How much should a contractor spend on Facebook ads?

Work it out from your own figures: what a booked estimate is worth, the most you'd pay for one and how many your crew can handle a month.

Are leads from a Facebook form worse than phone calls?

Not necessarily. Someone filling in a form may still be deciding, so they need a fast call or text with a clear next step. A caller is ready to talk now. Judge both by booked estimates.

How often should contractors change their Facebook ads?

Add new ads on a schedule rather than editing the ones running, since significant edits restart Meta's learning phase. Retire an ad when its cost per booked estimate keeps rising.

How do contractors get more leads from Facebook ads?

By the Fullday team · Published October 19, 2026

To get useful leads from Facebook ads, a contractor needs one specific offer for one type of job, shown in the area they serve, with real photos of their own work. Answer every lead within minutes, judge each ad on the estimates it books rather than its clicks, and add fresh ads on a regular schedule.

What should a contractor do, step by step?

Start with the job you most want more of. Each step closes a gap between someone tapping an ad and you standing in their kitchen with a tape measure.

Pick one job type and one offer, like a free roof inspection or a kitchen design visit, and lead with it.
Center the location on the towns you actually drive to, and name them in the ad.
Use real photos and short videos of your own jobs, crews and trucks, not stock images.
Choose how people reach you: a Facebook lead form, a call button or a booking page.
Reply to every lead within minutes, by call or text, while they still remember asking.
Judge each ad on booked estimates and what they cost, not on clicks or cost per lead.
Add new ads regularly and retire the ones whose cost per booked estimate keeps climbing.

Should you use a lead form, a call button or a booking page?

Use the one that matches how urgent the job is. A Facebook lead form takes a few taps, so people can fill it in while still deciding; add a question about the project and town to sort real jobs from browsing. A call button suits urgent work like leaks and storm damage. A booking page asks more, so people who finish it have picked a time.

How should you target your service area?

Target by place, and let the ad's words do the rest of the sorting. Meta's housing special ad category covers housing repairs, and it limits targeting: no ZIP codes, and a minimum radius around each location. So center the ads on your core towns and name them in the ad.

How do you know if an ad is working?

Count booked estimates, not clicks. Divide what each ad spent by the estimates it booked, and compare that with what an estimate is worth to you: the share you close times your profit on a typical job. Give new ads time first, because Meta says an ad set's delivery is less stable during its learning phase.

How does Fullday help contractors with Facebook ads?

On the Growth plan, Fullday makes Facebook and Instagram ads from your website. You tick the ones you like, set a daily budget and press Post. They run in your own ad account, Meta bills the spend to your card, and Fullday judges them on cost per booking. Its follow-up agent texts leads until they book or say no. Results depend on your offer, market and budget.

Sources

Meta Business Help Center: About the learning phase

What Fullday sets up for this

Ads agent. Makes and runs your Facebook, Instagram and Google ads in your own ad account, on the Growth and Pro plans.
Ad studio. Image and video ads in your brand, on the Growth and Pro plans.
Follow-up agent. Texts every lead who hasn't booked, on days 1, 3, 7 and 14, until they book or say no.
CRM. Every call, text, email and ad lead in one list, from new to won.