Short answer: Yes, but they work differently from Google. On Google, people are already searching for you. On Facebook and Instagram, you are interrupting people who were not looking yet. That makes Facebook ads great for visual trades, clear offers, and staying in front of past visitors, and weak for emergency jobs.
Many contractors try boosting a post, get likes and comments, and decide Facebook does not work. Usually the problem is not the platform. It is using it like Google.
Search intent vs. scroll intent
Someone searching “roof leak repair Worcester” needs help today. Someone scrolling Facebook is not thinking about their roof at all until your ad reminds them.
So Facebook ads work best when they create interest with something people want to stop for: a strong before and after, a seasonal offer, or a clear problem they recognize.
Trades where Facebook ads tend to work well
- Remodeling, kitchens, and bathrooms, where photos sell the job.
- Roofing, siding, and windows, especially with seasonal offers.
- Landscaping, hardscaping, and decks.
- Painting and exterior cleaning.
- HVAC tune-ups and maintenance plans before the season starts.
Emergency work like burst pipes is usually better served by Google, because people search when the problem happens.
Why boosted posts usually disappoint
Boosting a post optimizes for likes and reactions, not customers. Meta will find people who like things, which is not the same as people who hire contractors.
Real ad campaigns, set up in Ads Manager, can optimize for leads or booked calls instead. That one change often makes the difference.
What a working contractor ad looks like
- Calls out the customer. “Worcester homeowners” or “Your roof after this winter” beats a generic headline.
- Shows real work. Your own photos and short videos outperform stock images.
- Has one clear offer. A free estimate, a seasonal discount, or a limited number of spots.
- Sends people to one page. A short landing page or lead form, not your homepage.
- Gets a fast reply. Facebook leads cool off quickly. Respond within minutes.
Retargeting: the most underrated use
Most people visit your website and leave without calling. Facebook and Instagram ads can show up for those visitors later, reminding them of you while they are still deciding.
This requires the Meta Pixel on your website. Without it, you cannot retarget or measure which ads turn into leads.
Lead forms or a landing page?
Meta lets people send their details without leaving Facebook, using an instant lead form. It is fast and easy, which usually means more leads, but often lower quality ones.
A landing page asks a little more of the customer, which tends to filter out people who are just curious.
- Use lead forms for simple, lower-cost offers, and add one or two qualifying questions, like their town and the type of job.
- Use a landing page for bigger projects and higher-value offers, where you want the customer to see your work and reviews first.
Either way, call or text every lead fast. Facebook leads forget they filled out a form surprisingly quickly.
How to tell if it is working
Judge Facebook ads by leads and booked jobs, not likes. Give a new campaign a few weeks and a steady budget before deciding, and change one thing at a time so you know what made the difference.
Related reading
- Google Local Services Ads vs. Google Ads for Contractors
- What Happens When You Miss a Call From a New Customer?
- How Much Should a Massachusetts Contractor Spend on Google Ads?
Tried Facebook ads and got nothing but likes? Tell us what you ran and what you sell. We will tell you whether Facebook fits your trade, and what we would change first.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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