Let's TalkLet's TalkAdditions and major renovations are dreamed about long before anyone searches for a contractor. Facebook and Instagram reach clients at that stage - if the ads qualify the dream before your estimator drives out.
If you run Meta ads, we review the account, forms and recent leads, and trace them to estimates and signed contracts. If you do not, we look at your projects, your area and the work you want, and tell you whether Meta is likely to produce it - including when the honest answer is to put the money into search and referral partners.
Four failures we see repeatedly in this vertical, and what each one actually costs.
A stunning addition or whole-home renovation in a feed attracts everyone who would love one. Most have no plans, no budget anywhere near the work and no timeline. Contractors running portfolio ads with a basic form spend estimators' days on people who were daydreaming - and the estimators who should be pricing real projects fall behind.
Meta's lead forms are easy to fill in, so a homeowner who wants a door hung responds to an ad for a major renovation. Without questions on scope and budget, every small job looks like a lead until someone calls it back.
Major projects take months to decide, often waiting on financing, plans or a partner. Contractors who call a Facebook lead twice and stop lose most of the projects that eventually sign - to whoever stayed in touch with useful information.
Leading an ad with monthly payments can put it into Meta's financial products and services special ad category, which restricts targeting, and recruiting crews runs under the employment category. Contractors who mix those messages into customer campaigns find their targeting limited without knowing why.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
The cost of a bad Meta lead for a general contractor is not the lead fee; it is the estimate. We put project type, scope, a budget band, timing and plans into every form, and accept fewer leads, because an estimator's week spent on daydreams is the most expensive outcome contractor ads can produce.
Clients worry about the months between signing and moving in. Short videos of your projects in progress - the team, the site kept tidy, the problem solved - answer that worry better than any finished-room photo, and no competitor can copy them.
Additions and major renovations are rarely signed in the first month. We build follow-up that stays useful - recent projects, process explainers, notes on when crews have availability - so the client waiting on a bank or an architect still thinks of you first when they are ready.
The project types you want more of, and the footage that shows them best.
Project type, scope, budget band, timeline and plans.
Projects in progress and finished, with your team on camera.
Separate campaigns so each is judged on what it signs.
Retargeting and email that run for as long as decisions take.
Signed contracts sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Homeowners imagine an addition or a renovation for months before they look for a contractor. Meta reaches them during that time with real projects, so when they are ready to talk to builders, your company is already the one they know.
Someone who responds to an addition campaign has already told you what they want. Separate campaigns per project type keep creative relevant, forms specific and reporting honest about what Meta actually sells.
Many contractors are limited by crews, not leads. Hiring through Meta can work, but job ads run under the employment special ad category with restricted targeting, so they belong in separate campaigns judged on hires.
Clients ready to hire search for contractors and ask architects and friends. Meta is strongest at creating demand earlier; it works best alongside search and a referral programme, not instead of them.
None of our case studies is a construction business. The nearest is a residential real estate team where we ran Meta and Google, focused targeting on six high-intent zip codes and automated follow-up for buyers on 90-day-plus timelines - 2,400+ leads at $28 each and 146 closed deals. Reaching the right neighbourhoods and staying useful through a long decision is what contractor Meta campaigns depend on.
Read the full case studyFor larger projects people plan over months - additions, major renovations, custom work - they can, if the forms qualify on scope, budget and timing and follow-up continues for months. For small jobs and urgent repairs, they mostly produce noise.
Run campaigns by project type and ask scope, a budget band and timing in the form. Consider the higher-intent form type, which adds a review step. Fewer leads will arrive, and far more will be worth an estimate.
Your own projects - in progress and finished - with your team on camera explaining the brief and how you handled it. Stock construction imagery looks like every other ad and proves nothing about your work.
Carefully. Since January 2025, US ads for financial products and services must run under a Meta special ad category with restricted targeting, and an ad promoting a financing offer can fall under it. We keep finance details on the landing page.
Yes, but job ads run under Meta's employment special ad category, which restricts targeting. Keep recruiting separate from customer campaigns so each is judged on its own results.
For months, with useful content rather than sales calls: recent projects, process explainers, availability notes. Large projects are often signed long after the first enquiry.
Typical ranges for common project types, where you are comfortable, help more than they hurt: they filter out budgets that will never meet the work and reassure clients whose budgets will. If ranges feel risky in the ad, put them on the landing page and ask for a budget band in the form.
If you have permission to use their details for marketing, yes. Past clients are a strong audience for repeat projects and introductions, and they cost little to reach. We check how the data was collected before any list is uploaded, and keep messages useful rather than promotional.
Usually not as the main route. Commercial clients are reached better through relationships, tenders and search. Meta can support familiarity with local business owners, but residential projects are where it tends to earn its budget.
Enough to test one or two project types properly, judged on estimates and signed contracts over a few months. Search and referrals usually deserve priority; Meta adds demand earlier in the decision.
Written for owners weighing this up, whether or not they work with us.
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No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.