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How Construction Companies

Can Get the Most Out of Their Google Ads

By Austin Stouffer
May 16, 2024
google ads for construction companies

Are your cost-per-clicks continuing to rise? Lead flow down? Are you losing hope in pay-per-click (PPC) advertising? Please don’t! With some optimizations to your Google Ads account we can decrease your costs and increase your conversions. Let’s explore proven techniques to boost your Google Ads performance and earn a better ROI.

Refine Your Targeting

Granular targeting is a quick and easy way to decrease your costs with Google Ads. Construction companies should focus on reaching potential clients within their service areas and target specific services they offer. By leveraging location targeting and implementing negative keywords, you can ensure that your ads are displayed to the most relevant audience, reducing wasted ad spend and increasing the likelihood of conversions.

Craft Compelling Ad Copy

Your ad copy plays a vital role in capturing the attention of potential clients and compelling them to click through to your website. Craft compelling ad headlines and descriptions that highlight your unique selling propositions, such as years of experience, specialized services, or customer testimonials. Google gives you 15 headline spots and 4 description spots so make sure you fill in as many as possible so Google has options to show searchers. Use persuasive language and ensure that your ad copy aligns with the user's search intent, increasing the chances of a click and subsequent conversion.

Leverage Ad Extensions

Google Ads offers a variety of ad extensions that can enhance the visibility and appeal of your ads. Sitelink extensions, for instance, allow you to showcase additional links to specific pages on your website, such as services, pricing, or contact information. Call extensions enable users to call your business directly from the ad, facilitating immediate engagement. By leveraging these extensions, you can provide more information to potential clients and increase the chances of conversion.

Landing Page Optimization

A well-optimized landing page is one of the most underrated aspects of a successful PPC campaign. By creating a keyword-rich and user-friendly landing page for your ads, you are improving your quality scores, therefore reducing your cost-per-click. If you aren’t investing in search engine optimization (SEO) for your website, you should be. It will help elevate your Google Ads performance more than you might think. Here are a couple on-page strategies that will help:

Continuous Testing and Optimization

It is tempting to take the “set it and forget it” approach to Google Ads, but the key to achieving long-term success with Google Ads in construction is continuous testing and optimization. Construction companies should regularly analyze their campaign performance, identify areas for improvement, and make data-driven adjustments to their strategies.

  • Compelling Content and Design Your landing page content should reinforce the value proposition presented in your ad copy and address the pain points and needs of your target audience. Use persuasive language, highlight your unique selling propositions, and showcase your expertise through customer testimonials and case studies. Additionally, ensure that your landing page design is visually appealing, with a clean and modern layout that enhances the user experience.
  • Optimize for Conversions The ultimate goal of your landing page is to drive conversions, whether that's generating leads, scheduling consultations, or booking appointments. Include clear and prominent calls-to-action (CTAs) that guide users towards the desired action. Implement lead forms that are simple and streamlined, requesting only the essential information to minimize abandonment rates. Additionally, consider offering incentives, such as discounts or free consultations, to encourage conversions.

A/B Testing

A/B testing, also known as split testing, is a powerful technique that allows you to compare the performance of different ad variations or landing page elements. By running controlled experiments and measuring the results, you can identify the most effective ad copy, headlines, images, or CTAs, and optimize your campaigns accordingly.

Bid Adjustments

Evaluating demographic data and adjusting bids accordingly is a great way to attack your target audience more aggressively and decrease spend on searchers who are unlikely to pay for your services. For example, if you are a residential contractor that specializes in high-end kitchens, then you aren’t going to want to bid on 18-year-olds who are in the bottom 50% of income. Save your budget for 35+ year olds in the upper 50% as those are going to be where most of your customers are.

Google’s Recommendations

An easy way to stay on top of your optimizations is to check Google’s recommendations on a monthly basis to see if any are relevant. Be sure not to just accept all of their recommendations as they are looking to increase your spend, so make sure you do your due diligence there.

Remarketing Campaigns

Remarketing campaigns allow you to target users who have previously visited your website or interacted with your ads, increasing the chances of conversion. By tailoring your remarketing ads and offers to these warm leads, you can nurture them through the sales funnel and ultimately convert them into paying customers. This is a campaign option that offers the lowest cost-per-clicks and the highest conversion rates, so don’t sleep on remarketing campaigns!

Simply Be Involved

Optimizing your Google Ads campaigns is an ongoing process that requires continuous effort and data monitoring. By continuously making your campaigns 1% more efficient each month, you will begin to notice major savings and higher lead flow month-over-month. Embrace these techniques, stay agile, and consistently monitor and adapt your campaigns to restore trust in and benefit from digital marketing in the construction industry.

About the Author

Austin Stouffer is the founder and lead consultant of Loading Leads Marketing. He has over 10 years of marketing experience, specializing in construction, manufacturing, and agriculture SEO and PPC strategies. His goal at Loading Leads is to help small businesses see the benefits of digital marketing when done the right way.

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