In today’s digital age, online advertising is essential for businesses to extend their reach and attract more customers. Construction companies are no exception.
Google ads for construction companies can greatly influence their growth and success. By harnessing the power of Google Ads, construction companies can increase their online visibility, target specific audiences, and ultimately drive more qualified leads to their business.
In this blog post, we’ll explore why construction companies should use Google Ads and provide step-by-step guidance on creating an effective campaign.
Why Use Google Ads for Construction Companies?
1. Enhanced online visibility
When it comes to online search, Google is the undisputed leader.
With billions of daily searches, construction companies have a huge opportunity to use Google Ads online. By implementing an effective ad strategy that targets the right keywords, construction companies can ensure that their ads show up high in Google search results. It works to attract potential customers who are looking for construction services.
2. Targeted advertising
One of the main advantages of Google advertising is the ability to target specific audiences.
Construction companies can narrow down their target audience based on factors such as location, demographics, interests, and search behavior.
By precisely targeting their ads, construction companies can maximize their advertising budgets by reaching the most qualified prospects which increases the chances of conversion.
For example, a construction company that specializes in remodeling may target homeowners in a specific area who have identified interest in renovating homes.
3. Low-cost advertising
Google Ads works on a pay-per-click (PPC) model, which means that as a construction company owner, you pay only when someone clicks on your ad.
This ensures that advertising budgets are used efficiently, as you only pay if there is a genuine interest of the customer in your construction services. Additionally, the budget can be tailored to specific objectives, allowing for better and more efficient campaign management.
Construction companies can define their daily or monthly budgets to stay within their budget limits, while still driving quality traffic or driving traffic to their website.
4. Measurable results and ROI
One of the key benefits of running Google ads for construction companies is the ability to measure results and track return on investment (ROI) accurately.
Google Ads gives construction companies access to comprehensive data and analytics to evaluate the performance of their campaigns. To determine the effectiveness of ads, metrics such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA) can be monitored and measured This data-driven approach means that you are able to make informed decisions, optimize your campaigns and achieve greater ROI.
Benefits of Google Ads for Construction Companies
1. Increased lead generation and customer acquisition
Google advertising can dramatically increase lead generation and customer acquisition for construction companies.
By showing targeted ads to potential customers who are actively looking for construction jobs, companies can grab their attention at the right time.
For example, if a homeowner in need of kitchen remodeling searches for “kitchen remodeling services”, a construction firm can ensure that their ad shows up prominently in search results. It can get homeowners to click the advertisement, visit the company website, or ultimately call for a consultation. It effectively increases the chances of customers requesting a quote or contacting you.
2. Improve brand awareness and online presence
Google advertising not only helps brands attract new customers but also helps build brand awareness and establish a strong online presence.
Construction businesses can reinforce their brand message and value by consistently targeting ads to target audiences. Even if users don’t initially click on an ad, redisplaying it can make a lasting impression, increasing the company’s visibility when future construction work is needed.
Building brand awareness leads to direct referrals, repeat business, and a strong market position.
3. Targeting specific geographic locations and demographics
Construction companies typically have specific areas of operation or target specific demographics based on the type of industry they specialize in.
Google Ads enables companies to tailor their targeting based on location and demographics, ensuring delivery ads will target the right audience.
For example, a commercial construction company looking to secure projects in a particular city can target ads to jobs in that area, increasing the chances of attracting the right customers. Similarly, construction firms that specialize in luxury homes may narrow their target audience to high-income individuals or specific neighborhoods that seek their services.
4. Effective utilization of ad formats and the display network
Google Ads offers a variety of ads that construction companies can use to reach potential customers in a variety of ways.
In addition to traditional text ads, brands can explore display ads, video ads, and responsive ads.
Display advertisements, in particular, are effective for construction companies because they allow visual representations of completed projects or before-and-after photographs. Customers are hooked to visuals when they want renovation or construction work to get done.
Pictures can help showcase your company’s capabilities and quality of work while leaving a lasting impression on potential customers. Using the Google Display Network, brands can extend their advertising beyond search to relevant websites, apps, and YouTube videos, giving them brand visibility and connecting with a wider audience.
5. Remarketing to reconnect with potential customers
Remarketing is a powerful Google Ads feature that allows construction companies to reconnect with potential customers who have previously visited their websites.
By placing a tracking pixel on your website, you can target users who have shown interest but have not taken the desired action, such as sending or requesting a contact form.
Remarketing keeps the construction company top of the mind of the user and creates new opportunities to convert interested leads or customers.
For example, a user who has visited a construction company’s website but has not inquired about their services could be served with a display ad. The user can be returned with a commercial ad highlighting a temporary discount or free inquiry to encourage him to take the next step.
How to Set Up Google Ads for Construction Companies?
Setting up Google Ads for construction companies involves several crucial steps to ensure the campaign’s success:
1. Define campaign goals and objectives
Before going into Google ads, construction companies need to clearly define their campaign goals and objectives.
Specific objectives may include increasing website traffic, increasing leads, promoting specific services, or increasing brand awareness. Defining clear goals will guide the optimization of the overall campaign plan, allowing construction companies to measure success more accurately.
2. Conduct keyword research
Keyword research is crucial for construction companies to ensure that their ads are targeted to the right audience. Start by identifying the right keywords and phrases that potential clients might use when searching for construction services.
You can use Google’s Keyword Planner or other keyword research tools to identify keywords with high volume and low competition that match campaign objectives.
For example, a construction company specializing in commercial construction might target keywords such as “professional construction,” “office construction,” or “construction contractor.”
3. Create compelling ad copy
Creating an attractive and compelling ad copy is essential to capture the attention of potential customers and compel them to click on the ads.
Highlight unique selling propositions (USPs) to set your construction company apart from competitors, such as expertise, quality workmanship, or competitive pricing. Include appropriate keywords in the ad copy and ensure strong calls to action (CTAs) that clearly direct users to take a desired action, such as filling out a form, or asking for a quote.
4. Utilize ad extensions
Google Ads offers ad extensions that increase the visibility and impact of an ad. Using ad extensions not only provides potential customers with additional information but also increases online visibility and click-through rates.
- Sitelink extensions: Direct users to specific pages on the website, such as services, project galleries, or testimonials, to provide additional information and options for users to explore.
- Call extensions: Encourage users to directly call your construction company by displaying a clickable phone number in the ad. This extension is particularly useful for customers who prefer direct communication.
- Location extensions: Display your construction company’s address, allowing potential customers to find the nearest office or showroom easily. This extension is crucial for local construction businesses targeting customers within a specific geographic area.
5. Set targeting options and campaign Settings
Google Ads offers a variety of targeting options to tailor audiences for construction companies.
Identify a target area to reach customers within your desired service area. Use demographic targeting to narrow down the audience based on age, gender, and household income. You can adjust language settings to target users who understand business language.
These targeting strategies ensure that ads are shown to the most relevant audiences, increasing the chances of conversion.
6. Optimize bids, budgets, and bid strategies
Choosing the right bid strategy that aligns with the campaign objectives is important.
Construction companies can choose to bid manually or use the automated bidding options provided by Google Ads, such as target CPA or maximize conversions.
Manual bids allow greater control and customization, while automated bidding methods use machine learning to optimize bids based on the likelihood of conversion.
Establish a daily budget that aligns with campaign objectives and ensures sustainable ad spend.
7. Monitor and Optimize Ad Performance
Regularly monitoring the performance of Google ad campaigns is essential to identify areas for improvement and maximize results.
Look for key metrics like CTR, conversion rate, and cost per conversion to evaluate ad effectiveness. Change bids, adjust keywords, and test ad variations to optimize campaigns for better results.
Use A/B testing to compare different strategies and determine the most successful strategies.
Leverage the insights provided by Google Ads’ reporting and analytics tools to make data-driven decisions and continuously optimize campaigns for maximum performance
Case Study: Smith Construction – A Google Ad’s success story
Smith Construction, a leading construction company, provides an excellent example of how Google Ads can significantly boost productivity.
Seeking to expand its client base and increase interest in seeing the project, Smith Construction implemented a well-structured Google advertising campaign in line with its target audience and objectives
By conducting extensive keyword research and creating strong advertising imagery that highlighted its expertise and commitment to quality, Smith Construction dramatically increased its online visibility and attracted good prospects.
Ad extensions were used to provide additional information and engage users. Moreover, they optimized their bids, budgets, and targeting settings to maximize the campaign’s effectiveness. Through continued research and efficiency, Smith’s office produced remarkable results. Their click-through rates increased by 30%, improving ad relevance and user engagement. They saw a 20% reduction in cost per conversion, demonstrating the cost-effectiveness of their Google ad campaigns.
Over to you
Google advertising provides a great opportunity for brands to extend their reach, attract target customers and grow their business.
Increased online visibility, targeted ad power, cost, and measurable results make Google Ads an invaluable tool for brands
By integrating Google Ads into their marketing strategy, brands can build brand awareness, generate more relevant leads, and establish a strong online presence.
Remember, success with Google Ads requires search that they are constantly monitored, adjusted, and adapted to changing market dynamics.
With the right approach and a commitment to continuous improvement, McElligott Digital Marketing has helped construction companies take their business to new heights.
We also provide our clients with timely reports to let them into strategies and change their goals if needed.
Get a free consultation now with our Google Ads expert at 833-7724-897 now. Don’t miss it!