Construction PPC breaks the usual local playbook. The sales cycle runs months, jobs are worth six figures, and a single good lead can pay for a year of advertising. That changes what you optimise for: not cheap leads, qualified enquiries from the right project type.
Target project types, not services
"Construction company" is a near-useless keyword. "Commercial fit out contractor", "warehouse construction", "home extension builder" and "groundworks contractor" each describe a project with a budget attached. Build ad groups around the project types you want to win.
This also solves the qualification problem: someone searching for a specific project type has already self-selected.
Accept fewer leads at a higher cost
A construction enquiry at $400 that becomes a $250,000 job is excellent. Chasing $60 leads gets you homeowners pricing a garden wall. Set target cost per acquisition against job value, not against what feels expensive.
Long cycles need offline conversion tracking
With a four-month cycle, Google's attribution window will close before the deal does. Import qualified enquiry and quote-issued stages from your CRM back into Google Ads so the algorithm learns from real quality signals instead of raw form counts.
This is the core of attribution and analytics measurement work for long-cycle businesses, and it is where most construction accounts are left unfinished.
Credibility on the landing page
Show completed projects with scale, values and timelines. Name the sectors you work in, list accreditations, and make it obvious what size of project you take on. Buyers are screening you as hard as you are screening them.
Pair search with LinkedIn for commercial work
Commercial construction buyers are findable by job title and company size. Search catches them when a project starts; LinkedIn Ads management keeps you visible in the months before it does. Run both and measure them together, not in separate silos.