Most contractors waste money on ads that don’t bring in customers. But it doesn’t have to be that way. With Google Ads, you can get your contracting business in front of Minnesota homeowners right when they’re looking for your services.
At https://www.mattersolutions.com, we help businesses build Google Ads campaigns that generate thousands of dollars. We know exactly when you should run your ads to reach people who are ready to hire.
In this article, we’ll cover how Google Ads works for contractors. You’ll also learn about the biggest mistakes and when to run campaigns for the best results.
Read on to get more value from every dollar you spend on Google Ads.
How Do Google Ads Work for Minnesota Contractors?
Google Ads can put your contracting business at the very top of search results when Minnesota homeowners look for services. For example, if someone in Minneapolis searches “kitchen remodeler near me,” your ad can appear before the regular listings.
And you only pay when someone actually clicks your ad, not just when it shows up. That’s pretty cool if you ask us.
Anyway, let’s talk about the different types of Google Ads and how each one affects your budget.
Pay-Per-Click (PPC) vs. Local Service Ads
There are two main ways to advertise your contracting business on Google: Pay-Per-Click (PPC) and Local Service Ads. First, Google Ads charges per click for PPC, so you bid on keywords, and Google ranks your ad based on your bid amount and quality.
Local Service Ads, on the other hand, work differently. You pay per lead instead of per click for these ads. That means you only pay when someone actually calls or messages you. They also sit at the very top of results, above the standard ads.
To sum it up, both help you reach customers who are actively looking for your services, but they just come with different costs and setups.
Google Guaranteed Badge Requirements
Do you want that lovely green checkmark? You’ll have to earn it. Google gives it to you after running background checks, checking your licenses, and ensuring you’ve got active insurance. The whole process takes a few weeks, and it costs about $50 a month to keep your badge.
People in your area trust this green badge so much because it tells them you’ve passed Google’s checks and you’re the real deal. And since Google even offers a money-back guarantee, they feel safer reaching out (it’s trust made visible, really).
When a few contractors show up in search and only you have that badge, guess who people are clicking first?
Average Cost per Click and Minimum Budgets
Contractor keywords in Minnesota typically cost between $15 and $50 per click. Like, a click for “roof repair Minneapolis” runs higher than “gutter cleaning Duluth”, since the job value is bigger and more contractors compete for it.
Plan to invest around $1,500 a month if you want to see real results (smaller budgets rarely generate consistent leads). And when peak season hits in Minneapolis, a larger budget helps you stay ahead of other contractors all chasing the same searches.
Pro tip: Focus on high-intent keywords. Terms that include “hire,” “quote,” or “near me” usually bring more serious buyers.
Geographic Targeting for Minneapolis and St. Paul
When setting up your campaign, prioritize the areas you really serve. That could mean a 15-mile radius around your shop or just a handful of zip codes in the metro. Either way, it saves you from paying for clicks from places like Duluth if your team only works in the Twin Cities.
However, don’t worry if you haven’t picked exactly the right locations at first. You can always fine-tune it later for more precise targeting.
Now, we recommend targeting your ads at wealthier suburbs if you offer upscale remodels, or older areas if you do more foundation work. Setting your locations this way keeps your budget tight and centered on real prospects (the payoff is better leads instead of more random leads).
What Mistakes Waste Contractor Ad Budgets?
A lot of contractors lose 40-60% of their Google Ads budget because Google Ads looks simple to set up, but making it work takes experience. You can easily burn through thousands before realizing what’s wrong.
Here are the errors and how to prevent them:
- Sending Traffic to Homepages Instead of Landing Pages: Your homepage might look great, but it’s not where ad traffic should go. Send people to a page focused on the exact service they searched for so they know they’re in the right place.
- Skipping Conversion Tracking Setup: Without conversion tracking, you’re basically working on speculations. That’s why you need to set up Google Analytics and connect it to your Ads account. This way, you can see which campaigns bring in calls and leads.
- Using Broad Keywords Without Negative Keywords: Broad keywords often show your ads for searches like “contractor jobs” or “DIY remodel” and waste your money. So, it’s a good idea to add negative keywords like “career,” “training,” or “school” to stop wasting clicks on the wrong audience.
- Ignoring Ad Extensions and Quality Score: Ad extensions help people call or find you straight from Google. Besides, when your ad copy matches your landing page, your Quality Score improves and your cost per click drops.
- Not Scheduling Ads at the Right Times: If your ads run while no one’s around to answer the phone, that’s money down the drain. Set them to show during business hours or when searches spike so you’re reaching people at the right time.
When you eliminate these mistakes, you’ll spend less, rank higher, and get more of the right calls coming in.
When Should Minnesota Contractors Run Google Ads Campaigns?
Minnesota contractors should start running Google Ads campaigns in late winter, around January through March. That’s when ad competition is lower and costs per click are cheaper, but local clients are already planning spring and summer projects.
We’ll now talk about how winter ads can set you up for a busy spring season.
Winter Lead Generation for Spring Projects
Property owners start looking for contractors during winter as they plan spring projects, especially for big outdoor jobs that have to wait until the snow’s gone.
The good news is winter ads usually cost less since many contractors pause or cut their budgets when things slow down. That means you can get clicks for around $20 that might jump to $45 by May.
Use that time to build your spring pipeline with cheaper winter leads so you’re ready to roll once construction season kicks in (it’s the best kind of head start, trust us).
Pro tip: Collect email addresses from winter inquiries and follow up with project reminders when spring arrives.
Managing Summer Competition and Demand
When summer arrives, every contractor gets back into Google Ads. Can you guess what happens next? A keyword that costs $25 in March might jump to $50 by July just because everyone is chasing the same clients.
If you are booked solid, we highly recommend pausing your ads in these times. There is no point in paying for calls you can’t handle. During high-cost months, focus on bigger residential jobs. Also, use more precise keywords such as “deck replacement” rather than broad ones like “contractor” to manage costs.
Adjusting Budgets for Residential Construction Seasons
It’s a great strategy to increase your winter budget to catch those early planners who want quotes ready before spring. They’re often your best clients because they’re ready to move forward.
One more thing. When summer hits and referrals start filling your schedule, scale back your ad spend. Specifically, keep an eye on seasonal trends so your budget works all year long.
In reality, what pays off in February won’t always perform in August. That’s why you have to adjust along the way. That’s it.
Getting More Leads With Google Ads in Minnesota
Running Google Ads can feel intimidating, but they work well for Minnesota contractors. All you have to do is understand the mechanics, avoid common mistakes, and time your campaigns right.
In this guide, we’ve covered how Local Service Ads are different from standard Google Ads and what budget you need to compete in Minneapolis markets. We’ve also talked about the errors that drain your ad spend and shared when you should run your ads.
If you’re ready to make Google Ads work for your contracting business, we can help. Matter Solutions partners with Minnesota contractors to create campaigns that attract quality leads and make every dollar count. Let’s connect and plan your next move.