Synopsis: Discover how Google Ads for small businesses transformed East Coast Concrete in Tauranga, NZ. Learn proven strategies from a PPC expert.
Running a small business today requires more than just word-of-mouth or traditional marketing. Customers expect instant solutions, and most of them search on Google before making a purchase decision. This is where Google Ads for small businesses play a powerful role.
In this case study, I’ll share my experience working with East Coast Concrete in Tauranga, New Zealand, where I managed their Google Ads campaigns, Google My Business profile, and overall digital presence for nearly six years. This project is an excellent example of how small businesses can leverage digital ads to grow consistently and attract the right customers.
Introduction: Google Ads for Small Business
Hello, this is Jayant Singh, a certified Google Ads expert with over 10 years of experience. My journey in digital marketing has taken me through diverse industries, and one of my most formative experiences began in February 2021 with East Coast Concrete in Tauranga, New Zealand. This wasn’t just another project; it was a comprehensive dive into building a digital presence from the ground up for a vital local service. Initially, my brief was broad: design a Wix website, set up and optimize their Google My Business (GMB) profile, and launch an SEO campaign.
However, the owner quickly recognized the urgent nature of their services – when someone needs concrete work, they usually need it now. This pivotal realization shifted our focus, emphasizing the crucial role of immediate lead generation. This case study will walk you through how my initial foundational work evolved into a successful Google Ads for small business strategy, ensuring East Coast Concrete became the go-to provider for all their residential and commercial concrete needs.
Background: About East Coast Concrete
East Coast Concrete is a full-service concrete company offering both residential and commercial solutions. Their services include:
- Concrete driveways
- Patios and pathways
- Decorative and stamped concrete
- Foundations and flooring
- Exterior and interior concrete work
Like many local service providers, their biggest challenge was visibility. People searching for “concrete services near me” often found competitors instead. That’s when I stepped in.
Phase 1: Building the Digital Home – Website, GMB & Foundational SEO
My first six months with East Coast Concrete were about establishing a robust online presence. A strong foundation is just as critical in digital marketing as it is in concrete work!
- Wix Website Design: I designed a clean, professional, and mobile-responsive Wix website. This served as the digital showroom for their extensive services, showcasing their expertise in exterior, interior, residential, and commercial concrete needs. The site was built to be user-friendly, highlighting their portfolio and making it easy for visitors to understand their offerings.
- Google My Business (GMB) Profile Setup and Optimization: For any local service business like East Coast Concrete, GMB is the cornerstone of local visibility. I meticulously set up and optimized their profile, ensuring accurate business information, service descriptions, hours, and high-quality images of their completed projects. This greatly improved their chances of appearing in the crucial “map pack” results on Google.
- Initial SEO Campaign: While deep SEO is a long-term game, I laid the groundwork. This involved optimizing website content with relevant local keywords (e.g., “concrete contractors Tauranga,” “driveway repair NZ”), setting up basic meta descriptions and titles, and ensuring the site was technically sound for search engine crawling.
Phase 2: The Shift to Urgent Call Generation with Google Call Ads
As my initial work progressed, the owner’s strategic insight became clear: concrete services often fall into the “urgent need” category. A homeowner with a cracked driveway or a business needing a new slab for an immediate expansion isn’t passively browsing; they’re actively searching for a solution and want to talk to an expert right away. This directly informed our decision to focus on Google Call-Only Ads. This was a crucial step in transforming their digital presence into a direct lead-generation engine.
- Targeted Keyword Strategy for Immediate Needs: We refined our keyword list to capture high-intent, urgent queries. This included terms like “concrete repair Tauranga,” “new driveway quote NZ,” “commercial concrete services,” and “foundation repair expert.” We carefully managed match types (phrase and exact) to ensure every click was from a genuinely interested prospect, a cornerstone of effective Google Ads for small business.
- Crafting Compelling Call-Only Ads: Each ad was meticulously designed to drive phone calls. The ad copy highlighted East Coast Concrete’s full range of services, their local presence in Tauranga, and key benefits like “Free Quotes,” “Experienced Team,” and “Residential & Commercial.” The primary call to action was, of course, a prominent phone number, making it effortless for potential clients to connect.
- Precise Geo-Targeting: The campaigns were strictly geo-targeted to Tauranga and its immediate surrounding areas. This ensured that every ad dollar was spent reaching potential clients within their operational service zone, maximizing efficiency and minimizing wasted spend – vital for any Google Ads for small business budget.
Phase 3: Continuous Optimization and GMB Management
The work didn’t stop once the campaigns went live. For six months, my focus was on continuous monitoring and optimization, ensuring East Coast Concrete was getting the best possible return on their investment.
- Google Ads Optimization: I regularly reviewed search term reports to identify new negative keywords, adjusted bids based on performance, and A/B tested ad copy to improve conversion rates. This constant refinement ensured the Google Ads for small business campaign was always performing at its peak.
- Google My Business Profile Optimization & Engagement: Beyond the initial setup, I actively managed their GMB profile. This included responding to reviews promptly, uploading new project photos, and ensuring all information remained current. An active and well-managed GMB profile directly impacts local search rankings and builds trust with potential customers.
- Performance Monitoring: We closely monitored key metrics like Cost Per Call, Call Duration, and overall call volume. This data-driven approach allowed us to demonstrate clear ROI to the client and make informed decisions for future campaign adjustments.
My Role and Initial Strategy: Google Ads for small business
In February 2021, I joined the company with a clear objective: build their online presence from scratch. Initially, my tasks included:
- Designing a professional Wix website
- Setting up and optimizing their Google My Business (GMB) profile
- Implementing an SEO campaign to increase organic rankings
However, within a few months, the business owner asked me to explore Google Ads. Considering the urgent nature of concrete services (people often need immediate quotes and availability), I recommended running Google Call-Only Ads.
Why Google Call Ads? Google Ads for small business
Unlike traditional search ads that drive users to a website, Google Call Ads allow prospects to connect directly via phone. For service-based businesses like concrete contractors, this eliminates friction and captures high-intent leads.
Benefits for East Coast Concrete: Google Ads for Small Business
- Customers in urgent need could call instantly.
- Reduced drop-offs compared to website visits.
- Direct ROI tracking through call analytics.
- Perfect fit for local small businesses.
This strategy aligned perfectly with the nature of their services.
Campaign Execution: Google Ads for Small Business
Here’s how I structured and optimized the campaign:
1. Keyword Research
I focused on high-intent local keywords like:
- “Concrete services Tauranga”
- “Concrete driveways NZ”
- “Concrete contractors near me”
Naturally, I also emphasized google ads for small business strategies by balancing broad match and exact match keywords for cost control.
2. Ad Copy & Extensions
The ad copy was direct and urgency-driven:
- “Need Concrete Work Today? Call Now!”
- “Trusted Concrete Services in Tauranga – Get a Free Quote”
I also used call extensions and location targeting to make the ads highly relevant.
3. Budget & Bidding
- Started with a modest daily budget
- Used manual CPC initially, then shifted to smart bidding after data collection
- Tracked conversions through phone calls and GMB insights
4. Landing Page Optimization
While call ads bypass landing pages, I ensured the Wix site and GMB listings were optimized with:
- Strong service descriptions
- Photos of completed projects
- Clear contact details
Google Ads for small business Results: 6 Month of Consistent Growth
Over nearly six years, the results spoke for themselves:
- 📈 Increased call inquiries month-on-month
- 🏗️ Consistent project bookings (driveways, patios, and flooring)
- ⭐ Improved local visibility via Google My Business
- 💰 Higher ROI compared to traditional advertising
This long-term success proved that Google Ads for small business is not just a short-term fix but a sustainable growth strategy.
Lessons Learned: Google Ads for small business
Working with East Coast Concrete taught me valuable insights that any small business owner can apply:
- Start Small, Scale Later – Begin with a manageable budget and increase only when results are consistent.
- Choose the Right Campaign Type – For urgent services, Call Ads outperform regular search ads.
- Leverage Google My Business – Optimizing GMB alongside Ads boosts local trust.
- Track Everything – From phone calls to conversions, analytics ensures smarter decision-making.
Why Google Ads for Small Business Works
Google Ads is one of the most effective tools for small business growth because it: Google Ads for Small Business
- Reaches customers when they are searching
- Offers measurable results
- Scales with your budget
- Works perfectly for local service providers
This case study is proof that small businesses don’t need massive budgets or complex funnels to succeed. With the right expertise and strategy, even a local concrete company can thrive online.
Also Read: Pain to Profit: How I Used Google Ads to Generate Urgent Calls for an Edmonton Clinic
Common Mistakes Concrete Services Business Owners Make When Selecting Goals in Google Ads & Why Google Call Ads Are Powerful
Running a concrete services business in today’s digital age requires more than word-of-mouth referrals and local advertising. Most homeowners and contractors search online when they need concrete driveways, patios, sidewalks, or foundation repair services. This is where Google Ads for Small Business becomes a game-changer.
However, despite the potential of Google Ads, many concrete contractors fail to generate meaningful results because they select the wrong goals during campaign setup. Choosing the right goal is not just a formality—it decides how Google optimizes ads, who sees them, and how much each lead costs. On top of that, Google Call Ads stand out as one of the most effective tools for service-based industries like concrete contractors, where immediate phone calls often convert better than form submissions.
In this article, we’ll cover: Google Ads for Small Business
- The common mistakes concrete service owners make while setting goals in Google Ads.
- The importance of Google Call Ads for concrete businesses.
- Why Call Ads are powerful for lead generation and conversions in the concrete industry.
Why Goal Selection Matters in Google Ads
When creating a new campaign in Google Ads, Google asks business owners to choose a goal such as: Google Ads for Small Business
- Sales
- Leads
- Website traffic
- Local store visits and promotions
- Brand awareness
This goal isn’t just a label. It determines: Google Ads for Small Business
- The ad formats available.
- The optimization strategy Google’s algorithm will use.
- How budgets are spent.
For service industries like concrete, choosing the right goal ensures ads are shown to people who are ready to book a service, not just browse. The wrong goal can waste thousands of dollars in ad spend.
Common Mistakes Concrete Service Owners Make When Selecting Goals
1. Focusing on Website Traffic Instead of Leads
Many concrete business owners mistakenly select “Website Traffic” as their campaign goal. While driving traffic sounds good, traffic alone doesn’t guarantee conversions. If you only optimize for clicks, Google will send you people who casually browse but may never call or book your service.
👉 A better approach: Optimize for Leads or Phone Calls, so Google focuses on connecting you with ready-to-convert customers.
2. Over-prioritizing Sales Like an E-commerce Store
Concrete services are not products sold online. Yet, some contractors choose “Sales” as a goal, which works better for e-commerce businesses. This misleads Google into targeting audiences who are looking to buy online instead of homeowners who need local services.
👉 Instead: Choose Lead Generation or set up a Call Ads campaign where the main conversion is a phone inquiry.
3. Not Setting Up Conversion Tracking Correctly: Google Ads for Small Business
Even if the right goal is selected, failing to set up conversions properly is a huge mistake. Many contractors don’t track:
- Phone calls from ads.
- Calls from the website.
- Form submissions.
- Visits to a thank-you page.
Without conversion tracking, business owners don’t know which keywords, ads, or campaigns are driving real leads. This leads to wasted budget and poor decisions.
👉 Proper conversion tracking ensures you only pay for what drives results. Google Ads for Small Business
4. Ignoring Call-Based Goals
Concrete services are typically urgent needs. A homeowner with a cracked driveway or a builder needing quick concrete delivery often prefers calling directly instead of filling out a form. Many contractors ignore “Call Ads” and only run search ads with website clicks.
👉 This mistake leads to fewer conversions, since phone calls are often the fastest path to booking jobs.
5. Failing to Align Goals with Customer Behavior
Google Ads allows multiple goals, but business owners often fail to think from the customer’s perspective. For example:
- A homeowner with a broken patio wants to talk to a contractor immediately, not scroll through web pages.
- A general contractor may want a quick quote over the phone.
👉 Choosing the wrong goal (like awareness or traffic) mismatches with customer intent and reduces ROI.
6. Not Using Location-Specific Goals
Concrete services are hyper-local businesses. A contractor in Dallas doesn’t want leads from Houston. Yet, many business owners ignore location targeting when setting goals. This mistake sends ads to irrelevant audiences, driving low-quality clicks.
👉 Correct setup ensures ads show only in service areas, maximizing efficiency.
7. Relying Solely on Smart Campaigns
Google’s Smart Campaigns are designed for beginners, but they oversimplify targeting and goal optimization. Many concrete contractors let Google decide everything without proper oversight, leading to wasted budget.
👉 Instead, use Search Campaigns with customized goals (calls or leads) and monitor performance manually.
The Importance of Google Call Ads for Concrete Services: Google Ads for Small Business
Now that we’ve covered common mistakes, let’s dive into why Google Call Ads are so powerful for service-based businesses like concrete contractors.
Google Call Ads are designed specifically for businesses where a phone call is the primary conversion. Instead of sending people to a website, the ad encourages them to call directly from the search results.
Here’s why this matters for concrete services:
1. Phone Calls Convert Better Than Forms
Most concrete jobs require direct communication. Customers want to ask questions about:
- Pricing and estimates.
- Availability and scheduling.
- Types of concrete services offered.
Instead of filling out a form and waiting for a callback, a phone call gives them instant answers. This immediacy significantly increases conversion rates.
2. Perfect for High-Intent Customers
Google Call Ads appear when someone searches phrases like:
- “Concrete contractor near me”
- “Driveway concrete repair [city]”
- “Stamped concrete patio installation”
These are high-intent keywords, meaning the searcher is actively looking for services right now. When your ad directly prompts them to call, you capture them at the decision-making moment.
3. Saves Time & Speeds Up Job Booking
For a concrete business, time is money. A customer calling directly skips unnecessary steps, allowing you to book appointments faster and fill your schedule more efficiently.
4. Filters Out Low-Quality Leads
Website visitors may browse without serious intent. However, someone who picks up the phone to call is usually serious about hiring. This means Call Ads naturally filter out low-quality leads, improving overall ROI.
5. Better Tracking of Real ROI
With Call Ads, you can track:
- How many calls came from your ads.
- The duration of each call.
- Which keywords generated calls.
This helps refine campaigns and ensures you spend more on what’s working.
6. Ideal for Mobile Users
Most homeowners searching for contractors do so on their mobile phones. Call Ads make it easy for them to click and connect instantly. No need to scroll through a website—just tap and call.
Why Google Call Ads Are Powerful for Concrete Services
Let’s break down why Call Ads stand out compared to traditional Google Ads formats for small, local businesses.
- Direct Action = Higher Conversions
Call Ads remove friction by letting customers act immediately. For service businesses, this direct approach beats form fills. - Better Use of Budget
Instead of paying for irrelevant clicks, you pay for direct inquiries. This maximizes ROI, especially for small businesses with limited budgets. - Local Trust Factor
When customers can directly speak to a local contractor, it builds trust. They feel reassured that real people are behind the service. - Scalable for Small Business
Whether you’re a one-person operation or a medium-sized contractor, Call Ads can be scaled up or down depending on lead flow. - Integration with Google Ads for Small Business Strategy
Call Ads align perfectly with Google Ads for Small Business goals: driving cost-effective, local, high-converting leads.
Final Thoughts: Google Ads for Small Business
Concrete services are highly competitive, and the difference between a profitable Google Ads campaign and a wasted budget often comes down to choosing the right goals. Many business owners mistakenly focus on traffic, sales, or brand awareness instead of leads and calls. This misalignment drains budgets and frustrates contractors.
By contrast, Google Call Ads put you directly in touch with customers who are ready to hire. They increase conversions, save time, and maximize ad spend efficiency. For small businesses like concrete contractors, where every lead matters, Call Ads are not just powerful—they are essential.
If you’re running Google Ads for Small Business in the concrete industry, avoid the common mistakes, set up proper conversion tracking, and focus on call-driven campaigns. Doing so ensures you get more phone calls, more booked jobs, and ultimately, a thriving concrete business.
Conclusion: Google Ads for small business
My six-month journey with East Coast Concrete showcases the power of Google Ads for small business. By focusing on call ads, local SEO, and consistent campaign optimization, we achieved long-term growth and established a strong presence in the Tauranga market.
If you’re a small business owner looking to drive more leads, it’s time to leverage Google Ads and transform the way you connect with customers.
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