Construction Business
0 to 60 Leads at $37.64 Each
A construction business wanted a steady flow of local jobs from Google Ads but had no account, no tracking, and no landing pages built to convert. I started from a blank account. I split campaigns by service, built a conversion-focused landing page for each service, set up full GTM tracking, and kept the search terms clean every week. In 90 days the account produced 60 tracked leads at $37.64 per lead with a 13% conversion rate.
No contracts. Keep your account and data. Cancel anytime.
no account, no tracking
at $37.64 CPL
Client Background
About the Client
The client is a local construction business offering driveways, patios, concrete delivery and general concrete work. They had never run Google Ads in a structured way. There was no conversion tracking on the website, and every service shared one generic page, so there was no way to tell which jobs the ads were bringing in.
Construction is a tough niche for paid search. People search for DIY mixes, material prices, supplier jobs and asphalt work, and every one of those clicks costs money. I built the account from scratch so every dollar went toward homeowners and businesses ready to book a job.
Starting From Zero
No Tracking, No Data
The website had no conversion tracking at all. Calls, emails and form fills could not be tied to any keyword, so there was nothing to optimize against.
One Page for Every Service
Driveways, patios and concrete delivery all pointed to one general page. A visitor looking for a patio quote had to dig to find what they wanted, and many left.
A Niche Full of Wasted Clicks
Construction searches attract DIY buyers, material shoppers and asphalt seekers. Without tight controls, these clicks would eat the budget before a single real job came in.
How I Built the Account
Service-Segmented Campaigns + Dedicated Landing Pages
I split the account into service-based ad groups (Driveway & Patio, Concrete Delivery, General Services) with tight keywords and ad copy for each. Every ad group sends traffic to its own conversion-focused landing page with a clear offer, trust signals and a quote form above the fold.
Full GTM Conversion Tracking
I built the tracking in Google Tag Manager: phone clicks, email clicks and lead form submissions, sent to both Google Ads and GA4. I added enhanced conversions (user-provided data) and a conversion linker, so every lead is counted and attributed correctly.
Weekly Search Term Mining
I reviewed search terms every week. Winning queries like "concrete patio" and "concrete driveway contractors near me" were added as exact match keywords. Irrelevant searches for mixes, materials and asphalt were blocked. The account now runs with 221 negative keywords.
Campaign Evidence & Results
90-Day Result: 463 clicks turned into 60 tracked conversions at $37.64 per lead on $2.26K total spend.
Search Terms Report: Converting queries were added as exact match keywords. Some service terms converted at 25% to 66%.
Negative Keywords: 221 exclusions block DIY mixes, materials and asphalt searches before they cost money.
From Blank Account to Lead Engine
Key Business Impact
Tracking & Conversion Setup
GTM Container: 11 tags covering phone clicks, email clicks, form submits and enhanced conversions, sent to Google Ads and GA4.
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