Driveway and paving companies · Google Ads
Google Ads for driveway and paving companies
When a homeowner searches for block paving or resin installers nearby, they're ready for quotes. Arête runs Google Ads for driveway and paving companies that send those searches to the right material page, in the postcodes you want. One fixed monthly fee.
From £199 per month, fixed fee
The situation
Why your customers are searching.
Driveway searches mix ready buyers with people pricing a job they might not do for a year, and cost questions attract both. The seasons shift things too. A budget set in March can be wrong by July, so the account needs regular attention all year.
What sends them looking
- A cracked, sunken or weed-filled drive has become an eyesore, sometimes just as the house is about to go on the market.
- There's another car in the household and nowhere to park it off the street.
- A neighbour's new drive makes the homeowner's own look tired, so they start getting prices.
- Spring arrives and homeowners want the drive or patio done before the barbecue season.
- The front lawn is being turned into parking, which brings questions about drainage and dropped kerbs.
The problem
What costs driveway and paving companies work.
Where the work slips away
- Homeowners collect several quotes. The installer who explains materials and pricing best is the one most likely to be invited round.
- Demand is seasonal: busy springs and summers, quieter winters. Resin and tarmac installs also need dry weather.
- Searches run from early research, like resin driveway costs, to ready-to-book searches for block paving installers nearby. Each needs its own page and ad.
- The trade's doorstep-crew reputation makes homeowners suspicious of any firm without a visible history, address and reviews.
- Finished drives all look alike in a small photo. Galleries need material, size and location labels to earn their place.
What makes customers hesitate
- Homeowners worry the drive will sink, crack or sprout weeds within a couple of years.
- Customers aren't sure if they need planning permission or a dropped kerb, and fear being caught out once the work's done.
- Everyone's heard of the crew who took a deposit and vanished. Buyers want reassurance on deposits and payment stages.
- Quotes with different materials, depths and sub-base preparation are hard to compare, and buyers know it.
How it helps
What Google Ads changes.
- Campaigns are split by material, so block paving, resin and tarmac searches each land on the matching page.
- Budgets follow the season: heavier through the spring and summer booking rush, lighter in the quietest weeks.
- Postcode targeting homes in on the areas with the houses and drives you want to work on.
- Ad copy tackles trust up front, with guarantees, company details and written quotes.
What you get
Campaigns by material
Separate campaigns or ad groups for block paving, resin, tarmac, natural stone and patios.
Seasonal budget calendar
A month-by-month spend plan that follows your diary and the weather-dependent install windows.
Postcode and radius targeting
Targeting set to the postcodes you want, with exclusions where travel makes jobs uneconomic.
Quote request tracking
Form submissions and calls tracked to campaign and keyword, with site visits added back where possible.
Driveway negative keyword lists
Exclusions for DIY guides, materials suppliers, sealant products and driveway cleaning services.
Measurement
The enquiries that count, tracked properly.
What counts as an enquiry
- A quote request with the rough size of the area, the preferred material and photos of the drive as it is now.
- A booked site visit to measure up and talk through the options.
- A call from a homeowner comparing quotes, traced to the page they read just before picking up the phone.
What gets tracked
- Cost per quote request by material.
- Site visits and won jobs by campaign, where you can record them.
- Search terms showing research-only intent, reviewed and excluded where they waste spend.
- Seasonal spend against enquiries, compared month by month.
Worth knowing
What customers check, and the rules to follow.
What customers look for before they call
- Before-and-after photos of your own drives, labelled by material, whether block paving, resin bound, tarmac or natural stone.
- A written guarantee on the installation that says what it covers and for how long.
- Reviews that mention the material, the town and how the crew left the site.
- Proof you're an established business: company details, a base address, insurance and any manufacturer or trade scheme approvals.
- A plain explanation of groundwork, sub-base depth and drainage. It's the part of the job a homeowner can't see once the drive is down.
Rules worth knowing
- In England, paving more than five square metres of a house's front garden with a surface that doesn't let water soak away usually needs planning permission. Permeable surfaces, or water directed to a lawn or border, usually don't.
- A new or widened dropped kerb needs approval from the local council as highway authority. That's usually a separate application from planning.
- Quotes agreed in the customer's home are usually off-premises contracts with cancellation rights under consumer law. Your paperwork and deposit terms should reflect that.
- Resin and tarmac installations depend on dry weather, so any availability promise in an ad has to stay realistic.
Straight answer
Is it right for you?
A good fit for paving companies with room for more site visits, provided the landing pages show your own drives and credentials up front.
Made for
- Driveway and paving installers with a proper website or landing page for each main material.
- Firms wanting to fill specific months or promote a material they want more of.
Not for
- Businesses booked out for the season. Ads would only bring enquiries to decline.
- Installers without a way to respond to quote requests within a day or two.
Starting price
From £199
per month, fixed management fee
What moves the price
- Number of campaigns, services and locations
- How much conversion tracking is already in place
- Landing page needs
- Reporting frequency and depth
Your ad budget is separate. It goes straight to the platform and is never marked up.
Questions
Google Ads for driveway and paving companies: your questions answered
How are research searches kept apart from ready-to-book searches?
Research searches, like cost comparisons or pros and cons, go to guide pages or get lower bids. Searches for installers nearby get the main budget. Search term reports are reviewed regularly, and spend moves towards whatever produces site visits.
Can the ads promote one paving material over another?
Yes. If resin or natural stone earns better margins or suits your crew, those campaigns get more budget and more prominent ads. Other materials keep running on a smaller budget, so enquiries don't dry up. And the split can change as the season goes on.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.