Supply searches eat the budget
“Brick”, “stone” and “masonry” are product words as much as trade words. People hunting for pavers at the supply yard click a loose keyword and cost you $10 to $25 each.
Stone, brick and labor are expensive. Clicks shouldn’t be the thing you waste.
Masonry searches are a grab bag: chimney rebuilds, retaining walls, stone veneer on a new house, tuckpointing on a hundred-year-old one, and a lot of people looking for bricks, mortar mix or a masonry supply yard. Google treats all of it the same unless somebody tells it not to.
We split campaigns by job type, write ads that name the job, keep the supply-yard and DIY traffic out, and track calls and forms to signed estimates in whatever you quote with.
Jobs from $2k to $40k, materials 40 to 50% of revenue. The upside is real. So is the waste, and here’s where it usually comes from.
“Brick”, “stone” and “masonry” are product words as much as trade words. People hunting for pavers at the supply yard click a loose keyword and cost you $10 to $25 each.
A $600 tuckpointing patch and a $35,000 stone facade sit in the same campaign, so Google optimizes for whichever converts easiest. It’s never the facade.
Chimney sweep franchises bid on chimney repair. Foundation companies bid on retaining walls. You need to be the named, local specialist in the ad or the generic brands take the click.
Campaigns by job: Chimney rebuild and repair, tuckpointing and brick restoration, retaining walls, stone veneer and facades, outdoor kitchens and fireplaces, commercial block. Each with its own bids, page and budget.Block the supply yard: Negatives for “for sale”, “price per”, “near me store”, mortar mix, bags, pallets, and every brand of block and veneer sold at retail. Pulled from your search terms weekly.Ads with your work in them: Image assets of your own chimneys and walls, with the job type and your town in the headline. Specific beats generic at every price point.Track to the signed estimate: Call tracking with recordings, form tracking, and a connection to JobNimbus, Jobber or your quote spreadsheet, so Google learns which campaigns produce the $20k walls.Examples from masonry 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 $2.5k to $6k a month in season, with a smaller winter budget in cold climates. One retaining wall or chimney rebuild covers a month of spend, so we keep volume tied to how many crews you can keep busy.
No. One masonry contractor per metro. Material costs are already squeezing you. We won’t squeeze your click prices too by running a second account.
Yes. Commercial block and structural masonry run in their own campaign with their own keywords and a page written for general contractors. Residential gets the homeowner-facing ads. The budgets never mix.
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 masonry accounts. Never a junior.