Get in Front of Buyers The Moment They Search
High-intent search ads, smart Display retargeting, and Performance Max campaigns built specifically for custom builders, remodelers, and design-build firms. No markups on ad spend.
What Google Ads for Home Builders Actually Looks Like
Not just turning the dial on a campaign. Full strategy + creative + landing pages + CRM tracking, all built around how custom buyers actually search.
Campaign Strategy & Setup
Search, Display, Performance Max, and remarketing campaigns built for your service area and buyer types.
- Keyword research per service line
- Geo-targeting + radius optimization
- Audience segmentation
- Conversion tracking + GTM setup
Ad Creative & Copy
Builder-specialist ad copy. Headlines that pre-qualify. Project-based image and video ads.
- 5+ ad variations per campaign
- RSAs with 15 headlines, 4 descriptions
- Responsive display ad creative
- Video ad scripts for PMax
Conversion Landing Pages
Per-campaign landing pages - not your homepage. Built to convert traffic into booked calls.
- One conversion goal per page
- Multi-step qualifying forms
- Project social proof above the fold
- A/B test infrastructure
Negative Keyword Strategy
What we don't spend on matters more than what we do. Aggressive negative-keyword filtering keeps DIY, students, and renters out.
- 1000+ negative keyword library
- DIY / renter / student filtering
- Competitor brand exclusions
- Geographic exclusions
CRM & Follow-Up
Every lead flows into the Home Builder CRM with speed-to-lead automation. Under 60-second response.
- Speed-to-lead under 60 seconds
- Missed-call text-back
- 7-day 5-touch sequence
- 12-month nurture
Daily Optimization & Reporting
Bids, budgets, audiences, and creative refreshed daily. Weekly reviews. Monthly reports tied to leads.
- Daily bid + budget optimization
- Weekly creative performance reviews
- Monthly leads-tied reports
- Live dashboards
Buyer Intent Is the Highest in Search
A homeowner who types "custom home builder Austin" into Google is further along the buying process than any Meta scroller. We capture them at the moment of intent.
The Wrong Way
- Generic broad-match keywords
- Send all clicks to your homepage
- One ad variation, never tested
- No negative keywords
- Manual lead follow-up only
The HBM Way
- Tight exact + phrase match on buyer-intent
- Each campaign gets its own landing page
- 5+ ad variations, weekly creative refresh
- 1000+ negative keyword library
- Speed-to-lead CRM hits leads in 60s
Search vs Display vs Performance Max
Each campaign type does a different job in the funnel. The right mix for your business depends on revenue, budget, and stage.
Search Ads
Text ads that appear when someone Googles "custom home builder Austin." Highest intent, highest cost per click, highest conversion rate.
- Best for buyers actively searching
- Typical CPC: $4 to $25
- Typical CPL: $80 to $250
- Where most of your budget should start
Display Ads
Banner ads that follow website visitors around the web. Best used to retarget warm traffic.
- Best for retargeting + brand awareness
- Typical CPC: $0.50 to $3
- Low conversion cold, high when retargeting
- Pair with Search to compound results
Performance Max
Google's AI-driven campaign across Search, Display, YouTube, Gmail, and Maps. Strong when fed quality assets and conversion data.
- Best when you have conversion history
- Needs strong creative assets
- Hands off algorithm control to Google
- Often delivers lowest CPL once trained
What to Budget, What to Expect
Budget Expectations
Realistic monthly spend ranges for builders across revenue tiers.
- $500K-$1.5M builder: $1,000-$2,500/mo\n$1.5M-$3M: $2,500-$5,000/mo\n$3M+: $5,000-$15,000/mo+
Cost-Per-Lead Expectations
What a qualified inquiry typically costs for home builders.
- General builder ads: $80-$200 CPL
- Custom home builders: $150-$400 CPL
- Luxury / high-end: $200-$600 CPL
- CPL drops 20-40% after 60-90 days
Lead Quality vs Volume
The trade-off you control with bidding strategy and qualifying questions.
- Tight keywords + qualifying = quality
- Broad keywords + simple forms = volume
- We default to quality
Pay-Per-Click Done the Builder Way
PPC usually means Google Ads, but it also includes Bing, YouTube, and any pay-per-click channel.
PPC Channels We Manage
- Google Ads (Search, Display, PMax)
- Microsoft Ads (Bing + Yahoo)
- YouTube Ads
- Google Local Services (where available)
What Sets Builder PPC Apart
Long sales cycle (3 to 18 months), high deal value ($50K to $5M), and a small qualified audience.
When to Add PPC
If you already have ad creative, a working CRM, and a converting website - PPC accelerates everything.
Builders Filling Their Pipeline With Google Ads
Our first $200 ad spend converted to over $40K in revenue. They helped me establish an online presence from start to finish. If you want results you hire these guys!$200 ad spend to $40K revenue
Working with HBM is like adding rocket fuel to our lead generation!Rocket fuel for lead gen
HBM and our account manager Nick have been killing it. Love these guys, high energy, fun ideas, and content that works for builders. Highly recommend.Content that works for builders
Google Ads - Questions Answered Honestly
How much should I budget for Google Ads?
How quickly will I see leads?
Are ad spend and management fee separate?
What if I'm already running Google Ads?
Do I own the Google Ads account?
What's the difference between PPC and Google Ads?
See What Your Ads Could Actually Do
Book a free 30-minute audit. We'll show you the keywords you're wasting money on, the gaps in your campaigns, and a 60-day plan to cut your CPL in half.
Get a Free Google Ads AuditNo hidden fees. No markups on ad spend. Cancel anytime.
Home Builder Marketing Across North America
Local strategies for builders in every major US and Canadian market. Pick your city for location-specific tactics that move the needle.