by John Wright
Type "Loft extensions Bristol" into Google. At the top of the page, you will see "Sponsored" listings from construction companies that know where their potential clients are looking. These are pay-per-click (PPC) advertisements, where companies pay only when someone clicks on their ad.
Before the days of the internet, we could only dream of such precise targeting. Today, PPC advertising allows you to show your services to people who are looking for them.
SEO and content marketing are important for long-term success, and I support both. However, they can take months to show results. But what if you've just finished a major project and need to fill your pipeline quickly? Or you're expanding into a new service area and want immediate visibility? That's where PPC comes in. It's like having a digital billboard that only charges you when interested people walk through your door.
I've seen construction companies transform their lead generation through smart PPC campaigns. But I've also seen others waste their money on poorly planned campaigns.
In this guide, I'll share practical PPC strategies specifically for construction businesses. You will learn to create campaigns that reach the right customers. You will also control your costs and get measurable results. This applies whether you are a small contractor or a large construction firm.
The Benefits of PPC for Construction Businesses
Pay-per-click Advertising has many benefits for construction businesses that want to grow online and attract more customers:
Immediate Results: Unlike SEO, which can take months to show results, PPC ads can bring clicks and leads right away. This makes PPC ideal for generating quick results or promoting time-sensitive offers.
Highly Targeted: With PPC, you can aim your ads at specific groups. You can choose based on location, search keywords, interests, and more. This ensures your ads are shown to the people most likely to need your services, reducing wasted ad spend.
Measurable ROI: PPC platforms give you detailed data. You can track important metrics like clicks, conversions, and cost per lead. This makes it easy to measure your return on investment and optimise your campaigns for better performance.
Flexible Budgeting: With PPC, you have complete control over your advertising budget. You can set daily or monthly spend limits, adjust your bids for specific keywords, and pause or stop your campaigns at any time. This flexibility allows you to invest in PPC at a level that makes sense for your business.
Tips for Creating Effective PPC Campaigns
To get the most out of your PPC efforts, follow these proven strategies:
1. Conduct Thorough Keyword Research
Keyword research is the foundation of any successful PPC campaign. By finding the search terms your target customers use, you can create ads and landing pages that attract clicks and conversions.
Start by brainstorming a list of keywords related to your trade, services, and location. Use tools like Google Keyword Planner or SEMrush. These tools provide data on search volume, competition, and suggested bids for each keyword. Focus on high-intent, industry-specific terms that indicate a readiness to hire, such as "emergency plumber near me" or "commercial roofing contractor."
2. Write Compelling Ad Copy
Your ad copy is your chance to grab searchers' attention and convince them to click through to your website. To create effective ads, follow these tips:
Highlight your unique value proposition, such as your experience, quality, or customer service
Use numbers or statistics to make your ads more compelling (e.g., "25+ Years of Experience" or "100% Satisfaction Guarantee")
Include relevant keywords in your headlines and descriptions to improve relevance and Quality Score
Use strong calls-to-action (CTAs) that encourage clicks, like:
"Get Your Free Extension Quote Today"
"Book Your Kitchen Design Consultation"
"Request Your Home Renovation Survey"
"Download Our House Extension Guide"
"Get Your Loft Conversion Quote"
"Schedule Your Building Survey Now"
Test multiple versions of your ads to see what resonates best with your audience
3. Leverage Geo-Targeting
For construction businesses that serve specific geographic areas, geo-targeting is a must. This feature lets you show your ads only to people in specific locations. You can choose a town, city, post code, or a radius around your business.
By geo-targeting your campaigns, you can ensure your ad spend is focused on the areas where you provide services. This is especially important for construction businesses, where proximity is a key factor in hiring decisions.
4. Optimise Your Landing Pages
Getting clicks on your PPC ads is only half the battle. To turn those clicks into leads and sales, you need to create compelling landing pages that convince visitors to take action.
Your landing pages should be closely related to the keywords and ads that drive traffic to them. They should have a clear headline, engaging copy, and a prominent CTA that matches the intent of the ad. Ensure your landing pages work well on mobile devices. They should load quickly and show trust signals. Trust signals can include customer reviews or industry certifications.
5. Monitor and Refine Your Campaigns
PPC is not a set-it-and-forget-it strategy. To maximise your results, you need to continuously monitor your campaigns and make data-driven optimisations.
Use your PPC platform's analytics to track important metrics. Focus on click-through rate (CTR), conversion rate, cost per lead, and return on ad spend (ROAS). Look for opportunities to improve performance, such as:
Pausing or adjusting bids for keywords that aren't delivering results
Expanding your keyword list based on search terms report insights
Refining your ad copy and landing pages to boost relevance and conversion rates
Adjusting your targeting settings to focus on the most profitable audiences and locations
By regularly analysing and improving your campaigns, you can boost your PPC performance. This will help you get more leads and sales for your business.
Conclusion
PPC advertising is a strong tool for construction businesses. It helps them enhance their marketing efforts and attract more qualified leads and sales. To get the best results from your PPC campaigns, do thorough keyword research. Write engaging ad copy and use geo-targeting. Optimise your landing pages and keep improving your campaigns. This way, you can maximise your results and get a good return on your advertising investment.
Take Action: Launch Your First PPC Campaign
It can feel quite daunting when you set up your first PPC campaign. But breaking it down into small steps makes it manageable. Set aside two hours this week to get started:
Choose one specific service to promote (like "house extensions" or "loft conversions")
Set up a Google Ads account and set a modest daily budget (£20-30 is enough to test the waters)
Research 5-10 relevant keywords using Google's Keyword Planner
Create one simple ad focusing on your chosen service and local area
Link it to your most relevant existing service page
Remember, it doesn't have to be perfect - start small, monitor daily, and adjust as you learn what works for your construction business.
Up Next: A Deep Dive into Keyword Research
In our next post, we'll take a closer look at the art of keyword research for construction businesses. We will help you find your seed keywords. We will also look at search intent and competition. This guide covers everything you need to build a strong base for your PPC and SEO work.
Found This Useful?
I hope you've found this guide to Pay-per-click Advertising helpful. If you would like to discuss Pay-per-click advertising, please email me. You can also connect with me on LinkedIn. If you want to talk about your construction company's digital marketing strategy, feel free to reach out as well.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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