PPC for Construction: A Quick Guide to Boost Inquiries

PPC helps construction companies generate qualified leads by targeting potential clients searching for services like remodeling or commercial builds. By using location-based targeting, high-intent keywords, and optimized landing pages, construction businesses can boost visibility and profitability.

For construction companies, nothing beats a glowing referral. But even the best word-of-mouth marketing isn’t a reliable source for steady lead generation.

Enter: Pay-per-click advertising.

The right PPC ad campaigns can target potential clients exactly when they are searching for construction services — whether that’s residential remodeling, commercial builds, or general contracting.

PPC provides a fast and effective way to increase your business’s visibility and generate high-intent traffic, all while controlling costs.

In this guide, HawkSEM PPC expert Bridget O’Toole shares her expert advice on building successful PPC campaigns for construction companies.

What is PPC for construction companies?

PPC for construction companies is a digital marketing strategy that promotes construction services through online ads across search engine platforms like Google, Yahoo, and Bing.

(Image: Google screenshot)

How PPC works

PPC ads typically use keywords (such as “contractor near me”) to match user search terms with relevant ads.

As an advertiser, you:

1. Choose the keywords your audience is most likely to use when searching for your services
2. Create ads catered to that particular search
3. Place a bid based on how much you’re willing to pay for that ad to be clicked

You’re only charged a fee when the ad is clicked. The cost will vary depending on the competition, your Quality Score, and the value of the keyword.

The higher the bid, the quality of your ad, and its relevance, the more likely you are to appear in the most desirable locations.

Benefits of PPC for construction

PPC advertising benefits construction businesses of all sizes, whether you’re a small contractor or an established firm.

Some benefits include:

• Reaching high-intent users: PPC allows you to target people the moment they are ready to hire a construction company.
• Fast results: While other marketing strategies like SEO take up to a year, PPC can yield results in 2-3 months.
• Local targeting options: Local ads reach potential customers within a specific location, like a neighborhood, town, or district.
• Budget control: PPC allows you to set your maximum budget to control costs.

Best campaign types for construction businesses

“Most service-based industries, such as construction, will see the strongest ROI by focusing on Search Ads and adding Performance Max once conversion tracking is solid,” says O’Toole.

“Display and remarketing campaigns can be beneficial during slower months to stay top of mind for a lower CPC.”

Here’s an overview of the best campaign types for construction companies:

1. Google Search Ads for local, service-intent queries. These ads appear on the SERP above the organic Google search results.

2. Local Services Ads (LSAs) for “Google Guaranteed” and high trust factor. LSAs appear above traditional search ads and are pay-per-lead, which means a larger reach for less ad spend.

3. Display Ads for brand awareness in your area. These banner ads appear on websites on the Google Display Network.

4. Remarketing campaigns for staying top of mind for interested prospects. This campaign type targets prospective customers who have already engaged with your business.

5. Performance Max for more automated, goals-driven campaigns. PMax campaigns automatically build and display ads across all of Google’s channels using previous campaign data and audience signals.

Keyword research is the process of discovering which search terms your target market uses to find construction services. (Image: Adobe)

How to build a successful construction campaign

While your unique campaign strategy will depend on your service offerings, audience, and location, there are some general steps you can take to ensure your PPC campaign is set up for success:

1. Conduct industry-specific keyword research

Keyword research is the process of discovering which search terms your target market uses to find construction services.

Use keyword research tools like Google Keyword Planner, Semrush, Ahrefs, and Moz to:

• Determine the keywords you already rank for
• Compile topics and keywords relevant to your business
• Find related terms that could boost your rankings
• See what keywords your competitors rank for
• Assess keyword volume and cost per click (CPC)

“Focus on targeting high-intent keywords such as industry-specific or location-based terms,” says O’Toole.

We recommend using service and location keyword combos, like “bathroom remodel Phoenix.”

Don’t forget to create negative keyword lists for common search terms like “DIY,” “cheap,” and “jobs.”

Further reading: How to Do Keyword Research: Tools to Use + Proven Tips

2. Leverage geotargeting and location settings

“Limit your ads to your service area to focus on the right audience,” says O’Toole.

Geotargeting does this by delivering tailored ads to people based in a specific geographic location.

This means local construction companies can keep ads relevant to their audience by targeting people based on zip code, city, or service area.

Further reading: What is Geotargeting? How to Use it + Expert Tips

3. Write clear ad copy that builds trust

“Write your ads that focus on gaining trust by including licenses, [words like] ‘insured, trained team,’ and years of experience,” says O’Toole.

Also, use calls to action like “get a free quote” or “call now.”

Further reading: How to Create SEM Ad Copy that Clicks: 12+ Expert Tips

4. Link to high-quality landing pages

When someone clicks on your ad, they are directed to a landing page — a page on your website designed to get the user to take one specific action.

“Make sure the ads are sent to mobile and desktop-friendly web pages with a clear call to action, such as a free estimate, to drive calls and form fills,” says O’Toole.

Some important elements of a high-quality landing page include:

• A clear CTA
• Portfolio images
• A lead form
• Testimonials
• Fast loading time

Further reading: How to Create Landing Pages that Convert: Examples + Pro Tips

5. Track your conversions

Conversion tracking is how marketers track and quantify people’s actions on their websites after clicking on their Google Ads (such as completing a form or calling your business).

By tracking conversions, you can determine which ads lead to the most conversions, which keywords and website placements generate the best results, and which campaigns aren’t converting despite a high click-through rate (CTR).

Further reading: How to Set Up Conversion Tracking for Google Ads: A Quick Guide

Common construction PPC mistakes

When running PPC marketing campaigns, it’s easy to make mistakes. Here are some common ones to avoid in the construction industry:

1. Sending traffic to the homepage instead of a service page

When someone clicks an ad, they typically have a specific service or request in mind.

Whether they searched for a construction project or wanted more information about a business nearby, there should be a unique landing page dedicated to their needs.

2. Targeting broad keywords without a negative keyword list

“Avoid bidding too broadly on terms like ‘construction’ or ‘remodel,’” says O’Toole. “These can result in irrelevant traffic that can be costly.”

Even when bidding on high-intent keywords, “make sure to keep a close eye on search terms and stay on top of adding irrelevant searches to a negative keywords list,” she adds.

3. Ignoring mobile users

“Avoid common site issues like not having a mobile-friendly design, hidden call to actions or phone numbers, and too much text and not enough images of finished work,” says O’Toole.

4. Failing to track phone calls (or any conversions)

“Ensure conversion tracking is set up correctly so you are optimizing towards what is working in the account rather than guessing,” O’Toole adds.

How to measure PPC success in construction

Success isn’t just about driving traffic to your site; it’s about generating qualified leads that turn into real jobs.

“Be sure to keep track of any form fills and phone calls that come through the account since sales cycles can be longer for some projects,” says O’Toole.

“It will be crucial to understand what has turned into revenue to understand the success of your campaigns.”

Some helpful metrics to track include:

• Cost per lead (CPL)
• Lead-to-sale conversion rate
• ROI by service type
• Impression share in the target area

Digital marketing agency vs. DIY

Effective PPC advertising is a full-time job — but it’s possible to run your own campaigns and still see measurable results.

If you don’t have the appropriate budget or the resources to scale, it may be best to DIY your marketing efforts (for now).

Starting small with a social media presence and some basic search engine optimization (SEO) can set you up for more successful PPC down the road.

Think you’re ready to hire help? Some benefits of hiring an agency include:

• Faster results
• More cost-efficient
• Streamlined communication
• Aligned goals and priorities
• Synced marketing channels
• Quicker feedback and iterations
• A stronger understanding of your customers
• Identify patterns and trends
• Access to a diverse roster of experienced marketing pros
• Ability to scale up (or down) as needed

What to look for in a PPC agency for your construction business

There are a lot of PPC agencies out there — but not all of them will have experience with the construction industry or the credentials to generate positive results.

If you’re ready to hire help, look for:

Industry experience: Your agency should have experience with construction and local services — understanding your local competition, seasonality, and how your target audience searches for contractors online.

Local and geotargeting expertise: As a local service provider, you need an agency that knows how to optimize campaigns by zip code, city, or radius and tailor ad copy to different locations.

An emphasis on lead quality: A reliable PPC agency should value quality over quantity when it comes to your leads. Ask how they filter out common low-intent searches and attract higher-value prospects.

Custom campaign strategies: Templatized solutions and AI-generated campaigns aren’t worth your money. Your agency should develop a PPC strategy tailored to your unique services, budget, target audience, and business goals.

Case studies: Ask for proof of results and past success, ideally from other businesses within your field.

Clear tracking and reporting: Your agency should offer robust tracking using data collected from Google Analytics. Often, construction businesses lean heavily on phone calls and form submissions, making this step particularly important.Similarly, their reporting should be clear, transparent, and revolve around the KPIs you determine are most valuable.

Responsiveness: Look for a team that provides regular updates, is quick to make changes, and answers your questions.

The takeaway

For construction businesses, PPC is the key to reaching high-intent searchers who are ready to hire.

But it’s best to start small with a defined budget, focus on your most profitable services, and monitor (and optimize) your campaigns monthly.

Consider pairing PPC with SEO for long-term growth — and if you have the budget, partnering with a reputable PPC agency.

At HawkSEM, our clients benefit from an average 4X return on investment (ROI) from our team of experts. Ready to bring in more high-quality traffic? Reach out.