Getting business in front of potential clients at the right time is not only you, but all business owners desire. Google Ads, with its powerful targeting capabilities, provides an excellent platform to reach your ideal customers when they’re actively searching for construction services. But to make the most of this tool, you need a well-thought-out strategy.
In this blog, for your construction industry, we have listed the top strategies that you can use to maximise your Google Ads campaigns, generate more leads, and build a stronger online foundation for your business.
What is Google Ads?
Google Ads is an online advertising platform developed by Google that allows businesses to display brief advertisements, service offerings, and product listings within the Google ad network. It operates on a pay-per-click (PPC) basis, meaning advertisers are charged each time a user clicks on their ad when promoting their services on Google search engine results pages (SERPs).
By setting up a Google Ads account, construction companies can leverage targeted Google Search digital advertising to attract high-intent customers and drive more relevant traffic to their website locally.
Boost your conversions with a powerful Google Ads campaign! Reach out to us today for personalised help with your ads and landing page.
12 Strategies of Google Ads for Construction Companies
1. Pinpoint Your Target Area and Audience
Narrow down your ad targeting the exact locations and demography. Imagine your construction business operates only within Sydney. By focusing your Google Ads campaign on Sydney and its suburbs, you can ensure that your ads are shown to people who are in the geographic area you provide service.
This prevents wasted Google Ads spend on users who are too far away to engage your services, assuring your marketing dollars are used efficiently. If someone searches for “home knockdown and rebuild in Sydney,” targeting ads specifically to that location will help you connect with individuals who are most likely to be interested in your services.
Example: You can target homeowners aged 35-55, living in suburban areas within a 50-mile radius, middle to upper-middle income bracket, interested in sustainability and modern design, wanting to reduce energy bills while increasing home value.
According to the National Association of Home Builders, 53% of home buyers are willing to pay more for green and energy-efficient features. By tailoring your ads to this audience, you can tap into a growing market segment.
2. Clarify Your Campaign Goals
Before launching your campaign, it’s crucial to establish what you want to accomplish. Are you focused on generating more leads, driving traffic to your website, or increasing brand awareness? Setting specific goals will shape your ad content, targeting strategies, and performance evaluation. Clear goals ensure that every aspect of your campaign, from ad copy to targeting, aligns with your desired outcomes.
Example: If you aim to attract new clients, your Google Ads could highlight a limited-time offer for free consultations. This creates urgency and encourages potential customers to take action immediately.
3. Identify and Incorporate the Right Keywords
Keywords are the terms that potential clients type into Google when searching for services. Selecting the right keywords is crucial because it determines who sees your ads. Don’t just stick to obvious ones like “constructor near me.” Through keyword research, you can dive deeper with long-tail keywords.
Broad keywords like “bespoke home builder” will capture a wide audience, while long-tail keywords like “affordable home builder Sydney” will target users with specific needs. Using a mix of both helps attract a diverse audience while also reaching those looking for exactly what you offer.
4. Develop Ad copy that Resonates
Your ad copy is the first interaction potential clients have with your business, so it needs to stand out. Write engaging and relevant ad copy that highlights the benefits of your services. Focus on what makes your construction company unique and include a clear call-to-action (CTA) to guide users on what to do next. A compelling CTA might encourage users to “Call Now for a Free Quote” or “Request a Free Consultation Today.”
Example: An ad could read: “Transform Your Home with Expert Renovation Services! Our skilled team delivers high-quality results. Call now for a free consultation and see why we’re Sydney’s top choice.”
5. Create High-Converting Landing Pages
The landing page is where users land after clicking your ad, so it must be relevant to what they were expecting. It should load quickly, be easy to navigate, and include all the necessary information to encourage users to take the desired action. Your landing page should clearly present the offer, provide details on what’s included, and feature an easy-to-find contact form or phone number.
Example: If your ad offers a special discount on renovation services, your landing page should showcase the discount details, include client testimonials, and provide a straightforward form for users to request more information or schedule a consultation.
Learn more about: Landing Page Vs Website: Key differences and why you need them?
6. Optimise for Mobile Devices
With a significant portion of users accessing the internet via smartphones and tablets, it’s crucial that your Google Ads campaigns and landing pages are optimised for mobile devices. Mobile optimisation ensures that users have a seamless and user-friendly experience when interacting with your ads, which can lead to higher engagement and conversion rates.
Craft ad copy that’s concise and clear, considering the smaller screen size on mobile devices. Your headline and description should be easily readable without requiring excessive scrolling or zooming.
7. Utilise Video Ads for Enhanced Engagement
Video ads are a powerful tool for showcasing your construction company’s projects, processes, and client testimonials. Unlike static ads, video ads can convey emotions, demonstrate the quality of your work, and build trust with potential clients. By creating compelling video content that highlights your expertise and the results you deliver, you can create a stronger connection with your audience and stand out from competitors.
Example: Create a video ad that features a time-lapse of a recent home renovation project, showing the transformation from start to finish. Include client testimonials to provide social proof and a clear call-to-action encouraging viewers to visit your website or contact you for a free consultation.
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8. Track Your Conversions
Conversion tracking allows you to monitor the actions users take after interacting with your ads. This could include filling out a contact form, making a phone call, or signing up for a newsletter. By setting up conversion tracking, you can see which Google Ads and keywords are generating the most valuable interactions, allowing you to focus on what works best and refine your strategy accordingly.
Example: Track how many users clicked on your ads and completed a form to request a quote. This information helps you understand which ads are driving the most valuable leads and optimise your campaign to improve results.
9. Adjust Your Bids Based on Results
Regularly reviewing the performance of your ads and keywords allows you to make informed decisions about your bids. Increase bids for high-performing keywords to gain more visibility, and reduce or pause bids for those that aren’t delivering good results. This helps you allocate your budget more effectively and get the best return on your investment.
Example: If you find that the keyword “Knockdown Rebuild” is generating a high number of leads at a lower pay-per-click (PPC), consider increasing your bid for that keyword to capture even more traffic. Conversely, reduce bids for under performing keywords to avoid wasting budget.
10. Experiment with A/B Testing
Different versions of your Google Ads to determine what performs best. A/B testing involves creating and running multiple versions of your ads to see which performs better. This could involve testing different headlines, ad copy, or calls-to-action. By comparing the results, you can identify which elements resonate most with your audience and optimise your ads for better performance.
Example: Test two versions of your ad—one with the headline “Custom Build Services” and another with “Transform Your Home Today.” Analyse which headline results in more clicks and conversions to refine your ad strategy.
11. Monitor and Refine Regularly
Continuous monitoring and optimisation are key to maintaining a successful Google Ads campaign. Regularly check performance metrics such as click-through rates (CTR), conversion rates, and cost-per-click (CPC). Use these insights to make adjustments and improvements to your campaigns, ensuring they remain effective and efficient.
Example: Set aside time each week to review your campaign performance. If you notice that certain ads are under performing, adjust your targeting or ad copy to improve results. Regularly updating and refining your strategy helps you stay competitive and maximise your ad spend.
12. Re-engaging users with Personalised Re-targeting
Re-targeting, also known as re-marketing, involves displaying ads to users who have already visited your website or interacted with your ads but did not complete a desired action, such as filling out a contact form or requesting a quote. Personalising these re-targeted ads can significantly increase their effectiveness by reminding users of your services and encouraging them to return and complete the action.
Example: If your audience looked at home design, your re-targeting Google Ads might include a message like, “Looking for a custom home builder? Get a Free Quote Today!” This personalised approach increases the likelihood of bringing the user back to your site and converting them into a client.
Conclusion
Implementing these strategies will help you build a solid foundation for your Google Ads campaigns. Keep in mind, like any well-built structure, your Google Ads strategy should be robust yet flexible. Stay curious, keep testing, and don’t be afraid to innovate.
Whether you’re a small local home constructor or a large commercial construction firm, these strategies can help you reach the right people at the right time, showcase your expertise, and ultimately grow your business.
Need expert help with google search ads? Our digital marketing agency specialises in Google Ads management and help your construction business to grow. Contact us today for a free consultation and let’s start constructing your digital success together!
