Is Facebook Advertising the Right Move for Your Construction Business?

The question of customer acquisition often arises when I discuss social media with builders. Some even argue that Facebook Ads are ineffective. When you’re starting out, they might not work for various reasons. Marketing your construction company is a complex platform where your customer lifecycle exists. This lifecycle could include social media business profiles, a website with a blog, a YouTube channel, a podcast, PPC, Facebook ads, and more.

Facebook Ads have gained popularity due to the platform’s 2.9 billion monthly active users. Your customer is likely on Facebook, making it an excellent advertising platform, provided you have a strategy.

Types of Posts to Promote Your Construction Business

1. Celebrate your company’s achievements. Promoting awards your company has won is a great way to show that others hold your company in high regard. The nature of the award is secondary to the fact that you’re showcasing your company as a winner.
2. Before and After of projects, these posts consistently perform well as they help potential customers visualize their construction projects.
3. Testimonials. These are the best way to gain the trust of potential customers.
4. Contests. These are excellent methods to promote your services.
5. Blog Posts. These show your audience that you are an expert and help drive new traffic to your Contractor’s Website.

Tips for a Successful Contractor Facebook Ad

1. Identify your audience in your opening sentence by asking qualifying questions. For example: “Ready to replace your old worn-out deck?” or “Thinking about building your dream home?”
2. Keep it simple. Provide just enough information to grab their attention, then direct them to your landing page or website.
3. Use attention-grabbing imagery. This will stop people from scrolling past. If you’re using video, then have a scroll-stopping thumbnail. Keep with your business branding when choosing an image. Photos of past completed projects and before & after photos are very effective in grabbing your potential customer’s attention.

Types of Facebook Ads for Your Construction Company

Photo Ads are the most common way to advertise on Facebook. Upload an image representing the message and link it to your website. Completed projects are a great subject matter for a construction Facebook ad. This is a great starting point as it’s the most straightforward.

Video Ads get more engagement but require more effort to create a high-quality product. If you decide to run video ads for your construction company, we recommend displaying your product or service, being clear about your offer, and keeping it fast and short.

Carousel Ads allow you to display up to 10 photos, each linking to a different page of your construction website. This ad option is nice because you can use multiple images to take your customer on a journey.

Lead Ads allow you to collect information about people interested in knowing more about your product or service. An Instant Form will allow you to collect an interested customer’s name, email, phone number, and more. You can also include custom questions to understand your potential customers better.

Boosted Posts are ads created out of your organic posts. Boosting is a way to expand your organic post reach and get more people to interact with your brand. This is not a lead-generating way to spend your marketing budget. Boosting is only for reach, engagement, and reaching new people. When someone states that Facebook Ads don’t work, most likely, they tried boosting a post and did not get the results they wanted.

Landing Pages for Your Construction Ad Campaigns

Your contractor advertisement must point to a website, preferably a landing page specific to that ad. If your ad says, click here to learn more about decks, and you send them to your home page, most people will bounce. When someone clicks on an ad about building a deck, they want to see a webpage about building decks(colors, sizes, materials, photos, how to buy, etc). Building the landing page is one of the first steps to take when running a Facebook Ad Campaign for a Remodeler.

The Landing Page is also where you should convert them with a good call to action. Writing up good sales copy to get them to take the next step is critical on the landing page. Once you get them to your website, you want to convert them, which is what the landing page is for. Having a good form to capture their information is the conversion.

A lead capture form is a must on a home builder landing page. Getting the potential customer to fill out the form is more difficult than you may think. Forms have been the subject of study by many companies. Having fewer spaces to fill out can increase the conversion rate. Only ask for pertinent information for better results and conversions.

Remember, when spending advertising dollars, Facebook will show your ad to people in your audience who are the most likely to take action. Facebook wants you to continue to spend your advertising dollars to market your Construction Company, so they want to give you results.

Also, see Google Ads For Contractors

Contractors: get a free social media analysis

You’re a skilled trades worker, a craftsman, not a Facebook marketer, so save yourself the trouble and get a free Social Media Analysis from Bartholomew Media Group. See how to save time and get more ROI on your social media campaigns with our Contractor Marketing Services.