Where the money usually leaks
Google Ads works for this industry because the intent is unambiguous: nobody searches for a retaining wall contractor idly. It goes wrong in predictable ways. Radius set too wide, so you pay for clicks from outside your drive time. No negative keywords, so you pay for “landscaping jobs” and “landscaping courses”. Budget flat across the year, so you spend the same in January as in April. And conversions counted as form loads rather than real enquiries.
What the work covers
- Campaign structure by job value. Design and build separated from maintenance so the high-ticket work is not competing with mowing for budget.
- Geography by drive time. Not a radius circle that crosses a river with no bridge.
- Negative keyword lists. Built for the trade and maintained monthly, including the job-seeker and DIY terms that waste the most.
- Landing pages that match the search. Someone searching for a paver patio should not land on a homepage.
- Seasonal budget pacing. Weighted to the weeks before your region breaks and throttled when your crews are full.
- Call tracking. Because in this industry most conversions are phone calls, not form fills.
How it turns into quoted work
This is the fastest channel to measurable enquiries, which is why it usually goes before SEO rather than after. The trade-off is that it stops the day you stop paying. We use it to produce work now and to learn which search terms actually convert, then feed those terms into the organic work so the same demand gets cheaper over time.
How we run it
- Before launch. Conversion tracking and call tracking verified. Running ads without this is guessing with a budget attached.
- Weeks 1-4. Search terms reviewed weekly, negatives added aggressively, obvious losers paused.
- Ongoing. Monthly reporting on cost per qualified enquiry, with budget moved between job types based on what closed.
What you get
- A Google Ads account in your name, with your billing
- Campaigns structured by job type and service area
- Conversion and call tracking, verified before spend starts
- Landing pages matched to the highest-value campaigns
- Monthly reporting on cost per qualified enquiry
Proof
[CLIENT_RESULT_REQUIRED] Add spend, qualified enquiries, cost per enquiry and date range from the client ad account once approved.
Questions
What should we budget?
It depends on your market and job value, which is what the audit establishes. What matters more than the number is that it runs long enough to learn from: a small budget over three months beats a large one over three weeks.
Do you take a percentage of spend?
[PRICING_MODEL_REQUIRED] Confirm whether management is a flat fee or a percentage of spend, then replace this token. A percentage model rewards spending more, which is worth being upfront about either way.
Who owns the account?
You do. It is created under your business with your billing details, and we work in it with access you can revoke. Accounts we build stay with you, including the conversion history that makes them work.
Can we pause in the off season?
Yes, and often you should. Pausing loses some algorithmic momentum, so we usually recommend a reduced budget rather than zero if the market has any winter demand at all.