The decorative finishes cost half what the generic search costs, and the person typing them has already decided what they want.
What your clicks actually cost, which searches are wasting money, and what your cost per booked job looks like. Fifteen minutes, and you keep it either way.
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Half the price, and a customer who has already chosen the finish.
Concreter near me is $7.70 a click with 9,900 searches a month and tells you nothing about the job. Exposed aggregate is $3.90, stamped concrete $3.21 and resurfacing $4.07. Those are the finishes that carry a premium per square metre, and the person searching one of them has already picked it out of a brochure. Half the click price, and most of the guesswork gone.
Average cost per click across Australia, from Google Keyword Planner. What your account pays will differ with location, competition and quality score. The gap between these rows is the argument, not the exact figures.
The expensive end is the generic end. Concrete driveway and concreter near me are what somebody types before they have decided anything, which is why every concreter in the city bids on them and why every enquiry starts with a site visit.
The middle of the chart is where the margin is. Exposed aggregate, stamped concrete and resurfacing all cost around half the generic search, and all of them are chosen finishes at a higher rate per square metre than plain grey. Cheaper click, better job.
Three numbers, and only the last one decides anything. It is the same chain our Brisbane digital marketing agency works through in every industry, only the dollar figures change.
We work it right to left. What a job is worth sets what a lead can cost, which sets what a click is worth bidding.
Cost per click is the easiest number to improve and the least useful one. Bid on cheaper searches and it drops immediately, whether or not those searches ever turn into work. That is why we will sometimes tell you to pay more per click rather than less.
Google Ads is the fastest of the three and the only one you pay for by the click. Here is what the other two do, and where the expensive clicks eventually stop.
THE SLOW ASSET
A real page per finish with photographs of completed work instead of a Services list, a Google Business Profile built properly, and a review process after every pour. Slow to arrive, and the only thing that eventually takes the expensive generic clicks off your bill.
THE FAST LEVER
Campaigns split by finish and by job type, not one campaign called Concreting, so decorative work never competes with shed slabs for the same budget. Negative keywords so you stop paying for concrete prices per cubic metre, concreting courses, concreter wages, hire and DIY. Call tracking, because this trade is quoted on site and booked by phone.
THE ONE MOST CONCRETERS SKIP
The cheapest reach available, and the right channel for a trade sold on finished driveways. Nobody decides on exposed aggregate from a text ad. They decide from a photograph of somebody else’s house, and that is not a search results page.
We start from what a job is worth, not what a click costs. A concreter pouring shed slabs and one doing decorative driveways cannot afford the same cost per click. Google Ads does the fast work, SEO eventually takes the expensive clicks off your bill, and Meta Ads is where the finished work sells itself. We will tell you if one is not worth running.
Not a strategy document. These are the three campaigns we would build first for a Brisbane concreter, and what each one is actually for.
Built around “exposed aggregate”
2,900 searches a month at $3.90 a click, half what the generic search costs. Somebody typing exposed aggregate has seen it, likes it and wants a price. The page needs photographs of driveways you have poured, a rate per square metre and the honest line about how it wears, because that is the question they are about to ask.
Built around “concrete resurfacing”
$4.07 a click on 2,900 searches, and a customer with existing concrete they do not want to rip up. Smaller jobs, faster turnaround, far less competition than a new driveway, and a reliable way to fill the gaps between the big pours.
Built around the searches we exclude
Concrete prices per cubic metre, concreting courses, concreter wages, apprenticeships, mixer hire, bag prices, and the large number of people working out how to pour a slab themselves. On broad match you pay full price for all of it.
Send us access to your Google Ads account and we will come back with what it is wasting, which searches are costing you the most for the least, and what we would change first. Fifteen minutes, no obligation, and you keep it either way.
Two clicks can cost the same and be worth completely different amounts. That gap, not the click price, is what decides whether an account works.
Under four dollars for the click, a finish the customer has already decided on, and a rate per square metre well above plain grey. You are quoting rather than selling, and half the conversation has happened before the phone rang. This is the best value search in the trade.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Nearly eight dollars for the click and a search that could mean a shed slab, a path, a driveway or a patio. Concreter near me has the volume, and it also has no information in it, so every enquiry starts with a drive out to work out whether it was worth answering.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Three things come up in nearly every Google Ads account we audit for a concreter.
Concrete driveway and concreter near me take the whole budget at $9.39 and $7.70, because they are the obvious buys and they have the volume. Neither tells you what the job is, so the account buys site visits rather than quotes.
Exposed aggregate at $3.90, stamped concrete at $3.21, resurfacing at $4.07. Around half the generic click, a higher rate per square metre, and a customer who has already made the decision you would otherwise be paying to help them make.
Concreting is quoted on site, which means every unqualified enquiry costs an hour in the car before you know if it was worth having. Most accounts we audit have nothing in the ad or on the page about minimum size or how far you will travel.
Minimum job size stated up front, service radius held to what you would really drive, and enough detail on the page that somebody wanting two square metres of path does not call. Fewer enquiries, and a much better hit rate on the ones that come.
A wet fortnight puts a concreter weeks behind, and most accounts keep spending straight through it. You pay full price for clicks in the week you cannot pour, and the customer books somebody with a free slot.
We pull budget back when you are booked out or rained out and push it when the diary opens up. It is not complicated and almost nobody does it, and in a trade this weather dependent it is worth more than most of the clever work.
We start with what a job is worth and work backwards to what a click can cost.
A shed slab and a decorative driveway cannot carry the same cost per click, and neither can a concreter who wins one quote in three against one who wins one in eight. We work out your job value by finish and your quote conversion rate first, because together they set what a click can be worth.
Decorative, plain, resurfacing, slabs and commercial each get their own campaign, budget and landing page, so the high rate decorative work is never competing with shed slabs for the same dollar.
Search terms reviewed weekly and negatives added, because concrete attracts a large volume of price per cubic metre and DIY searches. Then monthly reporting on cost per booked job by finish, not clicks and impressions.
Worth saying before you enquire, because it saves everyone three months.
If you are booked out for the next two months, this buys you quotes you cannot honour and a reputation for not calling back. And if you only pour plain grey slabs, the best campaign on this page is not available to you, which changes what the rest of it is worth.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because it costs half as much and tells you what the job is. Concreter near me is $7.70 and could mean a shed slab or a decorative driveway, so every enquiry starts with a site visit. Exposed aggregate is $3.90, carries a better rate per square metre, and the customer has already chosen the finish.
Modestly. They have the volume and some of it is good work. The mistake is letting them take the whole budget, which is what happens in almost every account we audit, because they are the obvious buy and they spend easily.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Not the same amount every month. This is a weather dependent trade with a diary that fills and empties, and spending flat through a wet fortnight is the most common waste we see. Beyond that, enough that the data means something, which at these click prices is achievable on a modest budget.
It varies too much by finish and job size for a single honest number, and cost per lead is the wrong target when every lead costs you a site visit. We report cost per booked job by finish, which counts the quoting trip as the cost it actually is.
Three places, in this order. The generic terms taking the whole budget and buying site visits instead of quotes. Price per cubic metre and DIY searches, which concrete attracts a lot of. And spending straight through the weeks you cannot pour.
Split the decorative finishes out with their own campaigns and pages. In most accounts we audit exposed aggregate and stamped concrete are either buried in a general campaign or not bid on at all, which means the cheapest clicks with the best rates are going unbought.
Yes, and in this trade the pages almost write themselves. Every finish has a photograph and a rate per square metre. A decorative page needs completed driveways and an honest answer about wear. A resurfacing page needs before and after. A Services list does none of that.
More than most agencies allow for. A wet fortnight puts you weeks behind, and if the ads keep running you pay full price for clicks you cannot service while the customer books whoever has a slot. Pulling spend back and pushing it when the diary opens is not clever, and almost nobody does it.
We look at what it is wasting, how much sits on the generic terms, whether the decorative finishes are bid on at all, whether spend tracks your diary, and what your cost per booked job looks like by finish. You get it in writing and you keep it whether or not you hire us.
