Generating meaningful leads is an on-going and important focus for many construction companies around the U.K. Exactly what source these leads come from can differ from company to company, but generally, we are seeing a shift towards digital marketing campaigns delivering the best results.
These days, most digital marketing strategies will include a pay-per-click campaign, with Google Ads being the platform of choice. It is a very useful and powerful tool but is often underutilised by construction companies.
For this reason, we’ve outlined some of our top tips on optimising your Google Ads campaign, whether it be an existing or new campaign, to help you generate better results and get one step ahead of the competition.
Why Google Ads Works
Before we dive into how to optimise your campaigns, it’s important to understand some of the main benefits of using Google Ads as a lead generation tool.
One of the main benefits is the fact that it only shows your ads to people who already have an intent to learn more or to buy (this is only the case if you bid on the right keywords, which we will cover in more detail below). With the majority of people coming to Google to start their project, whether for research purposes or to find a company, you will want to have a strong presence here. In fact, 90% of all desktop searches happen on Google!
The next important benefit to consider is that Google Ads allows you to target or ‘bid on’ keywords that are highly relevant to your services, which means your ads will only show when someone types the exact keyword you bid on. What is more, you can choose certain areas that these ads will show up in, meaning you can get very granular on your targeting. This is helpful for a construction company who might only service certain areas.
Finally, since the first and last few spaces are dedicated to Google Ads on the SERPs (search engine result pages), this platform is perfect for brands that want to appear higher on the first page of Google for certain search terms. This can be difficult for construction companies, as the amount of competition can make it trickier to achieve a high domain authority (which determines how well a website ranks organically).
Six Steps to Optimise your Campaign
To create successful Google Ads campaigns or to optimise an existing one, you need to consider the following:
1. Define and stick to your budget
A successful campaign isn’t just about getting as many leads as possible, it’s also about making sure that you are seeing a positive ROI (return on investment). This means that before getting started you should understand the value of a lead and decide on a budget that will not take you beyond that particular value. Your budget will also determine what you will get out of the campaigns and the keywords that you will be able to target.
Pro tip: once you have decided on a monthly budget, you will need to calculate your daily budget to set up your campaign. To do this, you can use the following formula:
Monthly budget/30.4 (average number of days per month) = daily budget
2. Identify your audience
Think about the location, age, and devices that your audience is likely to be on. As mentioned previously, this is important for a construction company, as they tend to have very defined areas that they can service.
For example, if you work only within the Greater London area and you spend your budget bringing in a lead from Liverpool, this will not only waste money but also your time and resources.
3. Carry out a detailed keyword research report
Now that you have decided on your budget and defined your audience, you can make educated decisions on which keywords you can bid on and the maximum CPC (cost per click) that you are willing to pay for. Google has a free Keyword Planner that you can use to do this.
We recommend spending a lot of time here, as the keywords you decide to focus on could determine the success of your campaign. Plus, you will want to keep an eye out for variations that might have a lower CPC (cost per click).
Pro tip: Don’t forget to define a negative keyword list, that will tell Google not to show your ads for a selected list of search terms. These could include searches containing ‘jobs’, ‘cheap’, ‘internship’, and other similar variations that won’t bring you qualified leads.
4. Group similar keywords for campaign ad groups
To create effective Ad Groups on Google, you need to group similar keywords together for that particular ad group. Plus, this will help show ads that are more closely related to your keywords, which will drive up the quality score of your ads.
For example, group ad groups around location searches, like ‘Loft Conversions Barnet’ or certain service offerings, like ‘Kitchen Extensions’ or ‘office Fit-out’ plus their variations.
5. Write eye-catching ad copy
Once you feel comfortable with how you have grouped your keywords for each ad group, spend some time writing eye-catching ads that include the keywords within your ad group list and communicate some of your most important USPs (unique selling points).
Pro tip: Keep in mind that Google Ads limits the number of characters you use in your search ads, so be sure to check the guidelines here.
6. Don’t forget to build relevant landing pages
When running Google Ads campaigns, it is best practise to have landing pages for each campaign you run that has the same or similar messaging to the ads that you are running and a clear call to action.
This is important, as it improves the overall user experience and will increase the likelihood that someone will take the desired action when they land on your website.
For example, imagine searching for ‘planning consultant London’ and clicking on an ad, only to find yourself on a page about getting a quote for an office refurbishment. It is not helpful for the user, nor what they were looking for, so they will likely leave the website without trying to find the actual service of interest.
You’re Done Optimising. Now What?
If you have managed to set up a successful Google Ads campaign that is actively driving leads for your construction company, then congratulations! However, your efforts shouldn’t stop here, as you have many more tools you can take advantage of in Google Ads.
As you gather more data about who converts via your conversion tracking tool, think about utilising this information to build out future campaigns by making your campaign ‘goal’ conversions (Google Ads will base who they show their ads to based on who has previously converted).
Google Ads also has the ability to track everyone who has visited your website via your ads, which can be used as your audience for re-targeting campaigns. These are campaigns that only show your ads (most often through the display network).
Using Google Ads to its Full Potential
Google Ads, although useful for many businesses, can be difficult to master. If you are looking to drive more leads for your construction businesses but don’t know where to start, we can help.
As one of the few Inbound Digital Marketing Agencies who specialise in the design and build environment, we will work with you to understand how you can be found by the right people and at the right time and as a result, grow sustainably as a business.