- Your cost has two parts: ad spend paid to Google or Meta, and management.
- Paving clicks can be expensive because the jobs are valuable.
- Set your budget from the jobs you want and your own numbers.
- Judge it by cost per booked job, not cost per click.
There's no single price for paving advertising. It depends on your market, how competitive it is, the time of year and how many jobs your crews can take on. What you can do is understand the pieces and build a budget from your own numbers.
1. What you pay for
- Ad spend. What you pay Google, Meta or Local Services Ads directly. You control this, and it can go up or down with the season.
- Management. What you pay an agency or your own time to build, run and improve campaigns.
- Local SEO. Your Google profile, website pages and reviews. It takes longer, but the calls don't cost you per click.
- Website and landing pages. Where clicks turn into estimate requests.
- Follow up. A CRM, missed call text back and reminders, so the leads you pay for actually get answered.
Paving keywords often cost more per click than many home services because a single driveway or lot is worth a lot. That makes wasted clicks expensive and good structure important.
2. What our plans cost
| Package | Starting at | What it covers |
|---|---|---|
| Google Profile Buildout + Basic SEO | $1,000 one time, then $99/month | Profile buildout, listings, core on page SEO and a website |
| Standard SEO | $500/month after the buildout | Adds review automation, weekly Google posts, service and town pages and monthly ranking scans |
| Advanced SEO | $3,000/month | Deeper content, authority building and AI search visibility for competitive markets |
| Facebook & Instagram Ads | $500/month plus ad spend | Strategy, ad creative, lead alerts and instant text back |
| SEO + Website + Facebook Ads | $750/month plus ad spend | Our most popular package |
| Google Ads + SEO | $1,000/month plus ad spend | Google Ads, Local Service Ads, Google profile, basic SEO and call tracking |
Starting prices for new clients. Ad spend is paid directly to Google or Meta. Exact pricing is confirmed before any work begins. See our pricing page.
3. Build your budget from your numbers
Work backward from the work you want. You need three numbers from your own business:
- Jobs you want per month from marketing, based on crew capacity.
- Your close rate. Out of every lead, how many become signed jobs.
- Your average job value.
For more on the lead math, see how many leads a paving company needs.
4. Plan around the season
- Winter: build your pages, profile and review system. Keep a small budget for commercial and early bookings if your area allows.
- Before spring: start campaigns early to fill the first weeks of the season.
- Peak season: scale with what your crews can handle. Pull back when you're booked out.
- Fall: push sealcoating and repairs before winter.
5. How to tell if it's working
Track every call and form back to its source, then follow each lead through to an estimate and a signed job. The number that matters is cost per booked job. A higher cost per click can be fine if those clicks turn into big jobs.
