Key figures
- searches for “maçon” per month in France
- 12,100
- searches for “maçon” per month in France
- Google reviews for the median listing
- 3
- Google reviews for the median listing
- Study average: 27
- median score of the 85 sites analysed, out of 100
- 70
- median score of the 85 sites analysed, out of 100
- Study average: 71
How customers search for a bricklayer
“Maçon” is typed 12,100 times a month in France, far less than the emergency trades. With a city: 720 searches for “maçon paris”, as many or nearly as many for “maçon marseille” (720), 590 for “maçon toulouse”. Fewer searches, but bigger projects: every request counts.
The price of a click varies sharply from one city to another, up to €5.12 for “maçon lille” and only €0.60 for “maçon paris”. Customers also type the job rather than the trade (“extension maison”, house extension, “mur de clôture”, boundary wall): those are the pages that make the difference.
| Google search | Searches / month | Cost per ad click |
|---|---|---|
| maçon | 12,100 | €2.38 |
| maçon paris | 720 | €0.60 |
| maçon lyon | 320 | €4.90 |
| maçon marseille | 720 | €2.79 |
| maçon toulouse | 590 | €2.85 |
| maçon bordeaux | 480 | €1.63 |
| maçon nantes | 390 | €1.46 |
| maçon lille | 210 | €5.12 |
| site internet maçon | 10 | n/a |
What Google shows for “maçon marseille”
Survey of 18 October 2026: no Google Maps block at the top of the page, with an answer generated by Google’s AI (AI Overview). Below these blocks, the first 8 standard results visible are: allovoisins.com (platform), mes-commerces.marseille.fr (directory), business website, business website, business website, rdvartisans.fr (directory), travaux.com (directory), bilik.fr (directory).
- Answer generated by Google’s AI
- 1allovoisins.complatform
- 2mes-commerces.marseille.frdirectory
- 3—business website
- 4—business website
- 5—business website
- 6rdvartisans.frdirectory
- 7travaux.comdirectory
- 8bilik.frdirectory
What we measured on 85 bricklayer websites
We collected the top 200 Google Maps listings for “maçon” in Marseille and Toulouse, then ran each of the 85 websites belonging to these businesses through our free analysis. 46% of listings show no website at all and 3% only link to a platform (facebook.com, sites.google.com, wixsite.com).
88% of bricklayer websites have no FAQ on the home page
Share of sites failing the check, compared with the average across the study’s 24 trades and 7 cities.
Have no FAQ on the home page: 88% ; Have no llms.txt file: 76% ; Do not have a meta description of 70 to 165 characters: 61% ; Do not describe the business in structured data: 60% ; Have no enquiry form on the home page: 52% ; Have fewer than 400 words on the home page: 45% ; Do not have a page title of 25 to 65 characters: 44% ; Do not have a single H1 saying what the business sells: 36% ; Have no share preview (Open Graph): 32% ; Do not declare a canonical URL: 31% ; Have no clickable phone number or WhatsApp on the home page: 29% ; Have fewer than 10 internal links on the home page: 26% ; Do not publish a sitemap: 24% ; Leave more than 20% of their images without a description: 15% ; Do not declare their language: 9% ; Are not mobile-friendly (no viewport tag): 8% ; Are not on HTTPS: 4% ; Block at least one AI assistant in their robots.txt: 0% ; Block Google in their robots.txt: 0%.
| Check | Bricklayers | Study average |
|---|---|---|
| Have no FAQ on the home page | 88% | 81% |
| Have no llms.txt file | 76% | 80% |
| Do not have a meta description of 70 to 165 characters | 61% | 50% |
| Do not describe the business in structured data | 60% | 55% |
| Have no enquiry form on the home page | 52% | 48% |
| Have fewer than 400 words on the home page | 45% | 40% |
| Do not have a page title of 25 to 65 characters | 44% | 41% |
| Do not have a single H1 saying what the business sells | 36% | 45% |
| Have no share preview (Open Graph) | 32% | 28% |
| Do not declare a canonical URL | 31% | 21% |
| Have no clickable phone number or WhatsApp on the home page | 29% | 39% |
| Have fewer than 10 internal links on the home page | 26% | 26% |
| Do not publish a sitemap | 24% | 18% |
| Leave more than 20% of their images without a description | 15% | 21% |
| Do not declare their language | 9% | 6% |
| Are not mobile-friendly (no viewport tag) | 8% | 5% |
| Are not on HTTPS | 4% | 4% |
| Block at least one AI assistant in their robots.txt | 0% | 2% |
| Block Google in their robots.txt | 0% | 1% |
Source: FindMyCompany scanner, 85 sites scanned on 18 October 2026.Read the method
| City | Maps listings | Sites analysed | Median score | Reviews (median) |
|---|---|---|---|---|
| Marseille | 100 | 40 | 72 | 1 |
| Toulouse | 100 | 45 | 70 | 6 |
The mistakes that cost bricklayers customers
No form to describe the project
52% of bricklayers’ sites have no request form on the home page: they fail this about as often as the average of all trades. A masonry project needs describing (type, area, timescale, photos): without a form, you get vague calls or nothing at all.
A home page too short to rank without a local pack
45% of the sites have fewer than 400 words on the home page: they fail this about as often as the average. When Google shows classic results at the top of the page, the website’s text becomes decisive: trades, jobs, towns covered.
A missing page description
61% of the sites have no usable description in Google’s results: they fail this more often than the study average. Google then improvises a snippet, rarely the one that makes people want to call.
Priority actions
Claim and complete the Google Business Profile
Primary category “Mason”, secondary categories that match what you really do, service area, opening hours, photos of jobs at every stage.Write one page per type of job
Extensions, walls and fences, slabs and patios, load-bearing wall openings, renovation: what you do, how the job runs, real examples with the town.State your area and your job size
Towns or radius covered, jobs you take on and those you do not. You waste less time on pointless trips.A project form
Type of work, approximate area, preferred timescale, photos from the phone. The quote starts on the right footing.Show your insurance, if you have it
Your French ten-year liability insurance certificate (assurance décennale) available to view, address and company number on every page: this is what customers check before signing for a big job.
Frequently asked questions
Does a bricklayer need a website if word of mouth works?
Word of mouth sends the customer to Google to check. If all they find is an empty listing, they have doubts. A website with your jobs turns the recommendation into a call.
How do I avoid small requests that are not worth the trip?
By saying so: types of jobs accepted, area covered, and a form that asks for the project in detail. Off-target requests drop by themselves.
Are building works directories worth the subscription?
They bring contacts shared between several firms. A well-kept Google Business Profile and a website that ranks in your city bring requests that are yours alone.
Method
Google Maps results (up to 100 listings) for the trade’s search query, centred on the city, collected via OpenSEO on 18/10/2026. Free website analysis (lib/audit.js): home page, robots.txt, sitemap.xml, llms.txt. No paid tools. Listings without a website, platform pages (Doctolib, Planity, Facebook, Instagram, Google Sites…) and network pages appearing 3 times or more: counted in the listings, not in the sites analysed. The score out of 100 is the tool’s own, which also counts server response time (4 points out of 100). Server response times are not published: they were measured from outside France and do not reflect what a visitor in France sees. No business name or website address is published: only aggregated statistics.
Search volumes: Average monthly search volumes on Google, France, French language, Google Ads data via OpenSEO (DataForSEO). CPC = estimated average cost of an ad click, in euros.
The data covers businesses in France (websites and Google Maps listings in French cities), and searches and volumes are from Google France.