Most tradies think of Google when they think of advertising, and for good reason: people search when they have a problem. But Facebook and Instagram can be a powerful second channel, especially for trades where the job is bigger, more visual, or where homeowners plan ahead rather than panic.
Here’s a practical guide to using Meta ads as a tradie.
When Facebook ads work best for trades
Meta ads are strongest for planned, higher-value work, not emergencies. Good fits include:
- Bathroom and kitchen renovations
- Switchboard upgrades, EV chargers and solar
- Air conditioning installs
- Landscaping, decks, fencing and paving
- Painting and roofing restorations
For urgent jobs like burst pipes, Google Ads usually wins, because people are searching rather than scrolling. If you’re weighing the two, my Google vs Meta comparison explains the difference in full.
What to advertise
Don’t just say “we’re plumbers, call us”. Give people a reason to act now:
- A specific offer. “Free switchboard safety check” or “Book your free on-site quote this month”
- A common problem. “Cold showers? Your hot water system might be due”
- Proof. A short video of a finished job and a real customer review
- A price signal. “EV charger installs from $1,800” filters out the wrong enquiries
The creative that works
You don’t need a studio. Phone footage of real work beats stock images every time.
- Before-and-after photos
- A 15-second clip of a finished job
- A tradie explaining one useful tip to camera
- A customer saying thanks
Real faces and real jobs build the trust that makes someone choose you over a stranger.
Targeting local homeowners
The goal is to reach the right people in the right suburbs, not everyone. A good setup includes:
- A tight radius around the areas you actually service
- Homeowners rather than renters where relevant
- Retargeting anyone who watched your video or visited your website
- Lookalike audiences built from your past customers
Retargeting is where Meta shines for trades. Most people won’t enquire the first time they see you, but seeing your work a few times builds familiarity, and then you’re the name they remember.
Use lead forms or send people to a page?
Both can work. Instant lead forms inside Facebook are easy for the customer and often produce more enquiries, but they can be lower quality. Sending people to a landing page produces fewer but better leads. A good starting approach is to test both and measure which one produces more booked jobs, not just more form fills.
Speed matters more than the ad
Facebook leads go cold fast. A homeowner who filled in a form is unlikely to wait six hours for a reply. The best results come when new leads get an instant text, a clear next step and a prompt follow-up. See my automation guide.
What does it cost?
Most tradies start between $1,000 and $2,500 a month in ad spend. Meta leads are usually cheaper than Google leads, but less urgent, so the real measure is cost per booked job. My budget guide for tradies shows how to work that out.
Common mistakes
- Boosting posts instead of running proper campaigns. The boost button optimises for likes, not leads
- No pixel or conversion tracking, so Facebook never learns who your best customers are
- Stock photos instead of your real work
- Slow follow-up
Let me run it for you
I manage Facebook and Instagram ads for tradies, including targeting, creative direction, tracking and follow-up. No lock-in contract, and you deal with me directly. If you’d like to compare options first, see my checklist on choosing someone to run your ads, then book a free strategy call.