How to Get More Paving Jobs with Google Ads

If you're a paving contractor struggling to get consistent work, you're not alone. 85% of homeowners search online before hiring contractors, yet most paving companies still rely on word-of-mouth and outdated marketing methods. Meanwhile, smart contractors are using Google Ads to book jobs weeks in advance.

The good news? You don't need to be a marketing expert to succeed with Google Ads. This guide will show you exactly how to set up and run profitable Google Ads campaigns for your paving business.

Why Google Ads Work So Well for Paving Contractors

Before we dive into tactics, let's understand why Google Ads are perfect for paving businesses:

High-Intent Customers

When someone searches "driveway paving near me" or "asphalt repair contractors," they're not browsing. They have a problem and need it fixed. These are customers ready to hire and spend money.

Local Focus

Paving is inherently local. Google Ads let you target customers within your exact service area, so you're not wasting money on people too far away to serve.

Measurable Results

Unlike traditional advertising, you can track exactly how many calls, leads, and jobs come from your Google Ads campaigns. This makes it easy to calculate ROI and optimize performance.

Google Local Service Ads: Your Secret Weapon

Google Local Service Ads (LSAs) are the fastest way to get your paving company visible online. These ads appear at the very top of Google search results - above everything else.

Why LSAs Are Perfect for Paving Contractors

• Pay Per Lead: You only pay when someone actually calls or messages you
• Google Guaranteed Badge: Builds instant trust with homeowners
• Pre-Screened Leads: Google verifies service area and availability
• Top Position: Always appear first in search results
• Mobile Optimized: Perfect for on-the-go searches

LSA Setup Process

1. Background Check: Google requires license verification and background checks
2. Service Areas: Define exactly where you work
3. Budget Setting: Start with $50-100/day and adjust based on results
4. Business Hours: Set when you can answer the phone
5. Services Offered: List all your paving services

Expected Results: Most paving contractors see their first LSA lead within 24-48 hours. Average cost per lead: $25-60. Conversion rate: 15-25%.

Google Search Ads: Scale Your Lead Generation

While LSAs are great for immediate visibility, Google Search Ads let you target more specific customer intent and scale your lead generation significantly.

Best Keywords for Paving Contractors

Focus on high-intent keywords that show buying behavior:

Setting Up Your First Campaign

1. Campaign Type: Choose "Search" campaign
2. Goal: Select "Leads" or "Phone calls"
3. Location Targeting: Target your service area (usually 25-50 mile radius)
4. Budget: Start with $50-100/day for testing
5. Bidding: Use "Maximize conversions" or manual CPC
6. Ad Extensions: Add call, location, and sitelink extensions

The Momentum: Days 15-21

Review Generation System

Reviews are the lifeblood of local paving contractors. We implement an automated system that:

• Sends review requests via SMS 3 days after job completion
• Provides direct links to Google review page
• Includes templates to make reviewing easy
• Follows up if no response

Most contractors see 5-10 new 5-star reviews in the first 30 days. Each review increases conversion rates by approximately 2%.

Campaign Optimization

By week 3, we have enough data to optimize aggressively:

• Pause underperforming keywords
• Increase bids on high-converting terms
• Add negative keywords to prevent waste
• Adjust geographic targeting based on lead quality
• Test new ad copy variations

By Day 21, you're typically at 13-22 total leads.

The Delivery: Days 22-30

The Final Push

The last week is about maximizing every opportunity:

• Increase ad budgets on best-performing campaigns
• Launch retargeting ads to website visitors
• Send follow-up messages to unconverted leads
• Expand service area for more opportunities

Lead Tracking & Reporting

Every lead is documented with:

• Name and contact information
• Service requested
• Source (LSA, Google Ads, GMB, etc.)
• Date and time of inquiry
• Estimated project value

Final result: 20-32 qualified leads delivered. Guarantee met. Client converts to monthly package 94% of the time.

The Secret Sauce

Here's what most marketing agencies don't understand about paving contractors:

• Seasonality matters: We adjust budgets for weather patterns
• Commercial vs. residential: Different keywords, different messaging
• Emergency services: "Pothole repair" converts 3X better than "asphalt maintenance"
• Local proof: Showing jobs in their neighborhood builds trust
• Speed to lead: Calling within 5 minutes increases close rate by 400%

Why This Works Every Time

This isn't theory. We've run this exact playbook 127 times. It works because:

1. We only target people actively looking for paving services
2. We appear everywhere they search (LSAs, Ads, GMB)
3. We build trust with Google's backing and social proof
4. We make it incredibly easy to request a quote
5. We follow up quickly and professionally

The average paving contractor using our system sees a 20-90X ROI on their $500 trial investment. That's $10,000-45,000 in revenue from a $500 risk.