1. Ignoring Match Types
When adding keywords into Google Ads the default setting is broad match. While this might sound attractive because it provides the widest reach, you’ll end up paying for clicks that were never going to convert.
Your broad match keyword: “home builder Newcastle” might show up for searches like “home builder courses,” “home builder salary,” or even “home builder TV show.” We’ve even seen ads trigger for “Lego builder” and “body builder supplements” because Google decided it was close enough. These searchers aren’t potential clients so you’ve just paid for absolutely nothing.
The fix:
Set all of your keywords to either phrase match and exact match.
Here’s an example:
- Exact match: [bathroom renovations newcastle] – only triggers for this exact phrase
- Phrase match: “bathroom renovations” – triggers for searches that include this phrase like “best bathroom renovations near me” or “bathroom renovations cost”
Monitor your search terms report religiously and adjust your match types based on what’s actually converting, not just what’s getting clicks. Clicks feel good, but they aren’t leads – conversions are.
2. Not Using Negative Keywords
Even when you’ve got your match types sorted, there’s another layer of protection you need: negative keywords.
Negative keywords are the terms you specifically tell Google NOT to show your ads for. For builders, this might include words like “DIY,” “cheap,” “volunteer,” “courses,” or “jobs” (unless you’re actually hiring). Without them, you’re paying for clicks from people looking for YouTube tutorials or apprenticeship positions – people who were never going to become clients.
The fix:
Create your negative keyword list now, then add to it continuously. Think about all the searches related to building that aren’t relevant to your business and add them from day one. Then keep refining as you see what’s actually triggering your ads.
Make checking your search terms report a regular habit. Weekly for the first month while you’re learning what triggers your ads, then fortnightly once things settle. It takes two minutes and could save you hundreds in wasted clicks.
3. Sending Everyone to Your Homepage
Your homepage is probably great, but it’s not designed to convert someone searching for “bathroom renovations Newcastle” or “granny flat builders near me.” When potential clients click your ad after searching for something specific, they want to land on a page that speaks directly to their need, not a generic page where they need to figure out if you even build granny flats.
The fix:
Create dedicated landing pages for your different services. If you’re advertising kitchen renovations, bathroom renovations, and home extensions separately, each should have its own landing page with:
- Relevant imagery showing your best work in that specific area
- Testimonials from clients who’ve had that type of work done
- A prominent, specific call to action like “Get Your Bathroom Renovation Quote”
- Your service area clearly stated (so people know you actually cover their suburb)
- A simple contact form that doesn’t ask for their life story
- Details about your process and typical timelines for that specific service
If your current website isn’t set up for this, it might be time to consider a professional website redesign that supports your marketing goals. The conversion rate difference between a generic homepage and a targeted landing page can be 3-5x higher. That means the same ad spend could deliver three times the leads.
4. Not Setting Up Conversion Tracking
This is probably the most critical mistake, yet it’s the one most builders overlook. Without conversion tracking, you’re flying blind. You might see clicks and even get some enquiries, but you have no idea which keywords, ads, or campaigns are actually bringing in clients versus which ones are just burning through your budget.
We’ve sat down with builders who’ll say ‘I got three form submissions this week’ but have no way of knowing if those came from Google Ads, Facebook, a referral, or someone who drove past a job site. Yes, you should ask every caller how they found you, but that won’t tell you the full story. Most people can’t distinguish between clicking your Google Ad and clicking your organic listing – to them, it’s all just ‘I found you on Google.’
When you can’t measure what’s working, you can’t improve it.
The fix:
Set up proper conversion tracking from day one. This means tracking:
- Phone calls from your ad listing or website
- Form submissions on your landing pages
- Portfolio and Contact page visits
You’ll need Google Tag Manager and Google Analytics 4 working together with your Google Ads account to track all of this properly. Sounds technical and overwhelming? It is but once it’s set up properly it’ll give you the data you need to make more educated budget and campaign decisions. Need a hand with this? Get in touch with Caitlin and we’ll get your tracking configured the right way.
The Bottom Line
Marketing for builders doesn’t have to be complicated, but it does need to be strategic. These four mistakes are costing builders thousands of dollars every month in wasted ad spend and missed opportunities. We’ve seen businesses waste $2,000 a month for six months before they finally asked for help, only to discover that some small changes would have saved them $10,000.
Whether you tackle these fixes yourself or bring in experts to help, addressing these issues will dramatically improve your Google Ads performance and bring in more qualified leads.
From Google Ads management to SEO and complete digital strategies, we understand the unique challenges tradies face when marketing their businesses. If you’re ready to stop wasting money and start seeing real results from your Google Ads, let’s have a chat about your campaigns.
After all, you’re an expert at building homes. Let us be the experts at building your pipeline of clients.