The Client
This is a US masonry contractor, and our Google Ads for masonry contractors scaled it from $7,400 to $43,000 a month, with 158 priced projects worth $6.0 million in eight months.
The company builds and repairs brick and stone work: retaining walls, chimneys, patios, steps and structural masonry. A single project can be worth tens of thousands of dollars, so one qualified lead matters far more than a pile of cheap form fills. The owner asked us not to name the company, so we don't. The numbers below come straight from the ad account and the CRM data it imports.
"Six sales-qualified leads in February 2026. Sixty-five in September."
The Challenge
- Expensive clicks, big jobs. Masonry keywords are costly, and a click from someone looking for a DIY tutorial costs the same as one from a homeowner planning a new retaining wall.
- Leads are not jobs. A form fill tells you nothing about whether a quote follows. Bidding on raw leads chases volume, not projects.
- Wildly different project values. A step repair and a full retaining wall come through the same searches.
- A small team's time. Every unqualified call costs the owner an estimate visit.
What We Built
1. Search Built Around High-Value Masonry Work
We built tightly themed Search campaigns around the services that produce large projects, with ad copy and landing pages matched to what the searcher typed, and cut DIY, informational, job-seeker and out-of-area searches before they could spend.
2. Call and Form Tracking That Counts Real Leads
Real phone calls and lead forms are tracked as conversions. Taps on a phone number are not, so the account never mistakes a curious click for a lead.
3. The CRM Wired Into Google Ads
From February 2026 the contractor's CRM stages flow back into Google Ads: raw lead, sales-qualified lead and priced project, each priced project with its quoted value. Google now bids toward the searches that become quoted jobs, not the ones that only fill forms.
4. A Budget That Scaled With Proof
We scaled spend only as the qualified pipeline grew: about $7,400 in October 2025, $14,000 a month by January, $26,000 by March and $43,000 a month by September 2026.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining and negative keywords, budget moved toward the services producing priced projects, and bids tuned to the CRM signal.
The Results
- 158 priced projects from February to September 2026, quoted at a combined $6.0 million
- 236 sales-qualified leads over the same eight months
- $249,000 in ad spend in that period, so every dollar of spend produced about $24 in quoted project value
A Budget the Owner Kept Raising
In twelve months the monthly budget grew almost sixfold, because the CRM showed exactly what each dollar was producing.
Key Takeaways
- For contractors, bid on jobs, not leads. Feeding CRM stages back into Google Ads changed what the account optimizes for.
- Scale with proof. The budget grew only as sales-qualified leads and priced projects grew.
- Cut the DIY searches. In masonry, the cheapest click is often someone who will never hire a contractor.
- One big job pays for a lot of clicks. With projects worth tens of thousands, the right metric is priced value per dollar, not cost per lead.
Frequently Asked Questions
How much should a masonry contractor spend on Google Ads?
This contractor started at about $7,400 a month in October 2025 and scaled to about $43,000 a month by September 2026 as the qualified leads proved out. From February to September 2026, $249,000 in ad spend produced 236 sales-qualified leads and 158 priced projects worth $6.0 million.
How do you get quality masonry leads from Google Ads instead of tire kickers?
Connect the CRM to Google Ads. Here, every lead's stage (raw lead, sales-qualified lead, priced project) is imported back into the account with its project value, so bidding learns which searches turn into real jobs, not just form fills.
How long does it take Google Ads to produce masonry projects?
Once the CRM stages flowed back into the account in February 2026, the first month produced 4 priced projects. By June it was 37 a month, and September brought 39 priced projects and 65 sales-qualified leads.
Does a priced project mean a signed job?
No. A priced project is one the contractor has quoted in its CRM, with the quoted value. It is the best pipeline measure the account has, and it is what the bidding optimizes toward.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation.
Industry: Construction: Masonry Contractor Platforms: Google Ads (Search) Location: United States Period shown: October 2025 to September 2026
The client's name is withheld at their request. Priced projects, sales-qualified leads and their values are CRM stages imported into Google Ads; a priced project is a quote, not a signed contract. Phone-number taps are excluded from leads.