Stop paying for clicks that never buy.
The account reports clicks and a healthy click-through rate. Part of the budget is going to job seekers, students, suppliers and homeowners.
We point the same budget at the searches a real buyer makes, and show you what each enquiry costs.
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What is going wrong
Google Ads can bring enquiries to a construction or building products firm within days. It can waste ad spend just as fast, and most accounts in this sector do both. The waste hides because the clicks look right, and nobody can say what an enquiry costs.
Busy, and no telling what they bring back
The dashboard shows clicks and impressions, and nobody can tie them to work.
- Broad match spends on searches like free, jobs and DIY
- Clicks are sent to the homepage
- Nothing records which clicks became enquiries
Fewer clicks, each one worth paying for
Far fewer searches, the ones that point to a live project, with each click sent to a page built to turn a visit into an enquiry.
- A growing list of searches you refuse to pay for
- A landing page that matches what was searched
- A cost per enquiry to set against what a job is worth
The wasted clicks look exactly like your service.
- 1
The wrong people are searching your trade
People after a job in your trade, students asking how the work is done, suppliers with something to sell you, and homeowners after a domestic version of what you do. They use a buyer's words, so your ad shows and they click. None of them buy.
- 2
The click lands on the homepage
Someone searches for one product or service and arrives on a page about the whole company. They have to hunt for what they asked for, and most give up.
- 3
Nobody is counting enquiries
When nothing records which clicks turned into enquiries, the account can only be judged on clicks. It can show a healthy click-through rate while the money leaks.
We move the same budget onto real buyers.
Most accounts do not need a bigger budget. They need it pointed at the searches that turn into work.
- 1
Read what you are actually paying for
We audit the account and read the search terms report, the record of what people typed before they clicked. The wasted ad spend shows up there, line by line.
Done with
- 2
Cut the searches that never buy
Tight campaigns around the searches that signal a live project, and a negative keyword list that keeps growing. That list is where most of the saving comes from.
Done with
- Google Ads
- Negative keywords
- 3
Send the click to a page built for it
A dedicated landing page that matches the search and makes the next step obvious, not your homepage. We fix the slow forms and buried contact details that lose people at the last step.
Done with
- 4
Track enquiries, not clicks
We set up conversion tracking, which logs the clicks that became enquiries. After that, every decision is made on cost per enquiry.
Done with
- 5
Run social from work you already own
Campaigns built from the project photography and films you already have, aimed at the people most likely to become clients. We show the adverts again to people who visited the site and left, and measure it on enquiries, not likes.
Done with
- Paid social
- Retargeting
Each month the decision is simple: which campaigns earned more than they cost.
Good project photographs are adverts waiting to be used.
Read how we think about it.
Questions advertisers ask us.
- Why do our ads get clicks but few enquiries?
- Usually the wrong people are clicking, and the page they land on is weak. We narrow the campaigns to searches from people with a real job to place, then send those clicks to a page built for that search.
- Our click-through rate is excellent. Is that not a good sign?
- Not on its own. It only counts clicks, and job seekers click too. A high rate with no enquiries usually means the page does not give people what the ad offered.
- Do we need a bigger budget?
- Usually not. It does have to be big enough to gather real data, or nobody can judge the ads. After that we add money only where a campaign has paid.
- Is the problem our ads or our website?
- Often both. We look at the account and at the page the ads send people to. If the page is losing them, we will say so, because more clicks will not fix that.
- Should we be on Google, Facebook or LinkedIn?
- Search reaches people who are already looking. Social reaches people before they start looking. On social we mostly use Meta, which is Facebook and Instagram, because it reaches more people for less, and LinkedIn when you need specifiers and decision makers at larger firms. If your work only ever comes through formal tenders, the money is better spent on Google Ads and SEO.
See where the budget is going.
Give us read-only access to the account before the call. We will go through it and tell you where the ad spend is wasted and what we would change first.
Book a growth consultationOr send a message