Google Ads for concreters, with an ad group for each finish

One ad group per finish

A person typing exposed aggregate driveway has already chosen a finish. If they click an ad about concrete in general and land on a generic page, many will leave. If the ad names exposed aggregate and the page shows exposed aggregate, they stay.

We build the account with an ad group for each finish and job you pour: exposed aggregate, stencilled, plain driveways, house slabs, paths and shed slabs. Each has its own ads and its own landing page with your photos of that work. You see which finishes bring enquiries and what each one costs.

Buyers of concrete, not of concreting

Concrete words are shared with people who want the material. Someone searching premix concrete or concrete calculator is about to do a small job themselves. Someone searching for bagged concrete or loose delivery wants a supplier.

We add negative keywords for premix, bags, supply, delivery, calculators, mixers and DIY, and we review the search terms report each week. We check each one against the work you do. These words do not stop appearing, so reading the report is a standing job.

The price question

Price per square metre is the most common concrete question, and it shows up in ad searches too. Showing a rate in the ad, or on the page, is a real choice.

A rate can turn away people who would never pay it and save you quote visits. Leaving it out brings more enquiries and lets you explain what moves the price: area, access, preparation, reinforcement, thickness and finish. We start without a figure unless you tell us otherwise, and after a few weeks we look at the quality of the enquiries together. If too many are price shoppers, we try a range.

Weeks of rain

Concrete cannot be poured in a downpour, and dry months book up. Rain changes the picture for the ads in a way it does not for most trades.

In a wet fortnight, the diary fills with rescheduled pours and new enquiries can wait. We can lower the budget then, or keep ads running to fill the dry weeks that follow. You tell us how full the book is, and we adjust. If you are booked out for weeks, we pause the ads. A click you cannot serve is wasted.

Builders and householders

A householder pouring a driveway and a builder who needs a slab by Friday are two different buyers. The householder compares finishes and quotes. The builder wants a concreter who turns up.

We run builder searches as a separate, smaller campaign with a short practical page: the slabs you pour, how you coordinate with steel and formwork, your insurance and how you handle weather delays. The householder campaigns get the photo-heavy finish pages. Budgets are separate, so a builder campaign does not eat the driveway budget.

Counting what happened

On the site we built for Ovas Build, each enquiry email says whether it came from Google Ads or a page found in search, and the enquiries are reported back to Google Ads so the account judges itself on enquiries and not only clicks. We set concreters up the same way.

We count calls from the ad, taps on your number and quote forms sent. We keep out the actions Google counts by itself, such as clicks on a map inside the ad.

Your account, your spend

You create the Google Ads account and add your own card. You pay Google directly for clicks, and we never hold your payment details. We are added as a manager and you can remove us whenever you like.

Each month you get a short report on spend, clicks, enquiries and cost per enquiry for each finish, with the changes we made. We do not promise a number of enquiries. Our fee covers managing the account, month to month, and cancels on 30 days notice.