Google Ads should run like a build plan that turns local searches into booked design consultations. We start by setting a budget, picking the neighborhoods you want, and defining the buyer types who fit your work. Then we match tight keywords to clear ads and send people to a page that answers their main question and invites a consultation.
Tracking is installed before a dollar is spent so every form and call is recorded in GA4 and HubSpot and every lead gets a fast follow-up. Google’s AI is used where it helps and kept in check with match types, negatives, and location controls. The goal is simple to say and strict to manage: steady, qualified meetings at a cost you can live with.
Why this Matters for Ads
People search for a builder long before they call. They look up custom home builder near me, design build [city], luxury home builder [city], build on your lot, and modern farmhouse builder. Google Ads can put you in front of those searches, but it must be treated like a campaign with a plan, a schedule, and checks. When you run it that way, your budget goes to real prospects and your calendar fills with the right meetings.
The Goal of Running a Google Ads Campaign
Pick the areas you want and the action you want. For most builders, the action is book a design consultation. Then manage two numbers every week:
- Cost per consultation
- Percentage of booked consultations that actually happen
If either number slips, adjust targeting, keywords, bids, or pages before raising the budget.
Budget-first Planning is Key
Budget controls how wide you can target, which match types you can use, and how much AI you can safely switch on.
|
Monthly ad budget |
Target area |
Keyword scope |
Bidding and AI |
Notes |
|
1k–2.5k |
One metro or 10–20 zips |
Exact and phrase only on core terms |
Maximize Conversions until 15 or more consults |
3–5 tight ad groups. No broad match yet. |
|
2.5k–5k |
One to two metros or 20–40 zips |
Exact + phrase, test one narrow broad topic |
Move to Target CPA when signals are clean |
Add call assets and sitelinks. Start remarketing lists. |
|
5k–10k |
Two to three metros |
Exact + phrase + controlled broad in best ad group |
Target CPA with enhanced and offline conversions |
Consider a small Performance Max test with separate budget. |
|
10k+ |
Multi-metro |
All match types with strict negatives and audiences |
Target CPA or value bidding tied to qualified consults |
Stand up persona pages. Expand PMax with strong creative. |
Use personas to decide how broad to go. Luxury or lakefront often needs a smaller footprint and higher bids. Design-build family work can go wider, but keep match types tighter at first.
Keep Personas at the Core of Targeting
Personas keep keywords, ad text, and landing pages aligned with real buyers.
|
Buyer type |
What they care about |
Example searches |
What to show |
|
Luxury design build |
Architectural freedom, premium finishes, concierge process |
luxury home builder [city], design build homes |
Awards, portfolio, process timeline, cost context |
|
Modern family |
Budget clarity, energy efficiency, schools, schedule |
custom home builder [city], modern farmhouse builder |
Price ranges, energy features, schedule overview |
|
Lakefront or acreage |
Site prep, permits, shoreline or septic rules |
lake house builder, build on your lot |
Permitting checklist, site photos, before and after |
|
Tear-down and rebuild |
Zoning, setbacks, city approvals |
teardown rebuild [city] |
Zoning FAQs, city experience, timeline table |
Add negatives for work you do not want: prefab, manufactured, mobile home, handyman, free plans, DIY, plan templates.
Tools and Tracking Essentials
Connect the stack before launch so you measure meetings, not just clicks.
|
Layer |
What you capture |
Why it matters |
|
GA4 |
Form submits, page paths, devices |
See how ad traffic behaves on your site |
|
Google Ads |
Cost, clicks, calls, conversions |
Control bids, budgets, and assets |
|
HubSpot |
Contacts, meetings, pipeline, deals |
Tie ads to real work and revenue |
|
Offline conversions |
Qualified consults and deals |
Teach Google which clicks become customers |
Install GA4 and call tracking, use HubSpot forms or capture, and send qualified consults and closed-won deals back to Google Ads. Enhanced conversions help Google recognize valid leads more reliably.
Building the Google Ads
Campaigns and ad groups
Start with Search. Create one campaign per metro or county so locations and budgets match reality. Inside each campaign, group ad groups by intent: custom home builder, design build homes, build on your lot, luxury homes, modern farmhouse, lake homes, teardown and rebuild. This keeps ads and landing pages tightly aligned to what buyers search.
Match types and keywords
Begin with broad and phrase match for money terms like custom home builder [city], design build [city], build on your lot [city], luxury home builder [city]. Promote winning search terms into exact match so more budget goes to proven phrases. Only test more broad match after Target CPA is stable and your negatives are strong, and only inside your best ad group.
Ads that mirror buyer language
Create responsive search ads with 10 to 15 headlines and 3 to 4 descriptions. Include your city, service, style, and one proof line such as years in business or number of custom builds. Sample headlines:
- Custom home builder [city]
- Design build contractor [city]
- Build on your lot
- Luxury home builder near [neighborhood]
- Modern farmhouse plans
Point each ad to a landing page that repeats the promise and invites a consultation. Keeping your marketing personas in mind when creating ad copy is essential for optimized messaging.
Assets that drive action
Add sitelinks for Portfolio, Floor plans, Our process, Pricing guide, and Service areas. Add call assets and turn on call reporting. If you have a model home or showroom, add your location so the address and tap-to-call display with your ads. Lead form assets can help if your site is slow, but a fast landing page usually qualifies better.
Locations
Target only the zips or cities where you build. Use the presence option in location settings so you pay for people in your area, not people just reading about it. Exclude counties that waste budget. Check the location report weekly.
Bidding and Google’s AI
Start with Maximize Conversions while you confirm tracking. Move to Target CPA when you have a healthy number of verified consults. Feed enhanced conversions and offline conversions from HubSpot so bidding learns which clicks turn into meetings and design agreements.
Test broad match with audience signals only after Target CPA is steady. Add Performance Max later with a separate budget and strong creative; use it to find incremental reach once Search already hits target cost per consultation.
Launch plan and schedule
Pre-launch, about one week
- Build persona pages with service area, recent work, a timeline table, and one clear “Book a consultation” button
- Install GA4, call tracking for ads and website calls, HubSpot forms or capture, enhanced conversions, and the offline conversion plan
- Create campaigns and ads, then test every form and phone path so conversions record once
Go-live, days 1 to 7
- Budget at the low end of your plan with Maximize Conversions
- Exact and phrase match only
- Check queries daily, add obvious negatives, fix any geo drift
- Let bidding learn for a few days before manual moves
Stabilize, days 8 to 21
- Raise budget in small steps if cost per consultation is within target and impression share lost to budget is high on core ad groups
- Test one new headline or description each week
- Promote strong search terms to exact and prune weak ad groups
- It is completely normal if no conversions have been recorded in this period
Optimize, days 22 to 45
- Move to Target CPA when consult volume and tracking are steady
- Start one controlled broad-match test in your best ad group; end it if query quality drops or cost per consultation rises more than 20 percent for a full week
- If Search holds target costs for two cycles, start a small Performance Max test with separate budget and check lead quality in HubSpot.
- If no or few conversions have been recorded, check the quality of your conversion goals or it may be time to narrow your keyword lists and add negatives.
Landing Pages that Convert Ad Clicks
Answer the main question at the top in one sentence. Example: We design and build custom homes in [city] and manage design, permits, and construction through a proven process. Add a short paragraph about what happens next. Include a small table or checklist so buyers can scan key details without hunting.
Optimizing your landing page is just as important as building the right campaign. Here’s your checklist for your landing page
- One sentence answer near the top
- Short paragraph on how your process works
- Table with typical timelines, price ranges, and service areas
- FAQ with three to five questions that buyers always ask
- One clear consultation button near the top and again after the proof
Monitor & Adjust to Optimize Results
Set a day and time every week. Open Google Ads, GA4, and HubSpot. Work from one scoreboard. Fix quality first, then coverage, then cost.
Daily
- Spend and pacing
- Geo and device drift
- Obvious junk queries to block
Three times per week
- Search term quality and percent of spend on core phrases
- Lead quality snapshot in HubSpot
- Mobile form completion rate and page speed on the top-spend page
Weekly scoreboard
|
Area |
What to review |
Good rule of thumb |
|
Quality |
Cost per consultation |
At or below target for two weeks |
|
Quality |
Consult set and consult held rate |
Above 60 percent set and 70 percent held |
|
Coverage |
Spend on high-intent phrases |
Above 70 percent on exact and phrase core terms |
|
Coverage |
Impression share lost to rank or budget |
Below 20 percent on core ad groups |
|
Geo |
Spend inside service areas |
Above 90 percent inside build zips |
|
Ads |
Top headlines and descriptions |
Keep winners, add one new line weekly |
|
Landing |
Form completion by device |
Aim for 3 to 5 percent depending on offer |
|
Bidding |
Target CPA stability |
Within 10 percent for two cycles |
|
Escalation |
Zero-qualified ad groups |
Pause after 20 clicks with no qualified actions |
Simple trend table you can update
|
Week |
Cost per consult |
Consults |
Notes |
|
1 |
380 |
9 |
Blocked prefab and handyman terms |
|
2 |
365 |
11 |
New headline outperformed control |
|
3 |
355 |
12 |
Mobile speed improvement shipped |
|
4 |
342 |
13 |
Added sitelinks and location |
|
5 |
330 |
15 |
Raised daily budget 10 percent |
How to act
Pause any ad group that spends 20 clicks with no qualified actions. Add negatives or lower bids on searches that spend two to three times your target cost without a consultation. Move budget toward campaigns that hit your target cost for two sales cycles in a row and hold consult-held rates above 70 percent.
Follow-up in HubSpot
Speed wins meetings. New leads auto-assign to the right rep by territory or project type. A confirmation email goes out right away with a calendar link. If a meeting is not booked within 24 hours, a task is created. Leads are scored by location fit, page depth, and plan downloads so the team knows who to call first. Qualified consultations and deals are sent back to Google Ads so bidding improves over time.
Routing map
|
Lead type |
Owner rule |
First action |
Service level |
|
Design build consult |
Territory A |
Call and send calendar link |
Same day |
|
Build on your lot |
Territory B |
Email with site-prep checklist |
Same day |
|
Luxury inquiry |
Senior rep |
Portfolio link and discovery call |
Same day |
Where The Diamond Group fits
If you want to build homes and let someone else watch the gauges, The Diamond Group can run this like a job site. We plan the budget and targeting with your margins in mind, set up GA4 and HubSpot so nothing slips, use Google’s AI where it helps and block it where it wastes money, and meet weekly to reallocate spend based on the scoreboard. When the numbers prove out, we scale in the neighborhoods you want and keep the pipeline steady.
If you prefer to keep it in-house, we can hand you a one-page operating playbook with budget tiers, keyword lists by persona, and the weekly checklist you will use to monitor and improve the campaign. Get in touch today with one of our growth specialists to talk about how to get the most out of your Google Ad campaigns.
