Facebook ads work well for contractors, but not for every job. Small repair work and emergency calls are rarely worth paying to advertise, because those homeowners search the moment something breaks and they hire whoever answers first.
The jobs that respond are the ones with a real decision attached. Roof replacement, siding, windows, kitchens, baths, pools, and full system installs all do well, because the homeowner is researching options and comparing companies before they call.
The other thing that makes contractor advertising work is patience. A homeowner considering a fifteen thousand dollar project may take weeks to book an estimate, so a campaign that only asks for the appointment on the first impression leaves most of its value on the table.
If you also run search, the page on whether to use Facebook or Google ads explains how the two fit together for a contractor.
Related reading: How long until ads bring in customers, How much should I spend on ads each month and What is a good cost per lead.
What we would run for a contractor
- Campaigns for replacement and install work rather than small repairs
- Creative that answers the cost and timeline questions homeowners actually ask
- Retargeting for people who visited the site but did not book
- Follow up within about a minute so an estimate request is not lost
- Reporting on cost per booked estimate rather than cost per click