Search ads for construction companies: high-intent queries turned into site-visit requests.
Someone searching for 'turnkey home construction Almaty price' is already choosing a contractor. We run Google Ads on those queries, send traffic to landing pages by project type with a price per m² and an inquiry form, and track calls and site visits by keyword.
Search advertising in construction targets two types of queries. The first — commercial with intent: 'turnkey home construction Almaty', 'apartment renovation price per m²', 'roofing works Astana'. These are clients already choosing a contractor and comparing proposals. The second — price queries: 'cost of building a house', 'foundation price'. This is a client at the budgeting stage — they need a calculator and a clear next step.
In Kazakhstan, Google holds the dominant search share, so we start with Google Ads: search campaigns by service and region, local campaigns with a map for B2C, and remarketing to site visitors. Яндекс Директ is added second — it provides additional volume for Russian-language queries in Almaty, Astana, and the northern regions.
Calls are tracked with call tracking, leads go through the CRM: the report shows cost per site visit and cost per signed contract by query group, and the budget is reallocated to where site visits are cheaper.
What is included in managing search ads for a construction company.
Queries by project type, region, and price; negative keywords 'jobs', 'training', 'DIY', 'free' — to avoid paying for unqualified traffic.
Separate campaigns for turnkey homes, renovation, roofing, commercial construction, local queries, and brand; separate budgets and bids.
Headlines with 'from ₸X per m²', Kaspi installments, warranty, and experience; extensions — address, phone, links to project types and pricing.
A page for each advertised work type with price, portfolio, license, and a site-visit request form — instead of the homepage.
Google Business Profile and maps: showing the company on the map for 'construction company nearby', directions and call in one tap.
Tracking numbers by campaign, call recording, lead handling quality assessment.
Bringing back site visitors who browsed the portfolio or calculator but did not submit a lead — display and search remarketing.
Cost per call, cost per site visit, cost per signed contract by campaign and keyword; weekly budget reallocation.
Campaigns and queries.
- Search 'Turnkey homes': construction, design and build, price per m², installments
- Search 'Renovation and finishing': apartment renovation, turnkey finishing, price per m²
- Search 'Roofing and facade': roofing works, roof installation, roof repair
- Search 'Commercial construction': warehouses, offices, retail spaces
- Search 'Local': construction company + city, contractor + region
- Brand: company name
- Google local campaigns (maps)
- Remarketing: visitors without a lead
- Яндекс Директ: duplicates of priority campaigns for Russian-language queries
What matters when launching ads for construction services.
Google has no specific restrictions for construction as it does for healthcare, but it requires compliance with general rules: prices in ads must match prices on the landing page, and misleading claims about timelines and warranties are not allowed. For Kaspi installment advertising — we include installment terms in the ad and on the landing page. We write compliant ads from the start: accounts are not suspended, ads pass moderation without rejections.
What a site visit from search ads costs.
Kazakhstan benchmarks: a click on renovation queries — ₸100–300; on home construction — ₸200–600; on commercial construction — ₸300–900. A call or lead — ₸3,000–8,000 for renovation, ₸6,000–15,000 for homes. A site visit (qualified lead) is 1.5–2 times the cost of a lead. With an average home construction deal value of ₸15 million, this pays off with the first contract. The main loss point is response speed: a lead without a reply within one hour is lost in 50–60% of cases.
What affects the management fee.
Managing one platform for one company — ₸150,000–250,000 per month; Google and Яндекс together, multiple project types or regions — ₸250,000–400,000. Ad spend is paid separately, minimum ₸200,000 per month; for home construction in Almaty — from ₸250,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Landing pages by project type are quoted separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads cost for a construction company?
Management from ₸150,000 per month plus spend from ₸200,000. For home construction in Almaty — spend from ₸250,000. Setup is included in the first month.
Google or Яндекс for construction?
We start with Google Ads — it holds the dominant search share in Kazakhstan. Яндекс Директ is added second for Russian-language queries in Almaty, Astana, and the northern regions: cheaper traffic, lower volume.
Can ads run to the homepage?
They can, but conversion is 2–3 times lower than from a project-type landing page. We typically build 2–4 landing pages for priority services in parallel with launching the campaigns.
How do you measure results?
Call tracking counts calls by campaign; the CRM counts site visits and signed contracts. The report shows cost per site visit and cost per contract by project type and keyword — not clicks and impressions.
Does search advertising work for B2B clients?
Yes: queries like 'warehouse construction Almaty', 'general contractor commercial construction' bring B2B traffic. For these campaigns, landing pages with a commercial project portfolio, licenses, and a proposal request form are essential — not a site-visit form.
Same service for other industries
Want site visits from search? Send us your service list and region — we'll estimate the budget and forecast.
Tell us your city, project types, current website, and budget. We'll reply with a cost-per-site-visit forecast and campaign plan within 1–2 business days.