6 min read
How do you find the people in your neighborhood ready to pay serious money for their custom home or significant remodel now? When executed correctly, Google Ads can be a powerful tool for driving high-quality, bottom-of-the-funnel (BOFU) leads—those actively searching for contractor services and ready to make a decision. And it doesn’t stop there. There is so much to know about how to correctly create, run, and adjust Google Ads to benefit your construction business. Builder Funnel helps builders and remodelers grow through strategic digital marketing, including building and perfecting Google Ads for our clients around North America. Here are the most important aspects of this powerful marketing tool that remodelers and builders need to understand to leverage its power effectively.
Why Google Ads Are Effective for Contractors
Google Ads for contractors target high-intent users. Unlike Facebook leads who found you during an aimless scroll, when potential clients search for services such as "roofing contractor near me" or "best remodeling companies," they are often ready to take immediate action. This high level of intent is why appearing on the first page of search results is crucial. How frequently do people make it to the second page of Google, let alone the bottom of the first page? The reality is that most users find what they need at the top, which makes securing a prime position through Google Ads indispensable. Google Ads offers precise targeting options, enabling you to reach potential clients based on location, search behavior, and even their devices. This precision ensures you spend your ad budget effectively, maximizing return on investment by reaching those most likely to convert.
Key Factors for Successful Google Ads Campaigns
Selecting the right campaign type is critical. While we primarily recommend search campaigns due to their proven effectiveness, performance max campaigns can also offer significant benefits by leveraging Google's AI to optimize across multiple channels. However, our experience shows that search campaigns consistently deliver the best results for contractors.
Another crucial element is properly setting up your campaigns from the start. This includes defining clear goals—whether it’s increasing website visits, generating leads, or boosting conversions. A well-defined goal helps shape your entire campaign strategy, from keyword selection to ad copy and landing page design.
Builder Funnel's Tailored Google Ads Strategies
At Builder Funnel, we specialize in crafting Google Ads strategies that effectively target bottom-of-the-funnel (BOFU) leads—those potential clients closest to making a purchase decision. Our approach is grounded in a deep understanding of the construction industry and a proven methodology for maximizing ROI. Here’s how we do it.
High-Intent Keywords
We focus on keywords that indicate strong purchase intent, such as "buy," "order," "schedule," "get a quote," and "best [service] in [city]." This ensures that our ads reach users actively seeking contractor services and ready to take action.
Compelling Google Ad Copy
Our ads emphasize urgency and immediate action with phrases like "Limited Time Offer," "Get a Free Consultation," and "Schedule Your Service Today." We highlight key benefits, discounts, and offers to make the ads more appealing and use strong calls-to-action (CTAs) like "Buy Now," "Get Started," or "Sign Up."
Google Ad Extensions
We enhance our ads with various ad extensions, such as site links to specific landing pages or offers, call extensions for direct contact, and structured snippet extensions to highlight features. These extensions provide additional information and improve the visibility and effectiveness of our ads.
Optimized Google Ad Landing Pages
We optimize landing pages for conversions. This includes having clear CTAs, testimonials, reviews, and a simple, efficient process for visitors to take the next step. Our landing pages are designed to deliver on the ad's promise and facilitate a seamless user experience.
Remarketing Lists for Search Ads (RLSA)
We target users who have previously visited your website but haven’t converted yet. Using customized bids and ads, we can re-engage these potential clients and encourage them to act.
Conversion Tracking
We set up and monitor conversion tracking to understand which keywords and ads drive BOFU conversions. This data allows us to continuously optimize campaigns based on performance and ensure that your ad spend generates the best possible results.
Bid Adjustments and Budget Allocation
We increase bids for high-intent keywords and allocate more budget to BOFU-targeted campaigns and keywords. This strategic approach ensures that your ads reach the most relevant audience.
Audience Targeting
We create custom intent and in-market audiences based on users’ interest in similar products or services. This targeting ensures that your ads are more likely to convert users.
A/B Testing
We continuously test different ad copies, headlines, CTAs, and landing pages. We can refine and improve campaign elements by analyzing user behavior and feedback to maximize performance.
Common Pitfalls Contractors Face With Google Ads and How to Avoid Them
Running Google Ads campaigns can be challenging, especially for contractors who may not have extensive experience with digital marketing. Here are some common pitfalls we’ve observed and how we help contractors avoid them.
- Poor Keyword Selection: Choosing broad or irrelevant keywords.
Solution: Conduct thorough keyword research and implement negative keywords. - Ineffective Ad Copy: Writing generic or unpersuasive ad copy.
Solution: Craft compelling, targeted ad copy with strong CTAs and relevant keywords. - Ignoring Landing Page Quality: Directing traffic to poorly designed landing pages.
Solution: Optimize landing pages with clear CTAs, relevant content, and fast load times. - Improper Conversion Tracking: Incorrectly setting up conversion tracking.
Solution: Set up proper tracking for all key actions using Google Tag Manager and Google Analytics. - Not Using Ad Extensions: Missing opportunities to enhance ads.
Solution: Utilize site links, callouts, and call extensions to improve ad visibility. - Ignoring Negative Keywords: Not using negative keywords.
Solution: Regularly review search term reports to add negative keywords and prevent wasted spend. - Lack of A/B Testing: Not testing different ad variations.
Solution: Continuously perform A/B testing on ad copies, CTAs, and landing pages. - Overlooking Mobile Optimization: Failing to optimize for mobile users.
Solution: Ensure ads and landing pages are mobile-friendly and adjust bids for mobile traffic. - Not Monitoring and Adjusting Bids: Setting bids once and not adjusting them.
Solution: Regularly monitor and adjust bids based on performance and competition. - Ignoring Audience Targeting: Not leveraging audience targeting options.
Solution: Use remarketing lists, custom intent audiences, and in-market audiences to tailor ads.
Types of Google Ads Campaigns for Contractors
At Builder Funnel, we focus on running Search Campaigns for our contractor clients because they consistently deliver the best results. Search Campaigns target users actively looking for specific services, making them ideal for capturing bottom-of-the-funnel (BOFU) leads. When someone searches for "roofing contractor near me" or "kitchen remodeling quotes," they are already in the decision-making phase, which is why Search Campaigns are so effective.
While Search Campaigns are our primary focus, we occasionally experiment with Performance Max campaigns. These campaigns use Google's AI to optimize ad delivery across all Google properties, including YouTube, Display, Search, Discover, and more.
Case Study: Outdoor Remodeler Closes $150,000 with Google Ads in 60 Days
Background
A well-established outdoor living company in Virginia, specializes in designing and constructing outdoor spaces partnered with Builder Funnel to enhance their marketing strategy through multiple modalities, including a detailed paid ads campaign.
Strategy and Implementation
High-Intent Keywords: We targeted high-intent search terms like "outdoor remodeling services" and "patio renovation quote" to attract users who were ready to make a decision.
Compelling Ad Copy: Our ads emphasized urgency and unique selling points with phrases like "Transform Your Backyard Today" and "Get a Free Quote Now."
Ad Extensions: We utilized site links to specific landing pages, call extensions for direct contact, and structured snippets to highlight key features.
Optimized Landing Pages: We created landing pages that aligned with the ad copy, featuring clear CTAs, client testimonials, and high-quality images of completed projects.
Conversion Tracking: We set up proper conversion tracking to measure key actions such as form submissions and phone calls, allowing us to optimize the campaign effectively.
Results
The Google Ads campaign generated several quality leads within the first 60 days, leading to a significant project. Deckscapes closed a $150,000 deal after spending only $5,997.92 on ads, achieving a 25x return on investment. Read more about these results here.
FAQs About Google Ads for Contractors
How much do freelancers charge for Google Ads?
Freelancers typically charge anywhere from $50 to $200 per hour for managing Google Ads campaigns. However, some may offer monthly packages ranging from $500 to $2,000 or more, depending on the scope and complexity of the campaign.
How much is 1,000 views on Google Ads?
The cost for 1,000 views (CPM) on Google Ads can vary widely based on industry, competition, and targeting. Highly competitive industries like construction may see higher rates than more general averages across industries.
What is a good cost per click for Google Ads?
A good cost per click (CPC) for Google Ads in the construction industry can vary based on the specific service and location. Depending on their location and services, we are currently measuring an average cost per click anywhere between $4 and $15. Monitoring and adjusting bids based on performance is crucial to maintaining a good CPC. You are trying to beat your old numbers, constantly trending downward as you hone in on what works to find your ideal warm lead.
What is a good cost per conversion for Google Ads?
Again, this figure varies for each business and depends on factors like location and the competition for similar services in each market. At the moment, most of our clients pay between $100 and $200 for each conversion. However, this figure tends to see more extremes, with some clients paying as little as $30-$50 and others paying more than $200.
Builder Funnel Creates Google Ads that Help Builders and Remodelers Grow
Google Ads can be an incredibly effective tool for contractors when executed correctly. By focusing on high-intent keywords, crafting compelling ad copy, optimizing landing pages, and continuously refining campaign elements, contractors can drive high-quality leads and achieve significant business growth.
Builder Funnel leverages our evolving expertise to select Google Ads strategies that deliver results for our clients. Though we recommend a holistic digital marketing strategy, we do offer Ads-only services because successful Google Ads can be so critical to your business’ short-term bottom line. Contact us today to discuss our expert management and optimization services to ensure your campaigns bring you the qualified leads you need. Let's work together to ensure your construction business thrives!
Contact us today to discuss our expert management and optimization services to ensure your campaigns bring you the qualified leads you need. Let's work together to ensure your construction business thrives!