What This Is
Meta Ads = Facebook and Instagram advertising. Same platform, same ad manager, different placements.
For Australian tradies and contractors, Meta Ads can be one of the most cost-effective ways to generate leads, when done right.
The Short Answer
Meta Ads work best for tradies who offer visual, planned services like pressure washing, landscaping, painting, and renovations, because before-and-after content stops the scroll and reaches homeowners before they even think to Google. Expect a cost per lead between roughly $10 and $120 depending on your trade and ticket size. They work poorly for emergency call-outs and B2B work, and you generally need at least $1,000 a month for Meta's algorithm to gather enough data to optimise.
This guide covers:
- When Meta Ads work (and when they don't)
- How to set up campaigns that actually generate leads
- What to expect for cost per lead
- Creative that converts for tradies
- How to avoid wasting money
Real results we've generated
- Geaux Pressure Washing (Louisiana):$3K to $7–8K monthly revenue through Meta Ads
- G-TEC Electrical (Queensland): ~$100K best quarter, 44 reviews & counting (Meta ads were the first channel)
- Request Group (Melbourne):500% lead increase, discovered residential > property managers on Meta
Why Meta Ads Work for Tradies
The fundamental advantage: Most tradies rely on word of mouth (unpredictable), lead directories like Hipages (expensive, shared with competitors), or Google Ads (works but expensive for trades).
Meta Ads offer:
- Lower CPL than Google for visual services
- Precise targeting of homeowners by suburb
- Visual storytelling (before/afters)
- Lookalike audiences from existing customers
When Meta Ads Work
Visual Transformation Services
Pressure washing, landscaping, painting, pool cleaning, driveway sealing.
Why: Before/after photos stop the scroll. People can see the value instantly.
Planned Projects (Not Emergencies)
Bathroom renovations, outdoor kitchens, landscaping, pool installation.
Why: These customers are browsing and dreaming. Meta reaches them before they even Google.
Services with Geographic Concentration
Targeting specific suburbs, postcodes, or neighbourhoods.
Why:Meta's location targeting is excellent. You can target homeowners within 5km of your ideal service area.
When Meta Ads Don't Work
Emergency Services
Burst pipes, blocked drains, lockouts, emergency electrician.
Why not:No one is scrolling Instagram when their toilet is overflowing. They're Googling “emergency plumber near me.”
B2B Services
Commercial HVAC, industrial electrical, warehouse cleaning.
Why not:Decision makers aren't browsing Facebook for commercial vendors. LinkedIn or direct outreach works better.
Budget Under $1,000/month
Meta's algorithm needs data to optimise. Under $1K/month, you won't get enough conversions for the system to learn what works.
Creative That Converts
The creative (images and video) makes or breaks your campaign. Here's what works for tradies:
Before/After Carousels
Side-by-side comparisons are your best friend. Pressure washing, painting, landscaping. Show the transformation.
Time-Lapse Videos
30–60 second videos showing the job from start to finish. People love watching transformations.
Testimonial Quotes
Overlay customer quotes on photos of completed work. Social proof + visual = high conversion.
Local Proof
“Just completed in [Suburb Name]” creates relevance. People want to know you work in their area.
What Doesn't Work
- Stock photos (people can tell, and they scroll past)
- Logo-only graphics (no stopping power)
- Walls of text (this is social media, not a brochure)
- Generic “We do quality work” messaging
Cost Per Lead Benchmarks
Based on campaigns we've run for Australian and US trades:
- Pressure Washing:$10–$25 CPL, before/afters perform exceptionally well
- Landscaping:$15–$35 CPL, transformation content works great
- Painting:$20–$40 CPL, interior/exterior both work
- Electrical:$25–$50 CPL, harder to visualise, focus on trust
- Plumbing:$30–$60 CPL, non-emergency only on Meta
- Roofing:$60–$120 CPL, higher ticket = higher CPL but still profitable
These are indicative ranges. Actual CPL depends on targeting, creative quality, competition, and market conditions.
Frequently Asked Questions
Do Facebook ads actually work for tradies?
Yes, but only for the right kind of work. If your service is visual and planned, like pressure washing, landscaping, painting, or renovations, before-and-after content performs extremely well and the leads are cheap. If your bread and butter is emergency call-outs, Meta is the wrong tool and Google Search will serve you far better.
How much do I need to spend on Meta Ads to see results?
Plan for at least $1,000 a month. Below that, Meta's algorithm doesn't get enough conversion data to learn who your buyers are, so your cost per lead stays high and the campaign never really finds its footing. Most tradies who get strong results are spending between $1,500 and $4,000 a month once they've proven the channel.
What makes the best ad creative for trades?
Real before-and-after photos and short time-lapse videos of your own jobs, ideally with a line like “just completed in [suburb].” Stock photos, logo graphics, and walls of text get scrolled past. The job is to show the transformation and prove you work locally, fast.
We build and manage Meta Ad campaigns for trades and contractors. Strategy, creative, and optimisation, so you just handle the leads.
If you run a visual or project-based trade and want to know whether Meta is worth it for your business, let's talk. On a quick call we'll look at your services, your area, and the kind of before-and-after content you could run, then give you an honest read on the cost per lead you could realistically expect. Map out your Meta Ads plan.