes are strong triggers in ad copy, but only if your landing page shows the current terms.
From first audit to monthly optimisation
Four steps we take in every campaign for this industry, no template, but a proven rhythm.
- 01
Sector audit and keyword map
We map which services you really want to sell, which service areas match your capacity, and which keywords align. Not a 300-word list, but a focused set that converts.
- 02
Campaign structure at service level
Per core service (dormer, renovation, extension, maintenance) a dedicated campaign with dedicated ads and landing page. Quality Score stays high and CPC stays low.
- 03
Landing page with visual proof
Project photos from your own portfolio, reviews, certifications and a compact form. We A/B test headlines and form length until conversion sits where it should.
- 04
Optimising on jobs, not leads
Each month we look not only at leads but at which campaigns produced signed jobs. Underperforming themes get pruned; what works gets scaled.
Regional contractor specialised in dormers and extensions
Situation
Fully dependent on comparison sites and word of mouth. Lead cost climbed above €180 with variable quality.
Our approach
Own Google Ads account with service-specific campaigns, geo-targeted within 40 km, plus a new landing page per service and separated conversion tracking on form and phone.
Does this sector approach fit you?
We deliberately don't work with everyone. Our approach delivers the most for a specific business profile, here's where we fit best, and where we don't.
- ✓Construction firms with a clear service area and 3+ regular crews
- ✓Contractors wanting to break free from comparison sites and lead platforms
- ✓Specialists (dormers, renovations, extensions) with a strong portfolio
A fit for your business?
Curious whether your service area has enough search volume and which services perform best in your region? Book a free advisory call, we'll share concrete numbers for your area.
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