Introduction
In a sector as competitive as construction, it is essential to stand out to attract potential clients. The majority of leads in this field come from Google searches, whether through paid results (Google Ads) or organic results (SEO). For B2B construction companies, LinkedIn is also a key platform to reach decision-makers and professionals in the sector.
Meta (Facebook and Instagram) plays a strategic role in remarketing. These platforms allow you to stay top of mind with interested prospects throughout their decision-making process. Additionally, lookalike audiences are particularly effective at finding new customers by targeting people similar to existing customers. Finally, form campaigns and Messenger work extremely well for new home projects and specific initiatives, simplifying direct contact with prospects.
This article explores the most effective strategies to help construction companies maximize customer acquisition through targeted and effective digital marketing.
To learn more about our specialized digital marketing services for the construction industry, check out our digital marketing offer for construction companies .
Local SEO under construction: maximizing organic visibility on Google
The majority of construction-related searches start on Google, often with local intent. For example, an individual searching for a general contractor in Montreal will use keywords like “general contractor Montreal” or “home renovation Laval”. Ranking high in organic results allows you to capture a highly qualified audience without a cost per click.
Key steps to succeed in local SEO :
• Google My Business Optimization : Make sure your listing is complete with accurate information about your services, hours, and contact information. Encourage customer reviews to build your local credibility.
• Use of geolocalized keywords : Integrate long tail keywords specific to your region (e.g. “new house construction Longueuil”).
• Local Content Creation : Publish blog posts on topics relevant to your local audience (e.g. “Building Permits in Montreal: What You Need to Know”).
• Local Netlinking : Obtain backlinks from local partners, such as material suppliers or architects, to strengthen your regional authority.
To learn how a local SEO strategy can transform your customer acquisition, check out our digital marketing case study for a building envelope company .
Google Ads: Attract leads from new construction, renovation or qualified contractors quickly
Google Ads is one of the main sources of acquisition for construction companies. By targeting users when they are actively searching for specific services, this strategy helps attract highly qualified leads.
Best practices for Google Ads in the construction industry :
• Precise geographic targeting : Limit your ads to the geographic areas you serve to avoid wasting your advertising budget.
• Ad Extensions : Use call and address extensions to prompt local customers to contact you immediately.
• High-Intent Keywords : Focus on keywords with a clear purchase intent like “construction contractor [city]” or “home renovation quote.”
• Remarketing Ads : Stay top of mind with prospects by retargeting users who visited your website but didn't convert.
To see how a strategic approach to Google Ads helped a construction company increase leads, check out our digital marketing case study for a building envelope company .
LinkedIn Ads: Generate Qualified B2B Construction Leads
For B2B construction companies, LinkedIn is a powerful platform to reach key decision makers such as real estate developers, designers, business operations managers, construction managers, architects and general contractors.
Effective strategies on LinkedIn Ads :
• Precise professional targeting : Using criteria such as industry, job title, company size and location to reach the most relevant decision makers.
• Educational Content : Promote white papers, case studies, or webinars to demonstrate expertise and attract qualified leads.
• Lead Gen Forms : Simplify lead generation by using forms embedded in LinkedIn to easily collect contact information from prospects.
To understand the impact of LinkedIn Ads in the B2B construction industry, check out our digital marketing case study for a building envelope company .
Meta (Facebook and Instagram): remarketing and acquisition with lookalike audiences
Meta (Facebook and Instagram) plays a vital role in remarketing for construction companies, helping to stay top of mind with prospects throughout their decision-making process.
Winning Strategies on Meta :
• Dynamic remarketing : Target users who have visited the website without converting, by showing them visuals of projects similar to those viewed.
• Lookalike Audiences : Find new customers by targeting people with a similar profile to existing customers.
• Form and Messenger Campaigns : Work especially well for new home projects and specific initiatives by facilitating direct contact with prospects.
To see how lookalike audiences and form campaigns were used to increase customer acquisition, check out our digital marketing case study for a building envelope company .
Conclusion
Digital marketing for construction companies requires a strategic approach tailored to the specificities of the sector. Google (SEO and Ads) remains the main source of acquisition for B2C, while LinkedIn is a powerful lever for B2B. Meta plays a key role in remarketing and acquiring new customers via lookalike audiences.
If you are looking to grow your online presence and generate qualified leads for your construction business, contact BOFU today for a free consultation.
