Architecture firms have one of the longest lead times of any profession in the property sector. A client who makes an initial enquiry today might not appoint an architect for three to six months. Running Google Ads effectively for architecture means thinking about the funnel differently from the outset.
What architecture clients search for
- 'Residential architect [city]'
- 'Architect for house extension [city]'
- 'Architect for self-build home [region]'
- 'Planning architect near me'
- 'Listed building architect [city]'
- 'Architect for home renovation [city]'
The volume challenge versus the value per client
Search volume for architecture-specific terms is lower than for renovation or construction. This sometimes deters firms from investing in paid search. But the relevant calculation is not search volume. It is the value of a single client. A residential commission can be worth £50,000 to £500,000 in architect fees. A campaign that generates six qualified enquiries per month and converts one or two of them is delivering exceptional returns at almost any reasonable CPL.
Residential versus commercial: separate campaigns
If your firm works in both residential and commercial architecture, these should be separate campaigns with separate ad groups and dedicated landing pages. The buyer is completely different. The search language is different. A headline built for a homeowner planning a rear extension does not speak to a developer commissioning a commercial fit-out.
The consultation as the conversion
Architecture enquiries do not convert to appointments immediately. The goal of the landing page is a consultation booking or a briefing call, not a project commission. The call to action should reflect that. 'Book a free initial consultation' converts better than 'get a quote', because it accurately represents the next step in the client relationship.
What the landing page needs to show
- Notable projects with scale and complexity context, not just photographs
- Planning success record where available
- Team credentials, particularly ARB registration and RIBA membership
- Project types and scale you focus on
- A clear process overview so the client knows what engaging an architect involves
Why remarketing matters more for architecture than most trades
Given the research cycle, staying visible to someone who visited your site 60 days ago is as important as reaching new visitors. Remarketing campaigns targeting site visitors who did not book a consultation are often the most cost-efficient spend in an architecture firm's Google Ads account.
To see how Google Ads for architecture firms is structured in practice, including landing page strategy and the consultation funnel, the industry page covers both.
One new client from Google Ads justifies months of spend.
Colonnade builds Google Ads campaigns for architecture firms around the consultation funnel, not generic lead generation.