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Google Ads for Builders

Google Ads for Builders: How to Create an Effective Campaign

In this blog post we focus on Google Ads for builders, an area that has some challenges in promoting through pay per click (PPC) advertising on Google.

However, there are many benefits to this and it ensures that you get quality leads from people who are searching on Google. And it means you can capture some of the traffic that your competitors are currently getting.

So, here are some tips on how a Google Ads campaign for builders should be set up.

 

1. Campaign Objective

Google Ads advertising for builders should begin with objective setting. This feature has multiple options to pick from and the most relevant for a builder is ‘Leads’, which helps you drive as many leads as possible for your campaign.

This objective then helps you select the features that are important to helping you get the best results. That includes recommendations for the campaign type, bid strategy, budget and so on to select in the campaign settings.

 

2. Campaign Type

Next, you’ll need to pick the campaign that’s most relevant for a Leads objective. There are a few to pick from here including Search, Performance Max, Display and Demand Gen. But Search is the most relevant because it allows you to only focus on people who are searching for a builder in your locations.

This ensures that you’re able to see the search queries that visitors are using on Google. And you can eliminate any that aren’t relevant and only focus on those that are performing.

And this will boost your conversion rates and ensure that your campaign is always profitable.

 

3. Campaign Budget

After selecting your campaign, you’ll need to set a budget, which is the maximum amount you want to spend per day and per month. And as a builder, you’ll need to ensure that you set a competitive budget that helps you to appear significantly while achieving your campaign’s objective.

There are several ways to come up with a budget. First, you can do some keyword research and gather all the keywords you want to bid on and multiply that by the average cost per click (CPC) to get a total monthly budget. And then divide that by the average number of days in a month, 30.4 days, to get your maximum daily budget.

Another option is to start with a test budget, like £500 per month, and then increase it as performance improves.

 

4. Bidding Strategy

One of the key features that you’ll need to review for your campaign is the bid strategy. Because you’ve selected a Lead objective, the default bid strategy will be Maximise Conversions and you can set a target cost per action (CPA) to focus on the maximum you want to pay for each conversion.

Automated and manual are the two bid strategy types in Google Ads. And it’s a good idea to start with an automated strategy like Maximise Conversions or Clicks when you are starting and then change to another strategy later to improve performance.

And you can run an experiment to test one bid strategy against another and see what performance results you get.

 

5. Keyword Selection

Doing keyword research for a Google Ads campaign for builders is one of the first and most important actions to undertake. And as mentioned earlier, keyword research helps you to set a budget and also helps you to target the right searches for your business.

The Keyword Planner tool is free, and you can use that to carry out the research. It’s a comprehensive tool but there are some third-party tools which you will pay for, but have some good research features.

And one of these is the ability to carry out competitor research, to find out what keywords other builders are using in their campaigns.

 

6. Text Ads

You will create ad groups in your campaign and each of these will have a set of keywords and at least one text ad. This ad is a Responsive search ad which has 15 headlines and four description lines, and it’s a good idea to use all of these or most of them, to promote your building company.

 

7. Ad Scheduling

As part of the campaign setting features, you should consider when you would like to run your ads. So, you need to pick the days and hours that are most relevant for your business or run them 24/7 so you can test and see how the campaign performs.

You can then optimise the ad scheduling to run on specific days and hours, after you’ve seen your reports. But it’s important to know that people search for builders throughout the day and over the weekend, so it’s a good idea to have them active all the time.

 

Conclusion

As a builder setting up an effective Google Ads campaign is important and should be managed to get the best results. Hopefully this article has helped you to gain tips on how to set up your Google Ads campaign.

I’m a Google Ads consultant and I’d be happy to help you set up an effective campaign. Contact me today to discuss.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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