Digital ads have a revolutionary effect on businesses, helping them increase conversions. However, when done wrong, your construction business ads will not convert. These poor conversions could be a result of a wide range of reasons, including a lack of proper ad optimization and audience targeting. To get a good idea of how to implement a killer ad strategy for your construction company and avoid missteps, keep reading.
How to advertise construction jobs?
To get the best talents, your ad strategy for job openings should follow effective marketing strategies. Here’s a comprehensive breakdown of each of those strategies:
1) Master your job ad copy
Many construction companies fail to follow the right approach to writing a converting job ad. This could result in low-quality candidacies. Here’s what you should pay more attention to in your job ad copy:
- Job title: Keep your job title direct and easy to understand. It should be no longer than 40 characters and should stay relevant to the job you’re advertising. For instance, if your construction company’s name is “Ditroit’s Construction Company” and the position you’re advertising for is “General Contractor”, the job title can take the form “Ditroit’s Construction Company– General Contractor”
- Company summary: Your company’s summary shouldn’t be just any block of text. Ensure it sells your company in the best way possible and also highlights the company’s values.
- Salary: Most job applicants don’t have a great attention span. So, it’s important to always include salary expectations as this could be helpful for applicants scanning through the job post.
2) Maximize social media
Before advertising on social media, you should identify the platform on which your audience spends most of their time. Once you discover that, you can begin to map out a good social media ad strategy by creating attractive graphics and deciding on a suitable budget. The best social media ads are:
- LinkedIn ads: Understandably, LinkedIn ads would convert because job seekers make up a significant portion of LinkedIn users.
- Google ads: Zippier stats show that 70% of job searches begin on Google and Google experiences over 150 million job searches a day. [1]
- Meta ads: Meta ads (Instagram and Facebook) can be effective for employers. Meta offers tools like custom audience targeting and multiple ad formats.
3) Consider job listing websites
Job listing websites like Glassdoor and Indeed are also great for advertising construction jobs. They allow construction companies to post their jobs in the right category to get the best talents. You can also use the same copy you used on LinkedIn on job listing sites.
How to advertise a construction business
Advertising your construction business the right way will help you reach qualified leads. To do this, you need to start by identifying your target audience. You can then set a suitable ad budget range for your business.
Some other helpful tips to advertise your construction business are:
- Build a local presence to drive leads: To build a good local presence, you need to ensure that your Google Business Profile is optimized. Fill out your Google Business Profile accurately to include your business name, address, contact information, website, and provided services.
- Run Google local services ads for local searchers: These types of ads come up when someone searches for your local construction company on Google.
- Prioritize other social media ads: Apart from Google ads, you should consider other social media platforms like LinkedIn, Facebook, and Instagram. Take time to identify your target audience and know where they spend most of their time.
What are the best places to advertise the construction business?
Some of the best places to advertise your construction business are:
- Google: Using Google ads for your construction business will help target people who need your service in a geographic location. Google ads are also great for customers who have previously interacted with your company.
- LinkedIn: A review by Hootsuite shows that millennials make up the highest percentage of LinkedIn users followed by people between the ages of 18 – 24 years [2]. If you have offers that appeal to these generations, LinkedIn could be a good platform for you.
- Meta (Facebook and Instagram): 23.6 percent of Facebook’s audience in the U.S. fall between 25 and 34 years of age [3]. If this demographic interests you, then these platforms are the right choice.
Creating construction advertisements
When creating construction advertisements, start by having a good knowledge of your target audience. You can know this from how your best competitors are running ads, or running surveys on where your customers like to spend most of their time.
Google ads for contractors
To run Google ads as a contractor, we advise you to take the following steps:
- Step 1: Set up your Google ads campaign settings to accommodate your budget and target audience.
- Step 2: Use all of the relevant keywords in the construction niche. For instance, “roofing contractors near me”, “general contractor for hire”, “concrete contractors near me”, “deck builders”, “electrical contractors”, etc.
- Step 3: Have a good contractor landing page and include a call-to-action (CTA).
- Step 4: Plan out your Google ads budget, how to make the most of your initial investment and see results. You can learn more about those Google ads details here.
Facebook ads for contractors
When running your Facebook ads, we advise you to check the following boxes:
- Step 1: Create a compelling offer for your Facebook ads (ensure it provides high value, low friction, and attracts the right prospects).
- Step 2: Pick the right ad format for your construction business. Video ad formats and image ad formats work great for construction businesses.
- Step 3: Use Facebook ads retargeting to get more qualified leads.
- Step 4: Follow other necessary Facebook ad strategies for maximum ROI here.
Advertising for contractors
For the best results running your construction ads, here are some of the common examples you can emulate:
Construction ads examples
Essential Construction‘s ad copy is clear and future customers can know the available offer. They also use high-quality graphics to establish a strong visual impact.
Creative construction ads
GOZ construction ads specify the types of construction services they offer to potential clients by highlighting major keywords like:
- Driveways
- Patios
- Slabs
- Pads
Renovation ads
The remodeling ads on Google also offer before and after photos for potential customers. Their services are clear and also include locations where they are available.
Advertising ideas for a construction company
For your construction company ads to convert, there are other important elements you need to pay attention to outside the ad itself. For instance, a good website design will help attract better-quality leads. We’ve gathered some additional ideas that could help your construction business below:
Remodeling advertising ideas
When creating remodeling ads, it helps to do the following:
- Establish a style guide for consistency and to give potential customers a cohesive experience when they see your ads.
- Use visuals on your landing page and website.
- Organize your website navigation to help readers find all the information they need.
Renovation advertising ideas
Below are some of the effective strategies to consider for your renovation advertising:
- Show before and after photos in your ad campaign.
- Let your ad copy accurately convey your offer.
- Ensure your copy shows the value of your service – use words like “saves time”, “saves money”, or “improves aesthetics”
Home renovation advertising ideas
If your construction company offers home renovation services, here are some effective ideas to implement:
- Similar to general renovation ideas, show before and after photos of homes.
- Consider discounts in your home renovation offer.
- Use a clear CTA.
Get an all-in-one advertising solution for your construction business
Creating construction ads that convert can be a hassle, especially when you need to figure out all the nuances of ad creation by yourself. To manage time and budget, a good option could be hiring a digital marketing agency. Companies like Nomadic Advertising understand the construction industry and can provide the best working strategies for high conversion. Many construction companies have a difficult time getting customers because of ineffective marketing strategies. If you’re looking for a construction marketing agency that can help you increase ROI from ads, reach out to us at Nomadic Advertising. Book a FREE Consultation with us today!
Key Takeaways
- Identify your target audience before creating campaigns on Google and social media platforms
- Prioritize building a local search presence for the best leads.
- Use relevant keywords when creating your construction ad campaign
- Explore different ad formats for your construction company, including video and image ads.
References
1) https://www.zippia.com/advice/percentage-of-job-searches-start-on-google/
2) https://blog.hootsuite.com/linkedin-demographics-for-business/#:~:text=LinkedIn%20age%20demographics,-60%25%20of%20LinkedIn&text=Millennials%20make%20up%20the%20majority,people%20over%2055%20use%20LinkedIn.
3) https://www.statista.com/statistics/187549/facebook-distribution-of-users-age-group-usa/
