Google Ads for Construction Companies

Prometheus PPC has directed Google Ads strategies for construction companies throughout the U.S. since 2016.

Below are 3 advanced Google Ads strategies tailored to the construction industry that we’ve used to maximize revenue and ROI:

  1. Optimize for revenue with advanced tracking
  2. Increase deal size with focused branding
  3. Reach new partners with expanded targeting

1. Maximize construction contract revenue and ROI by tracking it directly within Google Ads

This is the most important strategy to get right for construction company ad campaigns. It sets the foundation for all Google Ads analysis and optimization.

Generally, Google Ads optimization focuses on maximizing “conversions” or “conversion value”. A conversion can be a lead or a sale. This presents special challenges for construction companies.

Why? Because the value of a construction lead can vary by orders of magnitude. And the ultimate sales value may not be known for many weeks after the ad click, so attribution can be lost.

There are different ways for a construction company to try to maximize Google Ads performance. Each has trade-offs.

A. Basic Performance Tracking for Construction:
Focus on impressions and clicks

Google ads reach metrics

This approach ignores “conversions” altogether. The only metrics considered are reach metrics: ad impressions and clicks. It’s possible, however, to drive tremendous reach in Google Ads without actually closing a single sale! Thus, this approach is far from optimal.

B. Basic Conversion Tracking for Construction:
Focus on leads

This approach tracks and analyzes “conversions” within Google Ads with the goal of getting more of them. Common “conversions” are form submissions, emails, and phone calls. This approach is better since it advances from a focus on activity to a focus on results. However, a construction lead’s value can vary from $0 to $1M+. So this approach still lacks critical information for campaign decision making.

C. Better Lead Tracking for Construction:
Focus on qualified leads

This approach considers a lead to be a “conversion” in Google Ads only if the client marks it as qualified. Typically a sales rep would score the lead quality after prospect follow-up. Then we upload the “qualified lead conversions” into Google Ads via spreadsheet or API. This approach improves the quality of the conversion information in Google Ads, but it still lacks a focus on deal size. You may still be left with a wide lead value range (from $10k to $1M+, for example) with no way to distinguish between them.

D. Optimal Lead Tracking for Construction:
Focus on deal size

This is the optimal level of “conversion” tracking because we assign actual revenue value to all construction leads. We upload this lead value into Google Ads and include it in analysis and optimization. Then we can maximize revenue, maximize ROI and even maximize average deal size.

The trade-off is an increase in complexity. It is challenging to properly track and upload these deal values so that Google Ads is able to assign the data to the ad click. This approach requires expert Google Ads management.

But it’s well worth the cost. It’s a universal truth that you get more of what you give your attention to. If you focus on clicks, then you get more site visitors. But if you focus on deal size, then you get more large deals.

Also, with revenue information available in Google Ads it’s easy to calculate your ROI. That allows you to justify further budget increases and grow your business further.

2. Drive larger deals through Google Ads by building your construction company’s brand

branding

The three main campaign types for most construction companies are Search, Display and Remarketing.

Search campaigns show ads to people who are searching for construction services right now. These campaigns tend to drive the most leads, deals and revenue. Thus, they should receive the most focus and highest portion of your Google Ads budget.

Display and Remarketing campaigns show your ads on 3rd party websites to people who may not be seeking your service right now. These campaigns tend to drive fewer direct leads and sales. Instead we use these campaigns to build familiarity with, and authority for, your brand.

It’s difficult to measure the effects of this type of brand building. People may see your ads dozens of times over many months but only click once, or never. But the ad exposure fosters awareness of your brand. Later, when they perform a search for construction services, they may be more likely to click your ad, contact you, and sign a deal.

This effect is hard to see in direct Google Ads data. Instead, it is common to see a general increase in lead activity and deal closings across channels. And that’s the goal. Therefore, we usually allocate 10-30% of a Google Ads budget for Display and Remarketing brand-building campaigns. Then we refine these campaigns with careful audience and website targeting. This lets us reach your ideal residential and commercial prospects with your brand messaging.

3. Multiply lead channels beyond Google ads by targeting construction partners

Usually construction businesses use Google Ads to get new direct customers. But there’s another important audience who could see your ads and help grow your business. That audience is partners.

Construction companies rarely provide all needed services for their customers. For example, you may do the physical site builds but don’t handle surveying, permitting or legal issues. Companies that do offer those complementary services are potential partners.

It’s clearly valuable to build such partnerships in the construction business. You could refer your customers to trusted partners, thereby increasing your value to your customer. And of course these partners could bring their customers to you, warmed up and ready to sign.

With properly structured Google Ads campaigns (both Search and Display) you can reach these potential partners. You can highlight the value of partnering with you both in your ads and in relevant website pages. You can even develop a formal partner program to streamline the process.

In this way, Google Ads becomes more than just a platform for generating new customers now. It also generates partnerships that can bring you new customers long into the future.

Conclusion

We’ve used these 3 Google Ads strategies for construction companies to significantly increase their revenue and ROI. Of course there’s much more to Google Ads campaign management.  Prometheus PPC has many years of experience with construction accounts.  Request a consultation to learn how we could help your construction business, too!

(Please Note: It’s important to us to avoid any conflict of interest with our clients. We will unfortunately not be able to work with you if your services and geographies overlap those of an existing construction client. Thank you for your understanding. We know you’d want the same consideration as a client.)

 

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Andrew Percey

Andrew founded Prometheus PPC in 2012 and has helped grow over 100 businesses through Google Ads advertising. He holds two engineering degrees from M.I.T. and has 8 U.S. patents from his years in Silicon Valley. Andrew hosts marketing seminars at M.I.T. for current and future startup founders.

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