How To Avoid Wasting Money on Ads: A Beginner’s Guide for Construction Marketing

If you're in construction, you're familiar with the cost of wasted materials or poor planning. Digital advertising is no different. If you're not careful with your setup, targeting, and budget, it's all too easy to burn through cash without seeing a return.

At Tradectory, we collaborate with construction companies to develop effective, results-driven marketing strategies. In this guide, we'll help you lay the foundation for paid ads without blowing your budget.

Think of paid ads like hiring a crane instead of hauling bricks by hand - it gets you faster, more targeted visibility. Paid advertising means you're paying for your business to show up online, typically in places like:

• Search engines (e.g. Google)
• Social media platforms (e.g. Facebook, Instagram, LinkedIn)
• Other websites (via display ads or banners)

These ads are shown to potential customers based on keywords, interests, or demographics.

Each type of ad is a different tool in your toolbox. Some help with quick fixes, and others build long-term brand awareness.

Search Ads (e.g. Google Ads)

Show up when someone searches for a specific service (like "commercial roofers near me").

Best for: Lead generation, local enquiries, and immediate results.

Social Media Ads (e.g. Facebook, Instagram, LinkedIn)

These ads target users based on their interests or industry.

Best for: Brand awareness, retargeting, promoting offers or case studies.

Display Ads (Banner Ads on other websites)

Visual ads that appear on websites your audience visits.

Best for: Raising brand awareness and encouraging visitors to return.

Video Ads (e.g. YouTube)

Video content that demonstrates your process, highlights your projects, or showcases customer testimonials.

Best for: Education, trust-building, showcasing your expertise visually.

You don't need skyscraper-level budgets to start seeing results. But you do need a realistic plan.

A good starting budget is usually £3,000 per month, depending on your region and the services you require. This allows for sufficient testing and data collection to inform decisions. As your ads begin to perform and generate leads or traffic, you can scale up steadily, just like expanding a site team once the project grows.

If you only put in £100, the algorithm won't have much to work with. Think of it like under-ordering cement and trying to finish a foundation.

If you're giving it a go yourself, here's a rough blueprint:

1. Choose your platform: Start with Google Ads or Facebook Ads, depending on your audience.
2. Set clear goals: Do you want calls, enquiries, or just awareness?
3. Target smart: Use keywords (search) or audience interests (social) wisely.
4. Write good ad copy: Highlight your service, your USP (unique selling point), and include a call to action.
5. Monitor performance weekly: Look at impressions, clicks, and cost-per-click (CPC).

Setting up ads can get complicated quickly, and that's where Tradectory comes in. We specialise in construction marketing and can build ad strategies that maximise every pound you spend.

Here are a few "don't do that!" moments we see all too often:

• Targeting too broadly – Like building a house without a plan, unfocused ads waste materials and money.
• Ignoring negative keywords – You might pay for clicks from people searching "DIY roof repair" when you only want commercial leads.
• Not tracking conversions – Without this, you won't know what's working.
• 'Set and forget' approach – Ads need adjusting, just like tools need maintenance.

• Start small, scale smart – Test before investing heavily.
• Use geotargeting – Focus your budget where your customers actually are.
• Set daily limits – Prevent runaway spending.
• Use call tracking or forms – So you can trace which leads came from ads.
• Don't be afraid to pause poor performers – Redirect that spend to what's working.

Paid ads can be a game-changer for construction companies, but only if they're built on solid foundations. The key is planning, smart targeting, and ongoing optimisation.

If you're ready to get your digital advertising working as hard as your site team, Tradectory is here to help. We bring industry expertise, marketing know-how, and a no-nonsense approach to helping your budget deliver results.