Facebook Ads for Construction Companies | Guide

Table of Contents

1. Introduction

2. How to Set Up Your First Google Ads Campaign

3. How to Optimize Your Google Ads Campaign for Better Results

4. What You Can Expect From Google Ads in the Construction Industry

5. Final Overview of Google Ads for Construction Companies

Why Use Facebook Ads For Construction Companies

In today’s fast-moving construction market, being online isn’t optional—it’s where your next customer lives. Whether you run a concrete business, roofing company, excavation service, or offer full-scale construction, your future clients are already scrolling through Facebook and Instagram every day. The real question is: will your business show up in their feed—or will your competitor beat you to it?

That’s where Facebook Ads for construction companies can make all the difference.

Facebook and Instagram allow you to get in front of thousands of local homeowners and commercial clients with laser-targeted precision—based on their location, interests, and even recent behavior like “looking to renovate.” Unlike Google Ads, where people search for services, Facebook helps you create demand by showing off your work with stunning photos, videos, and special offers right where people are already spending their time.

In this guide, we’ll show you exactly how to use Facebook Ads to consistently generate leads for your construction business—without needing a big budget or a full marketing team. Whether you're just starting out or trying to unlock better results from your current campaigns, this article will break it all down into a simple, effective strategy that actually works.

Understanding How Facebook Ads Work

Before diving into your first ad campaign, it’s important to understand how Facebook Ads actually work—especially if you want to generate real leads without wasting money. While the platform might seem overwhelming at first, Facebook Ads can be incredibly powerful once you understand the basics. Let’s break it down in plain English.

What Are Facebook Ads?

Facebook Ads are paid promotions that appear in a user’s Facebook or Instagram feed, Stories, Messenger, Marketplace, or even in Reels. Instead of waiting for someone to search for your service like on Google, Facebook puts your business in front of the right people based on who they are, where they live, and what they care about.

Imagine showing a video of your latest stamped concrete project to homeowners in Abbotsford who recently looked up "backyard renovations" or “home improvement.” With Facebook’s targeting tools, that’s entirely possible—and surprisingly affordable.

How Facebook’s Ad Targeting System Works

Facebook’s real strength is in its audience targeting. You’re not guessing or hoping for clicks—you’re intentionally putting your ad in front of the most likely future clients.

Here’s how Facebook decides who sees your ad:

• Audience Targeting: You define your audience by location, age, gender, interests (like “renovations,” “construction,” or “property investment”), behaviors (like “homeownership”), and even recent life events.

• Campaign Objective: You choose a goal—leads, messages, traffic, video views, etc. Facebook uses this to show your ad to people most likely to take that specific action.

• Ad Budget & Bidding: You decide how much you want to spend. Facebook uses this budget to find the best results at the lowest cost.

• Ad Creative: Your image, headline, video, and text play a massive role in performance. The better the creative, the cheaper the lead.

Facebook Ad Types You Should Know

1. Lead Ads (Forms Built Right Into Facebook)
   Perfect for contractors. These ads let users fill out their name, number, and job details without ever leaving Facebook. Great for quick quotes or free estimate requests.

   Best for: Getting leads fast, especially if you don’t have a high-converting website.

2. Traffic Ads (Send People to Your Website)
   These are designed to drive users to a landing page or service page on your site. If your website is optimized for conversions, this is a great option.

   Best for: Driving traffic to a strong landing page, portfolio, or service page.

3. Video or Photo Ads (Showcase Your Work)
   Before-and-after transformations, job site progress shots, or customer testimonials can build trust and stop the scroll.

   Best for: Building brand awareness and making people remember your company.

4. Retargeting Ads (Reach Visitors Again)
   These ads are shown to people who visited your website or interacted with your content. Super effective for closing warm leads.

   Best for: Following up with people who didn’t convert the first time.

With the right combination of targeting, visuals, and strategy, Facebook Ads become more than just “boosting a post”—they become a real lead machine for your construction business.

Next up, let’s break down exactly why Facebook Ads work so well for contractors in 2025.

Why Facebook Ads Work So Well for Construction Businesses

Getting leads is the lifeblood of any construction company—and relying on word-of-mouth or seasonal demand just isn’t enough anymore. That’s where Facebook Ads come in. Whether you’re a small crew or an established builder, Facebook can consistently generate quality leads at a fraction of the cost of traditional advertising.

Here’s why Facebook Ads are such a game-changer for contractors:

1. You Can Target the Right People—Even Before They Search

Unlike Google, where you wait for someone to type in “excavation company near me,” Facebook lets you get in front of ideal customers before they even start searching.

You can target people based on:

• Age, gender, and location (like homeowners in your service area)

• Interests like home renovation, DIY, landscaping, or real estate

• Behaviors like recent homebuyers or people likely to need contracting services

For example, you could run an ad for stamped concrete patios to 35–55-year-old homeowners in Abbotsford who recently got engaged (and might be upgrading their backyard). That kind of laser-targeting isn’t possible anywhere else.

2. You Only Pay When People Take Action

Facebook Ads can be optimized to get leads, website visits, video views, or messages—and you only pay when people actually engage. That means your budget is spent on real potential clients, not just random impressions.

Even a small $10–$15/day budget can generate quote requests if your ad is well-crafted and your targeting is dialed in.

3. Visual Ads Show Off Your Work

Let’s be real—construction is visual. Whether it’s a before-and-after of a retaining wall, a drone shot of a completed build, or a client testimonial video, Facebook lets you put your craftsmanship front and center.

A well-shot 10-second video of your crew finishing a driveway or framing a custom home can grab attention, stop the scroll, and earn trust instantly.

4. It’s Great for Local Lead Generation

Facebook allows you to target very specific local areas—down to a neighborhood or city block. You can exclude areas you don’t serve and focus only on regions where you want more jobs.

It’s perfect for:

• New businesses trying to break into a local market

• Contractors looking to expand into a nearby city

• Companies who want more jobs close to home

5. You Can Retarget Warm Leads

Facebook Ads lets you show ads to people who have:

• Visited your website

• Engaged with your content

• Messaged your page

• Watched your videos

This is where the real magic happens. People who already know your brand are much more likely to convert—and retargeting keeps you top of mind without spending big.

6. Results Are Fast, Trackable, and Scalable

Facebook’s ad dashboard shows you exactly what’s working:

• How many people saw and clicked

• How many leads you got

• What it cost per lead

• Who interacted with your ad

Once you find a winning ad, you can scale it up, test variations, and keep the leads rolling in consistently.

Whether you’re trying to book out your summer schedule or grow your team and tackle more projects, Facebook Ads can give you the edge. Next up, we’ll walk you through exactly how to set up your first construction campaign, step-by-step.

How to Set Up Your First Facebook Ads Campaign (Step-by-Step)

Launching a successful Facebook Ads campaign for your construction business isn’t about luck—it’s about strategy. Too many contractors throw money at boosted posts or “just run an ad” without a real plan. This guide will walk you through exactly how to build a Facebook Ads campaign that actually generates leads.

Let’s break it down step-by-step:

Step 1: Choose a Clear Campaign Goal

Facebook will optimize your campaign based on the goal you choose. Pick one that aligns with what you want from your ad.

For most construction businesses, the best campaign objectives are:

• Leads – Send people to a form they can fill out right inside Facebook (no website needed).

• Traffic – Direct people to a landing page or your website.

• Messages – Start conversations through Facebook Messenger or Instagram DM.

• Conversions – Track form submissions or quote requests on your site (requires a pixel).

🔧 Pro tip: If you don’t have a website, use Facebook’s built-in Lead Form Ads. They’re fast, mobile-friendly, and high-converting.

Step 2: Target the Right Location

Only show your ads in the areas you actually serve.

Inside the Facebook Ads Manager:

• Use radius targeting (e.g., 25km around Nanaimo or Abbotsford)

• Enter specific cities, postal codes, or neighborhoods

• Exclude areas you don’t work in

This ensures you’re not wasting budget on clicks from the wrong region.

Step 3: Define Your Audience

You don’t want to advertise to everyone. Narrow your audience to match your ideal customer:

• Age: Homeowners tend to be 30–60+

• Interests: Home improvement, real estate, landscaping, renovation

• Behaviors: Likely to move, recently bought a home, recently engaged or married

For example, if you’re promoting driveway installs, you could target 35–60-year-old homeowners interested in “home renovation” within 30km of Langley.

🎯 Bonus: If you have a list of past clients or website visitors, upload it to create a “Lookalike Audience”—people similar to your best customers.

Step 4: Create Scroll-Stopping Ad Content

Facebook is visual. People scroll fast—so your ad needs to stand out.

What works well for construction companies:

• Before & after project photos

• Drone footage of jobsites

• Quick time-lapse videos

• Client testimonials

• On-site action shots (crews working, equipment moving)

Pair your visual with simple, direct ad copy. Example:

Headline: Concrete Driveways – Free Quotes in Nanaimo
Primary Text: Tired of cracked, ugly concrete? We install smooth, long-lasting driveways that boost curb appeal. Locally owned, licensed, and insured. Get a free estimate today!
CTA Button: “Get Quote” or “Send Message”

Step 5: Set Your Budget & Schedule

You don’t need a massive budget to get started.

Start with:

• $10–$30/day depending on your area and how many leads you want

• 7–10 day runs for testing (then adjust)

• Automatic bidding to let Facebook find you the best results

Once you know what’s working, increase your budget slowly and focus on your best-performing audiences and creatives.

Step 6: Set Up Tracking (Leads, Calls, Conversions)

Tracking is key. You want to know how many people are:

• Submitting lead forms

• Clicking through to your site

• Sending messages

• Calling your business (via click-to-call)

Set up the Meta Pixel on your website and install event tracking (especially for quote forms and thank you pages). If you don’t have a site, use Facebook’s built-in lead forms.

Step 7: Launch & Monitor

Once your campaign is live:

• Check results daily

• Pause underperforming ads

• Duplicate and tweak top-performing ads

• Test new audiences and images weekly

Watch key metrics like:

• Cost per lead

• CTR (Click-through rate)

• Lead quality (are they actually calling or booking?)

With the right setup and a little patience, your Facebook Ads can become a lead-generating machine—helping you fill your calendar without knocking on doors or relying on referrals alone.

Next, we’ll cover how to optimize your campaigns over time to get even better results.

How to Optimize Your Facebook Ads Campaign for Better Results

Once your Facebook Ads campaign is live, don’t just sit back and wait for magic to happen. The best contractors constantly test, tweak, and track results to get more leads without spending more money. Here’s how to turn an okay campaign into a consistent lead machine:

A/B Test Your Ads Every Week

One of the most important things you can do is test multiple versions of your ads to see what works best.

What to test:

• Images/Videos – Try before/after shots, drone footage, or work-in-progress clips

• Headlines – “Stamped Concrete Driveways” vs. “5-Star Concrete Contractors”

• Primary Text – “Free Estimates” vs. “Licensed, Local, and Insured”

• Call to Action (CTA) – “Send Message” vs. “Get Quote” vs. “Learn More”

🔧 Facebook automatically favors your top-performing ad—so you’ll get better results without lifting a finger once it’s tested.

Use Negative Feedback as a Signal

You can’t add “negative keywords” like Google Ads, but you can monitor:

• Hide Ad or Report Ad activity

• Low relevance scores

• Negative comments or complaints

If people are hiding your ad or saying “not interested,” it’s time to tweak your audience or creative.

Use Facebook Ad Extensions (Built-In Features)

While Facebook doesn’t have “extensions” like Google, you can still boost visibility with smart extras:

• Add your business page info (address, phone, hours)

• Use instant forms that pre-fill with a user’s info

• Utilize click-to-call buttons for mobile users

• Include reviews in carousel or video content for extra trust

These small additions make your ad feel more complete and trustworthy—especially for homeowners comparing quotes.

Monitor Key Metrics Weekly

Don’t just look at likes. Watch the numbers that actually matter:

• CTR (Click-Through Rate) – Is your ad interesting?

• CPL (Cost Per Lead) – Are you getting bang for your buck?

• Lead Quality – Are people booking jobs or just kicking tires?

• Message/Lead Form Response Rate – Are leads engaging with your team?

🎯 Benchmark: A good cost per lead for contractors is often between $15–$40, depending on your service and area.

Improve Your Landing Page (Or Lead Form)

If you're sending traffic to a website, it better convert. Here’s what to fix:

• One clear CTA (“Book a Free Quote”)

• No clutter—just benefits, photos, trust elements, and contact form

• Mobile optimized (70%+ of leads are on their phone)

• Testimonials or reviews build trust instantly

No website? No problem. Facebook’s Lead Form Ads work great and are mobile-first.

Retarget People Who Didn’t Convert

Sometimes people get distracted. Facebook lets you bring them back:

• Target visitors who viewed your landing page but didn’t convert

• Retarget people who engaged with your Facebook or Instagram page

• Re-engage leads from last month’s campaign with a new offer

Use eye-catching visuals and a clear message like:

“Still need a new driveway? Book a free quote before summer fills up.” Retargeting clicks are cheaper and lead quality is usually higher—because they already know who you are.

Use Lookalike Audiences for Expansion

Once you’ve collected 100+ leads or customers, build a Lookalike Audience:

• Upload your lead list to Facebook

• Facebook finds similar people in your area

• It’s like cloning your best customers

This is the easiest way to scale once you’ve nailed your targeting.

Final Tips for Success

• Don’t "boost" posts—use Ads Manager for real control

• Update your creatives every 2–4 weeks to avoid ad fatigue

• Reply to comments/messages quickly—they can turn into clients

• Use clear offers (Free Quotes, Limited Spots, Fast Turnaround)

• Hire help if needed—running great Facebook Ads takes time and know-how

What You Can Expect From Facebook Ads in the Construction Industry

Before you spend a dime, it’s fair to ask:

• “What kind of leads can I expect?”

• “How much does it cost?”

• “Do Facebook Ads actually work for contractors?”

• “What kind of ROI is realistic?”

Let’s break down the numbers—based on real data and campaigns run for contractors across North America.

What’s a Good CTR for Contractors on Facebook?

Your Click-Through Rate (CTR) measures how many people click your ad after seeing it. A strong CTR means your ad visuals, messaging, and targeting are on point.

Here’s what you can expect:

Ad Type Average CTR Great CTR

Image Ads 0.9% – 1.5% 2% – 3%+

Lead Form Ad 1.5% – 2.5% 3% – 4%+

Retargeting 2% – 4%+ 5%+

If your CTR is under 1%, it’s time to test new visuals or improve your copy.

What’s the Average Cost Per Lead (CPL)?

Here’s what we typically see in construction campaigns:

Service Type Average Cost Per Lead

General Contracting. $20 – $40

Concrete Services. $25 – $45

Roofing $30 – $60

Landscaping. $15 – $35

Renovations. $35 – $70

Leads are generally cheaper than Google Ads, but quality can vary more—so strong targeting and follow-up are key.

What’s a Good Conversion Rate?

On Facebook, a conversion could be someone:

• Filling out a lead form

• Messaging your business

• Calling directly

• Visiting your website and submitting a quote request

Industry average conversion rate: 10% – 20%

If 100 people click your ad, expect 10–20 real leads—with higher rates for remarketing or lead form ads.

What Kind of ROI Can You Expect?

Here’s a sample breakdown:

• Spend: $800/month

• CPL: $30 → 26 leads

• Close Rate: 25% → 6–7 new jobs

• Average job value: $3,500

👉 That’s $21,000+ in revenue from an $800 ad budget.

Even if you only close 3–4 jobs, you’re still way ahead—and scaling is easy once you know what works.

How Long Does It Take to Get Results?

Most construction campaigns see leads within the first 72 hours—especially when running to local audiences with strong offers.

But to really dial it in, expect to test and optimize for 2–4 weeks. Facebook’s learning phase takes time, and your best ads usually show up after a bit of refining.

Final Thoughts on Facebook Ad Performance

• Facebook is great for local awareness + lead generation

• You don’t need a massive budget—$20–$40/day is plenty to start

• Results scale quickly once you’ve tested your audience, offer, and ad creative

• Paired with a fast follow-up system, Facebook Ads can fill your calendar fast

Whether you’re just starting or looking to grow, Facebook Ads give contractors a predictable, affordable, and scalable way to get clients on autopilot.

Final Overview of Facebook Ads for Construction Companies

If you’re a contractor or construction business owner looking to generate consistent leads, build your brand locally, and stay top-of-mind in your area—Facebook Ads is one of the most powerful tools available today.

It gives you the ability to:

✅ Get in front of homeowners before they even search
✅ Build trust with visuals (photos, videos, reviews)
✅ Retarget past visitors who didn’t reach out
✅ Control your ad budget and pause any time
✅ Generate leads directly—without needing a website

In a world where word-of-mouth and yard signs only go so far, Facebook helps you stay relevant in your local market and reach thousands of potential clients where they’re already scrolling.

Whether you offer concrete work, renovations, roofing, fencing, or landscaping—your next customer is on Facebook right now. The question is: will your ad stop them in their tracks?

By following the steps in this guide—from choosing the right campaign type to optimizing your visuals, targeting, and budget—you’ll be well on your way to running ads that actually get results.

And if you’re too busy swinging hammers to manage your ads?

That’s where a contractor-focused marketing team like ours comes in. We’ll help you:

Build your campaigns from the ground up
Set up lead tracking so you never miss an opportunity
Get more bang for your buck with optimized targeting
Fill your calendar without chasing jobs or relying on slow referrals

Want help launching your Facebook Ads the right way?

📞 Book a free strategy call with our team. We’ll walk you through exactly what’s working in your area—and help you turn clicks into contracts.

READY TO GROW YOUR CONSTRUCTION COMPANY?