Driveway searches split neatly by surface. People search for resin, block paving, tarmac or gravel, and each group wants to see that surface in the ad and on the page. Build your Google Ads keyword list the same way.
How to group keywords
Create one ad group for each surface you install, plus a general group. Replace [town] with each place you cover.
Resin
- resin driveways [town]
- resin bound driveway installers
- resin driveway company near me
- resin driveway cost
- resin bound patio
Block paving
- block paving [town]
- block paving driveways
- block paving contractors near me
- block paving driveway cost
Tarmac
- tarmac driveways [town]
- tarmac driveway contractors
- tarmac drive resurfacing
- driveway resurfacing [town]
Gravel and other surfaces
- gravel driveway installers
- gravel driveway [town]
- concrete driveway contractors
- pattern imprinted concrete driveways
General
- driveway installers near me
- driveway company [town]
- new driveway [town]
- driveway contractors
Related work
Add these if you want the jobs: dropped kerb contractors, patio installers, driveway repairs, driveway extension.
Match types
Start with phrase and exact match. "Cost" and "price" keywords bring researchers as well as buyers, so give them a lower bid and send them to a page that shows price ranges.
Negative keywords
DIY and supplies: DIY, how to, kit, kits, buy, for sale, supplies, supplier, materials, wholesale, B&Q, Wickes, Screwfix, calculator, sealer, cleaner
Jobs and training: jobs, vacancy, course, training, apprenticeship, salary
Services you may not offer: cleaning, pressure washing, repair, weed killer, gates, lighting
Other: free, grant, ideas, pictures, images, design ideas, planning permission (unless you have a guide for it)
"Driveway ideas" and "driveway cleaning" are two of the biggest sources of wasted clicks. Block them unless you sell those things.
Ads and pages by surface
The resin ad group shows a resin headline and goes to a resin page with resin photos. The same for each surface. This match raises both click-through and enquiry rates.
On each page include:
- Photos of finished drives in local areas
- Reviews
- Guarantee length
- A note on drainage. In England, paving over a front garden with a non-permeable surface can need planning permission unless water drains to a permeable area. Customers ask about this.
- A form asking for postcode, approximate size and surface
Location and schedule
Target the postcodes you want. Choose people in the area. Driveways are planned purchases, so evening and weekend searches are common.
Review weekly
Check the search terms report each week in the first month and add negatives. Move budget to the surface with the best cost per booked job.
Common questions
Which surface keyword is best? The one you have the best photos and margin for. Start there.
Should I bid on "cost" keywords? Yes, at a lower bid, with a page that gives ranges and invites a quote.
Related guides
- Google Ads vs Checkatrade for Driveway Companies
- What Should a Resin Driveway Lead Cost?
- A Landing Page Checklist for Paving Contractors
- Is Google Ads Worth It for a Small Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on marketing for driveway and paving contractors for how we work.