Client Snapshot

A general construction company serving local customers across the USA, competing in a market where homeowners and property owners regularly search for professional contractors for construction, renovation, remodeling, and improvement projects.

The Challenge

General construction is a broad and highly competitive service category. Customers can search for a wide range of projects, from remodeling and renovations to larger construction work, making it important to identify searches that show genuine intent to hire a professional.

The challenge was to build a campaign capable of reaching potential customers actively looking for construction services while keeping the advertising budget focused on relevant, commercial searches.

Because construction projects can vary significantly in size and value, generating clicks alone was not enough. The campaign needed to prioritize real customer inquiries and phone calls from people looking for professional construction services.

The Strategy

We structured the campaign around high-intent construction searches, focusing on keywords that indicated a stronger likelihood of contacting a professional contractor.

Search-term data was continuously reviewed to identify irrelevant or low-commercial-intent searches and uncover opportunities to improve keyword targeting.

Negative keywords were added and refined to reduce wasted spend from DIY, informational, employment-related, and other searches that were unlikely to generate genuine customer inquiries.

Ad messaging was aligned with the services customers were actively searching for, making the company’s offering clear and encouraging prospects to contact the business directly.

Since phone calls were the primary conversion goal, call conversions were tracked closely and used as a key performance signal throughout the campaign.

The campaign was continuously monitored and optimized based on search terms, keyword performance, conversion volume, and cost efficiency.

The Results

Campaign Period: February 1 – July 31, 2026

Over the six-month campaign period, the campaign generated 330 genuine construction customer calls from 3.21K clicks, at an average cost of $180.80 per call.

With $60K in advertising spend, the campaign maintained a focus on generating real phone conversations with potential customers actively looking for construction services.

Why It Worked

General construction searches can vary significantly in intent and project value. A campaign that treats every search equally can quickly spend budget on traffic that has little commercial value.

By focusing on high-intent searches, refining keyword targeting, excluding irrelevant traffic, and aligning ad messaging with customer needs, the campaign was built around the searches most relevant to the business.

Tracking phone calls as the primary conversion signal also kept optimization focused on actual customer conversations rather than clicks alone.

Takeaway for Similar Businesses

For construction companies, the goal isn’t simply to generate more website traffic.

The focus should be on reaching people who are actively looking for professional construction services and turning those searches into meaningful conversations.

Strong search-intent targeting, continuous search-term optimization, relevant ad messaging, and accurate call tracking can help turn paid search traffic into genuine construction leads.