Introduction to Facebook Ads for Construction Companies
In the United States, there are over 194 million users on Facebook…
That’s over half the country’s population, and your next big contract is there waiting for you. The construction companies that don’t take advantage of Facebook ads run the risk of falling behind in construction marketing.
Facebook isn’t just for funny cat videos and for Aunt Karen to share her casserole photos anymore. It’s a platform that allows you to network and showcase your work to your target audience. Having a Facebook page is essential for establishing your brand and engaging with your audience. A well-planned social media strategy can significantly enhance your reach and impact.
Whether you’re a general contractor, a real estate developer, or an architect. Facebook allows you to find new leads, showcase your work, and build relationships with your clients.
In this blog, we’ll show you how to use Facebook ads to their fullest ability and help you grow your business online. In today’s age, having an online presence is no longer optional, it’s necessary for businesses that are ready to scale.
We’ve also prepared some bonuses for you at the end, so make sure you read to the end to get a headstart against your competitors.
2. Why Facebook Ads Work for Construction Companies
Let’s face it, your potential clients aren’t reading newspapers anymore. They’re scrolling on their phones, sharing memes and seeing what their friends are doing. Which makes Facebook Ads the perfect way to get in front of them. Here’s why they work:
Massive Reach
Since we know that there are over 150 million users in the US alone. Think of Facebook ads as your digital megaphone for targeted advertising. It doesn’t matter if you’re targeting architects looking for a general contractor or a homeowner dreaming of remodeling their kitchen, your ideal audience is already on Facebook. Facebook ads can help you reach new customers who are looking for construction services.
Facebook’s algorithms are also very accurate. It’s like they know what people want before they do. Ever talked about your favorite NFL team, only to suddenly see posts about them? That’s the kind of precision that Facebook brings. Your ads will reach the people who actually need your services.
Local Targeting Capabilities
Sure there might be tons of people on Facebook, but in the construction game, you’re going to want to target people who can actually use your services through local advertising.
For example, you might be a roofing contractor and you just finished replacing a roof in bad shape. With Facebook ads, you can target other homeowners in that same area because you know that other roofs are also on their last legs.
Facebook’s geo-targeting tools ensure your ads only show up where they’ll have the most impact. So you won’t have any wasted clicks or dollars.
Cost-Effective Marketing
Compared to your old-school advertising, Facebook Ads are a lot more budget-friendly. (And a lot more effective) Instead of forking over thousands for a radio sport or a billboard, you can launch highly targeted campaigns for a fraction of the cost.
Facebook also allows you to control your spending. You can start with a small budget and test the waters to see what works and what doesn’t. Additionally, you can schedule your ads to run at specific times, ensuring they reach your audience when they are most active, which helps optimize your ad spend.
Bottom Line
Facebook Ads can be your secret weapon. You can reach more people, focus on the right areas, and do it with a lean budget.
3. Getting Started with Facebook Ads
Diving into Facebook Ads can feel a bit overwhelming if you’re new to the platform. But don’t worry, it’s a lot simpler than it seems. Here’s how to get your construction company set up for success:
Create a Facebook Business Page
Before you can run ads, you’ll need a well-maintained Facebook business profile. All you have to do is go to facebook.com/pages/create and follow the prompts. You can add a couple of high-quality images, your logo, and some contact information. Make sure to put your best foot forward here. Those pictures can either improve or bring down your brand image.
Set Up a Facebook Ads Manager Account
Ad management is your control center for creating, managing, and analyzing ads. You can make an account by going to business.facebook.com following the setup instructions and linking your Ad Manager account to your business page.
Define Your Goals
Think about what you want your ads to accomplish in terms of your marketing objectives. Setting clear objectives is key to creating an effective ad campaign. Common goals for construction companies can be:
- Lead Generation: Collect contact information for potential clients that your sales team will convert to clients..
- Traffic: Send people to your website or landing page.
- Brand Awareness: Let more local prospects know about your services.
In a future section, we’ll talk more about the different types of Facebook ads and which goals they are best suited for.
Bottom Line
By setting up your accounts and defining your goals, you’ve already taken your first step to building an even healthier backlog.
4. Target the Right Audience
This is the first step to nailing your marketing strategy. The best Facebook Ads in the world won’t deliver results if they’re shown to the wrong people. Imagine you create a killer ad about high-end home renovation and someone who’s renting an apartment sees it.
It would be a total waste of money and time. With Facebook’s targeting, you won’t ever have to worry about wasting your valuable resources. Here’s how to hit the bullseye every time:
Demographics: Find Your Ideal Decision-Makers
Customer segmentation through Facebook’s demographic targeting lets you narrow down your audience based on key details like:
- Homeowners: Target users who own property rather than renting.
- Age groups: You can focus on higher groups like 30-60 because these people are more than likely decision-makers.
- Income Bracket: Target higher-income groups for upscale renovations or commercial builds.
Example Campaign: You can set up your campaign to target high-income homeowners who are 35 to 55 years old in your area for high-end renovations or roofing needs.
Location-Based Targeting: Keep It Local
Construction is a local game and Facebook’s geotargeting tools make it easy to reach people in your preferred service area.
- Zip Code Targeting: Focus on specific neighborhoods or areas with high-value properties.
- Radius Targeting: Set a specific radius around your business or project sites to attract nearby clients
- Exclusions: Avoid wasting ad spend by excluding areas you don’t service.
Example Campaign: To get the most bang for your ad dollars, you can set a 30-mile radius around your city and exclude rural areas you don’t service.
Interest and Behavior Targeting: Speak Their Language
Use interest, behavior, and behavioral targeting filters to target people who are actively thinking about construction or renovations. For example:
- Interests: Home improvement, renovation, architecture, or landscaping.
- Behaviors: Recent homebuyers or people likely to move, meaning they may need construction services.
- Job Titles: Target property managers, real estate agents, or developers for commercial construction work
Example Campaign: You can target property managers whose interests might include “property management” or “building maintenance”. With job titles like, “Property Manager” or “Building Supervisor”
Custom Audiences
Why chase cold leads when you can go after people who already know you? Custom Audiences let you retarget:
- Website Visitors: People who have visited your website or landing page.
- Unconverted Leads: People who’ve filled out a lead form but didn’t convert.
Example Campaign: You can run retargeting ads to people who have visited your “services” page but didn’t end up buying your services.
These campaigns work great because some people need to see your brand a couple of times before they are ready to commit.
Bottom Line
With Facebook’s targeting tools, you can stop wasting time and money on the wrong audience. Whether you’re focusing on homeowners, property managers, or anyone in between, laser-focused targeting ensures your ads land where they’ll make the biggest impact.
If you need help identifying your ideal customer, then check out this blog to understand who would be your ideal customer. Understanding Your Market and Identifying Your Ideal Customer for Startup Success
5. Types of Facebook Ads
Facebook Ads offers a variety of different ad types, each designed to help your business connect with potential clients in unique ways. Think of them as tools in your marketing toolbox. Let’s dive into the most effective ad types and how you can use them to grow your business.
Lead Generation Ads: Turning Interest in Action
Lead Generation Ads are the bread and butter of Facebook advertising. They let you collect names, phone numbers, and email addresses directly on Facebook by offering something of value in return.
Why they Work:
- Quick and seamless lead collection with pre-filled forms
- Customizable questions to qualify leads based on project needs or budget.
- Perfect for capturing serious prospects who want more information.
Example: You can have a headline like, “Ready to build your dream home? Get a Free Quote Today” with a high-quality image of a completed home you’ve built.
Pro tips: Follow up with leads quickly, ideally within 24 hours, to keep them engaged and interested.
Keep the form simple. The more fields they need to fill out, the less likely they are to complete it.
Capturing someone’s email is only half the battle. Once you’ve gotten their contact information you have to be able to nurture them and keep your business at the top of their mind. This email guide will show you how to do that. Complete Guide to Construction Email Marketing + 32 Templates
Video Ads: Let Them See the Magic
If a picture’s worth a thousand words, a video is worth a million. Video Ads let you show off your expertise in ways photos just can’t. Think time-lapse builds, walkthroughs, or before and afters.
Why They Work:
- Visual storytelling keeps viewers engaged and showcases your craftsmanship.
- Builds credibility by featuring real projects and satisfied clients.
- Videos are highly shareable, expanding your reach beyond your immediate audience.
Example: A time-lapse video showing the transformation of a backyard renovation from start to finish.
Pro Tips: Keep videos short and engaging, 30 seconds to 1 minute works best.
Use different angles and shots to make sharper videos to increase your likes and share rate.
Carousel Ads: Show Off Your Range
Why settle for showing one project when you can highlight several? Carousel Ads let you display multiple images or videos in a single ad, making them ideal for showing off your wide range of services.
Why They Work:
- Perfect for showcasing different services, like home renovations, roofing, or commercial builds.
- Allows clients to interact by scrolling through your offerings.
- Increases engagement by providing a variety of visuals in one ad.
Example: You can have a headline similar to, “From Kitchens to Patios, We’ve got you covered” and have these images in your carousel.
Image 1: A clean, modern kitchen.
Image 2: A newly built backyard deck
Image 3: A sleek, dream bathroom.
With carousels, you’re able to demonstrate your expertise in different areas.
Pro Tip: Include a clear call-to-action for each carousel item, like “Get a quote” or “View Our Portfolio”
Local Awareness Ads: Own Your Neighborhood
Community engagement is crucial in construction, and Local Awareness Ads ensure your name pops up for the right audience in your area.
Why They Work:
- Targets specific areas like neighborhoods, zip codes, or cities.
- Boosts brand recognition within your service area.
- Encourages nearby clients to reach out or visit your website.
Example: Showcase a prominent project your team completed in the area. You can headline with something like, “Your Trust Local Contractor in Tucson AZ”.
Pro Tip: Include a location pin on a map in the ad to emphasize your local presence.
Retargeting Ads: The Second (or Third) Impression
Have you ever visited a website and noticed their ads “following” you online afterward? That’s remarketing, also known as retargeting, and it’s a powerful way to stay at the top of your potential client’s mind. Especially since they’ve already shown interest in your business.
Why They Work:
- Targets people who’ve visited your website, interacted with your page, or watched your videos.
- Keep your business top-of-mind for prospects still deciding to hire.
- Significantly increases the likelihood of conversions.
Example: An ad of a before and after of a project with a headline of, “Still thinking about that remodel? Let’s make it happen”.
Pro Tip: Use retargeting ads to offer exclusive deals or emphasize your unique selling points, like fast turnaround times or free consultations.
Bottom Line
Each ad type has its unique purpose but that doesn’t mean you have to choose just one. By combining different ad types and forming a strategy you’ll see a lot more growth than if you were to just stick with one ad type.
6. Crafting Effective Ad Campaigns
People don’t log onto Facebook to hire a contractor—they’re there to scroll, laugh at memes, and forget about work for a while. That means your ad needs to grab their thumb and make them stop scrolling. Here’s how to craft ads that demand attention and drive action:
- Write Headlines That Speak to Pain Points: Hook your audience with headlines that address their pains. For example, if you’re targeting developers, have your ad centered around, “Tired of Missing Deadlines” Or about “Struggling to get those pesky permits and regulations”.
- Focus on Benefits, Not Features: Instead of just telling your audience what your product or service does. Show them why it matters. For example instead of saying, “We build our decks for your backyard”. You can say “Enjoy your perfect backyard with a custom-built deck”. Try to sell your audience the feeling of having a brand new deck instead of telling them about your decks.
- Use Eye-Catching Visuals: Your projects can (and should) speak for themselves. Use before-and-after photos or everyone’s favorite time-lapse videos to showcase your best work.
- Add a Clear Call-to-Action (CTA): Make it easy for potential clients to take the next step. Confusion kills conversion, every message or ad needs to have a clear purpose. If you’re offering a free estimate you can say something as simple as, “Click the link at the bottom to get your free estimate today”.
Not every ad you come up with will be an instant success. It’s just the name of the game. You always want to be experimenting with different visuals, headlines, and CTA’s to see what resonates most with your audience.
7. Optimizing Ad Campaigns for Success (Analytics)
Optimizing your Facebook ads is how you turn good campaigns into great ones. By continually tracking and optimizing you’ll increase your return on investment.
A/B Testing
Split testing different headlines, visuals, and CTA’s against each other is crucial. But only test one at a time so that you can keep track of what resonates better with your audience.
Tiny changes can make a big impact. That new headline or sharper image could be the difference between a scroll and a click.
There’s always room for improvement so never stop testing and your numbers improve.
Budgeting Tips
Cost management is crucial for creating a solid budget for Facebook ads that won’t break the bank. Here’s how you can make every dollar count.
- Start Small: Begin with a smaller daily budget, like $10 – $20 and if your ads are working then you can scale up your spending because you know your ads are working.
- Split by Campaign Goals: Allocate more budget to proven campaigns and a smaller percentage for testing new ideas.
- Prioritize High-Value Ads: Focus on ads that directly generate leads, like Lead Generation or Retargeting Ads to get the most bang for your buck.
Analyzing Metrics
Your Facebook ads campaigns are going to have multiple different performance metrics that you should keep track of. They tell the story of your ad’s performance. Track them, learn from them, and adjust accordingly. Here is some of the data you’ll see:
- Impressions: How many people are seeing your ads? If you have a lot of impressions but not a lot of engagement. Then you know your ad needs to stand out more.
- Click-Through Rate (CTR): The percentage of people who saw your ad and clicked on it. A low CTR means your ad isn’t resonating with your target audience. Usually, a CTR of 1% is a good benchmark.
- Cost-Per-Click (CPC): The amount you pay every time someone clicks on your ad. A high CPC could mean that your ad isn’t engaging enough or your target audience is too broad. CPC can range from $1 to $3 depending on your target audience and competition.
- Conversation Rate: The percentage of ad clicks that result in a desired action, like filling out a lead form or booking a consultation. If you have high clicks and a low conversion rate it means your headline was pretty good but your landing page/lead form could use some work. Having a 10% conversion rate is a good target to aim for.
Pro Tip: Track performance weekly. Your metrics will tell you what’s working, what’s wasting money, and where to focus.
Bottom Line
Tracking your ad performance will ensure that you’re making the most out of your budget. If you skip this step your money is going to evaporate faster than an architect’s budget on a poorly designed commercial project.
8. Common Mistakes to Avoid
Facebook ads can be a double-edged sword. If done correctly you have high potential to scale and grow your construction business online. However, if done incorrectly you’re going to waste your hard-earned dollars.
Here are some of the common mistakes businesses make when running their campaigns.
- Targeting to Broadly: Trying to reach “everyone” in your area instead of narrowing it down to your specific target audience. If you target too broadly your ads will end up in front of people who aren’t interested in your ads, which will drive up your costs and throw off your metrics.
- Ignoring Mobile Optimization: Most people on Facebook are on it from their phones. If your landing page or lead form isn’t optimized for mobile, you’ll lose qualified leads fast. Test to see how your landing pages look on your phone and make sure they are easy to navigate through.
- Overusing the Same Ad Creative: Don’t run the same ad over for too long without refreshing your visuals or copy. Your audience will start to develop “ad fatigue” and will start to ignore your campaigns.
Avoiding these mistakes can save you time, money, and frustration. Focus on targeting the right audience, keeping your ads fresh, and following up promptly to turn clicks into contracts. Run smart campaigns, and let Facebook Ads work for you, not against you.
9. 2 Bonus Tips for Maximizing Your Ads
As promised here are the two bonus tips to maximize your ads performance and to get you ahead of the competition.
Leverage Facebook’s scheduling feature
Ad scheduling is crucial because not all hours of the day are created equal when it comes to advertising. Scheduling your ads during the times your audience is most active will make your budget go even further.
For example, if you’re a subcontractor, you might want to schedule your ads to run more frequently during lunch time and just after the workday.
You wouldn’t want your ads to be running in the middle of the night, because nobody would ever see them.
Use testimonials and reviews
Nothing speaks louder than happy customers. Adding testimonials and reviews to your ads will add instant credibility and reassure prospects that you’re the real deal.
Social proof is especially helpful for high-ticket projects where potential clients have to trust you before even thinking about working with your construction company.
Prospects are more likely to take action when they’ve seen others have had great experiences with you.
To use this properly, add client quotes directly into your ads and bonus points if you include a before and after photo with their quote.
By showcasing your reviews you can boost engagement, build trust, and get better results on your campaigns.
There is nothing better then video testimonials as those can’t be faked.
10. Conclusion
Facebook Ads aren’t just some tool. It’s like an extra sales rep or an extra team member for your construction company. It doesn’t matter if you’re targeting homeowners dreaming of the next remodel or developers looking for reliable contractors.
The platform gives you the power to connect, convert, and build lasting relationships. You can do this with a lean budget, so you don’t have to risk a fortune with this opportunity.
You can start small, test often, and let your ads work as hard as you do.
Need help getting started? We’re here to make sure your ads are set up for success so ask us anything you’d like!
