Google Ads for Construction Companies: Your Definitive Guide to Winning More Projects & Leads

In an industry built on precision, reputation, and tangible results, the methods for acquiring new projects are rapidly evolving. For construction companies accustomed to winning business through word-of-mouth, local relationships, and traditional advertising, the digital landscape can seem complex and uncertain. Yet, it’s precisely in this digital arena where your next high-value customer is actively searching for a solution. They aren’t flipping through a phone book; they’re typing “commercial general contractor near me,” “kitchen remodeling experts [city],” or “emergency roof repair” directly into a Google search bar. This is the moment of highest intent, and being visible at that exact second is no longer a luxury—it’s a competitive necessity.

This guide is designed to be the definitive resource for construction companies looking to harness the power of Google Ads. We will move beyond generic marketing advice and delve into the specific strategies, tactics, and frameworks required to turn clicks into qualified leads, and leads into profitable construction projects. You will learn how to build a powerful marketing strategy that positions your business as the most relevant, authoritative, and geographically specific solution for potential clients. From foundational planning and precision targeting to crafting high-converting ad campaigns and measuring your return on investment, this article provides a comprehensive blueprint for building a predictable pipeline of new business through one of the most effective digital marketing channels available today.

Introduction: Why Google Ads is a Game-Changer for Construction Companies

The construction industry, historically reliant on relationships and reputation, is undergoing a profound digital transformation. The way clients find, vet, and choose contractors has shifted online, creating both a challenge and an unprecedented opportunity for growth. Understanding this shift is the first step toward building a dominant digital presence.

The Digital Shift in the Construction Sector: Customers are Searching Online

Today’s customer journey for construction services almost invariably begins online. Whether it’s a homeowner researching local builders for a new home, a facilities manager seeking a commercial renovation contractor, or a developer looking for a partner on a large-scale project, the first action is a search. They are looking for portfolios, reading reviews, and comparing qualifications long before they ever pick up the phone. This self-directed research phase means that if your construction business isn’t visible on Google, you are invisible during the most critical stage of the customer’s decision-making process. The data confirms this trend, with millions of construction-related searches occurring every month, each one representing a potential project for the company that shows up.

Why Traditional Marketing Alone Falls Short in Today’s Market

Traditional marketing methods like print ads, local sponsorships, or direct mail still have a place, but they lack the precision and immediacy of digital platforms. These methods are often a broadcast to a wide, untargeted audience, hoping to catch someone with a current or future need. The primary drawback is the inability to connect with a customer at the exact moment of their need. You might place an ad in a local paper, but you have no guarantee that the reader is considering a construction project. This approach leads to significant wasted ad spend and makes it incredibly difficult to measure return on investment (ROI). In a competitive market, relying solely on these methods means you are missing the most motivated and high-intent customers who are actively seeking your services online.

The Power of Google Ads: Connecting with High-Intent Customers Ready to Build

This is where Google Ads fundamentally changes the game for construction companies. Unlike traditional marketing that pushes a message out, Google Ads is a form of “pull” marketing. It allows you to place your business directly in front of a potential customer who has explicitly raised their hand and stated their need through a search query. When a user searches for “custom home builders in [Your City],” they are not casually browsing; they have a high level of commercial intent. They are actively in the market for your exact service. Google Ads allows you to capture this intent, ensuring your company is the first solution they see. This direct line to motivated buyers is unparalleled in its efficiency and effectiveness.

Understanding PPC for Contractors: A Targeted Approach to Winning More Projects

Pay-Per-Click (PPC) advertising, the model behind Google Ads, is a performance-based marketing strategy. You don’t pay for your ad to be shown; you only pay when a genuinely interested user clicks on it. This model provides an exceptional level of control over your marketing budget and ensures your investment is directed toward engaging potential leads. For contractors, this means you can run a highly targeted campaign focused on specific services (e.g., “concrete foundation repair”) within a precise geographic area (e.g., a 20-mile radius around your office). This targeted approach minimizes wasted spend and maximizes the likelihood that every click comes from a qualified, local customer, making it a powerful and cost-effective engine for lead generation and project acquisition.

Google Ads Fundamentals for Construction Businesses

Before launching a campaign, it’s crucial to understand the basic mechanics of the Google Ads platform and how its features are uniquely suited to the needs of the construction industry. This foundational knowledge will empower you to build a more effective marketing strategy.

What is Google Ads and How Does It Work for the Construction Industry?

Google Ads is an online advertising platform where businesses pay to display brief advertisements, service offerings, product listings, or videos to web users. For construction companies, its primary power lies in the Search Network. When a potential customer searches on Google for a service you offer, your ad can appear at the top of the search engine results page (SERP).

The system operates on an auction basis. Every time a user performs a search, Google runs a complex, near-instantaneous auction to decide which ads to show and in what order. Your position is determined not just by your bid (how much you’re willing to pay per click) but also by your Ad Rank. Ad Rank is calculated based on your bid amount, the quality and relevance of your ad and landing page (your Quality Score), and the expected impact of ad extensions. This means you don’t need the biggest budget to win; you need the most relevant and highest-quality campaign.

Key Google Ads Formats for Driving Construction Leads:

While the platform offers various formats, a few are particularly powerful for construction companies aiming to generate high-quality leads:

• Search Ads: These are the text-based ads that appear on Google search results pages. They are the cornerstone of any construction marketing strategy on Google, as they directly capture users actively searching for your services.
• Local Services Ads (LSAs): For eligible service-based contractors (like plumbers, electricians, HVAC, and roofers), LSAs are a powerful tool. These ads appear at the very top of the search results, even above traditional PPC ads. They feature a “Google Guaranteed” or “Google Screened” badge, which builds immediate trust. You pay per lead (a phone call or message), not per click, making it a very direct lead generation tool.
• Display Ads: These are visual banner ads that appear on websites within the Google Display Network. While less effective for capturing immediate intent, they are excellent for building brand awareness and for remarketing—showing your ads to users who have previously visited your website.
• Video Ads (YouTube): Video ads on YouTube can be used to showcase completed projects, share customer testimonials, or explain a complex construction process. This format is ideal for engaging potential clients in the consideration phase and building your brand’s authority.

Why Google Ads is Uniquely Suited for the Construction Sector’s Needs

The construction industry has specific marketing needs that Google Ads is perfectly designed to meet.

1. Immediacy and Need-Based Demand: Many construction services, especially repairs (e.g., “emergency plumbing,” “storm damage roof repair”), are sought out of immediate necessity. Google Ads places you in front of these clients at their moment of urgent need.
2. Geographic Specificity: Construction is an inherently local business. Google Ads’ powerful geo-targeting allows you to focus your ad spend exclusively on the cities, zip codes, or even specific neighborhoods you serve, eliminating waste on irrelevant clicks from outside your service area.
3. High-Value Transactions: A single converted lead in construction can result in a project worth tens or hundreds of thousands of dollars. The potential ROI from a well-run Google Ads campaign is substantial, making the investment in cost-per-click highly justifiable.
4. Measurable Performance: Unlike a billboard or newspaper ad, every aspect of a Google Ads campaign is trackable. You can see exactly how many people saw your ad, clicked on it, called your business, or submitted a contact form. This data allows for continuous optimization and provides clear proof of ROI.

Laying the Foundation: Strategic Planning for Your Google Ads Campaign

A successful Google Ads campaign is built long before you write a single ad. Like any construction project, it requires a solid blueprint based on clear goals, a deep understanding of the target, and a realistic budget. A well-defined strategy is the foundation for a positive return on your marketing investment.

Defining Your Ideal Customer & Project Type: Niche Down for Better Results

The term “construction” is incredibly broad. Are you a residential remodeler specializing in high-end kitchens? A commercial general contractor focused on office build-outs? A civil engineering firm bidding on municipal projects? Trying to be everything to everyone is a recipe for wasted ad spend.

Start by creating a detailed profile of your ideal customer. Consider:

• Demographics: For residential, this might include income level, homeownership status, and age. For commercial, it could be company size, industry, and the job title of the decision-maker (e.g., facilities manager, developer, business owner).
• Project Type: Be specific. Instead of “remodeling,” target “luxury bathroom remodels” or “finished basement additions.” Instead of “commercial construction,” target “retail space renovation” or “medical office construction.”
• Pain Points: What problems does your ideal customer face? Are they concerned about budget overruns, project timelines, or communication? Your entire marketing message should be tailored to solving these specific problems.

Nicheing down allows you to craft highly relevant ads and landing pages that speak directly to your target audience, significantly increasing your conversion rate and lead quality.

Setting Clear Campaign Goals: From Qualified Leads to Project Acquisition and Revenue

Your Google Ads campaign needs a specific, measurable objective. Vague goals like “get more business” are not actionable. Instead, define what success looks like in concrete terms. Your goals should be hierarchical:

1. Business Goal: The ultimate objective. Example: “Increase total revenue from new projects by 20% in the next fiscal year.”
2. Marketing Goal: How marketing will support the business goal. Example: “Generate 50 qualified project leads per month.”
3. Campaign Goal: The specific action you want users to take from your ads. Example: “Achieve a cost per qualified lead (CPL) of under $150 and a 5% conversion rate on our landing page.”

These goals must be measurable through conversion tracking. A “conversion” can be a phone call, a form submission for a quote request, or a download of a project lookbook. Defining these actions is critical for evaluating the performance and ROI of your campaign.

Budgeting for Success: How Much Should Construction Companies Invest in Paid Ads?

There is no one-size-fits-all answer to budgeting, but a strategic approach is essential. The investment in online advertising is clearly growing; construction equipment and materials advertisers invested over $12.8mm in B2B media in Q1 2023, showing a significant upward trend.

Here’s how to approach your budget:

• Start with Your Goals: Work backward from your revenue targets. If you want $500,000 in new projects and your average project value is $50,000, you need 10 new projects. If your lead-to-project-win rate is 1 in 5 (20%), you need 50 qualified leads. If your target cost-per-lead is $100, your monthly ad budget would be $5,000.
• Factor in Industry CPCs: Cost-per-click (CPC) in construction can vary widely, from a few dollars for general terms to over $50 for highly competitive, high-intent keywords like “emergency water damage restoration.” Research benchmark CPCs for your specific niche and location to set a realistic budget.
• Adopt the 3% Rule: Some industry data suggests that builders who allocate 3% of their revenue to marketing achieve higher net profit margins. This can serve as a useful benchmark for establishing an initial marketing budget.
• View it as an Investment: Google Ads is not an expense; it’s a direct investment in a scalable lead generation machine. The focus should always be on the return on ad spend (ROAS), not just the upfront cost.

Crafting Your Foundational Marketing System: Beyond the Ad Itself

The Google Ads campaign is only one part of a larger system. To be successful, you must have the infrastructure in place to handle the leads you generate.

• Website & Landing Pages: Your website must be professional, mobile-friendly, and clearly showcase your work and expertise. Dedicated landing pages for your ad campaigns are crucial for maximizing conversions.
• Lead Intake Process: Who answers the phone when a lead calls? How quickly do you respond to form submissions? A slow or unprofessional response can negate all the hard work and money spent generating the lead. A streamlined, rapid intake process is critical.
• CRM/Lead Tracking: You need a system (even a simple spreadsheet to start) to track every lead from its source (e.g., “Google Ads – Kitchen Remodel Campaign”) through the sales process to a final decision (won or lost). This is the only way to accurately calculate your ROI.

Without this foundational system, even the best Google Ads campaign will fail to deliver meaningful business results.

Precision Targeting: Reaching the Right Leads in Construction

The effectiveness of a Google Ads campaign for construction companies hinges on precision. Your goal is not to reach the most people, but to reach the right people in the right locations at the right time. Mastering targeting is how you ensure your marketing budget is spent efficiently, connecting you only with potential customers who can actually hire you.

In-Depth Keyword Research for Construction Companies:

Keywords are the bedrock of any search campaign. They are the link between what your customer is looking for and the solution your business provides. Effective keyword research goes beyond guessing what people might type.

• Focus on High Commercial Intent: You want to target keywords that signal a user is ready to hire, not just research.
• • Low Intent (Informational): “how to build a deck”
  • High Intent (Transactional): “deck building contractors near me,” “get a quote for a new deck”
• Combine Services with Locations: Always include geographic modifiers. Instead of “roofing company,” target “roofing company Cleveland OH” or “commercial roofer in downtown Austin.”
• Use Long-Tail Keywords: These are longer, more specific phrases that often have lower competition and higher conversion rates. For example, instead of the broad and expensive keyword “remodeler,” target a long-tail keyword like “handicap accessible bathroom remodeling contractor.”
• Develop a Negative Keyword List: This is just as important as your target keyword list. Negative keywords are terms you explicitly tell Google not to show your ads for. For a high-end construction business, negatives might include “cheap,” “free,” “DIY,” or “jobs.” This prevents you from paying for clicks from users who are not your ideal customer.
• Think Like Your Customer: Brainstorm all the different ways a client might search for your services. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover new keywords and see their estimated search volume and cost.

Geo-Targeting: Focusing Your Reach on Specific Service Areas

For construction companies, geo-targeting is non-negotiable. It allows you to define the exact geographical areas where your ads will be shown, ensuring every dollar is spent reaching a local, relevant audience.

• Target by Location: You can target broad areas like states or metropolitan areas, or get granular with cities, zip codes, and even specific neighborhoods. A residential roofer might target a 25-mile radius around their office, while a commercial contractor might target specific business districts or industrial parks.
• Location-Based Bid Adjustments: You can bid more aggressively for users in your most profitable service areas. If you know that projects in a particular affluent suburb have a higher average value, you can increase your bids by a certain percentage for searches originating from that zip code.
• Exclude Irrelevant Locations: Just as you can include locations, you can also exclude them. If you don’t serve a neighboring state or a particular part of the city, add it to your exclusions to prevent wasted ad spend.

Audience Targeting: Beyond Keywords to Reach Potential Clients

While keywords target what users are searching for, audience targeting allows you to layer on who those users are. This adds another level of precision to your campaigns.

• In-Market Audiences: Google creates audiences of users who have shown behavior indicating they are “in the market” for a particular product or service. For construction, relevant audiences might include “Home Improvement,” “Real Estate,” or “Construction Services.” You can show your ads specifically to these groups.
• Demographic Targeting: You can target users based on age, gender, parental status, and household income. For a company specializing in luxury home builds, targeting higher household income brackets can significantly improve lead quality.
• Remarketing (RLSA – Remarketing Lists for Search Ads): This is a powerful strategy. It allows you to show targeted ads to users who have already visited your website. These users are already familiar with your brand, making them much more likely to convert. You can create different lists, such as “all website visitors” or “visitors who viewed the commercial construction portfolio,” and tailor your ad message to each group.

By combining precise keyword research with granular geographic and audience targeting, you create a highly efficient Google Ads campaign that connects your construction business with the most qualified potential customers.

Building High-Converting Google Ads Campaigns for Construction

With your strategy, budget, and targeting in place, it’s time to build the components of your campaign that users will actually see: the ads and the landing pages. This is where you translate your understanding of your customer’s needs into a compelling message that drives action and turns a click into a valuable lead.

Crafting Compelling Ad Copy That Converts: Speak Directly to Your Customer

Your ad copy is your digital elevator pitch. In just a few lines of text, you must grab the user’s attention, communicate your value proposition, and persuade them to click.

• Mirror the User’s Search Query: The headline of your ad should closely match the keyword the user searched for. If they searched “custom home builder in Scottsdale,” your headline should be something like “Scottsdale Custom Home Builders” or “Build Your Dream Home in Scottsdale.” This creates immediate relevance.
• Highlight Your Unique Selling Proposition (USP): What makes your construction company different? Is it your 30 years of experience, your design-build process, your on-time guarantee, or your award-winning projects? Incorporate your strongest differentiators directly into the ad copy.
• Focus on Benefits, Not Just Features: Don’t just say “We use high-quality materials” (a feature). Say “Build a Durable, Lasting Home” (a benefit). Speak to the customer’s desired outcome.
• Include a Strong Call-to-Action (CTA): Tell the user exactly what you want them to do next. Use action-oriented language like “Get Your Free Quote Today,” “Schedule a Consultation,” “View Our Project Gallery,” or “Call Now for an Estimate.”
• Build Trust and Credibility: Mention things like “Licensed & Insured,” “A+ BBB Rating,” or “Family-Owned Since 1995” to quickly establish credibility. As highlighted by recent data, 63% of construction companies use digital channels to attract talent, and similar principles of trust-building apply to attracting clients.

Leveraging Ad Extensions for Maximum Visibility and Information:

Ad extensions are additional pieces of information that “extend” your text ads, making them larger, more informative, and more likely to be clicked. They are free to add and can significantly improve your click-through rate (CTR). Essential extensions for construction companies include:

• Sitelink Extensions: These are additional links to specific pages on your website. Use them to direct users to your “Services,” “Portfolio,” “About Us,” or “Contact” pages. For example, a general contractor could have sitelinks for “Residential Projects,” “Commercial Projects,” and “Our Process.”
• Call Extensions: This adds your phone number directly to your ad. On mobile devices, it becomes a “click-to-call” button, making it incredibly easy for potential leads to contact you immediately. This is crucial for emergency services.
• Location Extensions: This displays your business address, a map, and the distance to your location. It’s essential for local businesses and helps build trust by showing you are a legitimate, local company.
• Callout Extensions: These are short, 25-character snippets of text used to highlight key benefits or features, such as “Free Estimates,” “24/7 Emergency Service,” “Fully Insured,” or “On-Time Guarantee.”
• Structured Snippet Extensions: These allow you to highlight specific aspects of your offerings. You can use headers like “Services” (e.g., New Construction, Kitchen Remodeling, Tenant Improvements) or “Types” (e.g., Custom Homes, Medical Facilities, Retail Spaces).

Designing High-Converting Landing Pages: The Bridge from Click to Conversion

The landing page is arguably the most critical element of your Google Ads campaign. It’s where the user “lands” after clicking your ad. If your landing page is confusing, slow, or doesn’t deliver on the promise of your ad, you will lose the lead—and waste the money you spent on the click.

A high-converting landing page for a construction company must include:

• Message Match: The headline and content of the landing page must directly match the ad that brought the user there. If the ad promised a “free quote for a kitchen remodel,” the landing page should prominently feature that offer.
• Clear and Compelling Headline: Reiterate the main benefit and service.
• Visually Appealing Portfolio: High-quality images and videos of your completed projects are essential. Show, don’t just tell.
• Trust Signals: Prominently display testimonials, customer reviews, industry certifications (e.g., LEED, NARI), and awards.
• Benefit-Oriented Copy: The text should be concise and focused on how you solve the customer’s problems. Use bullet points to make it easy to scan.
• A Simple, Prominent Lead Capture Form: Ask for only the essential information (e.g., Name, Email, Phone, Project Details). A long, complicated form will kill your conversion rate.
• A Clear Call-to-Action (CTA): The button on your form should be a contrasting color and use action-oriented text like “Get My Free Estimate Now.”
• Phone Number: Make your phone number highly visible and clickable on mobile devices.

The construction industry often sees strong results when ads are properly aligned with landing pages. In fact, the industry can boast a very high conversion rate, suggesting that when a user clicks an ad, they are often ready to take the next step. Your landing page’s job is to make that step as easy as possible.

Optimizing & Managing Your Google Ads for Continuous Growth

Launching a Google Ads campaign is not a “set it and forget it” activity. The most successful construction companies treat their campaigns as a dynamic system that requires ongoing monitoring, analysis, and optimization. Continuous improvement is the key to maximizing your return on investment and staying ahead of the competition.

Understanding Your Quality Score and Its Impact on Cost-Per-Click (CPC)

Google assigns a Quality Score (from 1 to 10) to each of your keywords. This score is Google’s rating of the quality and relevance of your keywords, ad copy, and landing page. It has a massive impact on your campaign’s performance:

• Higher Quality Score = Lower CPC: Google rewards advertisers who provide a great user experience. A higher Quality Score means you can pay less per click and still achieve a higher ad position.
• Higher Quality Score = Better Ad Position: A high Quality Score can help your ad show up higher on the search results page, even if your bid is lower than a competitor’s.

The three main components of Quality Score are:

1. Expected Click-Through Rate (CTR): How likely is your ad to be clicked when shown?
2. Ad Relevance: How closely does your ad copy match the user’s search query?
3. Landing Page Experience: Is your landing page relevant, easy to navigate, and trustworthy?

Consistently working to improve these three areas will raise your Quality Score, reduce your costs, and increase your visibility.

Bid Strategies for Construction: Maximizing Conversions and Project Value

Google Ads offers several bidding strategies. The right one for your construction business depends on your goals.

• Manual CPC: You set the maximum amount you’re willing to pay for each click. This offers the most control but requires active management.
• Maximize Clicks: Google automatically sets your bids to help get as many clicks as possible within your budget. This is good for driving traffic but not necessarily conversions.
• Maximize Conversions: Once you have sufficient conversion tracking data, this is a powerful strategy. You tell Google your daily budget, and it uses machine learning to automatically set bids to get you the most conversions possible.
• Target CPA (Cost Per Acquisition): You set a target cost for each conversion (e.g., $100 per lead form submission). Google will then try to get you as many conversions as possible at or below that target cost. This is excellent for controlling lead costs.

For most construction companies focused on lead generation, moving toward automated strategies like Maximize Conversions or Target CPA after an initial data collection period is the most effective approach.

The Power of Remarketing Campaigns: Re-engaging Interested Prospects

The sales cycle in construction can be long. A potential client might visit your site, browse your portfolio, and then leave to continue their research. Remarketing allows you to stay top-of-mind with these highly interested prospects.

By placing a tracking pixel on your website, you can build an audience of past visitors. You can then run a separate Display or Search campaign that shows your ads specifically to this audience as they browse other websites or search again on Google. Your message can be tailored: “Still Thinking About Your Kitchen Remodel? See Our Latest Projects.” This is a cost-effective way to bring qualified, interested users back to your site to convert.

Continuous A/B Testing: Iterating on Ad Copy, Landing Pages, and CTAs for Better Conversion Rates

Optimization is driven by data, and the best way to get data is through testing. A/B testing (or split testing) involves creating two versions of an ad or landing page and running them simultaneously to see which one performs better.

You can test:

• Ad Headlines: “Expert Remodeling” vs. “Award-Winning Remodelers”
• Ad Descriptions: Focusing on experience vs. focusing on a free quote offer.
• Landing Page Headlines: Test different value propositions.
• Calls-to-Action: “Get a Free Quote” vs. “Schedule Your Consultation”
• Landing Page Layouts: Test form placement, images, or testimonials.

By systematically testing one element at a time and adopting the winner, you can make incremental improvements that lead to significant increases in your conversion rate and a lower cost per lead over time.

Integrating Google Ads Leads with Your Offline Sales Process: From Online Inquiry to RFP and Project Win

Generating a lead is only the first step. The true success of your campaign is measured by how many of these leads turn into profitable projects. This requires a seamless integration between your online marketing and your offline sales process.

• Speed to Lead: The faster you respond to an online inquiry, the higher your chance of winning the project. Implement automated email responses and have a clear process for who is responsible for calling the lead immediately.
• Track Everything: Use a CRM to track every lead from Google Ads. Note the campaign and keyword that generated it. As the lead moves through your sales funnel (initial call, site visit, proposal sent, project won), update its status.
• Close the Loop: This is the most critical step. By tracking leads all the way to revenue, you can attribute a specific dollar value back to your Google Ads campaigns. This allows you to calculate the true ROI and prove the value of your marketing strategy. For example, if you spend $5,000 on a campaign that generates a $100,000 project, your ROAS is 20x. This data is invaluable for making future budget decisions.

Measuring Success: Tracking ROI and Proving Value for Construction Projects

The ultimate advantage of digital marketing over traditional methods is its profound measurability. For construction companies, where projects represent significant investments and returns, the ability to precisely track the effectiveness of your advertising spend is not just a benefit—it’s a business imperative. A data-driven approach allows you to justify your marketing budget, optimize for profitability, and build a predictable engine for growth.

The first step is setting up robust conversion tracking. A “conversion” is any valuable action a user takes after clicking your ad. For a construction business, key conversions to track include:

• Form Submissions: When a user fills out a “Request a Quote,” “Contact Us,” or “Schedule a Consultation” form on your website or landing page.
• Phone Calls: Tracking calls is essential. Google Ads can track calls made directly from your ads (using call extensions) and calls made from the phone number on your website after a user clicks an ad (using a dynamic call tracking number).
• Key Page Views: You might consider a visit to your “Thank You” page after a form submission as a conversion.
• Project Plan or Lookbook Downloads: If you offer valuable content in exchange for contact information, tracking these downloads is another important conversion point.

Properly setting up these tracking mechanisms within Google Ads and Google Analytics is the foundation of performance measurement. Once tracking is in place, you can focus on the Key Performance Indicators (KPIs) that matter most to your construction business:

• Cost Per Click (CPC): How much you pay, on average, for each click on your ad.
• Click-Through Rate (CTR): The percentage of users who click your ad after seeing it. A high CTR indicates your ads are relevant and compelling.
• Conversion Rate: The percentage of clicks that result in a conversion (a lead). According to industry analysis, construction has an average website conversion rate of 1.9%, providing a useful benchmark to measure your campaign’s effectiveness