The Client
Wise Choice Construction is a construction and remodeling company in a trade where a single signed project can be worth five or six figures — and where homeowner lead platforms resell the same prospect to every contractor in the zip code.
Why Is Google Ads Hard for Construction Companies?
- Lead marketplaces like Angi and Thumbtack outbid individual contractors, then sell those same homeowners back as shared leads.
- "Remodel" and "contractor" queries mix serious projects with daydreamers, DIYers, and price researchers.
- Project cycles are long — a lead may sign months after the click, punishing accounts without proper tracking.
- Storm-chaser and low-quality operators erode homeowner trust in the entire category's ads.
What Did We Do Differently?
- Targeted project-intent queries — specific services, "contractor near me", and estimate searches — over broad remodel terms.
- Tracked calls and estimate requests to their keywords so budget flowed to signed-project sources.
- Excluded DIY, employment, and material-shopping queries with continuous negative keyword discipline.
- Kept the account structurally simple so performance data concentrated instead of fragmenting.
What Results Did Wise Choice Construction Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Project leads | 4,547 |
| Cost per lead | $38.98 |
| Ad spend | $177K |
| Clicks | 69,365 |
| Impressions | 3.2M |
| Average CPC | $2.56 |
Key Takeaways
- 4,547 exclusive project leads at $38.98 each — versus shared marketplace leads that cost more and arrive pre-shopped.
- When one signed project is worth five figures, a $39 exclusive lead is the cheapest asset in the business.
- Contractors don't need more leads — they need leads no competitor received first.
How Much Should a Construction Company Spend on Google Ads?
This company invested $177K over the life of the account and received 4,547 tracked project leads — $38.98 each. One converted remodeling project typically covers an entire year of that spend. The right budget is the one that keeps your estimators in front of serious homeowners every week; this account shows what exclusive project demand actually costs.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Leads include tracked calls and estimate requests.