VERT - 10

Google Ads for construction firms.

Commercial and specialty construction. Few leads, very large contracts, and a decision cycle that outlives the default attribution window.

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Thesis

Construction accounts produce small numbers of very valuable enquiries over long cycles. The entire measurement problem is that the contract is signed months after the click, long after the ad platform stopped taking credit for it.

How the buying cycle actually runs

A commercial construction enquiry is the beginning of a procurement process, not a purchase. A developer or facilities director shortlists firms, requests capability information, invites bids, negotiates scope, and signs somewhere between two months and a year later. Several people influence the decision and none of them fill in a form more than once.

That timeline breaks the default feedback loop entirely. The platform sees a form fill and calls it a conversion of equal value to every other form fill. It has no idea that one of those was a $4M tenant improvement and forty of them were homeowners who misread the ad.

Which platform fits, and what a lead costs

Search carries the qualified demand: specific trade terms, project types, and geography. Performance Max can help with reach once the conversion definition is trustworthy, and is actively harmful before that. Video and paid social work as credibility surfaces - completed project walkthroughs shown to a narrow professional audience - rather than as direct response.

Cost per enquiry in construction is high by any consumer standard, frequently well into the hundreds of dollars, and that is the correct outcome. The metric that matters is cost per qualified bid opportunity, and a firm that wins one contract a quarter from paid search can be far ahead even with a lead cost that would be alarming in a residential category.

What goes wrong

Judging the account on a 30-day window. Spend gets cut in month two, right before the enquiries from month one turn into bids. Firms that abandon paid search in construction usually do so just before it would have paid.

The second failure is unfiltered enquiry forms. Without qualification fields - project type, budget range, timeline, location - the sales team drowns in residential requests and stops responding altogether. We would rather see fewer, harder-qualified enquiries and feed the closed ones back into the bidding.

If you want to see how we report results, read our case studies - platform-reported leads and closed business are shown separately. When you are ready, get in touch and we will start with a look at your current tracking.

Channels we run

For construction.

  • → Google Search
  • → Performance Max
  • → LinkedIn-adjacent Meta targeting
  • → YouTube
What we tune for

Built-in specifics.

  • Offline conversion imports from the CRM so bids learn from signed work
  • Project-type segmentation - tenant improvement, ground-up, specialty trade
  • Qualification fields on the enquiry form to filter unbuildable requests
  • Long retargeting windows matched to real procurement timelines
Outcomes

Construction results.

We don't publish numbers we can't verify. Account-level performance data is shared in your audit, under NDA.

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Ad spend managed
Available on request
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Qualified leads generated
Available on request
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Average ROAS
Available on request
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Average CPL change
Available on request
FAQ

Construction questions.

  • Roughly one full procurement cycle plus a few weeks of stable data, which in commercial construction commonly means a quarter or more. Enquiries generated in month one turn into bids in month two or three. Accounts cut at thirty days are almost always cancelled just before they would have paid.
03 - Credentials

Vetted by the platforms themselves.

Partner status isn't decoration. It means direct platform support, beta access, and a track record of spend performance - verified by Google and Meta.

Google Partner
Certified Google Partner
Search · PMax · Display · Demand Gen · Video
  • Direct platform support
  • Beta feature access
  • Verified spend track record
Verified credential· Active
Meta
Meta Business Partner
Facebook · Instagram · CAPI
  • Direct rep escalation
  • Beta creative formats
  • Performance & expertise tier
Verified credential· Active
Get in touch

Start with an audit.

We'll review your current Google and Meta accounts, pull spend and conversion data, and show you where the leaks are - before you commit to anything.

Get your free audit →Email Jett
  • Emailjett@berkhospitality.com
  • Phone(602) 909-8892
  • LocationScottsdale, AZ
  • LanguagesEN / ES