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What is Construction Marketing?

The average Construction business in the United States makes $1 million annually in revenue. Construction Marketing is promoting the business to increase that number or removing obstacles, causing low ROI. This can include paid social ads, paid search ads, local ads, radio ads, TV ads, or traditional ads.

Most Construction companies struggle with various factors, such as an expensive workforce, finding adequate experts in each area, producing new creative content fast enough, and overseeing all aspects of their digital marketing. Let our team of Construction digital marketing and advertising experts manage the groundwork it takes to grow your Construction company. If you want to increase sales for your Construction business, please contact AdvertiseMint.

“Every Construction business pays for advertising. You either pay for advertising or you pay in lost revenue to your competitors.” – Brian Meert, CEO, ADVERTISEMINT.

Popular ways to increase revenue for Construction companies.

Construction Advertising Agency. — Image Source: Pexels.

The construction sector is foundational to urban development and growth. To enhance revenue streams and ensure sustainability, businesses within this sector should keep an eye on the following factors:

Innovation and Technology: Modernizing operations is no longer optional. Embracing innovative construction methods, like modular or prefabricated construction, can save time and costs. Additionally, integrating technology, like construction management software, can streamline tasks, improve accuracy, and enhance team collaboration. By reducing errors and inefficiencies, companies can boost profit margins.
Diversified Services: Specializing is excellent, but diversification is key to risk management. Expanding services, perhaps from just construction to design and build or venturing into renovation projects, can open up new revenue channels. It also positions the company as a one-stop solution, appealing to clients who favor comprehensive service packages.
Sustainability Practices: Green construction is not just a buzzword; it’s becoming a norm. As environmental concerns rise, many clients prefer eco-friendly building solutions. Offering sustainable construction practices, using recycled or energy-efficient materials, or providing green certification support can make a company more attractive to eco-conscious clients.
Training and Skill Development: A skilled workforce is an asset. Investing in regular training ensures that the team is updated with the latest construction techniques, safety protocols, and equipment usage. Better skills lead to better execution, fewer delays, and ultimately, satisfied clients more likely to return or refer.
Client Relationship Management: Building structures is essential, but building relationships is crucial. A satisfied client can bring in repeat business and referrals. Clear communication, transparency in billing, and post-construction support can foster strong client relationships. Additionally, seeking feedback and acting upon it can continuously refine the service quality, ensuring that the business stays ahead of competitors.

Construction Industry Facts:

Construction Marketing & Advertising Agency. — Image Source: Pexels.

Average Revenue for Construction: $1 million
Average Profit Margin for Construction: 10%
Average Employees for Construction: 10
Average ROI for Construction: 20%
Average Growth Rate for Construction: 5%
Total number of Construction companies: 100,000
Average CPC on Google for Construction: $2.96

Construction Paid Social Ads

Paid social is a powerful way to help reach consumers interested in Construction products or services. Paid social allows you to reach a wide range of people and then target your ads based on key attributes like age, gender, location, interest, and behaviors or using custom and lookalike audiences. Paid social ads are the leading advertising option to reach consumers on mobile devices. Paid social is also typically less expensive than other forms of advertising, making it a powerful combination. However, the pricing for paid social can increase as you get more targeted or if your ads appear irrelevant by the ad platform algorithm. The most popular paid social ad platforms are:

Construction Paid Search Ads

Paid search is the most efficient way to reach consumers actively searching for Construction products or services. Consumers often search the internet for questions about where they are in the buying cycle. A general search would indicate they are just beginning to research companies. A specific search would indicate that the consumer is knowledgeable and close to selecting or purchasing. Construction advertisers can bid specifically on the most valuable keywords for their business, which helps them appear above their competitors for the most profitable keywords. Paid search ads are generally used for lead generation, local awareness, or e-commerce. Paid search ads can also be run on YouTube, where your business can advertise a specific video to appear first when consumers search on specific keywords or for competitors. The most popular Construction paid search ads are:

Construction Local Ads

Local ads are extremely important for Construction companies and are often overlooked because of the focus on larger ad platforms. Local ads allow you to reach customers

near your business and offer them a reason to visit your business instead of your competitors. Local digital ads typically include promotions, deals, or coupons and often align with your current business reviews on that platform. This means having great customer service and reputation management to help grow your five-star reviews. Other physical ads like billboards, digital billboards, bus, and metro ads allow you to ensure you are reaching customers located in your targeted area. The cost to reach a new local customer is often small compared to the lifetime value that customer will bring to your business. The most popular local ads for Construction companies are:

Construction Facebook Ads
Construction Google Local Ads
Construction Yelp Ads
Construction Nextdoor Ads
Construction Billboard Advertising
Construction Metro Ads
Construction Bus Ads

Construction Radio Ads

Radio ads allow Construction companies to reach a captive audience, often listening while commuting in the car, at the gym, or working. Radio ads will enable you to talk directly to your customers and present. Radio ads are fixed in length and cannot be skipped, ensuring your audience will hear your message. Due to the passive nature of radio listeners, it’s essential to have optimized audio creatives and a large enough ad budget to ensure that the average listener is reached at the recommended frequency. It’s recommended when possible to use the radio personality to read your ads as they have been built Some of the most popular Construction radio advertising options are:

Construction Local iHeartRadio Ads
Construction Spotify Ads
Construction Pandora Ads
Construction Podcast Ads
Construction National Radio Advertising
Construction Talk Radio Advertising

Construction Direct Mail

Direct Mail can be a powerful tool for Construction companies to reach new and existing customers. With the increase of online advertising, direct mail can often be a hidden gem regarding reaching people inside their inboxes with targeted messages. Direct mail can be sent in mass with new automation tools and personalized before sending. The cost of direct mail often depends on the size of the mail (postcard vs. full-size letter envelope), and while postage can be purchased at bulk rates, it is still a rising cost to be considered. If you are interested in learning more about how your company can send out Direct Mail, please contact AdvertiseMint, and our team would be more than happy to walk you through the options.

Construction TV Ads

There are several things that Construction companies should be aware of when running TV ads. TV advertising for Construction can be targeted to users locally, which is perfect for a company with just one location, or can be shown on a DMA, state, or national level for companies with multiple locations. The price for TV ads will depend on the ad’s targeting, which often includes channel, programming, time of day, and frequency you wish to display the ad. If you have exact requirements, expect to pay more. Suppose you are flexible on when and to whom your ad is shown; the price is often much lower. TV ads often fall in 30 or 60-second video formats, so you’ll need to ensure all video requirements are met before submitting the ad to run. Best practices commonly include high-resolution visuals, along with apparent product features and benefits, testimonials, an enticing offer, and a clear call to action, which includes a phone number or website for the consumers to visit. There are also options for paid programming, including 30-minute or 60-minute segments played without interruption, typically between 11 p.m. and 5 a.m. If you are interested in TV advertising for your Construction company, please contact AdvertiseMint for more details and pricing.

How important are reputation management and online reviews for Construction companies?

Every Construction company knows that online reviews are essential for sales growth. In a digital world, online reviews on Google Local, Yelp, and many rating websites are used by your customers to validate your business and the products or services you provide. Most of the review sites will penalize you if you try to solicit reviews for your business actively. However, various strategies can be used to help ensure your online reputation is safe from negative reviews. In addition, you’ll need a plan to praise five-star reviews while professionally addressing lower reviews, which potential customers often read. If you want to improve your total online reviews and average rating and help lower negative articles on your company from the organic search engine rankings, please contact AdvertiseMint to talk more.

Frequently asked questions about Construction advertising and digital marketing.

Construction Advertising & Marketing Agency. — Image Source: Pexels.

How much should a Construction business spend on marketing and advertising each year?

An average Construction business should spend between $7500 and $150000 a year on marketing and advertising expenses, or roughly 7.5% – 15% of annual gross revenue. The total amount may be higher if you are in a highly competitive industry, want accelerated growth, or your business generates high revenue during the holiday shopping season.

Why Construction companies typically outsource their marketing and advertising?

Construction business owners are often heavily involved with the day-to-day operations of their business. Some of the most common challenges for a Construction business include:

Labor Shortages:

Finding skilled labor is becoming increasingly difficult. As older workers retire, there’s a noticeable gap in the workforce, with fewer younger individuals stepping in. This shortage means projects can face delays or increased costs as companies compete for the available talent.

Material Costs and Availability:

Fluctuations in material costs can severely affect a construction company’s budget. Moreover, global supply chain disruptions can lead to unavailability of essential materials. These factors can halt construction processes, leading to missed deadlines and potential contractual issues.

Safety Concerns:

Construction sites can be hazardous. Ensuring the safety of workers is a constant concern. Even with strict safety protocols, accidents can happen, leading to injuries, increased insurance premiums, and potential lawsuits.

Regulatory and Permitting Hurdles:

Navigating the web of local, state, and federal regulations is daunting. Securing necessary permits can be time-consuming. Unexpected regulation changes or permit approvals delays can stall projects and inflate costs.

Technological Adaptation:

The world is moving rapidly towards digitalization, and the construction industry is no exception. Integrating new technologies, from advanced machinery to software solutions, can be challenging. Companies must invest in training their staff and upgrading their equipment, which requires time and money.

What are the most popular Construction advertising objectives?

Construction Lead Generation

Many Construction companies are focused on generating leads. This can include building an internal email list for marketing purposes or generating high-value leads that can be quickly contacted to grow revenue. Lead generation typically involves creating a specific incentive, offer, or informational guide and then driving prospects to a landing page to collect their information. You can also collect the prospects’ information on a lead form hosted by the ad platform. Both options can be connected with your CRM or email marketing system so automatic calls, emails, and SMS messages are sent directly to your new prospect. If you want to help set up a lead generation for your Construction office, please contact the team at AdvertiseMint to discuss your options.

Increasing Construction Sales

The most popular of all advertising objectives for Construction companies is sales. Increasing revenue is essential for every Construction company to succeed. Many ad platforms have new tools that allow you to pass through values for each customer, which means they associate more weight towards the customers spending the most. This allows them to find more customers like your top spenders. If you want to help grow your Construction, please contact the team at AdvertiseMint to discuss your options.

Construction App Installs

Perfect for any Construction business that has a mobile app. The mobile app objective allows you to run ads for new app installs or for app events, which are specific events set up inside your app, such as account creation, payment method added, or transaction completion. It can also monitor usage inside the app or if users reach a particular area. This allows you to display highly targeted ads relevant to each user who sees your ads. The most common types of apps are games, utilities, or informational mobile apps. If you want to help grow sales or usage from your Construction mobile app, please contact the team at AdvertiseMint to discuss your options.

Construction Local Traffic

Many Construction companies have locations they are looking to drive local foot traffic to. This can be for a special event, promotion, grand opening, or daily usage. Local ads can be targeted down to a single zip code or a 1-mile radius around a spot on a map. This ensures you can reach the individuals who are located close to your Construction location and get your ads in front of them. If you want to increase foot traffic for your Construction location, please contact the team at AdvertiseMint to discuss your options.

Construction Brand Awareness

As your Construction company grows, it will become essential that you stay ahead of your competition. This is generally done by Brand Awareness campaigns, which focus on reaching a wide number of targeted users consistently over a long period of time. This ensures that your Construction company stays at the top of mind for your consumers, and they continue to purchase your products and services. If you want to increase your Brand Awareness, please contact the team at AdvertiseMint to discuss your options.

Should Construction companies utilize content marketing to boost their advertising efforts?

In the digital era, every sector is evolving, and the construction industry is no exception. While brick, mortar, and machinery lay the physical foundations, content marketing is paving the way for stronger brand foundations in the virtual world.

Blueprints to Blogs:

Gone are the days when construction companies solely relied on word-of-mouth and traditional advertising. Today, they’re using blogs to share knowledge about construction techniques, materials, and trends. A well-written article can not only showcase a company’s expertise but also answer potential clients’ queries, positioning the company as a thought leader in the field.

Visual Tours:

A picture paints a thousand words, and for construction companies, it could signify a thousand business opportunities. Sharing images of ongoing projects, completed buildings, or even time-lapse videos of construction processes can capture attention. Visual content provides a tangible sense of a company’s capabilities, craftsmanship, and commitment to quality.

Testimonials and Case Studies:

Real-world stories resonate. By showcasing testimonials from satisfied clients or detailing case studies of challenging projects, construction firms can build credibility. This form of content marketing serves as proof of their expertise, reliability, and dedication to fulfilling client needs.

Educational Content:

The construction world is filled with intricate processes, materials, and techniques. Companies can educate potential clients or budding construction enthusiasts by offering e-guides, webinars, or instructional videos. Such educational content showcases proficiency and fosters trust, as companies share valuable knowledge without immediate commercial intent.

Engaging with the Community:

Construction impacts communities, and companies now use content to highlight their community engagement or sustainability initiatives. Whether building eco-friendly structures or participating in community welfare projects, sharing these stories underscores a company’s values and social responsibility.

How can Construction integrate AI and other advanced technologies into their marketing strategies?

The world has changed for Construction, looking to increase their marketing and advertising efforts using AI. Various new tools enable automation and AI to be used in areas like sales, graphic design, video production, content creation, voiceovers, spokesperson, video creation, blog writing, and more.

What do Construction companies need to know about search engine optimization (SEO)?

The current average cost per click (CPC) on Google ads for the term “Construction” is $2.96 and is expected to increase over time. SEO generates these same clicks from targeted keywords for free. SEO is valuable as you can generate a high traffic volume for your critical business segments. However, SEO is a long-term investment. We recommend that Construction companies should be willing to plan for 6-12 months of SEO services before expecting an increase in results from these efforts. Please know that with SEO, the work is foundational, which means each task builds on top of each other. Each action adds more credibility to your website in the eyes of Google and other search engines. AdvertiseMint only believes in high-quality SEO, or long-game efforts, when building SEO. Most SEO tricks or gimmicks often work for a bit but later hurt your Construction company when updates are made to the search engines. The only way to move forward regarding SEO is by doing a lot of the right things and doing them faster than your competitors. Construction SEO involves three main areas. The first is onsite optimization, which means the pages of your website contain content and are optimized for the search engines. The second step is to build more topical authority around your business to help Google understand that you are an expert in Construction. This is done by writing consistent blogs between 500-2000 words on core topics relating to your business. The final area is off-site linking, meaning other websites link back to your site and use specific anchor text. This can be achieved by public relations, outreach, and building relationships with other websites. When these three are done together, the result is that your Construction SEO will improve, and your organic ranking will start to increase, thus sending more traffic to your website. If you are looking to improve your SEO, don’t hesitate to get in touch with AdvertiseMint.

Should Construction Companies be doing Email Marketing?

Yes. Every Construction should have email marketing and SMS marketing for their company. Email marketing has continually been proven to be one of the most profitable marketing channels for Construction companies. Email marketing allows you to reach your prospects and customers with specific messaging based on their location in your customer journey. These “flows” can be set up so that every person experiences the same informational process regardless of when they join. This ensures your company communicates 24/7 with the people most interested in your Construction services and products. SMS messaging is also becoming highly profitable for breaking through all the noise and reaching your most valuable prospects via text. There are many rules regarding SMS marketing and how to add and remove people from your Construction SMS marketing. If you want to learn more about optimizing your Email and SMS marketing for your Construction company, AdvertiseMint is here and ready to help.

Are there any advertising restrictions for Construction businesses?

In the vast and dynamic construction world, getting the word out about services, capabilities, and completed projects is crucial. But like all industries, construction businesses must be aware of specific advertising restrictions to ensure they stay on the right path.

Truth in Advertising:

First and foremost, honesty is paramount. Construction businesses must ensure all their advertising materials accurately represent their skills, experience, and the quality of their work. Overstating capabilities or showcasing projects they haven’t worked on can lead to legal repercussions and tarnished reputations.

Licensing and Certifications:

Only businesses with the appropriate licenses and certifications can advertise certain construction services. For instance, if a company is not certified for electrical work, it should not promote these services. Making false claims about certifications can lead to penalties and loss of licensure.

Safety Standards:

While showcasing projects, especially in-progress ones, it’s essential to depict safe working environments. Images or videos that inadvertently display unsafe practices can lead to scrutiny from regulatory bodies and concern from potential clients.

Environmental Claims:

With a growing emphasis on sustainability, many construction businesses highlight their eco-friendly practices. However, any claims about being “green” or “sustainable” must be backed by verifiable actions and certifications. Making unsupported environmental claims can mislead customers and attract regulatory attention.

Endorsements and Testimonials:

Using client testimonials or endorsements can be powerful. However, they must be genuine. Businesses should obtain written permission from clients before featuring their testimonials. Also, if the testimonial implies results that are atypical, that fact must be clearly stated to avoid misleading potential clients.

Where can I find examples of other Construction ads?

You can find examples of Construction competitor ads online in several places. Here are the instructions for how to view competitor ads running on Facebook, Google, and TikTok ad platforms.

View Construction Competitor Facebook Ads

Go to Facebook Ad Library
Select the country where the ad appeared.
Select ad category (All, Politics, Housing, Employment, Credit).
Search by keyword or advertiser.
Review Facebook ads.

View Construction Competitor Google Ads

Go to Google Ads Keyword Planner
Sign into Google Ads.
Click ‘Tools and settings’ in the top nav.
Click ‘Keyword Planner’ under the ‘Planning’ heading.
Click ‘Discover new keywords’
Type a relevant keyword into the box.
Click ‘Get Results’
Review Top of page bid and Google ads.

View Construction Competitor TikTok Ads

Go go TikTok Ad Library
Select ad target country
Select ad type.
Select ad published date.
Enter in the desired keyword or advertiser.
Hit search.
Review TikTok ads.

How do Construction companies measure the success of their marketing and advertising?

For most companies, revenue is the KPI (key performance indicator) we monitor when determining whether marketing and advertising efforts are successful. The revenue can be used to determine the ROI or ROAS for your campaigns over a set period. ROI (Return on Investment) is calculated by subtracting the initial cost of the investment from the final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100. ROAS (Return on Ad Spend) is determined by dividing the total revenue by the total ad spend for a specific period.

In addition to revenue, other companies may use metrics such as CPL (Cost Per Lead), CPA (Cost per Acquisition), or CPI (Cost per Installs) for mobile apps. Monitoring these costs over time can help understand factors increasing or decreasing these numbers. They can be affected by various factors, such as landing page optimization, time of the year, and competitors.

Many digital ad platforms offer a brand lift study tool for companies interested in branding and spending over $100,000 on advertising. This study is used to measure the impact on the perception of your brand when running ads. A brand lift study splits a specific audience into two groups. The first group is shown your ads over a specific period; the second group sees none. At the end of the study, users in both groups were shown a survey by the ad platform. The difference between the first and second groups is called the brand lift, or the increased consumer awareness of your brand due to running advertising.

Who is the best Construction advertising agency?

Advertisemint is the best Construction marketing agency. Our team of Construction advertising experts has proven experience in the Construction industry. We bring a full-service team of expert account managers, copywriters, graphic designers, video editors, and media buyers ready to help you implement your marketing strategy and grow your Construction business.