Campaign structure split by buyer type
Residential and commercial campaigns run separately, with distinct keywords, ad copy, and landing pages built for each audience's decision process.
General Contractor - PPC
PPC Management for General Contractors
General contractor keywords run $8-$20 per click. That's expensive enough that a poorly structured campaign burns through budget fast, mixing residential and commercial buyers, low-intent clicks, and out-of-area traffic into the same spend. We build campaigns split by service line and buyer type so every dollar targets someone actually ready to request a bid.
Paid search can put your firm in front of buyers the moment they start looking, which matters when the average cost per lead already runs $174-$280. But general contractors face a harder targeting problem than most local service businesses: you're often selling to two very different audiences, homeowners and commercial decision-makers, with different budgets, different timelines, and different search behavior.
A campaign that treats "kitchen remodel contractor" and "commercial general contractor" the same way wastes spend on both sides. We build separate campaign structures for each buyer type so your budget goes toward clicks that actually convert into qualified bid requests.
Approach
Our General Contractor PPC Approach
Landing pages built to convert bid requests
Generic homepage traffic underperforms. We build dedicated landing pages matched to each ad group's specific offer and project type.
Geographic targeting by service area
Campaigns are geo-fenced to your actual service area, so you're not paying for clicks from buyers you can't service.
Call tracking and lead qualification
We track which campaigns and keywords generate real bid requests, not just clicks, so budget shifts toward what's actually working.
Negative keyword management
At $8-$20 per click, wasted spend adds up fast. We continuously refine negative keywords to cut off searches that never convert.
Considerations
What Makes GC PPC Different
High cost per click
At $8-$20 per click and $174-$280 per lead, budget discipline matters more than in most home services categories. Every wasted click has a real cost.
Long commercial sales cycles
Commercial construction leads take 6 to 18 months to close. PPC for commercial campaigns often needs a nurture sequence, not just a form fill.
Seasonal demand shifts
Residential remodeling searches often spike seasonally. Budget allocation should flex with demand rather than running flat all year.
Mixed buyer intent
The same core service, like "commercial buildout," can mean very different things to different searchers. Ad copy and landing pages need to disambiguate fast.
Budget framework
General Contractor PPC Budget Framework
These are ad-spend ranges we typically see work for each goal. Management fees are scoped separately based on account complexity.
Branding / awareness
Building visibility in a new market or service area
$500+
Ad spend / month
Residential lead gen
Steady bid request volume for remodeling and residential work
$1,500-$3,500
Ad spend / month
Commercial lead gen
Targeting commercial decision-makers and developers
$2,500-$5,000
Ad spend / month
Full-service / multi-market
Firms running both buyer types across multiple markets
$5,000+
Ad spend / month
Ad spend and management fees are separate. We'll recommend a starting budget based on your market's competitiveness and the buyer types you want to reach, then adjust as we see real performance data.
Not sure which tier fits?
Send us your project and we'll scope it straight -- no pushy sales.
Related General Contractor Services
From our blog
Reading for general contractor
Deeper reads pulled from our blog, all written with general contractor in mind.
Good to know
FAQ
How much should I budget for PPC?
Most general contractors start between $1,500 and $5,000 per month in ad spend, depending on whether you're targeting residential, commercial, or both. Management fees are scoped separately based on account complexity. We'll recommend a starting point based on your market and goals.
How fast will PPC generate leads?
Unlike SEO, PPC can generate leads within days of launch. The first few weeks are typically spent tuning targeting and conversion tracking, after which performance stabilizes and becomes more predictable.
Why are general contractor keywords so expensive?
Construction project values are high, so contractors are willing to pay more per click to win a bid. That competition drives up CPCs to $8-$20 for many contractor keywords, which is exactly why campaign structure and targeting discipline matter so much.
Can you run separate campaigns for residential and commercial work?
Yes, and we recommend it for any firm serving both audiences. Separate campaigns let us tailor keywords, ad copy, budgets, and landing pages to each buyer type instead of forcing one approach to fit both.
Do you handle the ad spend or just management?
Ad spend goes directly to the ad platform, separate from our management fee. You always retain visibility into and ownership of your ad accounts.
Still have questions? We're happy to answer them, let's connect.
800+WordPress sites built
800+Sites hosted & maintained
300+Reviews at 4.9 stars
24+Years since 2002
Ready to fill your general contractor pipeline with paid leads?
Tell us about your project and we'll take a look. No pushy sales, no wasted calls.