Paid ads are the fastest way for a homeowner-focused builder to fill a thin calendar. They are also the fastest way to burn a budget, because construction searches attract dreamers, tire-kickers and people whose budget is a tenth of what the project costs. We run Google and Meta campaigns that put the filter first, so your estimator or owner spends time on projects that can go ahead.
What it is
Two channels, used for different jobs.
- Google Search and Performance Max, for people actively searching: "custom home builder [town]", "basement development contractor", "home addition cost". These people have a project in mind.
- Meta (Facebook and Instagram), for people who aren't searching yet but will be: owners of older homes in your target neighbourhoods, people who just bought land, families likely to need more space. These campaigns lean on finished-project photos and short progress videos.
Both point to project-type landing pages on your site with call, text and email options and a clear statement of the projects you take on.
Who it's for
- Custom home builders who need a steady flow of design conversations 6 to 18 months ahead of a start.
- Renovation and addition contractors with a capacity gap in the next one or two quarters.
- Design-build firms selling a process that begins with a paid design phase.
- Developers promoting a launch, as long as your licensed sales team and legal advisers handle the sales process and disclosure. We handle the advertising, not real-estate trading or legal matters.
It is a poor fit if your crews are fully booked for a year; save the money and invest in SEO instead.
What's included
- Budget maths before launch: your average contract, margin, close rate from site visit, and the maximum you can pay for a signed project.
- Campaign build by project type and area, with negative keywords that strip out DIY, jobs, rentals and materials searches.
- Qualifying copy: project size ranges, "we build on your lot" or "we supply the lot" statements, service radius.
- Landing pages for each project type, built with the website service or added to your existing site.
- Call tracking and enquiry tagging, so each enquiry is marked qualified, unqualified or outside your area.
- Weekly checks and monthly reports showing cost per qualified enquiry and, where you share it, cost per signed contract.
Timeline
- Week 1: numbers, targeting, tracking set-up.
- Weeks 2–3: campaigns and landing pages live.
- Weeks 4–8: heavy filtering; we cut search terms and audiences that bring unqualified calls.
- Month 3 onward: spend shifts toward the campaigns that produce site visits and signed contracts.
Because construction contracts take months to sign, the honest measure of ads arrives late. We agree on early indicators, such as qualified enquiries and site visits booked, so you can judge progress in the meantime.
How results are measured
| Stage | What we track |
|---|---|
| Click | Cost, search term, audience |
| Enquiry | Call, text or email, tagged by project type and budget fit |
| Site visit or design meeting | Booked or not, from your notes |
| Contract | Signed value, so cost per signed project can be calculated |
Results from our HVAC work show what tracked ads can do when the funnel is measured end to end: HVACDeal.ca produced 500+ leads at a 12:1 ROI. That is a heating business with a much shorter sale; see the results page for what transfers to construction.
Mistakes to avoid
- Sending ads to the home page. A visitor looking for an addition builder should land on additions.
- Bidding on "construction jobs" or "contractor near me" without negatives. You'll pay for job seekers and handyman searches.
- No price signal. Silence on budget invites enquiries you will decline.
- Judging after two weeks. Construction decisions are slow; give a campaign at least two months with good tracking.
- Ads that promise a schedule you can't keep. "Move in by spring" ads create disputes later.
Frequently asked questions
How much should a builder spend on ads each month?
It depends on your project value and how many contracts you can take on. As a rough illustration, a builder with a $600,000 average custom home and 10% net margin can afford to spend far more per signed contract than a renovator doing $60,000 kitchens. Our budget guide walks through the maths with your own numbers.
Should we put prices in our ads?
Ranges, yes, when you are confident in them. A clear 'projects typically from $X' line deters people with a much smaller budget. Make sure any price you show is accurate and complete; Canada's Competition Act treats misleading prices seriously.
Do Meta ads work for construction?
For homeowner work, often yes, especially for renovation and custom homes where photos and video sell. Meta is better at creating interest than at catching urgent searches, so we usually pair it with Google search campaigns.
Who owns the ad accounts?
You do. We set up or use accounts in your company's name and work in them with your permission. If we part ways, the account, history and audiences stay with you.