Rollups with unlimited budget
Groundworks and the private-equity brands can lose money on a click for years. Independents win with local reviews, an engineer on staff, and ads that say what the brands can’t.
The scariest home repair there is. The homeowner is nervous and the national brands know it.
A homeowner who finds a crack in the wall searches late at night and reads everything. Clicks for foundation repair run $20 to $60, Groundworks and the regional rollups bid on every term, and a lot of the searches are “is this crack serious” from people who need reassurance, not piers.
We build campaigns by symptom and repair method, write ads that calm instead of scare, cut the DIY epoxy injection searches, and track every inspection to a signed contract.
Repairs from $5k to $30k, pier jobs at the top. The upside is real. So is the waste, and here’s where it usually comes from.
Groundworks and the private-equity brands can lose money on a click for years. Independents win with local reviews, an engineer on staff, and ads that say what the brands can’t.
“Hairline crack in foundation normal” is a worried homeowner, not a job. Worth a page with answers, not worth a top bid.
A free inspection costs a half day of a trained estimator. If the ads book inspections for $800 cosmetic cracks, the cost per real job goes through the roof.
Campaigns by symptom and fix: Cracks, sinking and settling, bowing walls, slab lifting, pier installation, crawl space, drainage. Each with a page that shows the fix and a real cost range.Calm, specific ads: “Free inspection by a certified foundation specialist, written report, financing available.” Nervous people pick the ad that sounds like it has seen this before.Negatives for DIY and real estate: Epoxy injection kits, “how to”, home inspector, “buying a house with foundation problems”, contractor jobs. Mined weekly.Track to the contract: Call tracking plus your CRM (JobNimbus, MarketSharp, Salesforce for the bigger shops) so Google learns from signed repairs, not inspection requests.Examples from foundation repair 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.
In a competitive metro, $6k to $15k a month to get steady inspections. Smaller markets, $3k to $5k. The tickets are big enough that one pier job pays for a quarter of ads.
No. One foundation repair company per metro. We won’t drive your click prices up by bidding for your competitor down the road.
Yes, mostly. Ad copy that mentions structural repair and a page that explains when a crack is cosmetic both filter the small stuff. Some still come through, and we track those so your estimators’ time shows up in the numbers.
Clicks at $30 to $80. Materials and crews eat most of the job. The ads can’t afford to miss.
How we run it →A small niche with a lot of Amazon in it. Precision matters more than budget.
How we run it →It rains, the phone rings, the franchises bid. Be ready before the storm, not after.
How we run it →Lead vendors sold you the same name three times. Your own ads don’t.
How we run it →Talk to a senior PPC expert who has run foundation repair accounts. Never a junior.