Key takeaways
- The ad account, billing and conversion data should sit in your business's name, with the agency added as a user.
- Good management splits residential driveways, sealcoating, concrete work and commercial lots so each gets its own budget and message.
- Report on measures booked and projects signed, matched from your CRM, not on clicks.
- The budget should follow the paving season and your crew calendar, not a flat monthly number.
Google Ads management for a paving company is the weekly work of choosing which searches you pay for, what the ad says, where the click lands and what a lead is worth, then proving the result in signed projects. Done well, the account follows your season and your crew calendar. And it belongs to you, not to whoever runs it.
What management includes
Management covers everything between a homeowner typing "driveway paving near me" and your estimator pulling up to measure. For a paving company that means:
- Campaigns split by line of work. Residential asphalt, concrete flatwork, sealcoating and commercial lots each get their own budget, so the busy season for one does not starve another.
- Keywords in your customers' words. "Blacktop", "redo the driveway" and "seal coat" come from your call recordings, plus a negative list that keeps out roofers, millings buyers and job seekers.
- Ads that answer the trust question. Your company name, your real trucks and crews, the work you do and the work you do not.
- A landing page for each line of work. Finished driveways on the driveway page, finished lots on the lot page, and a short form that asks surface, size and timing.
- Tracking that reaches the signature. Calls and forms are counted in Google Ads, and signed projects are imported from your CRM, so the system learns from jobs and not clicks (conversion measurement, call tracking).
- A map drawn around the haul. Location targeting matched to where your crews and trucks can work at a profit.
- Pacing by season and capacity. Spend ramps up in late winter to book measures early, and eases off when the crew calendar is full.
- A dated change log kept with the account, which you can read any week.
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
Your business should own it, and everything it depends on. Paving data is seasonal: it takes a full year to learn which months, services and areas sign. If that history sits in an agency's account, you lose a year when you leave.
| Asset | Whose name it should be in | Why it matters for a paving company |
|---|---|---|
| Google Ads account | Your business; the agency gets user access | Seasons of search terms, bids and results stay with you |
| Billing | Your card or your invoice | You see every dollar of spend, with nothing marked up out of sight |
| Call tracking numbers | Your business | Calls keep ringing through if you change partners |
| Conversion actions and the CRM link | Your ads account and your CRM | The record of which measures became signed projects |
| Landing pages | Your domain | The pages keep working for SEO and for the next campaign |
Ask any agency, us included, to show you where each of these sits before you sign.
How we report
We report measures booked, projects signed and cost per signed project, by line of work, every month. Clicks and impressions appear only to explain those numbers.
Each monthly report includes:
- One row per line of work: spend, leads, measures, proposals out, signed projects and cost per signed project.
- Late signatures counted back to the month the lead came in. A lot bid in March that signs in May still belongs to March.
- The crew calendar view: how many weeks are booked, and whether the budget should go up or down.
- What we changed and why: search terms cut, ads tested, pages edited.
- The next three moves, with dates.
How it works
- Assess. We go through the account, its search terms and its tracking, and work out what last season's spend produced in signed projects.
- Prioritize. We rank the fixes and date them. Tracking usually comes first, then splitting campaigns and cleaning search terms, all timed to land before the season ramps up.
- Execute. We build and change everything inside your account, keep the log and walk you through it.
- Measure. We report monthly in signed projects, then reset the budget for the coming weeks of the paving season.
Want to check your keyword list before you talk to anyone? Start with the paid keyword guide for paving companies. To see what a signed project costs you now, use the cost per lead guide.
How VETS Growth Marketing helps
When we manage a paving account, the billing, the call tracking numbers and the conversion history sit with your business from the first day. Work is broken into dated pieces, such as tracking repaired by one date and campaigns split by line of work by the next, and you can stop after any of them. The monthly report counts measures and signed driveways and lots. Give us read access before a growth consultation and we will walk you through the five changes we would make first.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help