Why broad match keywords are killing your ROI and exactly how to structure your campaigns for high-intent leads.
Google Ads is the fastest way to get leads. Turn it on, and the phone rings. Turn it off, and it stops. It is a tap.
But for most building companies, it is also a hole in your pocket. We see companies spending £1,000 to get £500 worth of work. That is not marketing; that is charity.
Here is why you are losing money, and exactly how to fix it.
1. The "Broad Match" Default Setting
When you set up a campaign, Google tries to help you. It suggests "Broad Match" keywords. This means if you bid on the keyword Builder London, Google might show your ad to someone searching for:
- "Bob the Builder bloopers"
- "How to become a builder"
- "Builder salary London"
- "Lego builder set"
You pay for every single one of those clicks. And none of them want an extension.
The Fix: Use "Phrase Match" or "Exact Match". Put your keywords in speech marks, like "Builder in London". Now your ad only shows when someone uses that exact phrase or a very close variation.
2. Research vs. Intent
There are two types of people on Google:
- Researchers: "Cost of loft conversion", "Do I need planning permission", "Loft conversion ideas".
- Buyers: "Loft conversion specialists near me", "Loft conversion quote London", "Best attic converters".
The researchers are tyre kickers. They are 6 months away from buying. The buyers are ready to go now.
Most builders bid on the research terms because they have high search volume. But they convert poorly. Spend your budget on the "Intent" keywords. You will get fewer clicks, but more invoices.
3. Negative Keywords (Your Secret Weapon)
This is the most underused feature in Google Ads. A negative keyword is a word you don't want to show up for.
If you are a high-end builder, you should add these words to your negative list immediately:
- "Cheap"
- "Budget"
- "Free"
- "Course"
- "Job"
- "Council"
- "DIY"
This stops you paying for clicks from people looking for a "cheap builder" or a "builder job". It filters out the rubbish so you only pay for quality.
