Google Ads Campaigns for Construction & Manufacturing: Why We Do It And How It Works.

Why We Care About Construction & Manufacturing Businesses

The construction and manufacturing industries are the lifeblood of Queensland’s economy, driving innovation and progress across the state. From building towering structures to crafting essential products, you play a crucial role in shaping the world around us.

At C. Joseph, we recognise the significance of your work and are committed to helping your business succeed in the competitive landscape of the digital age. We believe in success-driven marketing, which means we don’t just create campaigns; we develop strategic solutions that align with your unique vision and goals.

Queensland is known for its booming construction and manufacturing sectors, with a strong emphasis on innovation and sustainability. The industry contributes significantly to the state’s economy, creating jobs and driving growth across various regions.

We understand the challenges and opportunities faced by construction and manufacturing businesses in Queensland. We’re here to help you overcome those challenges, leverage your strengths, and achieve your growth objectives. Our commitment to purpose-driven marketing ensures we don’t just focus on generating leads; we aim to build strong brands and create lasting connections with your target audience.

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Why Google Ads for Construction & Manufacturing?

Google Ads is a powerful tool that can help your construction or manufacturing business thrive in the digital landscape. Here’s why it’s a strategic investment:

The Unique Challenges of the Industry

• Seasonality and Fluctuations in Demand: Construction and manufacturing are often affected by seasonal fluctuations and economic cycles. Google Ads allows you to adjust your campaigns to match demand, ensuring you’re reaching the right people at the right time.
• Highly Competitive Markets: The construction and manufacturing industries are competitive, especially for local businesses. Google Ads gives you the opportunity to stand out from the crowd and capture valuable leads.
• Complex Products and Services: Your offerings can be intricate and require detailed explanations. Google Ads provides the platform to showcase your expertise and address specific customer needs.
• Building Trust and Credibility: In industries like construction and manufacturing, trust is paramount. Google Ads allows you to build credibility by appearing in search results, demonstrating your expertise and professionalism.

Targeting the Right Audience

One of the most significant benefits of Google Ads is its ability to target specific audiences. You can reach:

Local Customers: Dominating the Search Landscape

• Location Targeting: Google Ads allows you to target your ads geographically, ensuring they appear to people in your city, region, or even within a specific radius of your business.
• Local Keywords: Utilise keywords related to specific locations, neighbourhoods, or areas within Queensland to capture local search queries.
• Local Business Listings: Ensure your business is listed on Google My Business, which helps your business show up in local search results.

Businesses Looking for Your Services: Expanding Your Reach

• Industry-Specific Keywords: Target your ads to businesses in need of construction or manufacturing services, including those in related industries.
• Targeted Keywords: Use keywords that reflect the specific services businesses are looking for, such as “solar panel installations”, “industrial constructions,” “steel fabrication,” or “tilt-panel construction.”
• Remarketing: Retarget businesses that have visited your website or interacted with your ads, reminding them about your services.

Individuals with Specific Project Needs: Catering to Specific Requirements

• Project-Based Keywords: Target your ads to people searching for specific services, like “roof repairs,” “concrete work,” “custom fabrication,” or “home renovation.”
• Keyword Matching: Utilise different keyword matching options to ensure your ads reach the right audience based on search intent.
• Ad Copy Optimisation: Craft compelling ad copy that addresses specific project needs and highlights the benefits of choosing your business.

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Statistics & Benchmarks: What We’re Seeing

The power of Google Ads lies in its ability to connect your business with highly targeted audiences at the right moment. To understand how your campaigns are performing, it’s essential to compare your results to industry benchmarks. These benchmarks provide a baseline for measuring success and identifying areas for optimisation. We’re seeing some promising trends and have gathered some data for the industrial services sector specifically.

The Importance of Benchmarks

Think of benchmarks as a roadmap for navigating the world of Google Ads. They offer valuable insights into:

• Industry Standards: Benchmarks reveal what’s considered “average” performance within your industry. Knowing this helps you understand what’s achievable and where your campaigns might be falling short.
• Competitive Landscape: Benchmarks show how your competitors are performing. Are they achieving higher click-through rates or lower costs per click? This information can inform your strategy and help you stay ahead of the game.
• Campaign Optimisation: Comparing your results to benchmarks helps you identify areas for improvement. Are your conversion rates lagging behind the industry average? Are your costs per click higher than expected? By analysing the data, you can make informed decisions about how to enhance your campaigns.

Industry Specific Benchmarks: Industrial Services

Here are some key statistics for overall industrial services, based on 2020 data:

Click Through Rate (CTR): 2.61%

What it Means: This figure indicates that, on average, 2.61% of users who see an industrial services ad on Google Search will click on it.

How it Relates to You: If your CTR is below this average, you might need to improve your ad copy, keywords, or targeting to make your ads more appealing. Speak to us to receive a free analysis of your Google Ads account.

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Cost Per Click (CPC): $2.56

What it Means: This means that, on average, industrial services businesses spend $2.56 for each click on their ads.

How it Relates to You: If your CPC is higher than this average, you might need to adjust your bidding strategies or explore ways to make your ads more cost-effective.

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Conversion Rate (CVR): 3.37%

What it Means: This means that 3.37% of users who click on your industrial services ad convert into a lead or customer. For example, if 1,000 people read a promotional email you send out with a link to sign up, and 33 of those readers follow through by signing up, your conversion rate would be 3.3%. While this may seem low, across all industries, the typical CVR falls within 2–5%.

How it Relates to You: If your CVR is lower than this average, you might need to improve your landing pages, calls to action, or overall user experience to encourage conversions.

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Cost Per Action (CPA): $79.28

What it Means: This indicates that, on average, industrial services businesses spend $79.28 for each desired action taken (e.g., a quote request, a phone call, or a form submission).‍

How it Relates to You: If your CPA is higher than this average, you may need to explore ways to improve your ad targeting, optimise your landing pages, or refine your bidding strategies to lower your costs.

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High Conversion Rates: Turning Leads into Sales

• Targeted Traffic: Google Ads drives highly targeted traffic to your website, resulting in more qualified leads that are more likely to convert into paying customers.
• Clear Calls to Action: Effective ad copy and landing pages encourage users to take action, such as requesting a quote, scheduling a consultation, or visiting your showroom.

Increased Brand Awareness: Establishing Your Position in the Market

• Prominent Placement: Your ads appear prominently in search results, boosting your visibility and brand awareness.
• Consistent Messaging: Your ads reinforce your brand message, creating a consistent brand experience across various touchpoints.

Improved Website Traffic: Driving More Potential Customers to Your Business

• Relevant Traffic: Google Ads drives relevant traffic to your website, as users are actively searching for the products or services you offer.
• Landing Page Optimisation: Ensure your landing pages are optimised for conversions, guiding users to take the desired actions.

Improved Website Traffic: Driving More Potential Customers to Your Business

• Relevant Traffic: Google Ads drives relevant traffic to your website, as users are actively searching for the products or services you offer.
• Landing Page Optimisation: Ensure your landing pages are optimised for conversions, guiding users to take the desired actions.

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How Google Ads Work for Construction & Manufacturing Businesses

Google Ads works by placing your ads strategically on Google’s search engine results pages (SERPs) and across a network of websites. When someone searches for a term related to your services, your ad might appear. Here’s a closer look at how it works:

Keywords and Targeting

Keyword Research: Uncovering Your Audience’s Search Intent

• Tools and Techniques: Utilise keyword research tools and techniques to identify the terms your potential customers are using to find services like yours.
• Understanding Search Intent: Analyse keywords to understand the underlying intent behind searches, such as “informational,” “navigational,” or “transactional.”
• Long-Tail Keywords: Use long-tail keywords (more specific phrases) to target niche audiences and capture specific search queries.

Campaign Setup: Creating Targeted Campaigns Around Relevant Keywords

• Campaign Structure: Organise your campaigns by keyword groups, ad groups, and ad copy to ensure effective targeting.
• Campaign Types: Choose from different campaign types, such as Search Network campaigns, Display Network campaigns, or Video campaigns, depending on your objectives. To learn more about campaign types for construction and manufacturing, read our blog here.

Bidding: Optimising Your Placement in Search Results

• Bidding Strategies: Choose from various bidding strategies, including cost-per-click (CPC), cost-per-thousand impressions (CPM), or cost-per-acquisition (CPA).
• Automatic Bidding: Utilise Google’s automated bidding algorithms to optimise your bids based on real-time performance data.
• Manual Bidding: Control your bids manually to gain greater control over your budget and ensure you’re bidding competitively.

Negative Keywords: Filtering Out Irrelevant Searchers

• Identifying Irrelevant Searches: Identify terms that are not relevant to your business or target audience and add them as negative keywords. This could include terms that are somewhat related to your business, isn't something that would receive a click to your website. For example, if a roofing company is trying to generate leads through Google Ads, a good negative keyword would be "types of roofs". This keyword or phrase is tied to the industry as a whole, but won't generate a lead as the person searching for that term wouldn't typically be a lead. Instead, these negative keywords can sometimes be used in blog posts. As another example of a roofing company, you can write a blog post about the types of roofs to educate and inform your customer base, hopefully generating organic growth and converting a few of them.
• Saving Money: Preventing your ads from showing for irrelevant searches, saving your budget and ensuring your ads reach the right people.

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Ad Formats and Best Practices

Text Ads: Creating Compelling Headlines and Descriptions

• Headline Optimisation: Use strong headlines that grab attention and highlight your key selling points.
• Description Creation: Provide concise and informative descriptions that convey your value proposition and encourage users to click.
• Call to Action: Include clear calls to action, such as “Get a Free Quote” or “Visit Our Website.”

Image Ads: Visual Appeal and Brand Storytelling

• High-Quality Images: Use visually appealing images that showcase your projects, products, or brand aesthetic.
• Compelling Visuals: Choose images that are relevant to your target audience and convey the desired message.
• Image Optimisation: Optimise images for size and format to ensure they load quickly and display effectively.

Video Ads: Showcasing Expertise and Engaging Viewers

• Compelling Visuals: Use high-quality video footage to capture attention and showcase your expertise. Explore royalty free websites like pexels.com for free and high-quality videos.
• Storytelling: Craft a compelling narrative that engages viewers and highlights your value proposition.
• Calls to Action: Include clear calls to action in your video ads to encourage viewers to take the desired action.

Call Extensions: Making it Easy for Customers to Contact You

• Direct Connection: Allow users to call your business directly from the ad, making it easy for them to connect with you.
• Increased Conversions: Encourage calls and reduce friction in the customer journey.

Location Extensions: Highlighting Your Local Presence

• Visibility in Maps: Display your business address and contact information, making it easy for local customers to find you.
• Increased Foot Traffic: Entice customers to visit your business location.

Structured Snippets: Displaying Detailed Information About Your Services

• Rich Information: Provide additional information about your services, such as pricing, features, benefits, or special offers.
• Enhanced Visibility: Showcase more detail about your business, increasing visibility in search results.

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Campaign Management and Reporting

Continuous Optimisation: Staying Ahead of the Curve

• Performance Monitoring: Track your campaign’s performance regularly, monitoring metrics like clicks, impressions, conversions, and cost per conversion.
• A/B Testing: Test different ad variations to identify the most effective combinations of headlines, descriptions, and keywords.
• Keyword Adjustments: Adjust your keywords and bids based on performance data, ensuring you’re targeting the most effective terms.

Detailed Reporting: Understanding Your Campaign’s Success

• Data Analysis: Analyse your campaign data to understand what’s working and what needs improvement.
• Reporting Tools: Utilise Google Ads reporting tools to generate comprehensive reports that track your progress and demonstrate your ROI. At C. Joseph Studio, we’ll send you a montly report of your ongoing Google Ads and will schedule a monthly meeting to analyse and optimise with you.
• Performance Insights: Gain insights into user behaviour, campaign effectiveness, and areas for optimisation.

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Why You Should Care About Google Ads: The ROI of Digital Marketing

Investing in Google Ads can be a game-changer for your construction or manufacturing business. Here’s why:

Expanding Your Reach: Reaching New Customers

• Target New Markets: Google Ads allows you to target new markets and expand your reach beyond your local area.
• Brand Exposure: Increase visibility for your brand to a wider audience, building awareness and recognition.

Generating Qualified Leads: Attracting Interested Prospects

• Targeted Traffic: Attract qualified leads who are actively searching for the services you offer.
• Conversion Optimisation: Utilise effective landing pages and calls to action to convert visitors into leads.

Building a Brand Story: Creating Memorable Connections

• Compelling Messaging: Craft compelling ad copy and visuals that resonate with your target audience and build a memorable brand story.
• Brand Consistency: Maintain a consistent brand message across all your marketing channels, creating a cohesive and recognisable brand experience.

Capture Local Customers

Dominating Search Results: Being Found When Customers Search Locally

• Local SEO Optimisation: Optimise your Google My Business listing and website for local search queries.
• Location Targeting: Utilise location targeting to ensure your ads appear to potential customers in your area.

Driving Foot Traffic: Encouraging Customers to Visit Your Business

• Call Extensions: Include call extensions in your ads, allowing users to call your business directly.
• Location Extensions: Display your business address and contact information to encourage walk-in traffic.

Building Community Connections: Strengthening Your Local Presence

• Local Events: Run targeted campaigns for local events and promotions, showcasing your community involvement.
• Community Partnerships: Partner with local organisations and businesses to build relationships and increase your local visibility.

Boost Website Traffic

• Targeted Traffic: Driving Relevant Visitors to Your Website
• Keyword Targeting: Target your ads to users searching for specific products or services related to your business.
• Landing Page Optimisation: Create landing pages that are optimised for conversions and align with the keywords you’re targeting.

Improving Lead Capture: Prompting Customers to Take Action

• Compelling Content: Develop engaging content that attracts visitors and prompts them to take action.
• Clear Calls to Action: Use clear and concise calls to action, such as “Get a Free Quote,” “Contact Us,” or “Download Our Brochure.”

Content Optimisation: Creating Compelling Content for Your Website

• Keyword Research: Conduct keyword research to identify the terms your target audience is searching for.
• Content Strategy: Develop a content strategy that aligns with your target audience’s needs and interests.
• Content Creation: Create high-quality, engaging content that informs, educates, and entertains your audience.

Measure and Improve Your Marketing Efforts

Tracking Your Success: Understanding Your Campaign’s Performance

• Google Ads Reporting: Utilise Google Ads’ comprehensive reporting features to track key metrics such as clicks, impressions, conversions, cost per click, and return on investment (ROI).
• Conversion Tracking: Set up conversion tracking to measure how many website visitors complete valuable actions, such as filling out a form, making a purchase, or requesting a quote.

Optimising for Results: Making Informed Decisions Based on Data

• Performance Analysis: Analyse your campaign data to identify areas for improvement, such as optimising keywords, adjusting bids, or refining your ad copy.
• A/B Testing: Conduct A/B tests to compare different ad variations and identify the most effective approaches.

Data-Driven Strategies: Leveraging Data to Enhance Your Campaigns

• Data Insights: Use data to gain insights into user behaviour, audience interests, and campaign performance.
• Targeted Strategies: Develop targeted campaigns based on your data insights, ensuring you’re reaching the right audience with the right message.

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About C. Joseph: Your Queensland-Based Marketing Partner

C. Joseph is a Queensland-based marketing agency dedicated to helping industrial businesses like yours reach their full potential. We’re passionate about partnering with clients who are committed to quality, service, and community, and we’re dedicated to helping you achieve:

Our Values and Approach

• People First: We build strong partnerships based on trust, transparency, and mutual respect. We’re here to support you every step of the way.
• Do Good, Feel Great: Our success is measured by your success. We take pride in seeing our clients thrive and achieve their goals.
• Purpose-Driven Marketing: We craft tailored marketing solutions that are designed to achieve specific business goals, ensuring every campaign is strategically aligned with your vision.

Tailored Solutions for Growth

We understand that every business is unique, and we tailor our services to meet your specific needs and goals. We offer a range of services, including:

• Website Design and Development: Creating visually appealing and functional websites that effectively showcase your brand and services.
• Search Engine Optimisation (SEO): Improving your website’s visibility in search engine results, driving more organic traffic and leads.
• Content Marketing: Developing engaging and informative content that attracts your target audience and builds brand authority.
• Social Media Marketing: Building a strong social media presence and engaging with your target audience on the platforms they use.
• Google Ads Management: Developing and managing targeted Google Ads campaigns that reach your ideal customers.

Our Expertise and Experience

• Industry Knowledge: We have a deep understanding of the construction and manufacturing industries, their challenges, and their opportunities.
• Digital Marketing Best Practices: We stay abreast of the latest digital marketing trends, ensuring our strategies are effective and innovative.
• Client Success Stories: We’ve helped numerous construction and manufacturing businesses achieve their marketing goals, resulting in increased brand awareness, more leads, and higher sales.

Our Services

We offer three tiers of Google Ads management plans to suit your budget and campaign needs:

• Small: Management Fee (Equal or less than $1,000 spend per month)
• Medium: Management Fee (Equal or less than $2,000 spend per month)
• Large: Management Fee (Equal or more than $2,000 spend per month)

We’ll work closely with you to understand your specific goals and develop a bespoke Google Ads strategy that delivers exceptional results.

Taking the Next Step

Investing in Google Ads can be a game-changer for your construction or manufacturing business. It’s a powerful tool to reach new customers, generate qualified leads, and achieve your business goals.

We invite you to connect with us at C. Joseph Studio. We’d love to discuss how we can help you unlock the power of Google Ads and propel your business forward. Together, let’s build a brighter future for your brand and your community.