The Client
DiBara Masonry is a professional masonry contractor handling brickwork, stonework, chimney, and structural masonry projects. In their trade, a single closed job can be worth thousands of dollars — which means every qualified lead carries serious revenue potential, and every wasted click is expensive.
Why Is Google Ads Hard for Masonry Contractors?
- Masonry clicks are not cheap. This account averaged $3.94 per click, so undisciplined targeting burns budget fast.
- Search intent is messy: "brick repair" queries mix homeowners with big projects, DIYers looking for tutorials, and job seekers.
- Project values vary wildly — a chimney repointing and a full structural rebuild are worlds apart, but both come through the same keywords.
- Without value-based conversion tracking, contractors optimize toward cheap leads instead of profitable projects.
What Did We Do Differently?
- Built tightly themed Search campaigns around high-value masonry services, so ad copy and landing pages matched exactly what the searcher typed.
- Applied relentless negative keyword discipline to cut DIY, informational, employment, and out-of-area queries before they drained budget.
- Cleaned up conversion tracking so calls and quote requests were attributed to the campaigns and keywords that produced them — with project value flowing back into the account.
- Reallocated budget continuously toward the campaigns and search themes producing booked, high-value jobs, not just raw lead counts.
What Results Did DiBara Masonry Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Tracked revenue | $5.8M |
| Ad spend | $264K |
| Return on ad spend | 21.9x |
| Conversions | 976 |
| Clicks | 67,118 |
| Impressions | 2.5M |
| Click-through rate | 2.68% |
Every dollar this account put into Google Ads returned $21.94 in tracked project revenue.
Key Takeaways
- A masonry contractor doesn't need thousands of leads — 976 high-quality conversions produced $5.8M in tracked revenue.
- At $3.94 a click, negative keywords aren't optional. They are the difference between profit and waste.
- Value-based tracking lets the account chase profitable projects instead of cheap phone calls.
How Much Should a Masonry Business Spend on Google Ads?
This account invested $264K over the life of the engagement and tracked $5.8M in return — roughly $5,900 in revenue per conversion. For a masonry contractor, the right question isn't "how little can I spend?" but "what does a booked job return?" When one project can be worth thousands, a properly managed account that pays $271 to acquire a customer is one of the highest-leverage investments a contractor can make.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Revenue reflects conversion value tracked in-platform.