May 22, 2025

The Most Cost-Effective Channels for AEC Businesses

by Lane Smith

omnichannel marketing

paid media

seo

lead nurturing

< BACK

What Marketing Channels Will Give You the Most Bang-For-Your-Buck?

In the world of general contracting, marketing can seem like a

black box

. How do you get more leads? What creative should you use? Do you need an influencer for a design-build business? Where does one even start? How can you keep everything within budget? This blog will break down the marketing channels that Watermark’s team of experts recommends to maximize every dollar in your marketing budget.

Organic Channels

Google MyBusiness

When

local

customers search for "contractors near me" or "builders in (your city)," your Google Business Profile determines whether they find you or your competitor. It’s crucial to have an accurate profile that includes a relevant description of your business, updated hours of operation, and photos that show your brand in action.

Pro tip: Ask satisfied clients to leave detailed reviews mentioning the specific services you provided. This helps Google understand exactly what you do best.

SEO (Search Engine Optimization)

While it might not provide instant results, when done correctly, Search Engine Optimization (

SEO

) can bring qualified leads to your website at the moment they're looking for your services. At a basic level, SEO means that you want the content on your website to be deemed relevant by search engines. This is how a platform like Google decides on what shows up during search.

Here are a few quick actions you can take to improve your SEO:

Create separate landing pages for each service you offer. Having a dedicated page for each service helps search engines understand exactly what you offer and improves your chances of ranking when people search for that specific service.
Include location-specific terms throughout your website. Using the names of cities, neighborhoods, or regions you serve helps search engines connect your site to local searches. Put these locations in your page titles, meta descriptions, and headings.
Add internal links (links from one page on your website to another) to help search engines better understand your site structure and guide visitors to related content. This can improve your SEO by making your site easier to crawl and boosting the visibility of important pages.

Pro tip: Focus on long-tail keywords that show clear intent, like "licensed basement remodeling contractor in [your city]" rather than just "contractor."

Content Marketing (Blogs)

A graphic showing the power of content marketing

Just like this

blog

, it’s important to have resources for your customers and potential customers to refer to. You want to position yourself and your brand as an expert to build trust and help site visitors feel comfortable choosing you over your competitors.

Here’s what you can do to add more content to your website:

Create detailed case studies of successful projects.
Write helpful articles addressing common questions clients have.
Include relevant keywords that potential customers might search for.

Keep in mind that this goes hand-in-hand with SEO. One exceptional, detailed project showcase is worth far more than ten generic "we finished another job" posts. Show your problem-solving abilities and demonstrate real value.

Paid Channels

Google Ads

Running Google Ads, especially search ads, is a proven way to generate leads, but it only works well when set up and managed correctly. Using the correct strategy can make the difference between a well-oiled machine and wasting your budget.

Here are a few general best practices to help improve cost-effectiveness:

Start with Google Ads focused on very specific services.
Target precise geographic areas where you want to work.
Create separate campaigns for different services - don’t put everything under one umbrella.

Meta Ads

Another

pay-per-click

platform, Meta works similarly to Google Ads, but your ads appear on Facebook and Instagram. Meta has many benefits, such as:

You are able to showcase your work visually with high-quality project photos and videos.
Use "lookalike audiences" based on your current best customers to reach new audiences and potential leads.
You can implement retargeting to reach people who've visited your website and send ads directly to them.

Pro tip: For residential contractors, use targeted ads to put your ads in front of your target audience during evenings and weekends when homeowners are most likely to be thinking about home improvement projects. For commercial contractors, weekday business hours might be more effective.

Strategies That Stick

Effective marketing for AEC companies and general contractors doesn't require a massive budget—it requires smart targeting and consistency. By focusing on these cost-effective channels and gradually optimizing your approach, you'll build a sustainable marketing system that delivers qualified leads without draining your resources.

Remember: The best marketing strategy is one you can consistently maintain while running your business. Start small, measure results, and build from there.

Need help implementing these strategies?

Contact

us for a free consultation on how to grow your AEC business with targeted marketing that fits your budget.

The Most Cost-Effective Channels for AEC Businesses