Facebook ads are one of the most debated marketing channels for contractors. Some swear by them. Others have wasted thousands with nothing to show for it. Let's break down when Facebook ads make sense and when they don't.
Facebook ads are interruptive. People aren't on Facebook to find a contractor — they're there to see what their friends are up to. Your ad interrupts their scrolling. This can work for awareness, but it's not great for capturing high-intent leads.
Google ads, on the other hand, are intent-based. When someone searches 'plumber near me,' they have intent. They need a plumber right now. That's a much higher quality lead than someone who saw your Facebook ad while looking at their cousin's vacation photos.
So when do Facebook ads make sense? They work well for seasonal promotions and special offers. 'AC tune-up special — $79 this month only.' They work for reactivating past customers with retargeting. They work for building local brand awareness.
When don't they make sense? When you're trying to capture emergency leads. Nobody goes to Facebook when their pipe bursts. They go to Google. If your budget is limited, invest in Google and your website first, then add Facebook as a secondary channel.
If you do run Facebook ads, make sure you have a system to capture and follow up with the leads. Facebook leads are notoriously low quality because the forms auto-fill with the user's Facebook info, making it too easy to submit without real intent. You need aggressive follow-up to convert them.
Our take: start with your website, local SEO, and review generation. Those are your foundation. Add Facebook ads only if you have the budget and the systems to handle the leads properly. Don't start with Facebook ads — end with them.
