How to Choose Framing Keywords for Google Ads
Choosing the right keywords is one of the most important parts of running successful Google Ads for a framing company. The goal is not simply to find keywords with high search volume, but to identify searches that indicate a strong likelihood of hiring a framing contractor. A focused keyword strategy can help attract better leads, control ad costs, and make your campaigns more profitable.
Start With High-Intent Framing Searches
The best Google Ads keywords usually reflect a clear need for framing services. Someone searching for a framing contractor, framing company, or a specific framing service is generally much closer to making contact than someone conducting a broad informational search. Before building a keyword list, consider the different ways potential customers might describe the service they need.
A strong starting point can include:
Framing contractor
Framing company
House framing contractor
Residential framing contractor
Commercial framing contractor
New construction framing
Wood framing contractor
Structural framing contractor
Framing services
Local framing contractor
Your keyword strategy should also align with your broader framing company marketing strategy. Paid search works best when it supports the same positioning and services promoted throughout your overall marketing.
Focus on Local Keywords
Framing companies typically serve a defined geographic area, making location an important part of keyword selection. A keyword such as "framing contractor" can be useful, but adding a city, service area, or region can make the search more relevant and reduce wasted clicks.
Consider creating keyword variations around the areas you actually serve:
Framing contractor near me
Framing contractor in [city]
Framing company [city]
House framing contractor [city]
Residential framing contractor [city]
Commercial framing contractor [city]
New construction framing [city]
Framing services [city]
Location-specific searches can be especially valuable because they connect the service with a customer's immediate geographic need. Your local strategy should also be consistent with the principles covered in How to Build a Local Marketing Strategy for a Framing Company.
Separate Residential and Commercial Intent
Not every framing customer is looking for the same type of contractor. Residential builders, homeowners, general contractors, developers, and commercial construction companies can have very different needs. Separating these audiences can make both keyword targeting and ad messaging more precise.
For example, residential campaigns might focus on:
Residential framing
House framing
Home framing contractor
Custom home framing
New home framing
Residential wood framing
Commercial campaigns could target:
Commercial framing contractor
Commercial building framing
Multi-family framing contractor
Apartment framing contractor
Commercial wood framing
Structural framing contractor
Separate campaigns or ad groups can make it easier to send each audience to the most relevant service page. This is particularly important when applying the principles from How to Design Framing Service Pages That Convert.
Target Specific Services
Broad keywords can bring in a wide range of searches, while service-specific keywords can provide stronger clues about what a prospect actually wants. Think about the individual services the company provides and build keyword groups around each one.
Depending on the business, relevant categories could include:
New construction framing
House framing
Residential framing
Commercial framing
Structural framing
Wood framing
Addition framing
Garage framing
Multi-family framing
Remodeling framing
Each service should have a clear relationship between the keyword, advertisement, and landing page. When someone searches for a specific service, the landing page should immediately confirm that the company provides it.
Use Keyword Match Types Strategically
Google Ads allows advertisers to control how closely a search needs to relate to a targeted keyword. Understanding match types is important because overly broad targeting can generate irrelevant traffic and consume budget quickly.
When organizing a campaign, consider the role of:
Broad match: Can reach a wider range of related searches and may be useful when campaigns have strong conversion data and appropriate safeguards.
Phrase match: Provides more control while still allowing variations around the targeted phrase.
Exact match: Offers greater control over closely related searches and can be useful for particularly valuable high-intent terms.
The right mix depends on campaign performance, budget, conversion data, and how much control is needed. Regular search-term analysis is essential regardless of the match types being used.
Build a Negative Keyword List
Choosing the right keywords is only half the job. You also need to tell Google which searches should not trigger your advertisements. Negative keywords can help prevent budget from being spent on searches that are unrelated to your services or unlikely to become customers.
Potential negative keyword categories may include:
Jobs
Careers
Salary
Training
Classes
DIY
How to
Plans
Blueprints
Materials
Tools
Free
Used
Images
Definitions
The exact list should be based on actual search-term data rather than assumptions. Review the searches generating clicks and identify recurring irrelevant themes that should be excluded.
Consider the Buyer's Stage
Not every search represents the same level of purchasing intent. Someone searching "what is house framing" is likely at a different stage than someone searching "house framing contractor near me."
Your keyword strategy can account for these differences by prioritizing terms that suggest someone is actively looking for a provider.
High-intent signals can include words such as:
Contractor
Company
Service
Professional
Near me
Local
Quote
Estimate
Hire
Installation
Informational searches can still have value in an overall marketing strategy, particularly through organic content. However, Google Ads budgets are often better protected when campaigns emphasize searches with a clear commercial or service intent.
For a broader approach to generating qualified prospects, see How to Get More Framing Company Leads.
Match Keywords With Landing Pages
A keyword should lead to a page that directly addresses the search. Sending every advertisement to the homepage can create a disconnect between what the customer searched for and what they see after clicking.
For example, a search for a residential framing contractor could lead to a residential framing service page, while a commercial framing search could lead to a commercial framing page.
A strong keyword-to-page structure might look like this:
"Residential framing contractor" → Residential framing page
"Commercial framing contractor" → Commercial framing page
"House framing contractor" → House framing page
"New construction framing" → New construction framing page
"Framing contractor [city]" → Relevant local service page
This approach can make the advertising experience more relevant and support better conversion rates. It also complements a well-structured framing company website design strategy.
Research Competitor and Industry Language
Keyword research should not be limited to the phrases you already use internally. Potential customers may describe framing services differently than contractors do, so researching the language used in the market can uncover valuable variations.
Look at:
Competitor advertisements
Search suggestions
Existing website analytics
Search-term reports
Customer inquiries
Sales conversations
Service descriptions
Industry terminology
Geographic modifiers
The language customers use when requesting estimates or asking questions can be particularly useful. If prospects repeatedly use a specific phrase, consider whether it belongs in your keyword strategy.
Prioritize Keywords by Business Value
Search volume should not be the only factor used to choose a keyword. A keyword with fewer searches can be more valuable if those searches consistently produce qualified prospects.
Evaluate keywords based on:
Relevance to your services
Local search demand
Commercial intent
Expected competition
Cost per click
Lead quality
Conversion rate
Potential project value
Geographic relevance
For example, a highly specific commercial framing keyword may receive fewer searches than a broad construction-related term but could produce much more valuable leads.
Connect Google Ads With Your Overall Marketing Strategy
Google Ads should not operate independently from the rest of your marketing. Your website, organic search strategy, content, local presence, and paid advertising should reinforce the same services and geographic markets.
A coordinated approach can include:
Google Ads for immediate search visibility
SEO for long-term organic visibility
Service pages for converting visitors
Local marketing for geographic relevance
Content marketing for informational searches
Conversion tracking for measuring results
Follow-up systems for turning leads into opportunities
A comprehensive framing company marketing strategy can help bring these channels together instead of treating paid search as a standalone tactic.
Track Which Keywords Actually Generate Leads
Clicks and impressions can tell you whether an advertisement is receiving attention, but they do not necessarily tell you whether the campaign is generating business. Conversion tracking should be used to determine which keywords contribute to meaningful actions.
Depending on the business, useful conversion actions may include:
Phone calls
Quote requests
Contact forms
Estimate requests
Consultation requests
Lead form submissions
Over time, performance data can reveal which keywords deserve more budget and which should be reduced or removed. This makes keyword selection an ongoing process rather than a one-time setup task.
Refine Your Keyword Strategy Over Time
A Google Ads campaign should become more focused as data accumulates. New search terms can reveal opportunities, while irrelevant searches can identify negative keywords that need to be added.
Review campaign data regularly and ask:
Which keywords generate qualified leads?
Which keywords generate clicks without conversions?
Which searches are irrelevant?
Which locations produce the strongest results?
Which services attract the most valuable prospects?
Which keywords have rising costs?
Which advertisements produce the best response?
Which landing pages convert the most effectively?
This ongoing optimization is also closely related to How to Track Framing Company Google Ads Results.
Final Thoughts
Choosing Google Ads keywords for a framing company is less about finding the largest possible audience and more about finding the right audience. Prioritize relevant services, strong commercial intent, geographic targeting, and keywords that connect naturally to dedicated landing pages.
A focused strategy can help reduce wasted clicks while putting your advertisements in front of people who are actively looking for framing services. As performance data accumulates, continue refining the keyword list, adding negative keywords, and shifting budget toward the searches that generate the best opportunities.
Additional References
Continue building your framing company's online marketing strategy with these related resources: