How construction companies can boost leads by combining SEO and PPC

For construction companies, integrating SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) advertising is key to maximising online visibility, attracting qualified leads, and driving business growth.

Many businesses treat these strategies separately, but combining them can significantly improve marketing results.

This guide explores using both SEO and PPC together to optimise your marketing strategy and generate more leads.

Using keyword insights from PPC to improve SEO

PPC campaigns provide detailed data about search terms, user behaviour, and conversion rates. This information is invaluable for refining your SEO strategy.

Identifying which keywords drive the most conversions in PPC can help you optimise your SEO content around these high-value terms.

For example, suppose keywords like “home renovation contractors” or “loft conversions in West Sussex” perform well in your PPC campaigns. In that case, your SEO strategy should prioritise these terms to attract similar high-quality organic traffic.

Aligning your SEO and PPC keywords ensures that you’re driving the right kind of visitors to your website—those who are more likely to convert into leads.

Optimising metadata using PPC insights

Metadata, including page titles and meta descriptions, determines click-through rates (CTR) in organic search results.

However, many construction companies overlook the importance of optimising these elements. PPC campaigns can help by providing insights into which headlines and descriptions resonate most with users.

By testing different ad copy in PPC, you can identify which headlines and descriptions generate the highest CTR. You can then apply these findings to your SEO metadata, improving users’ chances to click on your organic listings.

For example, if a PPC ad headline like “Top-rated roofing contractors in Sussex” drives high clicks, use a similar phrase in your meta description or page title to attract organic traffic.

Combining SEO and PPC for better local targeting

Local search is vital for construction companies, especially those in specific regions. While SEO helps improve your organic visibility for local searches, PPC can provide immediate exposure to potential clients in those areas.

Combining the two allows you to dominate local search results organically through paid ads.

For instance, if your construction company serves areas like West Sussex or Surrey, local PPC campaigns can target clients specifically searching for services in those regions.

Meanwhile, your local SEO efforts should focus on optimising your website content, Google Business Profile, and listings for local keywords. Together, this dual approach ensures that you capture organic and paid traffic from local searches.

Using retargeting ads to complement SEO

Retargeting is a powerful PPC strategy that allows you to show ads to users who have previously visited your website. This strategy works well alongside SEO, especially for construction companies, where clients often take time before deciding on a contractor.

A potential client might find your website through an organic search while researching “kitchen remodelling” but leave without making contact. Retargeting ads ensure that your business stays top-of-mind by reminding users about your services as they continue browsing online.

This increases the chances of converting users who initially discovered your business through SEO.

Using PPC data to inform content strategy

Content is a critical component of both SEO and lead generation. PPC data can provide valuable insights into which search terms and topics are driving leads, helping you to refine your SEO content strategy.

For example, if a particular PPC campaign generates high conversions from keywords related to “loft conversions” or “sustainable construction,” use this data to create SEO-friendly content around these themes.

Regularly reviewing PPC performance allows you to create content that addresses the interests and needs of your target audience.

This increases the likelihood of ranking for valuable keywords and generates more organic leads.

Improving user experience (UX) with PPC insights

PPC data also provides insights into how users interact with your website, offering clues about the overall user experience (UX).

If your PPC campaigns have high click-through rates but low conversions, it might indicate an issue with your website’s design, navigation, or content.

Improving the user experience is crucial for construction companies to convert leads. Slow load times, confusing site layouts, or poorly optimised mobile experiences can drive potential clients away.

By analysing PPC performance and user behaviour, you can identify and fix these issues, ensuring a better experience for both organic and paid visitors.

Enhancing brand awareness through both channels

While SEO focuses on long-term organic growth, PPC can deliver immediate visibility, making it an excellent tool for increasing brand awareness.

Running PPC ads alongside your SEO efforts ensures that your construction business stays visible to potential clients, whether searching for services or browsing other websites.

This multi-channel approach ensures your brand remains top-of-mind throughout the buyer’s journey.

For example, someone might first encounter your company through organic search, then see your PPC ad while looking for related services, reinforcing your presence and encouraging them to reach out when they’re ready to make a decision.