Concreting is one of the most searched trades in Australia. From driveways and slabs to footpaths and commercial flooring, the demand is consistent and increasingly centred around Google. If your concreting business isn't running a well-structured Google Ads campaign, you're handing leads to competitors who are. Here's how to build a campaign that generates consistent residential and commercial enquiries.
1. Understand how concreting clients search
Residential concreting clients search differently to commercial ones. A homeowner wanting a new driveway will search "driveway concreting Paddington" or "concrete driveway cost Sydney." A builder or developer sourcing a concreting subcontractor will search "concreting subcontractor Melbourne" or "commercial concreting company Brisbane." Both are valuable, but they need separate campaigns with separate messaging. Mixing them into one campaign dilutes performance and makes it impossible to see what's actually generating leads. Build a residential campaign and a commercial campaign from day one, and allocate budget based on which delivers the better cost per lead over time.
2. Structure your campaign by service type
Within your residential campaign, separate ad groups by job type: driveways, slabs, paths and pathways, pool surrounds, and exposed aggregate. Each ad group should have its own keyword set and its own ad copy referencing the specific service. "Driveway concreting Sydney" and "concrete slab Brisbane" are different searches that deserve different ads and ideally different landing pages. This tighter structure improves your Quality Score, which directly reduces what you pay per click, and makes your reporting more useful because you can see which service types are generating the most enquiry.
3. Compete with aggregator sites
Platforms like HiPages, ServiceSeeking, and Oneflare compete heavily in concreting search terms. They bid on broad trade keywords and funnel enquiries to multiple contractors, often charging per lead. The advantage of running your own Google Ads campaign is that enquiries come directly to you with no competition fee, and no shared lead. To outperform aggregators in the auction, focus on suburb-specific keywords where they're less dominant, use location extensions to show your phone number and address, and build landing pages that communicate the trust signals aggregators can't: your licence number, your photos, your reviews. A direct enquiry to your business will always convert better than a shared lead.
4. Write ad copy that converts concreters
Effective concreting ad copy answers three questions before the click: do you do this service, do you work in my area, and can I trust you? Headlines like "Licensed Concreters — Sydney," "Driveways & Slabs — Free Quotes," and "20+ Years Concreting NSW" hit all three. In your description lines, add your service area, a turnaround time or availability note ("Quote within 24 hours"), and a CTA. For residential clients, price anchoring can be effective; "Driveways from $X" qualifies leads before they click and reduces time wasted on budget-mismatched enquiries.
5. Build landing pages that close concrete leads
Your landing page is where the lead either happens or doesn't. For a concreting Google Ads campaign, a high-converting landing page needs: a headline matching the ad, your service area stated clearly, real photos of completed concreting work, your licence and insurance details, a short form (name, phone, job type, suburb), and a tappable phone number. Cost guide content helps qualify the lead and positions you as knowledgeable before they've even contacted you. Keep it focused. Every link that takes a visitor away from the enquiry form is a risk.
Get more leads for your concreting business
Constructiv Digital manages Google Ads campaigns for concreting businesses and trade contractors across Australia. If you'd like a campaign built around how Australian clients actually search for concreting services, talk to our team.