Facebook Ads are demand generation for contractors.
Google captures existing intent. Facebook creates it. That means you're interrupting scroll — the creative has to stop the thumb, and the offer has to be specific enough to spark action. Generic "we do roofing" ads lose money.
Lead with an irresistible contractor offer.
Free inspection. Free estimate with photo report. $99 tune-up. Storm-damage assessment. The offer should be low-friction and low-risk. Nobody stops scrolling for "get a quote."
Native creative wins on Facebook Ads.
UGC-style videos — a foreman explaining what they check on an inspection, a satisfied homeowner walking the job — outperform polished agency ads 3–10×. Shot on a phone, cheap, and it converts.
Instant Forms beat landing pages for contractors.
For most local contractors, Meta's Instant Forms convert 2–4× better than sending traffic to a landing page. Pair them with instant AI callback and you've got the fastest funnel on the internet.
Retarget every Facebook Ads visitor.
Video viewers, page engagers, website visitors, past customers — all should see follow-up ads with reviews, offers, and process explainers. Retargeting is where Facebook goes from expensive to cheap.
Kill bad Facebook leads with qualification.
Add ZIP-code, home-ownership, and budget qualifiers to your form. It'll reduce lead volume but 2–5× your close rate. Cost per booked job matters — not cost per lead.
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