Google Ads for construction firms.
Commercial and specialty construction. Few leads, very large contracts, and a decision cycle that outlives the default attribution window.
Construction paid search produces few, very valuable inquiries, and the contract is signed months after the click, long after the ad platform stopped taking credit.
How the buying cycle actually runs
A commercial construction inquiry starts a procurement process, not a purchase.
A developer or facilities director shortlists firms, invites bids, negotiates scope and signs two months to a year later. Several people decide, and none fills in a form twice.
The platform scores every form fill the same, unaware that one was a $4M tenant improvement and forty were homeowners who misread the ad.
Which platform fits, and what a lead costs
Search carries the qualified demand: trade terms, project types and geography.
Performance Max helps only once the conversion definition is trustworthy. Video and paid social are credibility surfaces (completed project walkthroughs for a narrow professional audience), not direct response.
Cost per inquiry often runs well into the hundreds of dollars, and that is correct. What matters is cost per qualified bid opportunity: one contract a quarter from paid search can put a firm far ahead.
What goes wrong
The first failure is judging on a 30-day window.
Spend gets cut in month two, just before month one's inquiries turn into bids.
The second is unfiltered inquiry forms. Without qualification fields (project type, budget range, timeline, location), residential requests drown the sales team. Fewer, harder-qualified inquiries work better, with closed ones fed back into bidding.
To see results, read our case studies, which show platform-reported leads and closed business separately, or get in touch and we will start with your current tracking.
For construction.
- → Google Search
- → Performance Max
- → LinkedIn-adjacent Meta targeting
- → YouTube
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 inquiry form to filter unbuildable requests
- Long retargeting windows matched to real procurement timelines
Construction questions.
- Roughly one full procurement cycle plus a few weeks of stable data, which in commercial construction commonly means a quarter or more. Inquiries generated in month one turn into bids in month two or three. Accounts cut at thirty days are almost always canceled just before they would have paid.
Certified Google Partner and Meta Business Partner. Verified by Google and Meta, not self-reported.
Our credentials →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.
- Emailjett@berkhospitality.com
- Phone(602) 909-8892
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