Most contractors setting up and managing Google Ads waste money on clicks that never turn into leads. The problem isn’t the platform—it’s how the campaigns are set up. Small missteps like using overly broad keywords, skipping negative terms, or neglecting mobile users can make the difference between getting quality leads and burning through your budget.
Let’s look at practical strategies that address these gaps and help you create campaigns that actually bring in work.
Contractor inquiries often follow specific patterns. Many homeowners search for services during evenings or weekends when they have time to research projects. If you’re running ads on a flat schedule, you might miss out on peak traffic.
Analyse your performance data and identify high-conversion hours, then increase bids during those times to stay visible. Similarly, reduce bids during low-performing hours to stretch your budget further.
Actionable Steps:
Focusing on high-performing hours ensures your ads appear when potential clients are actively searching for services, making your spending more effective.
Many contractors overlook a critical detail in how people search for services. Potential clients aren’t searching for you or your title—they’re searching for a solution to their specific problem. Instead of generic terms like "general contractor," people often search with clear intent, using phrases like "convert garage to home office" or "build backyard ADU."
These searches may not generate high volumes of traffic, but they signal something far more valuable: readiness to act.
These potential clients already know what they want, and they’re actively looking for someone to bring their vision to life. They’re not browsing; they’re buying. This level of specificity indicates they’ve moved further down the decision-making funnel, making them more likely to convert into paying customers.
Focusing on targeted, solution-based keywords allows contractors to connect with this high-intent audience. For example, optimising your website with phrases like “garage conversion services” or “ADU construction experts” ensures your business appears precisely when someone is ready to act. It’s a strategy that not only drives quality traffic but also positions you as the expert for their unique project.
When general contractors think about local SEO, the focus is often on geographic keywords like “kitchen remodelling in [city].” While these are important, local searches are also shaped by unique regional needs, seasonal demands, and even local events—opportunities many contractors overlook.
Here’s how to tap into these underutilised areas:
While most contractors pour all their resources into finding new clients, your existing customers could be your best source of steady work. Someone who trusted you with their kitchen might be ready for a bathroom renovation next year.
Create campaigns that speak directly to past clients about maintenance, upgrades, or phase two of their projects. These campaigns often bring in steady work at a fraction of the cost of new client acquisition.
Here’s how to incorporate past clients into your contractor advertising strategy effectively:
Competing in the contracting industry doesn’t mean going head-to-head with your competitors' branding. Instead, focus on the common pain points potential clients express in local reviews. If late project completions are a frequent complaint, make punctuality a cornerstone of your messaging: "Projects Completed On Schedule, Every Time."
If hidden costs frustrate homeowners, lead with transparency: "Clear, Upfront Pricing—No Surprises." This approach builds trust by addressing the frustrations clients care about most, all without mentioning competitors. It’s a subtle but highly effective way to stand out by showing you’ve listened and you deliver on what matters.
Generic campaigns can miss the mark, but neighbourhood-specific targeting allows you to speak directly to the needs of potential clients. Homeowners in historic districts may prioritise restoration expertise, while those in newer developments might focus on modern upgrades or custom designs.
Ads like "Historic Home Renovation Specialists in [Neighbourhood Name]" demonstrate that you understand the area’s unique requirements and have the expertise to handle them. This tailored approach not only boosts engagement but also positions your business as a trusted local authority.
Driving traffic to your homepage after someone clicks an ad is a wasted opportunity. It’s like giving directions to a specific house but dropping them off at the neighbourhood entrance. Dedicated landing pages solve this issue by taking users directly to the information they’re looking for.
For instance, if someone clicks on an ad about kitchen remodelling, they should land on a page filled with examples of your best kitchen projects, detailed service descriptions, and testimonials from satisfied clients. These pages provide a focused, relevant experience that keeps potential clients engaged and more likely to convert.
Clicks are not the ultimate measure of success—qualified leads and actual projects are. To understand your campaigns' real performance, implement robust tracking systems. Call tracking can help you attribute inquiries to specific ads while training your team to ask how callers found you provides valuable insight.
When a potential client contacts you about a deck-building project, responding with relevant questions and specific suggestions sets a professional tone and increases your chances of closing the deal.
The goal isn’t just to get clicks—it’s to reach the right people who are ready to move forward with their projects. Using location-specific keywords, re-engaging past clients, creating dedicated landing pages, and addressing common pain points can make advertising for general contractors more effective.
Need help making this a reality? At Just For Contractors, we specialize in building Google Ads campaigns that generate leads, not just traffic. Let’s create a strategy that turns clicks into signed contracts. Contact us today to get started.
