Master Google Ads for Construction Businesses

Introduction to Online Advertising for Construction Businesses

In today’s digital world, having an online presence is crucial for construction businesses looking to expand their reach and attract new clients. With more and more people turning to the internet to find local services, failing to advertise online means missing out on a huge number of potential customers.

One of the most effective online advertising platforms for construction companies is Google Ads. As the world’s largest search engine, Google provides an unparalleled opportunity to connect with customers right when they are searching for your services. When used strategically, Google Ads allows construction businesses to:

Effectively Target Potential Customers

Google Ads makes it easy to target your ads by location, keywords, interests, and more. This level of targeting enables you to get your services in front of local customers who are actively searching for construction-related services. You can further refine your targeting over time to reduce waste and focus spending on the customers most likely to convert.

Expand Brand Awareness

By consistently showing up on the first page of Google when potential customers search for related terms, Google Ads increases visibility and drives brand recognition for construction brands. High-quality ads can catch the eye of relevant searchers and make a strong first impression.

Generate Measurable Results

Unlike traditional advertising, Google Ads allows you to track detailed metrics on impressions, clicks, conversions, and more. This makes it easy to calculate your return on investment and identify high-performing ads and keywords. You can use these insights to optimise campaigns over time.

In short, Google Ads is an indispensable tool for modern construction companies looking to boost their online presence. When implemented properly, it provides an unrivalled ability to connect with local customers and drive real business results.

The Basics of Google Ads for Construction Businesses

Google Ads are paid advertisements that appear on Google search results pages and other sites across the Google Display Network. They allow businesses to promote their products and services to people as they are searching for related information online. For construction companies, Google Ads provide an effective way to reach potential customers who are actively looking for construction services.

What are Google Ads?

Google Ads are text, image, and video advertisements created by businesses to promote their offerings on Google. There are different types of Google Ads:

• Search ads – Appear above and below Google search results
• Display ads – Appear on websites across the Google Display Network
• Video ads – Appear before, during or after YouTube videos

Businesses create these ads and bid on relevant keywords. When someone searches for one of those keywords, the ads may appear next to the search results. If clicked, the business pays Google a small fee.

Why Use Google Ads for Construction?

There are several key reasons why Google Ads are beneficial for construction companies:

• Targeted reach – Ads can be targeted by job type, location and other construction-related keywords to reach those most likely to need services.
• Measurable results – Google Ads provides data and analytics to demonstrate campaign performance and ROI.
• Flexible budgeting – Businesses have control over their costs and can set daily budgets aligned with their goals.
• Brand awareness – Well-targeted ads can significantly improve visibility and exposure for construction brands.

In a competitive industry like construction, Google Ads present an opportunity to stand out, drive more bids and leads, and communicate directly with customers searching for services.

Setting Up and Managing Google Ads Campaigns

Setting up a Google Ads account is straightforward. Simply go to ads.google.com and click “Start Now.” You’ll need to create a new Google account if you don’t already have one. Provide some basic information about your business and preferred payment method. Then you can start creating your first campaign.

Step-by-Step Guide

Here is a step-by-step overview of setting up a Google Ads account and first campaign:

1. Create account at ads.google.com
2. Enter business info and billing details
3. Choose campaign objectives (website traffic, leads, etc.)
4. Set daily budget
5. Select target locations and languages
6. Build out ad groups around products, services, etc.
7. Add relevant keywords to ad groups
8. Create compelling text, image and video ads
9. Set bids for keywords
10. Review and submit campaign for approval

It may seem daunting at first, but Google provides tips and guidance within the platform. Take advantage of their support articles and free tools.

Campaign Types

Google Ads offers several core campaign types, each suited for different goals:

• Search campaigns – ads shown on Google search results pages. Best for increasing website traffic.
• Display campaigns – image and video ads on websites and apps in the Google Display Network. Useful for brand awareness.
• Video campaigns – video ads on YouTube and video partners. Engage audiences with rich media.
• Shopping campaigns – product listing ads in search results and Display Network. Drive product sales.
• Local campaigns – ads with business info for nearby customers searching on Google. Connect with local traffic.

Consider your overall objectives and target audience when selecting campaign types for your construction business.

Tips for Construction Businesses

Here are some Google Ads tips tailored for construction companies:

• Use location targeting to only show ads to potential customers in your service area.
• Make the most of call extensions and location extensions.
• Focus on service-related keywords like “kitchen remodel contractors.”
• Create ads with compelling messages around quality, reliability and experience.
• Drive traffic to pages on your website with online booking forms or contact info.

The unique needs of construction firms require a strategic Google Ads approach. Continually refine your campaigns to improve results over time.

Targeting

Targeting the Right Audience

Conducting keyword research is critical for construction businesses looking to reach potential clients through Google Ads. By selecting relevant and high-traffic keywords, ads are more likely to be displayed to users actively searching for related services. This ensures ads are reaching the right audience open to purchasing. Some best practices for keyword research include:

• Using keyword planner to identify high-traffic keywords related to construction services offered
• Analysing search trends to optimise seasonal or timely keywords
• Prioritising long-tail, localised keywords for more qualified traffic
• Grouping keywords by service for ad group segmentation
• Monitoring keyword performance to refine targeting

Understanding user intent through keywords is key for connecting with those ready to buy. Segmenting keywords also allows for more targeted ad copy.

Targeting Locations and Demographics

Construction services are inherently local. Targeting ads geographically to service areas as well as tailored demographics can further improve ad relevance. Best practices include:

• Setting location targeting at the metro, city, or zip code level based on service reach
• Using radius targeting to focus on proximity to business or projects
• Layering on demographic data like age, gender, or income brackets
• Testing different location and demographic combinations to optimise performance

The ability to combine geographic and demographic criteria creates more qualified traffic. Monitoring the results can further refine who an ad reaches. Location options in Google Ads are incredibly flexible to pinpoint the best construction audience.

Measuring the Effectiveness of Google Ads

To determine how well your Google Ads campaigns are performing, it’s essential to set up conversion tracking and monitor key metrics. Conversion tracking allows you to see what actions people take after clicking your ads, such as making a purchase or signing up for a newsletter.

Setting Up Conversion Tracking

In your Google Ads account, you can enable conversion tracking by creating a conversion action. This involves specifying the type of conversion you want to track, such as a lead, sale, or download. You’ll also need to add a small bit of tracking code to your website to record these actions.

Once conversion tracking is enabled, you’ll be able to see columns in your campaign reports for metrics like conversions, conversion rate, and conversion value. This insight is invaluable for assessing return on ad spend.

Key Metrics to Monitor

Here are some of the most important metrics construction businesses should monitor to determine Google Ads effectiveness:

• Click-Through Rate (CTR): The percentage of times your ad is clicked when shown. A higher CTR signals your ads are relevant.
• Quality Score: Google’s rating of your ads and keywords. A higher score can improve ad position and lower costs.
• Return on Investment (ROI): The profit you earn from ad spending. Track conversion value versus cost to optimise for positive ROI.
• Cost Per Acquisition (CPA): The average cost to acquire a conversion. Lower CPAs represent greater efficiency.

By regularly analysing these metrics, construction businesses can gain insight into the performance of their Google Ads campaigns and make optimizations to improve results.

Creating Compelling Ad Copy

Crafting compelling ad copy is crucial for connecting with potential customers through Google Ads. The ad copy directly influences whether searchers will click on your ads or not. Follow these best practices when writing ad copy to boost engagement:

Ad Structure

An effective ad structure includes the following key components:

• Headline – Summarise the main benefit or offering in 4-5 words. Use keywords where relevant.
• Description Line 1 – Elaborate on the main benefit or offering. Highlight what makes your business unique.
• Description Line 2 – Include a strong call-to-action for the next step you want searchers to take.
• Ad Extensions – Sitelinks, call, location, and review extensions make your ads more informative.

With the limited ad space, ensure every component provides value to searchers. Remove fluff and only highlight your competitive strengths.

Tips for Writing Effective Ad Copy

Follow these tips to further optimise your ad copy:

1. Use keywords naturally – Incorporate relevant keywords without sounding robotic or forced.
2. Focus on benefits – Emphasise how your offering solves customer pain points.
3. Be specific – Include concrete details on products, services, or promotions.
4. Use emotional hooks – Trigger desire, trust, or curiosity.
5. Test variations – Try different copy approaches and analyse performance data.

The most effective ad copy directly speaks to the searcher’s intent and motivates action. Continually refine your messaging based on real-time campaign insights.

Choosing Relevant Keywords

When setting up Google Ads campaigns for construction businesses, carefully choosing the right keywords is crucial for success. By selecting keywords that are highly relevant to your services and location, you can improve ad targeting and attract more qualified leads.

Benefits of Using Long-Tail Keywords

Long-tail keywords are more specific multi-word phrases like “residential home construction Austin.” While they may have lower search volume, long-tail keywords help ads reach users more likely to convert into leads. Some benefits of using long-tail keywords for construction Google Ads include:

• Higher click-through and conversion rates
• Lower cost-per-click
• Better ad position and Quality Score
• More targeted reach to local homebuilders, contractors, etc.

Adding Negative Keywords

Negative keywords prevent your ads from showing for irrelevant searches. This improves campaign targeting and lowers costs by reducing irrelevant clicks. Some negative keywords construction businesses should consider are:

1. General terms like “construction” that cast too wide a net
2. Geographic names outside service locations
3. Unrelated construction industries like “road construction”

Checking search query reports frequently and adding negative keywords helps refine targeting over time. For example, adding “road construction” as a negative keyword would prevent wasted ad spend from searchers not looking for building construction services.

Conclusion

In summary, Google Ads offers immense potential for construction businesses looking to expand their reach, attract qualified leads, and grow their customer base. By leveraging the targeting capabilities, measurable analytics, and customizable ad formats of Google Ads, construction companies can connect with relevant audiences and drive real business results.

Some key takeaways from this blog post that construction businesses should remember include:

• Google Ads allows you to precisely target potential customers by location, demographics, interests and more to ensure your ads reach the right people.
• Conversion tracking and metrics like CTR and ROI enable you to continually optimise your campaigns based on hard data and insights.
• Compelling ad copy and negative keywords help refine your messaging and eliminate irrelevant traffic to your ads.
• An optimised landing page focused on lead generation is vital for converting ad clicks into tangible leads and sales.

The potential for growth by leveraging Google Ads is immense given the breadth of its advertising network and advanced targeting capabilities. Construction companies owe it to themselves to explore Google Ads and tap into its potential if they haven’t already.

Call-to-Action

For construction businesses interested in harnessing the power of Google Ads, get in touch with the experts at Bulldog Digital. With years of experience running Google Ads campaigns for businesses across industries, Bulldog Digital has the knowledge and skills to set up highly targeted and optimised Google Ads campaigns tailored specifically for construction companies.

FAQs about Google Ads

What are the best practices for creating effective Google Ads?

Some best practices for creating effective Google Ads include:

• Write compelling, genuine ad copy that focuses on user benefits
• Create messaging that reflects your brand and the products/services you offer
• Set up your ads for success by including all necessary components like headlines, descriptions, etc.
• Use multiple ad formats like text, image, and video ads
• Continuously test and optimise your ads to improve performance

Does Google Ads work for construction?

Yes, Google Ads can be highly effective for construction businesses. It allows you to target homeowners and property managers searching for contractors. You can also use Google Ads to reach partners like architects, designers, and real estate developers that could potentially hire or refer you for projects.

What is the best online advertising for a construction company?

Some of the best online advertising channels for construction companies include:

1. Search Engine Marketing through Google Ads
2. Content Marketing through blogging and social media
3. Video Marketing through YouTube and social platforms
4. Optimising your Google Business Profile
5. Targeted display and remarketing ads
6. Email newsletters

A multi-channel digital marketing strategy works best to promote construction services online.