There is no dependable monthly Google Ads budget for “construction”. A domestic renovation campaign and a commercial specialist contractor campaign can have completely different search demand and project economics.
Use a transparent planning model
Estimated media spend = target qualified enquiries ÷ expected landing-page conversion rate × current estimated CPC. Use your own account history or current Keyword Planner data for the geography you serve. Replace assumptions with live data once the campaign has enough evidence.
Work backwards from project economics
Define the maximum acquisition cost the business can support using average project contribution, enquiry qualification, quote rate and win rate. A cheap form submission outside your service area is not a success.
- Separate materially different services and project types.
- Target only locations you can serve profitably.
- Use negative keywords from real search-term data.
- Send ads to relevant service or campaign pages, not a generic homepage.
- Track qualified enquiries, site visits, quotes and won work where possible.
See the construction marketing cost guide and CRM follow-up guide for the wider commercial model.
