Pay Per Click

Whether it’s Google search advertising, display advertising or social media ads, there’s a time and a place for Pay Per Click (PPC).

Would we advise you to put your entire marketing behind it? Absolutely not, because it’ll only get you so far and you don’t want to be paying Google forever. But for short-term campaigns, quick wins and new products and services, it could form part of your overall strategy.

As an example, a new business could use paid advertising to get them off the ground whilst traditional forms of marketing are getting up and running. The aim here is to get sales through the door in the first instance to allow time and budget for other marketing channels, so you’re not continually reliant on paying Google to get found.

What is PPC?

PPC is a way of promoting your construction website on Google or other search engines. It works by basically buying visits to your website rather than gaining them organically. Have you ever seen the ‘sponsored’ links at the top of Google when you’ve been searching for a service? That’s done from PPC.

PPC comes in a few different forms:

  • Google Ads: Ads on Google search results and partner websites.
  • Display Ads: Visual ads on websites and digital platforms.
  • Social Media Ads: Adverts on popular social media platforms like Facebook, Instagram, Twitter, and more.

In a PPC campaign, advertisers bid on specific keywords relevant to their target audience and industry. When users search for those keywords on search engines or on social media, the ads appear at the top of the results page. And every time a user clicks on one of these ads, the advertiser pays a fee.

Why is PPC Important?

PPC can have a major impact on most construction businesses, and you could be losing out on valuable traffic by not taking advantage of this form of marketing. Here are some reasons why it’s so important.

  • Immediate visibility. With PPC, your construction company can instantly appear at the top of search results, gaining immediate visibility among your target audience!
  • Targeted reach. PPC allows for precise targeting based on keywords, demographics, location, and other factors, ensuring that your ads are shown to the right people at the right time.
  • Cost control. You have full control over your budget when it comes to PPC. You can set daily or monthly spending limits, so you know you’re staying within budget.
  • Measurable results. It’s so easy to keep track of results when it comes to PPC campaigns. That’s because they provide detailed analytics which lets you track the performance of your ads, measure the ROI, and make data-driven decisions.
  • Complements SEO efforts. You don’t have to choose PPC or They can actually work alongside each other providing additional visibility while you work on improving organic search rankings.

But, Are There Any Cons?

Although PPC is a great way to get quick visits to your site, there are also a couple of downsides that you should know about.

  • Costs can add up. While PPC can produce great results, costs can start to add up if campaigns aren’t carefully managed which can potentially affect the overall marketing budget.
  • Dependency on ads. PPC drives traffic only for as long as you keep paying for the clicks. That’s why it’s so important to also focus efforts on organic SEO to bring long-term traffic even after the initial efforts.

PPC isn’t for everyone. But it’s a great way to boost your overall marketing strategy and gain some quick wins for short-term campaigns.


SEO and PPC are both essential for a well-rounded digital marketing strategy in the construction industry. While SEO focuses on organic search results and long-term sustainable traffic, PPC delivers immediate visibility and offers precise audience targeting. By combining both strategies, construction companies can maximise their online presence and generate a steady stream of relevant leads.

PPC Services We Offer

At The Digital Lookout, we specialise in providing result-driven PPC services tailored to the construction industry. Our team of experts understands the unique challenges faced by construction companies and crafts targeted PPC campaigns to ensure maximum ROI. Our services include:

Google Ads

Google Ads (you may know this as Google AdWords) is a pay-per-click platform offered by Google. It lets businesses create and display ads on Google’s search results page for a fee every time someone clicks on your ad. It offers precise targeting options which means construction businesses can target an audience based on their location, age, gender, interests, and a whole lot more.

Display Ads

Display advertising refers to the visual advertisements displayed on websites, apps, and other digital platforms. These ads can take the form of banners, images, videos, or interactive media – you’ve probably seen them while scrolling the internet yourself. They’re usually shown to users based on their browsing behaviour, interests, and demographics. These ads help construction businesses reach a broader audience – even beyond search engine results.

Social Media Ads

Social media ads are adverts placed on popular social media platforms like Facebook, Instagram Twitter, LinkedIn, and others. These ads use the massive user base and their sophisticated targeting options to reach specific audiences based on their interests, behaviours, demographics, and interactions on the platform they’re integrated seamlessly into users’ feeds, enabling businesses to engage with potential customers, drive web traffic, and generate leads.

Why Choose The Digital Lookout

At The Digital Lookout, we’re not your average marketing agency – we know our shit when it comes to construction. With years of experience and a deep understanding of the construction industry, we’re passionate about helping you attract leads from your ideal clients. Our commitment to construction companies has even earned us a ‘Game Changer of the Year’ nomination. Let’s team up and take your construction business to new heights!

Our Approach

When it comes to PPC, we know that a one-size-fits-all approach doesn’t suffice. Our PPC strategy takes into account your business’s needs whether you’re looking for individual PPC campaigns or looking to integrate them into a wider marketing strategy. We also offer retainer-style PPC management for clients who want ongoing optimisation and performance improvement.

Frequently Asked Questions

How long does it take to see results from a construction PPC campaign?

The results from a construction PPC campaign should be seen relatively quickly, often driving traffic and leads as soon as the ads are live.

Is PPC cost-effective for construction businesses with limited budgets?

Yes, PPC provides cost control, allowing construction companies to set daily or monthly spending limits. It ensures they stay within their budget while driving relevant traffic to their website.

Can PPC be combined with other marketing strategies for better results?

Absolutely! PPC can work alongside other marketing efforts, such as SEO, content marketing, and email campaigns, to create a comprehensive and powerful digital marketing strategy.

How often should construction companies monitor and optimise their PPC campaigns?

Continuous monitoring and optimisation are essential for PPC success. It’s recommended to review the performance regularly and make adjustments based on data insights to improve ad relevance and conversion rates. At The Digital Lookout, we make sure we consistently track and optimise your PPC campaigns to maintain success.

What happens if construction companies receive invalid clicks on their PPC ads?

PPC platforms like Google Ads have mechanisms in place to detect and filter out invalid clicks to ensure advertisers are not charged for suspicious or fraudulent clicks on their ads.

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82% of our clients have come to us from another marketing agency because, and we quote, ‘generic marketing agencies don’t get construction’.

As a construction marketing agency we fully understand the construction industry and our know-how, industry insights, and expertise can help you attract leads from the people you want to work with.

We’re straight-shooting, results-gaining, construction marketing know-it-alls who can help take your online presence to the next level. Let’s have a chat.