Proven ways to increase hardscaping leads with Facebook Ads

“I build patios, not posts—how could Facebook help me land clients?”

That’s exactly what Brian, the owner of a Long Island hardscaping company, asked himself back in 2020. Like many outdoor living pros, he relied on referrals, yard signs, and word-of-mouth. But during a slow spring, he gave Facebook Ads a try—and within six weeks, he had 14 high-quality leads and booked $40,000 in new backyard projects Facebook - Source.

If you’ve been wondering whether hardscape marketing strategies can work on social media, you’re not alone.

With over 3.065 billion monthly active users, Facebook remains one of the most effective platforms for reaching consumers at scale, especially in local service areas Meta Q1 2024 Earnings Report- Source.It gives you the tools to generate landscaping leads online, directly from your ideal audience.

In this blog post, you’ll learn the five most effective hardscaping Facebook ad strategies to attract quality leads and grow your business.

1. Target the Right Audience with Laser Precision

Your ideal client isn’t “everyone”—it’s someone

Facebook Ads allow you to target prospects with precision based on location, income, interests, and behavior. This is especially effective for contractors because it minimizes wasted ad spend and increases your chances of converting viewers into leads.

According to Meta's own data, 78% of U.S. consumers use Facebook to discover new products and services Meta for Business - Source.

Use these targeting filters in your campaign:

• Location: Service radius or zip codes
• Demographics: Age (30–60), homeowners, household income
• Interests: Outdoor living, home improvement, garden design
• Behavior: Recently moved, engaged shoppers, frequent online buyers

“If you’re targeting everyone, you’re targeting no one.” Narrowing down helps maximize ROI and reach people who are most likely to book a consultation.

Bonus Tip: Use Lookalike Audiences by uploading your existing customer email list. Facebook will find people with similar characteristics and behaviors, making your ads even more effective.

2. Use Scroll-Stopping Creative That Tells a Story

Before-and-after visuals convert curiosity into consultations

Your potential clients aren't just buying patios—they’re buying a lifestyle. That’s why showcasing transformation stories through visuals is key.

A study by Animoto found that 73% of consumers were more likely to make a purchase after watching a video about a product or service Animoto Video Marketing Statistics - Source.

Effective creative assets for hardscaping Facebook Ads include:

• Before-and-after photo carousels
• Time-lapse video of an installation
• Testimonial clips from satisfied customers
• A short walkthrough of a finished project

Your visuals should highlight the transformation while your captions tell the story.

Example caption: “From a flooded lawn to a custom paver patio with built-in firepit—see how we upgraded this family's backyard in just three weeks.”

3. Craft an Offer That Converts Clicks into Consultations

Ads without a strong offer are like patios without pavers—unfinished

While many contractors run ads that say “Call us for a free quote,” this kind of offer rarely stands out. To generate qualified leads, you need a value-driven offer that feels urgent and risk-free.

According to HubSpot, 55% of website visitors spend less than 15 seconds on a page. You need to capture interest fast HubSpot Research - Source.

High-converting Facebook ad offers:

• “Get a Free 3D Patio Design – Only 5 Spots Available This Month”
• “Schedule Your Complimentary Outdoor Living Consultation”
• “Free Site Assessment & Patio Design Plan – Limited-Time Offer”

This type of offer builds urgency and positions your brand as a premium provider.

Pro Tip: Use Facebook Lead Ads to simplify the process. They allow users to submit their contact information without ever leaving Facebook, which significantly improves conversion rates.

4. Use Retargeting to Stay Top-of-Mind

Most buyers don’t convert on the first visit—they need to see you again

A report by WordStream found that retargeted visitors are 70% more likely to convert than first-time visitors WordStream Retargeting Stats - Source.

Facebook's Pixel allows you to track site visitors and create custom retargeting audiences. You can then serve tailored ads to users who:

• Visited your website
• Watched 50%+ of your videos
• Clicked on an ad but didn’t fill out the form

Example retargeting ad copy: “Still thinking about that dream patio? Let’s bring it to life—book your free 3D design consult today.”

These reminders keep you front and center as the homeowner moves closer to a decision.

5. Track, Test, and Optimize Your Campaigns

Don’t just run ads—refine them like you would a custom backyard layout

Your Facebook Ads should evolve with data. This means tracking the right metrics and running small tests to improve performance over time.

Key performance indicators (KPIs) to monitor:

• Cost per lead (CPL)
• Click-through rate (CTR)
• Conversion rate
• Relevance score (Facebook’s quality metric)

Use A/B testing to compare ad variations. For example, test two different headlines or images to see which performs better.

Also, consider integrating your leads with a CRM system like Jobber or ServiceTitan to ensure timely follow-ups and nurturing.

Conclusion

With the right approach, Facebook Ads can become a consistent and powerful channel to generate landscaping leads online. From laser-focused targeting to compelling visuals, value-based offers, and retargeting strategies, you can turn casual scrollers into qualified prospects.

Now is the time to move beyond outdated marketing tactics and tap into what actually works in today’s digital landscape.

Ready to turn Facebook into your #1 lead source?

Book a call with our agency to discuss your marketing needs as a growing business »