Google Ads can work well for surveying firms, particularly for homeowner and builder work. People search when they are ready to book a survey, and they often want a quick answer.
The word “survey” also attracts a great many unrelated searches. A careful setup makes the difference between useful enquiries and wasted spend.
This page explains how we approach Google Ads for surveying firms in Perth and WA.
What to target
Build ad groups around each type of survey. Typical groups include:
- Feature and contour surveys: “feature survey Perth”, “contour survey for new home”.
- Subdivisions: “subdivision surveyor Perth”, “green title subdivision surveyor”.
- Strata: “strata surveyor Perth”, “survey-strata plan”.
- Boundaries: “boundary re-peg Perth”, “boundary survey fence”.
- Construction: “set out surveyor Perth”, “as-constructed survey WA”.
- Drone and mining work, if you offer it: “drone survey earthworks WA”, “stockpile volume survey”.
Homeowner searches often include a suburb, so add the suburbs where you work most. Commercial searches are more likely to mention WA or a region.
If you work interstate, run separate campaigns for each state, with ads that mention your licensed surveyors there.
What to exclude
Surveying campaigns need a strong negative keyword list from the start. Common exclusions include:
- Online and market research surveys: online survey, SurveyMonkey, paid surveys, questionnaire, customer survey.
- Other kinds of surveyor: quantity surveyor, building surveyor, marine surveyor, valuer, if you do not offer them.
- Inspections: building inspection, pest inspection, pre-purchase inspection.
- Equipment: theodolite, total station, for sale, hire, if you do not sell or hire gear.
- Employment and study: jobs, graduate, degree, course, salary.
- Free maps and records: free, Landgate search, map viewer.
Check the search terms report weekly at first. You will keep finding new irrelevant searches.
Location and schedule settings
For homeowner work, target the suburbs and areas you service, and exclude places you will not travel to. For commercial and resources work, target WA or the regions where you take on projects.
Developers and engineers may search from another city for a WA project, so consider including people interested in your target locations. Check Google’s current location options before you set this up.
Homeowners often search in the evening and on weekends. Run ads at those times only if your form is easy to use and you reply first thing the next working day.
Ad wording and the landing page
Homeowners want clarity. Ads that mention the survey type, your local area, licensed surveyors and how quickly you can quote tend to work well.
Builders want reliability. Mention turnaround times you can genuinely meet and the file formats you supply.
Send each ad group to a page about that survey type. The page should explain what the survey involves, when it is needed, and what the client receives.
The quote form should ask for the address, lot number if known, and the type of survey. Allow uploads of plans or drawings.
Our web design team can build landing pages for each survey type.
Call and form tracking
Track calls from ads and from the website, with a minimum call length. Track quote forms as a separate conversion.
Record the type of survey for each enquiry. A subdivision is worth far more than a re-peg, and knowing which keywords bring the larger jobs helps you spend wisely.
Where you can, feed booked jobs back into Google Ads so it learns from real results.
Budget thinking
Think about the value of each survey type. A subdivision can involve several stages and repeat work. A builder who books a feature survey may send you every job they win.
Work out the typical value of each survey type and how many enquiries become jobs. Put the most budget behind the services that bring the most value.
Start with your strongest one or two services in your core area, then expand once you can see the enquiry quality.
Common mistakes
- Bidding on “survey” or “surveyor” without strong negatives.
- Paying for quantity surveyor and building inspection searches.
- Sending all ads to the home page.
- Promising turnaround times that depend on council or Landgate approvals.
- Targeting interstate searches without licensed surveyors in that state.
Policy and claims
Surveying is not a restricted category in Google Ads, but claims must be accurate. Only mention licences and approvals your team holds, and match ad claims to what your landing page shows.
Avoid implying any link with Landgate, the WAPC or a local council. Suggesting official status can breach Google’s misrepresentation policy.
Where Ads fits
Google Ads works best with a strong website and steady search visibility behind it. Our surveying marketing guide covers service pages, licensing, tenders and LinkedIn.
You can also read about our Google Ads management service.
If you’d like help with Google Ads for your surveying firm, get in touch. You will speak directly with a senior person, and there is no lock-in contract. Contact us to talk it through.
