* Construction Paid Advertising
Paid search for construction targets owners and developers evaluating GC options for specific project types. LinkedIn reaches development companies and owner's reps directly. We build both.
* The Problem
Construction PPC is a niche category with specific dynamics that general PPC agencies consistently mismanage. The keyword volume is low. The intent is high. The value per conversion is enormous. A single project inquiry that converts to a signed contract can be worth hundreds of thousands to millions of dollars. This means that the cost economics of construction PPC are completely different from consumer or home services categories. A $200 per lead cost that would be unacceptable for a roofing company is exceptional for a GC when the average contract value is $2 million.
The other challenge is that construction PPC needs to target the right decision-makers, not just search volume. Property owners, real estate developers, owner's representatives, and corporate facilities managers are the people issuing RFPs for construction projects. They search for GC options, and they are also reachable through LinkedIn and industry trade channels in ways that consumer-facing paid advertising does not support.
Construction PPC requires a combined approach: Google Search for high-intent project-type searches from active evaluators, LinkedIn for reaching development companies and owner's representatives during their planning phase, and remarketing that keeps your company visible through the long construction sales cycle.
* Our Approach
We structure construction PPC programs around project type and buyer persona. Google Search campaigns target owners and developers searching for GC options for specific project types in your service territory. Ad copy and landing pages communicate portfolio depth, project capacity, and the specific credentials and certifications that matter for the project types you are targeting. Every click goes to a landing page that is built to capture the inquiry, not to a homepage.
LinkedIn campaigns reach development companies, real estate investment firms, and corporate real estate teams in your market. These audiences are not searching for a GC today. They are planning projects 6 to 18 months out. Thought leadership content promotion on LinkedIn builds brand awareness and credibility with these audiences during the planning phase, so when they issue an RFP or start making calls, your name is already familiar and credible.
Remarketing in construction is particularly valuable because the sales cycle is long. A developer who visited your website while evaluating GC options needs to see your brand for 90 to 180 days. A well-configured remarketing campaign keeps your portfolio in front of active evaluators for the duration of their decision process, at a fraction of the cost of an additional search click.
* What's Included
* The Outcome
Construction PPC programs produce results that are best measured on a 6 to 12 month timeline given the length of the construction sales cycle. The initial 90 days establish targeting efficiency and baseline cost per qualified inquiry. The 6 to 12 month window shows the pipeline contribution as inquiries move through the sales process to contract. At 12 months, we can calculate the actual ROI based on contract values from PPC-sourced leads.
The construction companies that have both SEO and PPC running simultaneously see the strongest results. SEO builds long-term organic visibility and portfolio authority. PPC fills the pipeline now with targeted inquiries while the organic program accumulates authority. Together, they create a lead generation system that is more resilient and more productive than either channel alone.
Free audit. We'll review your current position and show you exactly what an industry-specific Paid Advertising program looks like for your Construction company.
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