Bid on jobs, not on your trade
'Builder' is broad and wasteful. 'Single storey extension builder' costs more per click and wastes far less money.
Negative keywords save the budget
Blocking terms like 'jobs', 'course', 'salary' and 'DIY' stops a meaningful slice of pointless spend within the first fortnight.
Send clicks to a matching page
An advert about loft conversions should land on a loft conversion page, not the home page. Continuity is what turns a click into an enquiry.
Keep the radius tight
Paying for clicks from an hour away rarely pays. Start close to home and widen only when the numbers justify it.
Written by Oliver Martin, founder of OMP and director of a UK construction company.