Top Ten Tips for Digital Ads

Digital advertising can be a powerful tool for architecture, engineering, and construction (AEC) firms—but only if it’s executed with strategy and precision. Whether you're running Google Ads to capture project leads or promoting your work on social platforms like LinkedIn and Instagram, success depends on more than just ad spend. It’s about targeting the right people, delivering the right message, and driving them to act.

Below are ten practical tips to help AEC firms improve digital ad performance, reduce wasted spend, and turn clicks into contracts.

1. Target the Right Keywords and Audiences
   On Google Ads, prioritize long-tail keywords that reflect specific services, project types, or locations—such as “sustainable commercial architecture firm” or “San Francisco structural engineering services.” These tend to have lower competition and higher purchase intent. On platforms like LinkedIn or Meta, target users by industry roles (e.g., architects, developers, facility managers) and geographic regions.

2. Use Negative Keywords and Exclusions
   Filter out irrelevant traffic by applying negative keywords in your Google Ads campaigns (e.g., “jobs,” “DIY,” “internships”). On social media, exclude audience segments that don’t align with your client base to improve targeting precision and reduce wasted spend.

3. Run Localized Campaigns
   Since many AEC firms serve specific cities or regions, use geo-targeting to ensure the right local audiences see your ads. Customize your messaging to include regional references or project examples to enhance relevance.

4. Send Traffic to Optimized Landing Pages
   Don’t send ad clicks to your homepage. Create dedicated landing pages that directly match the ad’s message and include valuable proof points—such as client testimonials, case studies, or project visuals. Make sure these pages are mobile-friendly.

5. Craft Compelling, Visual Ad Content
   Use concise, benefit-driven ad copy that highlights your firm’s differentiators—experience, specialties, or innovation. On social platforms, pair your message with high-quality project photos or short videos. Always include a clear call to action.

6. Monitor Quality and Relevance Scores
   For Google Ads, aim to improve your Quality Score by aligning keywords, ad copy, and landing page content. On social platforms like LinkedIn or Facebook, relevance scores and engagement metrics (clicks, likes, comments) impact how frequently your ads are shown and how much they cost—so keep your content engaging.

7. Implement Retargeting Campaigns
   Reconnect with visitors who left your website without converting. Use display ads or social retargeting to remind them of your services and encourage a return visit. Set up custom audiences based on web visits or social engagement.

8. Track Conversions and ROI
   Install conversion tracking to measure what actions users take after clicking your ads. Use that data to refine bidding strategies, creative content, and landing page experiences based on actual performance.

9. Protect Your Brand
   Bid on your own firm’s name to ensure competitors don’t appear above you in search results. On social platforms, promote your brand regularly to audiences who have engaged with your posts—reinforcing visibility and credibility.

10. A/B Test Everything
    Run regular tests on headlines, imagery, calls to action, and audience segments. Use performance data to identify the top performers and continually improve both click-through and conversion rates.