Why Google Ads Is Different for Builders
Builders face a unique challenge on Google Ads that most other trades don't: the massive range of job values. A plumber might see jobs ranging from £100 to £2,000. A builder's jobs range from a £500 wall repair to a £200,000 house extension. This variance means your campaign strategy needs to carefully target the type and size of work you actually want.
The good news is that building and construction keywords often have less competition on Google Ads than emergency trades. Many builders still rely entirely on word of mouth and don't advertise online at all. This creates a genuine opportunity for those who do.
Project-Type Keywords: Targeting the Work You Want
The single most important decision for a builder's Google Ads is which project types to target. Your keywords should reflect the specific work you want, not generic "builder near me" terms.
Residential Extension Keywords
Extensions are the bread and butter for many UK builders. These are high-value, long-duration projects.
| Keyword | Typical CPC | Average Project Value |
|---|---|---|
| house extension [area] | £4 - £9 | £30,000 - £80,000 |
| single storey extension | £3 - £7 | £20,000 - £50,000 |
| two storey extension [area] | £4 - £8 | £40,000 - £100,000 |
| kitchen extension [area] | £3 - £7 | £25,000 - £60,000 |
| rear extension builder | £3 - £6 | £25,000 - £60,000 |
| extension builder [town] | £4 - £8 | £25,000 - £80,000 |
Why extensions are ideal for Google Ads: The project value is so high that even an expensive click (£8) is negligible if it leads to a £40,000 job. You only need to win one project per month from Google Ads to justify a significant budget.
Loft Conversion Keywords
| Keyword | Typical CPC | Average Project Value |
|---|---|---|
| loft conversion [area] | £5 - £10 | £25,000 - £55,000 |
| loft conversion cost | £3 - £6 | Research phase |
| dormer loft conversion | £4 - £8 | £35,000 - £55,000 |
| hip to gable loft conversion | £4 - £8 | £40,000 - £60,000 |
| loft conversion builder [area] | £4 - £9 | £25,000 - £55,000 |
Renovation and Refurbishment Keywords
| Keyword | Typical CPC | Average Project Value |
|---|---|---|
| house renovation [area] | £3 - £7 | £20,000 - £100,000+ |
| property renovation builder | £3 - £6 | Variable |
| bathroom renovation [area] | £3 - £7 | £5,000 - £15,000 |
| kitchen renovation builder | £3 - £7 | £8,000 - £25,000 |
| period property renovation | £3 - £6 | £30,000+ |
New Build and Groundworks
| Keyword | Typical CPC | Average Project Value |
|---|---|---|
| self build contractor [area] | £3 - £7 | £100,000+ |
| groundworks contractor | £3 - £7 | £5,000 - £30,000 |
| foundation contractor [area] | £3 - £6 | £5,000 - £15,000 |
| new build homes [area] | £4 - £9 | £150,000+ |
Smaller Works (If You Want Them)
| Keyword | Typical CPC | Average Project Value |
|---|---|---|
| garden wall builder [area] | £2 - £5 | £1,000 - £5,000 |
| bricklayer near me | £2 - £5 | £500 - £3,000 |
| garage conversion [area] | £3 - £7 | £10,000 - £25,000 |
| porch builder [area] | £2 - £5 | £3,000 - £8,000 |
Location Targeting for Builders
Builders typically work within a defined geographic area, but the optimal radius depends on the project type.
Radius by Project Type
| Work Type | Recommended Radius | Reasoning |
|---|---|---|
| Extensions / loft conversions | 20 - 35 miles | High value justifies travel |
| Full renovations | 20 - 40 miles | Multi-week projects, worth travelling |
| Smaller jobs (walls, porches) | 10 - 20 miles | Lower value, travel must be minimal |
| New builds | 30 - 50 miles | Months on site, distance less relevant |
Targeting Affluent Areas
For high-value residential work, consider creating separate campaigns targeting postcodes in more affluent areas. Homeowners in these areas are more likely to commission extensions and renovations, and the project values tend to be higher.
This doesn't mean ignoring other areas — it means bidding more aggressively where the return is likely to be greater.
Showcasing Past Work: The Builder's Conversion Advantage
For builders more than any other trade, past work is your most powerful selling tool. A prospective customer spending £50,000 on an extension needs to see evidence that you can deliver.
What to Include on Landing Pages
Project Case Studies Create 4-6 detailed case studies of completed projects, each including:
- Before, during, and after photos
- Project scope and description
- Duration (e.g., "12 weeks from groundworks to completion")
- Location (town/area — not exact address)
- Brief client testimonial
Why this works: A case study showing a completed kitchen extension in Birmingham, with real photos and a real testimonial, is worth more than any amount of ad copy. It proves you can do the work.
Portfolio Gallery
Beyond detailed case studies, maintain a gallery of completed projects. Organise by project type:
- Extensions
- Loft conversions
- Renovations
- New builds
- Commercial
Each photo should be high quality. Consider hiring a photographer for your best projects — the cost is trivial compared to the marketing value of professional images.
Video Walkthroughs
If you can produce short video walkthroughs of completed projects, these are incredibly effective. A 60-second video of a finished extension, narrated by you, builds trust in a way photos alone cannot. These videos can also be used in YouTube ads and on social media.
Campaign Structure for Builders
Campaign 1: Extensions
- Ad Group: House Extension
- Ad Group: Kitchen Extension
- Ad Group: Single Storey Extension
- Ad Group: Two Storey Extension
Campaign 2: Loft Conversions
- Ad Group: Loft Conversion General
- Ad Group: Dormer Loft Conversion
- Ad Group: Hip to Gable
Campaign 3: Renovations
- Ad Group: House Renovation
- Ad Group: Bathroom Renovation
- Ad Group: Kitchen Renovation
- Ad Group: Period Property
Campaign 4: Other Services
- Ad Group: Garage Conversion
- Ad Group: New Build / Self Build
- Ad Group: Garden Walls / Brickwork
Ad Copy for Builders
What Customers Care About
Building projects are major investments. Customers have three primary concerns:
- Will you actually finish the job? — horror stories of builders disappearing mid-project are common
- Will it be done properly? — structural work can't be redone easily
- What will it cost? — and will the price change halfway through?
Address all three in your ads:
Example Extension Ad
House Extensions in [Area] | Fixed-Price Quotes Federation of Master Builders. 20+ Years Experience. See Our Completed Projects Online. Free Consultation.
Example Loft Conversion Ad
Loft Conversions in [Town] | From Design to Completion Planning Permission Handled. Structural Calcs Included. View Our Portfolio. Free Survey & Fixed-Price Quote.
Example Renovation Ad
Property Renovation Specialists | [Area] Period & Modern Properties. Full Project Management. See Before & After Gallery. Book Free Consultation.
Trust Signals for Builders
- Federation of Master Builders (FMB) — the most recognised trade body
- NHBC registered (for new builds)
- TrustMark — government-endorsed quality scheme
- "Fixed-Price Quotes" — addresses the number one customer fear
- "Full Project Management" — shows professionalism
- Specific years of experience with a number, not "many years"
- Planning and building control handled — removes complexity for the customer
Budget Considerations
Building projects have long sales cycles. A customer might click your ad in January, get a quote in February, and start the project in April. This means:
- Expect lower immediate conversion rates than emergency trades
- Track enquiries, not just calls — form fills and email enquiries matter
- Measure over 3-6 months, not 30 days
- A single converted lead can justify months of ad spend
Recommended Budgets
| Business Type | Monthly Budget | Expected Enquiries |
|---|---|---|
| Sole trader / small builder | £500 - £1,000 | 8-15 per month |
| Small building company | £1,000 - £2,000 | 15-30 per month |
| Medium building company | £2,000 - £4,000 | 30-60 per month |
Even at the lower end, if one enquiry per month converts to a £30,000+ extension, the return is substantial.
Negative Keywords for Builders
- "builder jobs", "builder salary", "CSCS card"
- "builder merchant", "building materials", "builders warehouse"
- "Bob the Builder" (yes, really)
- "body builder", "website builder", "PC builder"
- "how to build" / any DIY terms
- "builder insurance", "builder public liability"
- "cheap builder" — attracts price-focused customers unlikely to commission quality work
The "builder" keyword is particularly prone to irrelevant matches. Be aggressive with negatives and favour specific project-type keywords over generic terms.
The Long Game: Building a Pipeline
Google Ads for builders isn't about getting a call and booking a job tomorrow. It's about building a pipeline of serious enquiries that you can quote on, follow up with, and convert over weeks or months.
The businesses that treat Google Ads as a consistent lead generation tool — rather than something to try for a month — are the ones that see transformative results. If you are still weighing up whether it is worth paying for Google Ads, the high job values in construction make the maths work better than almost any other trade.
Get Your Free Audit
If you're a builder looking to win more of the right kind of work, get a free audit of your advertising. We'll review your current setup, analyse your local competition, and show you where the best opportunities are.
Want the full picture? See our complete guide to getting more leads as a builder.
For more trade-specific Google Ads advice, visit our blog.
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