Finish work, built-ins and outdoor builds
Homeowners rarely search for "a carpenter" in the abstract; they want trim installed, built-in shelves, a deck repaired or a door rehung. Build ad groups around those jobs, each with its own landing page and photos, and keep the generic carpenter terms in a small group with tight match types.
Carpenters are a Local Services Ads category in the US, so a verified profile can collect pay-per-lead calls while Search campaigns target the projects you want more of, such as custom built-ins.
The "carpenter" keyword problem
Few trade names collide with so much else. "carpenter" matches searches for Sabrina Carpenter and The Carpenters, for carpenter bees and carpenter ants (those people need pest control), for carpenter jeans and for union carpentry jobs. Run the bare term in exact match only, add phrase-match service terms, and load a negative list before launch rather than after the first wasted week.
Check the search terms report twice a week during the first month. With clicks this cheap, waste hides in volume rather than in price.
What the numbers say
"best carpenter" is labeled Low competition yet reaches $25.47 at the top of the range, the highest ceiling on the page: people looking for the best are often ready to commission a project. "carpenter company" (1K to 10K searches, $4.00 to $22.66) attracts contractors and property managers as well as homeowners. "carpenter cost" is tiny at 10 to 100 searches, so pricing questions are better answered on your landing pages than bought as keywords.
Landing pages that sell craftsmanship
A carpentry landing page should look like a portfolio: finished projects grouped by type, the woods and finishes you use, your usual lead time and a realistic price range. Let visitors upload a photo and rough measurements with the form, so you can qualify the job before driving out to measure.
Track project value
Assign estimated values to leads by project type and upload closed jobs as offline conversions. Value-based bidding is where cheap carpentry clicks pay off: on a French carpentry account managed by Discovery Digitals, it delivered a 5.5x ROAS, €152,000 in value for €27,500 in ad spend at an average cost per click of €1.06.
