Summary:

A construction company needed predictable, high‑intent leads while keeping ad spend efficient. I implemented a combined Google Ads + SEO strategy that delivered 9.9K clicks, 77.7K impressions and a 12.82% CTR, maintaining stable, high‑quality performance throughout the campaign.

Tactics & Strategies:

Google Ads Search optimisation

SEO‑driven keyword mapping

Quality Score improvements

Negative keyword refinement

Landing page SEO

Local SEO alignment

Conversion‑focused structure

Execution:

Developed a unified SEO + Google Ads keyword strategy targeting high‑intent construction services (renovations, roofing, structural work, local contractors).

Improved ad relevance and landing page content to strengthen Quality Score and reduce wasted spend.

Refined negative keywords to eliminate irrelevant traffic and maintain a clean, efficient search funnel.

Applied small, consistent optimisations to maintain stable CTR and cost efficiency.

Ensured alignment between paid search and local SEO signals to reinforce visibility in the service area.

Results:

9.96K high‑intent clicks from users actively searching for construction services

77.7K impressions with strong visibility in competitive local markets

12.82% CTR, indicating excellent relevance and targeting

Stable, predictable performance, ideal for service‑based businesses