Oil moves, bids don’t
Asphalt prices rise with crude. A job you bid in March and win in June can lose its margin before the paver shows up. You can’t afford to spend ad money on jobs too small to absorb that.
Asphalt tracks oil prices. Your lead cost should track your capacity.
Paving searches swing between a property manager with a 40,000 square foot lot and a homeowner with one pothole at the end of a 20 foot driveway. The national sealcoating franchises and the paving lead sites bid on both, and the small jobs convert faster so Google sends you more of them.
We build commercial and residential as separate campaigns, screen by size in the ad and the form, and track every call and bid request to a completed, invoiced paving job.
Jobs from $3k to $150k, asphalt and trucking 40 to 50% of revenue. The upside is real. So is the waste, and here’s where it usually comes from.
Asphalt prices rise with crude. A job you bid in March and win in June can lose its margin before the paver shows up. You can’t afford to spend ad money on jobs too small to absorb that.
“Driveway sealing” is a $300 job in a season that pays for a lot of ad clicks. If sealcoating is a feeder for you, fine. If not, it needs to be blocked.
A property manager types “parking lot paving contractor” and wants a bid package. A homeowner types “asphalt driveway cost”. Treating them the same wastes both.
Commercial and residential split: Parking lots, roads and private streets, HOA and apartment communities in one set of campaigns. Residential driveways and sealcoating in another, with separate budgets you control.Size in the copy: “Driveways 1,000 sq ft and up” or “lots from 10,000 sq ft”. It costs clicks and saves estimate miles. We test the thresholds against your actual job list.Negatives for the one-pothole crowd: Cold patch, pothole repair, bag, “how to seal”, jobs, trucking, plant locations. Cut weekly in season.Track to the paved job: Call tracking with recordings, bid request forms, and a tie-in to your estimating software or CRM, so Google learns from invoiced tonnage and not from phone calls about cracks.Examples from asphalt paving accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Usually $3k to $8k a month during paving season, April to November in most of the country. Commercial clicks run $20 to $50 and residential $10 to $25. One decent parking lot pays for the whole season, so we scale by how many bids you can walk.
No. One asphalt paving company per metro. Your competitor’s ad budget will never run through our hands.
Yes, and we will if you tell us. We’d rather pause for three weeks than pay for leads you have to turn away. Many paving clients run a small year-round campaign for commercial bids and scale residential up and down with the crew schedule.
Engineered walls at $20k to $100k. Garden walls at $1,500. Same search, different day.
How we run it →House demos at $15k to $40k. Pool removals at $8k. Junk haulers bid on half your words.
How we run it →Equipment costs money whether it moves or not. Keep it moving.
How we run it →Water in the basement, a lot that will not pass. People search when it rains.
How we run it →Talk to a senior PPC expert who has run asphalt paving accounts. Never a junior.