Industries · Construction
Construction does not buy from a form fill.
Commercial work is relationships and bid cycles. Paid media has a narrower job here than in any other trade we take — and we will tell you where it ends.
Four things that decide a construction account.
Commercial and residential are separate campaigns
A homeowner adding a garage and a facilities manager sourcing a tenant improvement contractor share a keyword and nothing else. One converts on a phone call, the other on a capabilities page and a follow-up months later.
The lead is a conversation, not a transaction
Nobody awards a commercial project from a landing page. The realistic goal is getting onto a bid list or booking an initial scoping call. Measure that, and stop pretending a contact form is a pipeline.
Project type matters more than geography
Being the general contractor who has done eleven medical build-outs beats being the one nearest the site. Campaigns organised by project type and vertical experience outperform campaigns organised by city.
Long cycles need long attribution
A first touch in spring can become a signed contract the following year. Default attribution windows quietly throw that data away and make the account look worse than it is.
02
What the searches look like
Commercial searches are low volume, high value, and often come from someone building a shortlist rather than making a decision. Residential construction terms carry more volume and faster intent. The commercial half needs patience and a capabilities page; the residential half behaves more like remodeling.
Specific to this trade.
- 01Separate commercial and residential campaign structures
- 02Capabilities pages organised by project type, not by service area
- 03Bid-list signup and scoping call tracked as the real conversions
- 04Extended attribution windows sized to your actual sales cycle
- 05LinkedIn or Meta retargeting to keep you visible across a long decision
04
What ads can’t fix
Paid media will not win you relationship-driven commercial work. If your pipeline comes from developers and architects you already know, ads are a supplement at best. We would rather say that than sell you a campaign that competes with your own referral network.
Fifteen minutes on your construction market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.