Start with a defined service and audience
Do not ask one advert to serve home extensions, commercial refurbishment and recruitment. Agree the client type, delivery scope, practical contract size and coverage first. Research whether the target services have enough relevant search demand to justify a campaign.
| Offer | Page emphasis | Qualification |
|---|---|---|
| Residential extensions | Comparable homes, scope and consultation process | Location, stage, approximate brief and timing |
| Commercial refurbishment | Relevant sectors, phasing and delivery capability | Client role, scope, location and programme |
| Specialist contracting | Exact package and related experience | Package requirements, project stage and procurement route |
Reduce irrelevant searches with evidence
Assess exact and phrase matching and review real search terms. Employment, training, DIY and materials-only queries may need exclusions. Residential searches may be irrelevant to a commercial-only contractor, but exclusions must reflect the actual campaign.
Do not automatically block useful research terms such as cost or quotation. Review whether they produce appropriate requests. Keywords are a starting point, not a guarantee of buyer intent.
Control geography and spend
Assess location settings against the working area and where decision-makers may be based. A homeowner campaign and a commercial buyer commissioning a site elsewhere may need different considerations. Check actual project locations in the qualification process.
Choose networks, schedules and bidding deliberately around budget and reliable conversion data. There is no universal construction cost per lead or fixed optimisation window. Foreign market benchmarks are not a forecast for your UK business.
Give each advert a relevant destination
The landing page should demonstrate the advertised capability with real projects, an accurate delivery role and a clear enquiry action. Use current credentials and approved testimonials. Ask enough to distinguish a suitable brief from a job application or unrelated request.
Test form delivery and agreed conversion measurement. Additional landing pages, complex tracking integrations or a rebuild are separately scoped where needed.
Review qualified pipeline and commercial outcomes
Track recorded enquiries, qualification and sales progress. Your business reports meetings, quotes, tender invitations and awards. A long procurement cycle may require reviewing opportunities over several months rather than assuming an immediate sale.
Capacity and project contribution should guide budget changes. Standard ad management does not include bid preparation or tender submissions.
Management: £499 monthly plus spend
Agreed scope includes planning and setup, copy, keywords, location management, conversion checks, search-term review and reporting. Spend is paid directly to Google. Larger multi-region or multi-division briefs need an agreed scope before starting.
Compare organic search and Facebook and Instagram campaigns.
