Let's TalkLet's TalkExpensive clicks for a contract signed weeks later, in an account that usually cannot see which click produced it.
Give us read access to the account. We come back with how your spend splits between foundation, waterproofing and crawl space searches, how much goes to symptom searches versus service terms, what DIY and product searches cost you, whether any conversion reflects a signed contract, and the three changes worth making first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Someone searching for a crack above a door frame is early and worried; someone searching for foundation repair near me is shopping. They need different ads and different landing pages. In one campaign, the account treats them the same and usually underfunds the symptom searches that reach homeowners before competitors do.
Foundation keywords attract people buying crack filler, hydraulic cement and waterproofing paint, and people looking for how to fix a crack themselves. None of them want a crew, all of them click, and broad match finds them easily. On expensive keywords, that waste adds up quickly.
An inspection booked from one search and an inspection booked from another look identical in the account, but one may sign a large contract and the other nothing. Without contract values imported from your sales system, bidding optimises toward cheap inspections - not toward the searches that produce signed work.
Heavy rain sends waterproofing searches up; long dry spells in clay regions bring settlement cracks. Accounts with flat budgets and no weather awareness overspend in quiet weeks and run short when homeowners are suddenly paying attention.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
An inspection is a cost to you, not a result. We import signed contracts and their values so the account learns which searches produce real work, and we set measurement windows long enough to capture decisions that take weeks. The inspection count on the report may fall; the contract value is what we are judged on.
Homeowners worried about a crack are reachable before they compare companies, and those searches are often cheaper than the service terms everyone bids on. We give them their own campaigns and educational landing pages, which is where a trustworthy diagnosis starts.
Foundation and waterproofing keywords attract a large amount of do-it-yourself and product traffic, and on expensive clicks it is costly. We build your negative list from what your account actually attracts, weekly at first, because generic lists miss most of it.
Ninety days sorted into services, symptoms, DIY and product traffic, and irrelevant searches.
Foundation, waterproofing, crawl space and symptom campaigns with their own targets.
Signed contracts imported from your sales system, with windows set to your decision times.
Inspection, methods, warranty and financing explained plainly.
Budget rules for heavy rain and prolonged dry periods in your area.
Signed value by campaign and service, monthly.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Foundation contracts are often signed weeks after the first click. If the account only measures a short window, it never learns which searches produce contracts. Importing signed contracts with windows set to your real decision times is what lets the bidding improve rather than chase inspections.
Water in the basement is urgent and visible. Budget that rises after significant rainfall, with ads and pages about the immediate problem and the longer-term fix, reaches homeowners when they are most motivated - and many of those jobs lead to a wider conversation about drainage and foundations.
Homeowners searching about crawl space moisture, musty smells or damp floors are dealing with a different problem from foundation cracks. They need their own campaign and landing page explaining the options, and they are often an entry point to foundation work beneath the house.
Property managers and building owners searching for foundation or waterproofing work want engineering detail, reliability and documentation. Their projects are larger and slower, and they belong in their own campaign with their own conversion values.
The closest paid-search engagement we can point at is an auto dealership rather than a foundation company, and we will not present it as a trade case study. It is relevant because it is the same kind of account: high-intent local search for an expensive, considered purchase, where targeting mattered more than outbidding - 1.22M clicks at 627% ROAS. The contract-value measurement and weather planning on this page come from how foundation accounts behave.
Read the full case studyFoundation clicks are among the more expensive in home services, which is why measuring to signed contracts matters so much. The right question is what a contract is worth and how many clicks it takes to win one. A smaller budget works best concentrated on one service, your core area and symptom searches, judged on contract value rather than cost per click.
Yes, with their own campaigns and educational landing pages. Symptom searches reach homeowners when they first worry, often at a lower cost than service terms, and give you the chance to start the relationship with an honest explanation rather than a sales pitch.
Build a negative keyword list from your own search terms - crack filler, hydraulic cement, waterproofing paint, how-to searches, job searches - and review it weekly at first. On expensive foundation keywords, even a small share of DIY traffic is a meaningful waste.
A signed contract with its value, imported from your sales system. An inspection booking is a useful intermediate signal but a poor target on its own, because inspection volume and contract value often move in different directions. Set measurement windows long enough to capture how long your homeowners take to decide.
Yes. Waterproofing searches are more urgent, more weather-driven and often cheaper than foundation repair searches. A separate campaign lets you raise budget after heavy rain and send homeowners to a page about their immediate problem.
Inspections can start within days, but contracts follow the decision time in your area, which is often weeks. That is why early reporting should focus on inspection quality and follow-up, and why contract measurement needs to be in place from the start.
If you offer it, mentioning that financing is available can help, because foundation work is expensive and often unplanned. Keep the details accurate and clear, follow the platform's rules for financial claims, and put the full terms on the landing page rather than in the ad.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.