Clutch
G2
The short answer is yes.
Does your company build entire housing developments, new homes from scratch, or handle home improvement projects? Chances are the bulk of your business has come from word of mouth. Referrals are one of the most effective ways to win clients, but they should not be your only source of work. To stay competitive, you also need to be visible at the moment someone searches for a contractor. That is what construction PPC marketing does.
Customers search before they call
When a potential customer hears about you for the first time, they usually look you up online before they call or email. Others skip referrals altogether and search for a contractor in their area. Either way, you need an online presence that lets leads find you whenever they need your services.
Many other contractors are also bidding on the same searches. A well-run PPC marketing program puts your business at the top of the results for the jobs you want, in the areas you serve.
Construction PPC works in four steps
How does PPC marketing for construction companies work? No two companies have the same needs and goals, but the same four steps apply to most campaigns.
1. Research the right keywords
Some property owners are gathering information for later. Others are ready to build now. Different keywords reflect those different goals, so the first step is matching the services you offer to what people actually search for when they need help.
Geography matters a great deal. Focus on keywords and location targeting that match the areas you serve, so the clicks you pay for come from people who can actually hire you.
2. Write ads that speak to the search
With your keywords chosen, write the ads. Strong ads reflect the searcher’s intent, mention your service area, include any current offer, and state what sets you apart. Google Ads now builds most search ads from several headlines and descriptions that you supply, testing combinations over time, so give it clear, varied, accurate options. When someone clicks, they land on a page built to convert.
3. Send paid clicks to a dedicated landing page
A landing page has one job: get the visitor to contact you. Its headline, images and message should match what the visitor just searched for.
Why not send paid traffic to your existing pages? Most of those pages were written for general visitors and for search engine optimization, so they convert paid clicks less effectively than a focused landing page. Include accurate contact information, a click-to-call button for mobile visitors and a short form. Some people want to talk to a person right away, while others would rather schedule a time later, so make both easy.
4. Keep managing the campaign
No PPC campaign runs itself after launch. Ongoing work includes reviewing search terms, adding negative keywords to cut wasted clicks, adjusting bids and budgets, and testing new ads and landing pages. Small improvements to conversion rate add up quickly when each click costs money.
PPC fills the gaps that referrals leave
Paid search will not replace your reputation, but it adds a steady flow of qualified leads on top of it. If you want consistent, high-quality leads for your construction business, SmartSites can help. We have worked with a wide variety of contractors and subcontractors in the construction industry, and we know what it takes to turn clicks into booked jobs.
“SmartSites has elevated our presence on the web and helped optimize our website.”
Dagan HembreeGround Zero Construction
