Paid Ads: What Google & Facebook Ads Actually Do For Construction Companies

If you're running a construction business, you know how important it is to have a solid foundation, not just on-site but in your marketing, too. When it comes to growing your pipeline, Google Ads and Facebook Ads can be the heavy-duty tools that help you build a stronger brand and drive new leads. But what do these platforms actually do, and how do they work differently?

In this guide, we'll break down what Google Ads and Facebook Ads are, the benefits of each, and help you figure out which platform to bring into your marketing toolbox, or whether using both is the blueprint for success.

Think of Google Ads as the power tool that cuts straight through the noise. It puts your business in front of people who are actively searching for your services, whether it's a homeowner looking for a loft conversion or a contractor needing reliable joinery for their project.

• High-intent traffic: Ads show when users are searching with clear intent, like "trusted roofing company near me".

• Instant visibility: Appear at the top of Google search results and outshine the competition.

• Geo-targeting: Pinpoint your service areas like you're marking out a job site.

• Scalable budgets: Start small, then build out once you see results.

• Strong lead generation potential: Drive enquiries straight to your site or inbox.

Search Ads: These are text-based ads that appear at the top of Google search results when someone types in keywords related to your services.

Display Ads: These are visual banner ads that appear across millions of websites in Google's Display Network. Great for raising awareness of your construction business, showcasing project photos, or retargeting past website visitors.

Shopping Ads: Primarily used for E-Commerce, Shopping Ads show product images, prices, and retailers directly in search results. Ideal for construction supply companies or merchants selling tools, materials, or fixings online.

Demand Gen Ads: A newer format that helps you reach people across YouTube, Discover, and Gmail based on their online behaviour. Perfect for inspiring future clients and catching their eyes during the research phase with strong visual content.

YouTube Ads: Video ads that run before, during, or after YouTube videos. A strong choice for construction brands looking to tell their story, demonstrate processes, or share client success videos to a broad or localised audience.

App Ads: If your construction business offers an app, like a booking system or project management tool, App Ads help you promote it across Google Search, Play Store, YouTube, and the Display Network, driving downloads and engagement.

Performance Max: This all-in-one campaign type uses Google's AI to run ads across all its platforms - Search, Display, YouTube, Discover, Gmail, and Maps. It automatically finds the best channels and creatives to maximise performance and return on investment.

Why construction companies choose Google Ads: It's ideal when you need quick results and can't wait for organic search to "set". It's about being first on-site, before your competitors.

While Google Ads is about meeting demand, Facebook Ads is about creating it. It's your billboard in the digital world, only smarter, more targeted, and fully trackable.

For construction companies, Facebook and Instagram ads give you the chance to showcase your craftsmanship, build trust with prospects, and stay visible throughout the longer buying journey.

• Visual-first format: Perfect for before-and-after photos, on-site reels, and customer testimonials.
• Laser-focused targeting: Reach homeowners, landlords, or developers based on interests and job titles.
• Effective retargeting: Keep your brand in sight even after people leave your website.
• Lead gen forms: Collect contact details directly from the ad; no extra clicks needed.
• Budget-friendly: Often delivers a lower cost per impression than search ads.

Is it worthwhile? Absolutely, especially if your goal is to lay the groundwork for brand awareness, support organic SEO, and stay top-of-mind with future customers.

Why construction companies choose Facebook Ads: It supports your lead pipeline even when customers aren't actively searching for your services yet. It's also beneficial for enhancing brand awareness and exposure.

When planning a successful build, you wouldn't use one tool for every job, and the same logic applies to digital ads. Each platform serves a different purpose, and knowing when to use each one can help you avoid wasted spend and build a smarter campaign.

Google Ads are ideal for:

• Generating immediate leads and enquiries.
• Retargeting past visitors.
• Driving traffic to your website.
• Provides long-term results while complementing SEO efforts.

Facebook Ads are ideal for:

• Building brand awareness through visual, scroll-stopping content.
• Targeting users based on behaviour.
• Great for nurturing potential customers.
• Building brand equity over time.

Our advice? Use Google Ads to win the jobs now and Facebook Ads to lay the foundations for future work. Together, they help you build a marketing strategy that supports both short-term wins and long-term growth.

Need help deciding where to start? Our guide on Where to Invest Your Marketing Budget breaks down where you should be investing your budget to grow your business in the digital landscape.