Facebook Ads for Landscape Construction (2026 Playbook)
You should have the website right first.
TL;DR: Landscape construction is one of the strongest Facebook performers in exterior services. Before/after backyard transformation videos sell $15k–$50k projects in ways text ads cannot. Cold CPL $40–$100; retargeting $20–$50. Lookalike audiences from closed-customer email lists outperform interest targeting 2–3x for $25k+ projects.
Key takeaways
- $15k+ project sizes are Facebook's sweet spot for landscape construction
- Before/after backyard transformation video is the highest-converting creative
- Project gallery carousels filtered by scope work well for retargeting
- HNW neighborhood geo-targeting dramatically improves quality
- Lookalike from customer list beats interest-based targeting 2–3x
Performance benchmarks
| Metric | Range |
|---|---|
| Cold CPL | $40–$100 |
| Retargeting CPL | $20–$50 |
| Lookalike CPL | $30–$70 |
| Lead-to-quote | 30–50% |
| Close rate | 25–40% |
| Typical monthly spend | $1,500–$5,000 |
| ROAS | 6–18x |
The 3 campaign types
Retargeting (start here)
Site visitors last 30–90 days. Project gallery carousel + free design consultation offer. Lowest CPL.
Lookalike from customer list
Upload closed-customer email list (minimum 100 customers). Build 1% lookalike. Before/after video + quote form.
Cold prospecting
Geo-targeted homeowners in HNW neighborhoods. Strong-hook before/after video + lead-gen form.
Creative strategy
- Before/after transformation video (15–20 sec) — highest performing
- Project gallery carousel (5–8 finished projects)
- Drone flyover footage for premium positioning
- Real photos always — stock kills conversion
Negative audience exclusions
- Existing customers (customer match)
- Pending leads in CRM
- Recent converters
Want Facebook ads run by an agency that ships your Stage 1 website first? /website-design. Book a strategy call.
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