As a construction business owner or marketing professional, deciding where to allocate your advertising budget is crucial. In today’s digital advertising world, choosing between display ads and search ads can be a challenging decision, especially when you’re looking to maximize your return on investment (ROI). Understanding the differences between these two types of ads and when to use each can be a game-changer for your construction company’s marketing strategy.
In this article, I’ll break down everything you need to know about display ads vs. search ads, explaining the benefits of each type and helping you decide which one is the best fit for your construction business. By the end of this article, you’ll have a clearer understanding of how to approach your paid advertising campaigns, no matter where your business operates — whether you’re in Perth, Western Australia, or targeting international markets.
What You’ll Learn
- Search Ads: What They Are and How They Can Benefit Your Construction Company
- Display Ads: Understanding Their Potential and How They Can Help Your Brand
- Key Differences Between Search and Display Ads
- When to Use Search Ads for Your Construction Company
- When to Use Display Ads for Your Construction Company
- How to Combine Search and Display Ads for Maximum Effectiveness
- Tips for Crafting an Effective Paid Ad Strategy for Your Construction Business
Let’s dive into these topics and explore how both search and display ads can boost your business.
Search Ads: What Are They and How Do They Benefit Your Construction Company?
Search ads are a form of Pay-Per-Click (PPC) advertising that appears on search engine results pages (SERPs). When someone searches for a specific keyword related to your business, your ad can appear at the top or bottom of the search results.
For example, if a potential client searches for “best construction companies in Perth,” a search ad from your company could show up. These ads are triggered by specific search queries, meaning they target users who are actively looking for services like yours.
Why Search Ads Work for Construction Companies
- High-Intent Audience: People who click on search ads are already looking for your services, which means they’re more likely to convert into customers.
- Local Targeting: For construction businesses focusing on a specific geographic location, search ads allow you to target users in your area — whether it’s in Perth or another region.
- Cost-Effective for Small Budgets: Because search ads target high-intent users, you don’t have to spend as much on ads that won’t generate results. If you’re operating with a smaller budget, search ads are an effective way to get the most bang for your buck.
Display Ads: Understanding Their Potential and How They Help Your Construction Brand
Display ads are a form of push advertising. Unlike search ads, which target users actively searching for specific keywords, display ads are shown to people based on their interests, demographics, or browsing behavior. These ads appear across a wide range of websites, social media platforms, and even email inboxes.
For example, someone who has recently visited websites related to home renovation or construction might start seeing your display ads on other sites, even if they didn’t actively search for your services.
Why Display Ads Work for Construction Companies
- Builds Brand Awareness: Display ads are great for getting your company’s name in front of potential clients who may not be actively searching for construction services but are interested in related topics.
- Visual Appeal: Construction is a highly visual industry. Display ads allow you to showcase your past projects, team, or services through engaging images and videos.
- Remarketing Opportunities: Display ads allow you to retarget visitors who have previously interacted with your website, keeping your construction company top-of-mind.
Key Differences Between Search Ads and Display Ads
The most significant difference between search ads and display ads is how they target users and when they’re shown. Here’s a comparison of the two:
| Feature | Search Ads | Display Ads |
| Targeting | Targets high-intent users searching for specific keywords. | Targets users based on interests, demographics, or browsing behavior. |
| Ad Format | Text-based ads shown in search results. | Visual ads, including images, banners, and videos, displayed across websites. |
| Intent | Users are actively looking for a product or service. | Users are passively browsing or discovering new products. |
| Cost Per Click (CPC) | Higher CPC due to high intent. | Lower CPC, but may require more clicks to achieve the same conversion rate. |
| Best For | Immediate conversions and capturing demand. | Brand awareness, remarketing, and nurturing leads. |
When to Use Search Ads for Your Construction Company
There are certain scenarios where search ads are the better choice for your construction company. Let’s take a look at when you should prioritize search ads in your digital marketing campaigns:
Short Sales Cycle:
If your construction services are typically booked quickly (like urgent repair services or small projects), search ads are an ideal choice.
Local Targeting:
If you’re focusing on a specific geographic area, such as Perth or surrounding regions, search ads allow you to target local clients who are actively looking for construction companies in your area.
High-Intent Leads:
If you want to capture high-intent customers who are actively searching for construction services or solutions, search ads should be a cornerstone of your paid ad strategy.
Smaller Budget:
If you’re working with a more limited budget, search ads provide better control over your spending. You only pay when someone clicks on your ad, and you can set bids to target the most relevant keywords.
When to Use Display Ads for Your Construction Company
Display ads can be an excellent tool for certain marketing goals, particularly those related to long-term engagement and brand awareness. Here are a few situations where display ads can benefit your construction company:
Visual Content:
If your company has stunning imagery of past projects or visual content that showcases your work, display ads are the best way to get that content in front of your audience.
Brand Awareness:
If you’re looking to introduce your construction company to a new audience, display ads can help build awareness and get your name out there.
Longer Sales Cycle:
If your construction services typically involve a longer decision-making process (e.g., large-scale commercial construction), display ads can help stay top-of-mind as prospects continue to research their options.
Remarketing:
Display ads are great for remarketing to visitors who’ve previously visited your website. For example, if someone checks out your services but doesn’t make an inquiry, you can target them with display ads to bring them back.
How to Combine Search and Display Ads for Maximum Effectiveness
Using both search ads and display ads can provide a balanced approach to your advertising strategy. Here’s how you can maximize the impact of both:
Search Ads for Immediate Conversions:
Use search ads to target people who are actively searching for construction services. This can help you capture leads quickly and drive immediate business.
Display Ads for Awareness and Retargeting:
Use display ads to stay top-of-mind with potential customers who may not be ready to convert but could eventually become leads. Display ads are also perfect for retargeting individuals who have already visited your website.
By combining both ad types, you create a comprehensive strategy that targets different stages of the buyer’s journey.
Crafting an Effective Paid Ad Strategy for Your Construction Business
To get the best results from your paid ad campaigns, consider these tips:
Use Clear and Engaging Calls-to-Action:
Whether you’re running search or display ads, make sure your ad copy clearly tells the user what action they should take next (e.g., “Request a Free Quote” or “Book a Consultation Today”).
Optimize for Mobile:
Construction clients are often on the go. Ensure that your ads are optimized for mobile devices, with fast loading times and easy-to-read content.
Test and Refine:
Continuously monitor the performance of your ads. A/B test different ad variations to see which messages, keywords, or visuals resonate most with your target audience.
Leverage Geotargeting:
For local construction businesses, ensure that your search and display ads are specifically targeted to the regions you serve, whether it’s Perth, Western Australia, or any other location.
Get Your Free Paid Ad Plan Today!
If you’re ready to take your construction business to the next level with paid ads, we’re here to help. Get in touch today to receive a free paid ad plan tailored to your construction company’s needs. We’ll help you craft the perfect search and display ad strategy to boost your visibility, increase conversions, and ultimately grow your business.
Conclusion
Choosing between display ads and search ads depends on your business goals and the stage of the customer journey you’re targeting. While search ads can be highly effective for capturing high-intent customers, display ads are great for building awareness, nurturing leads, and staying top-of-mind. By understanding the strengths of both ad types, you can create a well-rounded advertising strategy that drives results for your construction company.
