How to Build Effective Google Ads Campaigns for Foundation Repair Companies
In today’s competitive landscape, running a foundation repair business in 2025? To stay ahead, you need a steady flow of qualified leads, especially from homeowners who actually need your services, Google Ads is still one of the best ways to grow.
But here’s the truth: many small business owners waste thousands of dollars on ads that don’t work. Why? Because Google Ads has become more complex and more expensive. Even the smallest mistake can burn through your budget quickly.
The good news is, you don’t need to be a tech wizard or a marketing expert to run successful Google Ads. You just need to set things up the right way. This blog will walk you through exactly how to do that, step by step.
Let’s break it down in simple terms.
When people search for something like “foundation repair near me” or “cracks in the basement wall,” those are hot leads—they need help now. That’s where Search Campaigns come in.
Think of Search Campaigns as ads that appear right on top of Google’s search results, like this:
Ad:
Reliable Foundation Repair – Free Estimates in St.Louis
We Fix Cracks, Sinking Homes, Crawl Space & More. Book Today!
This type of ad is powerful because you show up right when someone is actively looking for your service. But here’s the key: instead of using Google’s automated tools (like Performance Max), start with a basic Search Campaign.
Why Search Campaigns Work Best for Small Businesses:
- You get to choose your own keywords (the phrases people search).
- You write your own message, not some random robot-generated one.
- You can control your costs, so you don’t overspend.
💡 Example: If you offer pier & beam repair, slab jacking, and crawl space work, set up separate ad groups for each service. That way, your ad says exactly what they searched for.
This part is simple but critical.
Let’s say you only work in St. Louis. You don’t want your ads showing to someone in Houston or someone in New York who just happens to search “foundation repair St. Louis.” That’s how budgets get drained with zero results.
Fix Your Location Settings:
When you create your campaign, make sure Google only shows your ad to people who are physically located in your area. This is called “Presence” targeting. You’ll find it under “Location Options” in your campaign settings.
As a result, if you skip this step, your ad could be shown to people all over the country, and you’ll pay for useless clicks.
Choose the Right Keywords:
Think of keywords as the exact search phrases you want your ad to show up for.
Use Exact Match Keywords like:
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- [foundation repair near me]
- [slab repair St. Louis]
- [crawl space waterproofing]
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These tell Google: “Only show my ad to people who type in exactly this phrase or something very close to it.”
Avoid broad, vague keywords like just “foundation” or “repair.” These are too general and often bring in the wrong audience.
Add “Negative Keywords” (The Filters)
Negative keywords are words you don’t want your ad showing up for. For example:
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- DIY (they’re not hiring, just trying to fix it themselves)
- cheap or free (they’re price-shopping or not serious)
- jobs or salary (they’re looking for employment, not services)
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By telling Google to block these, you protect your budget from useless clicks.
Here’s something most people don’t realize: your ad should not try to get every click.
You want only the right people to click—those who need your services and are ready to pay for them. That’s why your ad should act like a filter.
Let’s say your average job costs $3,000–$7,000.
Your ad should say something like:
“Foundation Repair from $3,000 | Free Estimates Available”
Why? Because someone looking for a cheap fix or DIY solution will see that and not click which saves you money. But someone who understands the value of professional repair? That’s your ideal lead.
Write Ads with 3 Key Elements:
- What you do – Include your service (e.g., Foundation Repair).
- Where you do it – Mention your city or service area.
- Who it’s for – Mention price, warranty, or expertise to qualify leads.
Reliable Foundation Repair – Missouri Experts
Lifetime Warranty • Avg $3K+ • Free Inspections
Example Ad:You’re not trying to please everyone. You’re talking directly to your ideal customer.
Here’s a smart trick most businesses skip: follow up with people who visited your site but didn’t call or book.
These are called “warm leads.” They’ve already shown interest. They just haven’t made a decision yet.
With Display Remarketing, you can show image ads (like banners) to these visitors across the internet—on news sites, weather pages, YouTube, and more.
Ever looked at a product online and then saw that product follow you around the web? That’s remarketing.
Why this is perfect for foundation repair:
People might need time to think or talk with their spouse. While they decide, remind them you’re still available.
Example Display Ad:
📸 Before & after photo of a leveled home
✅ “Foundation Repairs with Lifetime Warranty”
🕑 “Still need help? We’re just a click away!”
It’s affordable, effective, and keeps your brand top of mind without having to spend big bucks.
Once your Search Campaigns are working and you’re getting steady leads, you might wonder: how do I get more?
That’s when Performance Max can help but only if you use it the right way.
What is Performance Max?
It’s Google’s automated campaign type that shows your ads across all their platforms: Search, YouTube, Gmail, Maps, and more.
Sounds amazing, right? Well, it can be but it also comes with risks if you don’t set it up properly.
Common problems:
- You get junk leads from random places.
- Your ads show to people outside your area.
- It spends your budget fast without much to show for it.
How to Use Performance Max the Right Way:
- Start only after your Search Campaigns are working well.
- Use offline conversions. This means sending Google a list of real customers who hired you, so it learns what good leads look like.
- Only bid for new customers, not people who’ve already visited you.
- Exclude your own company name from targeting. That way, you’re not paying for people who were already going to find you anyway.
Performance Max is like adding rocket fuel to your campaign but you don’t want to fire it off without a working engine first.
Even with perfect ads, you’ll lose business if your website doesn’t convince visitors to contact you.
Checklist for a great landing page:
- Clear headline: “Expert Foundation Repair in [Your City]”
- Photos or testimonials from real customers
- Trust signals: licenses, BBB rating, warranties
- Easy contact: Call Now buttons and short forms
- Urgency: “Limited summer bookings available!”
💡 Remember: your ad gets the click, but your website gets the call or form fill.
Build a Foundation That Attracts the Right Leads
Google Ads doesn’t have to be confusing or risky. When done right, it can bring steady, qualified leads to your foundation repair business even if you’re just starting out or working with a small budget.
Start simple:
- Use Search Campaigns.
- Focus on the right keywords and service areas.
- Pre-qualify your leads in your ad copy.
- Follow up with remarketing.
- Scale with Performance Max when ready.
You’re not trying to reach everyone. You’re reaching the right someone who needs a crack fixed or a crawl space sealed. That’s how you grow.
👉 Need help getting started? We offer done-for-you Google Ads setup and audits tailored for foundation repair companies. Contact Foundational Marketing Hub to learn more or request a FREE consultation.
