How to Set Up Google Ads for a Framing Company
Google Ads can help a framing company reach potential customers when they are actively searching for framing services. But simply creating an account and launching a few ads is not enough to produce consistent results. A successful campaign requires the right account structure, keywords, geographic targeting, advertisements, landing pages, conversion tracking, and ongoing optimization.
Define Your Google Ads Goals
Before setting up a campaign, determine what you want Google Ads to accomplish. For most framing companies, the primary objective should be generating qualified leads rather than simply increasing website traffic.
Your goals might include:
Generating phone calls
Increasing quote requests
Getting more residential framing projects
Generating commercial framing inquiries
Promoting specific framing services
Expanding into a new service area
Increasing the number of qualified leads each month
It is also useful to understand how paid search fits into your broader marketing efforts. A strategy such as How to Build a Framing Company Marketing Strategy can help determine how Google Ads should work alongside SEO, content, local marketing, and other lead-generation channels.
Set Up Your Google Ads Account
The first step is creating and configuring a Google Ads account for the business. Use accurate business information and establish appropriate billing and account-access settings before creating campaigns.
Once the account is ready, organize it so campaigns can be managed and measured effectively. Avoid putting every service, keyword, and location into one campaign.
A basic account structure might include:
Campaigns organized by major service
Ad groups organized around closely related keywords
Relevant advertisements for each ad group
Dedicated landing pages where appropriate
Conversion tracking for calls and forms
Geographic targeting based on the actual service area
A clean structure makes future optimization much easier.
Determine Which Framing Services to Advertise
Not every service necessarily deserves the same advertising budget. Start by identifying the services that have strong demand, good margins, and a high likelihood of producing profitable projects.
Consider advertising services such as:
Residential framing
House framing
New construction framing
Commercial framing
Wood framing
Structural framing
Framing contracting
Custom framing construction
The exact services should reflect what the company actually offers. Avoid advertising services that are outside the company's capabilities simply because they have high search volume.
Research Framing Keywords
Keywords tell Google when your advertisements should be eligible to appear. The best keywords generally combine a relevant framing service with clear commercial intent.
Potential keyword categories include:
"framing contractor"
"framing company"
"house framing contractor"
"residential framing contractor"
"new construction framing"
"commercial framing contractor"
"wood framing contractor"
"framing contractor near me"
"[city] framing contractor"
"[city] house framing"
Keyword research should also account for the specific market and services being promoted. For additional keyword-planning guidance, see How to Choose the Right Keywords for a Framing Company.
Organize Keywords Into Ad Groups
Avoid putting every keyword into a single ad group. Closely related keywords should be grouped together so the advertisements can closely match the searches that trigger them.
For example, a campaign could contain ad groups for:
General framing contractors
Residential framing
House framing
Commercial framing
New construction framing
Location-specific framing searches
This structure gives you greater control over advertisements, landing pages, budgets, and performance reporting.
Choose the Right Geographic Targeting
Framing companies typically serve a defined geographic area, making location targeting one of the most important campaign settings.
Start with the actual service area rather than targeting an entire state or metropolitan region without a clear reason. A tighter geographic strategy can prevent advertising dollars from being spent on clicks from people who cannot realistically become customers.
Consider:
Primary cities served
Nearby suburbs
Counties or regions served
Areas where the company wants more projects
Locations with strong demand
Areas where travel is practical and profitable
Review geographic performance after the campaign collects enough data. Some areas may consistently generate better leads than others.
Select an Appropriate Campaign Type
For most framing companies trying to capture existing search demand, Search campaigns are an important starting point. They allow advertisements to appear when people search for relevant services.
Depending on the company's goals and available resources, other Google advertising options may eventually have a role. However, starting with a focused campaign can make it easier to understand performance before expanding.
The first campaign should be manageable enough to monitor closely rather than attempting to advertise every service in every possible location.
Create Relevant Google Ads
Your advertisements should directly address what the potential customer searched for. Someone searching for a framing contractor should see messaging about framing services rather than a vague advertisement for general construction.
Strong advertisements can emphasize:
The specific framing service
The service area
Experience or specialization
Project types served
A compelling reason to inquire
A clear call to action
For example, an advertisement for residential framing could focus on residential construction rather than commercial services.
Keep the messaging accurate. Claims about years of experience, warranties, pricing, estimates, or availability should only be included when they accurately reflect the business.
Use Strong Calls to Action
A potential customer should know what to do after reading an advertisement. The call to action should make the next step simple and relevant to the sales process.
Possible calls to action include:
Request a Framing Quote
Get a Project Estimate
Talk With a Framing Contractor
Request More Information
Schedule a Consultation
Call Today
The strongest call to action will depend on how the business handles new inquiries. If estimates require an initial consultation, for example, the advertisement should not imply that every customer receives an immediate quote.
Create Dedicated Landing Pages
One of the biggest mistakes in Google Ads is sending every visitor to the homepage. A dedicated landing page can provide a much closer match between the search, advertisement, and page content.
A framing service landing page might include:
A headline matching the advertised service
A clear explanation of the service
Relevant project photos
Service-area information
Benefits of working with the company
Testimonials or other trust signals
A prominent phone number
A short contact form
A clear call to action
Landing pages should also make it easy for visitors to understand what happens after they make contact.
For broader website guidance, How to Design Framing Service Pages That Convert offers useful principles that can be applied to paid-search landing pages.
Install Conversion Tracking
Do not launch Google Ads without a plan for measuring conversions. Knowing how many people clicked an advertisement is useful, but knowing how many became leads is much more valuable.
Track important actions such as:
Phone calls
Contact form submissions
Quote requests
Consultation requests
Appointment requests
Other meaningful lead actions
Conversion tracking allows you to determine which keywords and campaigns are actually contributing to business growth.
Set a Realistic Budget
Google Ads budgets should be based on the company's goals, market size, average project value, and acceptable cost per lead.
Rather than selecting a budget simply because it sounds affordable, consider how many qualified leads are needed and what the business can reasonably spend to acquire them.
For example, a company may determine that it needs 20 qualified leads per month and can afford a certain acquisition cost based on its average project value and close rate.
Important factors include:
Average project value
Gross profit per project
Lead-to-customer conversion rate
Expected cost per lead
Number of leads needed
Geographic market size
Competition for target keywords
Budget decisions should be reviewed as actual performance data becomes available.
Add Negative Keywords
Negative keywords prevent advertisements from appearing for irrelevant searches. This can be particularly important for framing companies because "framing" can refer to industries and activities unrelated to construction.
Depending on the business, irrelevant searches may include:
Picture framing
Photo framing
Art framing
Frame repair
Picture frame supplies
DIY framing
Framing classes
Framing jobs
Employment searches
Training searches
Do not rely on assumptions alone. Review actual search terms generated by the campaign and add negative keywords when recurring irrelevant searches appear.
Review the Search Terms Report
The search terms report can reveal what people are actually searching when advertisements appear. This information can uncover both wasted traffic and valuable new opportunities.
Use the report to identify:
Irrelevant searches
New high-intent keywords
Unexpected customer terminology
Searches that should become negative keywords
Service-specific opportunities
Location-specific searches
Search-term analysis should become a regular part of campaign management.
Optimize the Landing Page for Conversions
Getting someone to click the advertisement is only half the process. The landing page needs to persuade that visitor to take the next step.
A conversion-focused page should make the value of the service clear quickly. It should also remove unnecessary friction from the contact process.
Pay attention to:
Page load speed
Mobile usability
Headline clarity
Form length
Button visibility
Phone number placement
Project photography
Trust signals
Service descriptions
Calls to action
A strong website supports paid advertising just as it supports organic traffic. For broader website planning, What Should a Framing Company Website Include? provides a useful foundation.
Monitor Campaign Performance
Google Ads requires ongoing attention. A campaign that performs well initially can change as competition, search behavior, budgets, and other factors change.
Monitor metrics such as:
Impressions
Clicks
Click-through rate
Average cost per click
Conversions
Conversion rate
Cost per lead
Qualified leads
Geographic performance
Keyword performance
Do not judge campaigns based on a single metric. A keyword with a high click-through rate is not necessarily valuable if those clicks rarely become qualified leads.
Focus on Lead Quality
Generating more leads is not always the same as generating better results. A framing company should evaluate whether inquiries are relevant, financially viable, and within the company's service area.
Track lead quality by asking questions such as:
Was the person looking for a service the company provides?
Was the project in the service area?
Was the project large enough to be worthwhile?
Did the prospect respond after the initial contact?
Did the inquiry become a qualified opportunity?
Did the opportunity become a customer?
This information can help determine which campaigns and keywords deserve more investment.
Test and Improve Your Ads
Once a campaign has enough data, test different messages rather than assuming the first advertisement is the best possible version.
You might test different approaches involving:
Service-focused headlines
Location-focused headlines
Different calls to action
Different benefits
Different descriptions
Different landing pages
The objective is to learn what messaging produces better qualified leads, not simply which advertisement receives the most clicks.
Connect Google Ads With Other Marketing Channels
Google Ads works best when it supports a larger marketing system. Paid search can capture people who are already looking for framing services while other channels help build visibility and demand over time.
A broader strategy might combine:
Google Ads
Local SEO
Organic SEO
Service pages
Content marketing
Social media
Customer reviews
Lead follow-up
Conversion-focused website design
For example, How to Market a Framing Company Online covers the larger online marketing ecosystem that Google Ads can become part of.
When to Get Professional Google Ads Help
Setting up an initial campaign is relatively straightforward, but managing a competitive paid-search account effectively can become more complicated as spending increases.
Professional help may be worthwhile when:
The campaign receives clicks but few leads
Cost per lead is increasing
Search terms are frequently irrelevant
Conversion tracking is not working correctly
Multiple services require different campaigns
The company is expanding into new markets
Advertising spend has grown significantly
There is not enough time to monitor campaigns regularly
A focused campaign with proper tracking and ongoing optimization is generally more useful than a large campaign that is rarely reviewed.
Final Thoughts
Setting up Google Ads for a framing company involves much more than choosing a few keywords and writing advertisements. The campaign should connect the right searches with relevant ads, focused landing pages, accurate geographic targeting, and a simple path to becoming a lead.
Start with a focused set of profitable services and locations, install conversion tracking before launch, monitor search terms closely, and optimize based on qualified lead performance. Over time, the data from Google Ads can help reveal which services, locations, keywords, and messages are most effective for generating new framing opportunities.