Facebook Ads for Deck Builders (2026 Playbook)
You should have the website right first.
TL;DR: Deck builders have two distinct Facebook audiences — new-build customers ($10k+ projects) and recurring refinish customers ($500–$2,000). New builds work best with project galleries + composite-vs-wood education. Refinish works best with before/after staining transformations. Cold CPL $40–$100; retargeting $20–$50.
Performance benchmarks
| Metric | Range |
|---|---|
| Cold CPL | $40–$100 |
| Retargeting CPL | $20–$50 |
| Lead-to-quote | 30–50% |
| Close rate (new build) | 25–40% |
| Close rate (refinish) | 35–55% |
| Avg new build | $10k–$30k |
| Avg refinish | $500–$2,000 |
| Typical monthly spend | $1,200–$4,500 |
| ROAS | 6–18x |
The 3 campaign types
Retargeting
Site visitors. Project gallery + free consultation offer.
Lookalike from customer list
1% lookalike from closed customers. Best with 100+ customers in seed.
Cold prospecting
Geo-targeted homeowners. Before/after deck refinish video (high stop-power for refinish), or finished deck photos (new build).
Creative strategy
- Before/after deck refinish video — high performing for refinish funnel
- Finished deck gallery carousel — best for new-build funnel
- Drone shots of large decks for premium positioning
Material-specific copy
- Composite (Trex, TimberTech): "Build once. Enjoy 25+ years."
- Wood (cedar, IPE): "Beautiful, natural, built to last with care."
- Pressure-treated: "Budget-friendly, lasting 15+ years with maintenance."
Want Facebook ads run by an agency that ships your Stage 1 website first? /website-design. Book a strategy call.
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