Construction PPC Strategies + Tips to Generate High-Quality Leads Online

Andrea OzelloAuthor: Andrea Ozello
Updated on 03/04/2024

Every year, business owners set ambitious goals to grow sales. Marketing can play an essential role in fueling those sales. One of the quickest and most effective ways to grow your business (especially in the construction industry) is through a pay per click campaign. Pay per click is commonly referred to as PPC or search engine marketing.

While there are many websites you can run advertising on, Google Ads and Bing Ads tend to drive the most consistent and qualified leads from construction companies looking for commercial or residential customers. Below we share some tips on how to make the most of these channels to help you in your paid marketing efforts. However, if you are looking for services to help you run or manage your campaigns, please feel free to reach out to us via the form at right.

“John and his team at Sixth City are smart, passionate, and friendly. A great team to collaborate with!” – Will Duderstadt, M/I Homes

Pay-Per-Click Guide for Construction Companies in 2024

construction advertising 2023If you want to drive high-quality leads and boost ROI for your business, you’ll need to develop an efficient PPC strategy. It’s essential to capitalize on the key PPC elements to help increase brand exposure and traffic. Here are some of our best tips:

Establish Your Budget

First and foremost, you’ll want to determine the overall budget for your PPC campaigns. In doing so, be sure to consider your competitors and top keywords you plan on running. Keep in mind that you will be paying for every click so it’s important to set a realistic budget to keep from over or underspending.

Every paid platform varies, but they typically give you the ability to set a daily budget. Choose this carefully as many of these platforms may go over or under the daily spend budget. You can get more out of your budget too by limiting the times your ads are shown.

Consider these options depending upon who you are targeting:

  • Residential construction industry (targeting B2C) – Run ads on Monday through Sunday from 7am -9pm
  • Commercial construction industry (targeting B2B customers) – Run ads Monday through Friday from 7pm-6pm

Know Your Keywords

If you want your campaigns to perform, make sure to use the most relevant keywords associated with your construction business. Take a moment to put yourself in the shoes of your ideal audience. What terms are they going to search to find a construction company that offers what you do? Given new home builders audience will differ from a commercial construction firm, you need to ensure you have this as part of your strategy. Some possible examples can include:

General

  • “construction company near me”
  • “construction services [city or state]”
  • “commercial construction contractors”

Residential construction company

  • Home builders near me
  • Home remodeling company [city or state]
  • New home builders
  • New construction homes
  • Home builder contractor

Commercial construction company

  • Commercial construction companies near [city]
  • Commercial construction
  • Industrial construction services
  • School and education construction company

You can use your knowledge of your industry and keyword research to determine which keywords you should target. You’ll also want to make sure to exclude any terms that are irrelevant to your business that you do not want your ads to show for.

Narrow Down Your Audience

Knowing your ideal audience in critical to the success of your PPC campaigns. Does your target customer want to build a house in your area? Is there a specific building style you offer? Are they interested in commercial real estate? Narrowing down your audience as much as you can will help to increase the amount of quality searches and leads your business generates.

PPC provides a number of tools that can be implemented to refine the targeting for each campaign. Targeting can be modified by geographic location, user interest and intent, age, income level, language, and more.

Create Captivating Content and CTA’s

Once you’ve determined your budget, keywords, and target audience, you’ll want to create content that will drive the users home. Make sure to design unique landing pages specific to your construction business, fresh, relevant ad copy, and engaging calls-to-action (CTAs).

Don’t Just Send People to Your Homepage

A classic mistake that we see from customers running their own campaigns is that they send all ads they create to the homepage. It’s critical to create a structure to where you group keywords and ads with the campaign and send people to super relevant pages.

Understand Your Paid Channel Options

With pay-per-click marketing, advertisers have the ability to reach thousands of customers on various channels. Here are the top platforms we recommend construction companies utilize

FAQs About Our PPC Marketing Services

Our team wants you to have a clear understanding of PPC and here are some of the industry’s most frequently asked questions to help your construction business get started.

Do I get to set my own budget?

Yes! How much you wish to dedicate toward your campaign is completely up to you. We will, however, consult with you depending on the results we see about whether we believe it is a good idea to possibly increase spend down the line, or pull back on certain ad groups.

Are there ads that can generate more phone calls?

On Google Ads, you will have the ability to create “call only” ads that will directly lead customers to contact your business via phone, rather than going to a landing page with a form for contact information.

Can I advertise on both search engines and social media?

Absolutely. For construction companies, not only would normal pay-per-click advertising on search engines be a great way to produce leads, but places where you can visually show off your work (such as Facebook or Instagram) could be a great way to expand your reach!

What are some of the ways you manage campaigns?

As we mentioned earlier, we have a range of typical tasks we implement to ensure your campaign is running smoothly and at its best. We keep an eye on the search queries that produce clicks, add negative keywords, bid up on top performing terms, and make sure your budget is monitored every month.

How will you keep in contact on the progress of my campaign?

Not only can you email us at any time with questions or concerns about your campaign’s progress, but we will always send you a monthly summary of your campaign that breaks down key metrics such as form submissions, phone calls, and more.

Can I package PPC in with your other services?

Yes, we would be happy to help your business grow through not only paid marketing but also our other service offerings such as SEO, website redesign, and more.

Digital Advertising Services We Provide for Construction Contractors

When you sign on with our agency for construction paid marketing, you will receive the following:

  • Analytics Data – We know that having the data to back up our work is important, which is why we always ensure Google Analytics and your ad platform are integrated.
  • Unique Landing Pages – Unless you have desired pages you would like to use, for every campaign we will design and set up new landing pages for products and services that will match your branding.
  • Custom Ad Copy – Implementing a PPC campaign is one thing, but you will need quality ads that will attract your ideal customer. Our talented writing team will craft custom ads to target your ideal audiences for various services.
  • Competitor Analysis – In order to run a successful campaign, we will conduct competitor research to see who and what we are up against, which helps us to craft the perfect strategy for your business.
  • Keyword Research – To help your ads reach your ideal client, we conduct research around which keywords attract the most customers and focus on ones we know will convert the best.
  • Lead Tracking – We will be able to implement lead source tracking on your forms, including with unique phone numbers that reroute to your line, that include special tracking capabilities to give us more data to show you.
  • Ongoing Management – From checking your bids to adding negative keywords to keeping an overall eye on your campaign, our routine monitoring will ensure results.
  • Platform Flexibility – As we noted earlier, we are not only Google Ads experts, but we also have experience working with Bing, Facebook, LinkedIn, and Instagram advertising as well.

Benefits of Paid Marketing for Construction Companies

If you’re deciding on whether or not to add pay per click into your marketing efforts, allow us to show you the significant value it can deliver. Here are a few reasons you should consider investing in PPC for construction companies and contractors:

  • PPC has exclusive targeting allowing you to direct ads to specific users
  • It’s the fastest way to drive traffic to your website
  • PPC is an effective way to highlight promotions and sales
  • It provides measurable results, and you can easily track ROI
  • You have the ability to reach a local or national audience
  • You are in complete control of your budget
  • PPC is proven to boost sales and brand exposure

How Our Construction Advertising Agency Is Different

Here are just some of the qualities that our company has that makes us stand out among other providers:

Close-Knit, In-House Staff

Unlike many other marketing agencies, our staff is in-house, and we don’t outsource any of our PPC work. Not to mention, we are a close-knit group which helps us produce better quality work.

Monthly Metrics Reporting

Your dedicated account manager will send you a report on a monthly basis that breaks down all the high-level data you wish to know, such as spend, conversions, and more.

Ability to Track ROI

Since we collect paid leads via forms and call tracking, we can provide a list of customers you have gotten through our efforts that you can then cross reference with your closed sales.

Diverse Set of Skills

Not only are we construction PPC marketing experts, but we can also provide other digital marketing services such as SEO and WordPress design for companies as well.

Buildable Client-Agency Relationship

On top of doing great work, we are focused on forming a relationship with our clients. And we always look forward to building a long-standing relationship with all of our new clients.

Significant Experience

Collectively, our team has 25+ years of experience in digital marketing, which includes paid advertising. Not to mention, we have been helping not only businesses in construction but in many other fields, which has given us the ability to expand our mindset and better assist clients.

Proof of Success from PPC Campaigns

If you check out our case studies, you will see that we have helped a wide range of businesses thrive. Many of those clients utilized paid marketing services, and here is one example of just some of the success we have seen from our PPC marketing campaigns:

  • Kent State University – College of Business Administration – We saw a 148% increase in leads from our efforts by implementing:
    • A tailored custom strategy for their audience
    • Refined messaging and targeting on ads
    • Custom landing pages that encourage conversion

Other Ways We Can Help

Get to Know Us Better

Since 2010, Sixth City Marketing has been helping businesses of all kinds reach their marketing goals through PPC, SEO, web design, and other digital marketing approaches.

Operating locations in Cleveland, Columbus, Indianapolis, Nashville, Chicago, and Pittsburgh also allows us to help businesses locally, but also anywhere in the nation. And our in-house team excels at helping different businesses see great results through our quality work and transparent communication.

“John and the team at Sixth City Marketing has delivered on everything they promised. From the time we started working with them until now, our leads have tripled. We’ve worked with them in many areas including PPC, SEO, website design and social media marketing. I would HIGHLY recommend John and the team at Sixth City Marketing.” – Lisa Calovini, Shini USA

Need Help Running Ads for Your Construction Company?

When it comes to PPC services for construction, you can’t go wrong with Sixth City Marketing! Our team knows can help take your business to the next level online. Want to learn more about our construction PPC services? Talk to us today.

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