Paid ads for home builders, aimed at the release that needs walkers
Search pages work on a slow clock. Paid ads work on yours. When a phase is about to open or a model home sits empty on weekends, ads can put your name in front of people comparing builders on the days that matter, and ease off once the start schedule fills.
We build and manage the ad accounts. What a home costs to build, and what you say about it, stays your business.
Three things a builder usually points ads at
A lot release
A new phase of a community opens, and the ads send shoppers to that community's page with the lot map and a clear route to ask about a tour. When the last lot is spoken for, the campaign stops.
A model home with quiet weekends
Model-home hours go into the ads, the listing and the landing page together, so a buyer who clicks lands where the doors are actually open.
A plan family that needs buyers
A semi-custom or production builder can aim ads at one plan family and its page, with the floor plan options and finish selections written out, instead of a vague company homepage.
Splitting the budget so one community never starves another
A builder with three communities and a custom side usually has one pot of ad money and four opinions about where it goes. We split campaigns by community, plan family and town, so each one has its own spending line, its own ads and its own report row. When one release fills, its line gets shifted to the next release rather than left to drift.
The size of the monthly ad spend is your call, based on what the start schedule needs. The platforms bill your card for the clicks themselves, and our invoice carries only the management fee. The monthly management rates for one, two and three platforms are posted on the pricing page.
The platforms we work on are Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram). Each has its own page: Google Ads for builders, Bing Ads and Meta Ads, which explain what the platform is good for in a builder's year.
Searches to keep off a builder's ad account
| Kind of search | Why it is not your buyer | What happens to it |
|---|---|---|
| Kit homes and shell packages | The visitor plans to assemble or hire out a purchase from a supplier, so a conversation with a builder is the wrong stop | Added as a negative keyword, then watched in the search term report |
| Tiny homes and mobile homes | A different business, with a different buyer and a different kind of dealer | Blocked, unless you build them and say so |
| Job seekers and crew work | The visitor wants a paycheck from you, which is a fair want but not a tour request | Blocked, and the ad copy avoids hiring words |
| Supply stores and tool aisles | Someone shopping lumber or fixtures for a project of their own | Blocked on every campaign |
| Software and do-it-yourself plan sets | A person drawing their own house with an app or buying a plan set to build themselves | Blocked, with new variations added each month |
modular home builder, prefab home builder, log home builder | A real buyer, but only if you build that way, so the choice belongs to you | Kept on or off the account depending on what you tell us |
How an ad account goes up on the lot, stage by stage
Read the release and the start dates
We start with what you want walked and when, then pick the community, model or plan family and the towns to cover.
Set the accounts under your name
Accounts open in your company name with your login. Nothing sits on our own login that you cannot reach.
Pour the slab: tracking before ads
Call tracking and form tracking go in first and get tested with a real call and a real note, so a tour request is separate from a wrong number.
Frame the campaigns and write the ads
Campaigns split by community, plan family and town. Ad copy and a matching landing page follow, written in your own vocabulary.
Walk the account each month
A short report names what ran, what it cost in ad spend, which messages were real and what sits on the punch list. Then we adjust, pause or shift.
A note on housing ads and the rules the platforms attach to them
Ads for homes sit under special platform rules, and fair-housing advertising duties apply to what a builder says. Our role is the marketing: building the accounts, writing and testing ad copy, and tracking. The builder reads each platform's current wording and its own duties, and signs off on what the ads say before anything goes live.
What goes with a builder's paid ads each month
- Ads aimed at a release, a model or a plan family, never a vague company slogan
- Campaigns split by community, plan family and town
- Negative keywords for kits, tiny and mobile homes, job seekers, supply stores, software and do-it-yourself plan sets
- Call and form tracking tested before any ad runs
- Ad spend paid by you to the platforms, kept off our invoice
- A written report that sorts real messages from wrong numbers
Pausing and shifting are part of the work, so the account follows your start schedule.
What builders hear about paid ads and what holds up on a real account
Said on the lot walkAds are a switch: pay more and the phone rings more.
What the start schedule showsMore spend buys more clicks, and clicks include kit hunters and job seekers. Tour requests depend on the ad, the page and who gets filtered out first.
Said on the lot walkOne platform covers every buyer.
What the start schedule showsA shopper on a search engine and a scroller who meets a model-home post are in different moods. Some builders use one platform, some use two, and the plans are sold by the number of platforms.
Questions builders ask about running paid ads for new homes
Can the ads be paused when every lot in a phase has a buyer?
Yes. A release campaign can be paused the day the start schedule fills, then pointed at the next phase or left off until the next opening.
Do you take a share of what I spend with the platforms?
No. The platforms bill you directly for clicks, and our invoice carries only the management fee shown on the pricing page.
How do I know a call came from an ad?
Tracking numbers and form tracking are set up before ads run, and the monthly report separates ad calls from other calls and wrong numbers.
Is paid ads management different from search work?
Yes. Search pages build slowly and stay on your site. Ads are paid placements that stop when you stop paying the platform. The search plan covers the first and this page covers the second.
Which community release should the ads walk through the door first?
Name the release and its dates, and the ad plan follows from there.
Which release, model or plan family needs visitors first?
Name the community, model or plan family that should draw visitors first, the towns you build in and when the next lot release opens. Rough notes are enough. Leave buyer names and personal details out, because this conversation is about marketing and never about a sale or a contract.
Which community, plan family or lot release should draw more tour requests this quarter?
Tell us what you build, where your lots are and how the start schedule looks. You get a reply in writing, with a price from the posted rates and the first things we would put on the calendar.
The house frame, crane and flag in these drawings are pictures only. They show nobody's work and say nothing about any builder, buyer or home.