Google Ads across Canada · Foundations and waterproofing
Google Ads for foundation repair and waterproofing.
Water in the basement or a crack that keeps widening: the homeowner is looking for a solution, often in a hurry. We build the campaigns that show you at that moment, the page that earns their trust and the tracking that ties every call to its cost. The goal: leads from homeowners in your territory, with a real problem to fix.
Let’s talk about your next jobsSee the mistakes to avoid- Your Google Ads account in your name
- Every lead tied to its campaign
- Your results online, anytime
What your customers search for
“Foundation” doesn’t always mean a house.
The word “foundation” also refers to charities. Without exclusions, a campaign built on that word draws donors, volunteers and job seekers. It’s a budget leak specific to this industry, and it gets fixed at launch.
Real leads come in two forms. The emergency: “water in basement”, “water infiltration”, “leaking crack”. The homeowner calls. The project: “foundation crack repair”, “French drain”, “waterproofing”. The homeowner compares quotes. We handle them in separate campaigns, each with its own message and budget.
Quebec also has its own causes, documented by the Régie du bâtiment du Québec (RBQ). Pyrite can heave and crack a concrete slab. Iron ochre clogs drains and lets water seep into the basement. Clay soils, found notably in the St. Lawrence Valley, are compressible and expose foundations to settling.
Each of these causes is searched for in its own words. If you offer the solution, it deserves its own ad and its own section of the page, so the homeowner recognizes their problem at first glance.
Example: searches that trigger your ads
- basement water infiltrationpaid
- foundation crack repair saint-eustachepaid
- foundation donate onlineexcluded
- fix foundation crack yourselfexcluded
- hospital foundation jobsexcluded
The most expensive mistakes
Five mistakes that make your budget leak.
Each one takes a few minutes to check in your Google Ads account. None of them is fixed by raising the budget.
- 01
The word “foundation” without exclusions.
Donations, galas, scholarships, jobs at a charity: without an exclusion list, these searches can trigger your ads. The list is built at launch, then grows with the search terms report.
Check: look for “donate”, “jobs” and “charity” in your search terms from the last 90 days.
- 02
No phone number when the water comes in.
Someone with water in their basement calls; they don’t fill out a form. Your number has to appear in the ad, and only during the hours when someone answers, which Google lets you set.
Check: do the hours of your call assets match the hours when your phone is answered?
- 03
A page that talks price before it explains.
A foundation is the structure of the house. The homeowner wants to understand the cause before signing: inspection, diagnosis, method, warranty. A page that only talks about price sends them looking elsewhere.
Check: does your page explain how the inspection works, step by step?
- 04
An ad or a page without an RBQ licence number.
In Quebec, the Régie du bâtiment requires this number in every form of advertising. For work on the structure of their home, the homeowner will want to check your licence online before calling.
Check: is the number in your ads and on your landing page?
- 05
A form that sorts nothing.
Ask about the problem (crack, infiltration, settling), the condition of the basement, the age of the house, the city and the urgency. Your team knows whom to call back first, and what equipment to bring.
Check: before calling back, do you know whether the basement is finished?
These fixes don’t require a bigger budget. They require a well-built account, then a monthly follow-up based on the jobs you sign. You will find other common causes in our guide on why Google Ads isn’t producing results.
What the engagement includes
Campaigns built around each problem.
One team handles the campaigns, the page and the tracking, then adjusts them every month based on the jobs you sign.
Two campaigns: emergency and project.
The emergency campaign puts your number up front, during the hours when you answer. The project campaign leads to a page and a form. Each one has its own keywords, exclusions and budget.
Keywords · Exclusions · HoursOne ad for each problem you fix.
Cracks, infiltration, drains, pyrite, backwater valves: each problem you handle gets its own keywords and its own ad, so the homeowner recognizes theirs.
Cracks · Drains · WaterproofingA page that explains your method.
Inspection, diagnosis, repair method, warranties, RBQ licence, job site photos and a qualifying form: the homeowner understands what you will do at their home before calling. Your website stays in place.
Copywriting · Design · FormEvery call and every form, tied to its source.
A trackable phone number, conversion tracking in Google Tag Manager and your tracking portal: you know which campaign produced which job, and at what cost. Our guide to call and form tracking explains the method.
Trackable number · Google Tag Manager · Tracking portalEverything an engagement with our Google Ads agency includes
Is this the right time?
For companies ready to respond quickly.
We manage campaigns for renovation companies, including foundation and waterproofing companies. Google Ads delivers when your team can call back quickly, inspect on short notice and offer a realistic date for the work. If your schedule is full for the season, wait: a campaign is useless if nobody can respond. Heat pump and HVAC contractors deal with the same split between emergencies and planned projects.
- Your jobs come mostly through word of mouth, at a pace you don’t control.
- You already pay for advertising without knowing how many jobs it produced.
- You want leads that are yours alone, from homeowners who chose you.
Frequently asked questions
Costs, timelines, emergencies: your questions about Google Ads.
How much does Google Ads cost for a foundation company?
Two amounts, always kept separate. Our management fees generally range from $700 to $3,000 per month, depending on the number of campaigns and pages to build. Your ad budget comes on top and is paid directly to Google: plan on at least $1,000 per month, often more depending on the competition in your territory. The proposal states both amounts before you commit.
How soon do the first leads come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first leads come in over the following weeks. To know whether Google Ads is profitable, meaning how many inspections turn into signed jobs, plan on three to six months. The engagement also requires a minimum commitment of six months, with fees billed monthly.
Should you advertise backwater valve installation?
If you install them, yes, with a separate ad. It’s a specific need that homeowners search for in their own words. In Montreal, for example, the municipal by-law has required backwater valves in all new buildings since 2011, according to the City.
Google Ads or a quote platform: what’s the difference?
A quote platform usually sends the same request to two or three contractors, who end up competing on price. With Google Ads, the homeowner lands on your page and contacts you. The lead is yours alone, and you stay in control of the message.
Who owns the Google Ads account?
You do. The account is in your name from the start. If the engagement ends, you keep your campaigns, your history, your access and your data.
Let’s start with your territory
Let’s talk about the basements you want to keep dry.
Tell François about your services, your territory and your capacity. You will find out whether Google Ads can fill your schedule, and whether Kasvu is the right partner to get you there. If not, he will tell you. The first conversation comes with no commitment.
