How to Target Homeowners with Facebook Ads as a Contractor

How to Target Homeowners with Facebook Ads as a Contractor

Contractors: The Right Audience Can Make or Break Your Facebook Ads

You’re running Facebook Ads—or thinking about it—but here’s the truth: If you’re not targeting the right people, you’re wasting money.

For contractors, the goal isn’t reach. It’s relevance. You don’t need 10,000 people to see your ad—you need the right 1,000 homeowners who are ready to hire.

In this guide, we’ll show you how to target homeowners with Facebook Ads as a contractor, so your budget goes further and your leads get better.

Why Targeting Matters More Than Ad Design

Even the best-looking ad won’t convert if it lands in front of renters, teenagers, or people outside your service area. Targeting helps you reach:

• Homeowners in specific postal codes or neighborhoods
• People interested in renovations, home buying, or improvement
• Specific age and income brackets that align with your services

The result? More leads, fewer wasted clicks, and a better return on your ad spend.

Step 1: Define Your Ideal Client

Before touching Facebook’s ad platform, ask:

• What services am I promoting? (e.g., deck builds, HVAC repair, kitchen renos)
• What kind of homeowner is most likely to hire me?
• Where do they live, how old are they, and what’s their home worth?

Once you’ve got that clarity, it’s time to translate it into a targeting strategy.

Step 2: Target by Location (Down to the Postal Code)

For contractors, location targeting is crucial.

Facebook Ads lets you target:

• Entire cities (e.g., “Nanaimo” or “Toronto”)
• Radius around your business (e.g., 25 km around your service base)
• ZIP/postal codes or neighbourhood clusters

✅ Pro Tip: Avoid targeting an entire province or city if you only serve part of it. Use the “Drop Pin” feature to create custom zones for your service area.

Step 3: Target Likely Homeowners Using Interest and Behavior Data

While Facebook doesn’t give a “homeowner” checkbox, it gives clues. You can target users by:

Interests:

• Home improvement
• Remodeling
• Gardening
• Interior design
• Home Depot, Lowe’s, Canadian Tire (shopping habits)

Behaviors:

• Recent movers
• Mortgage holders
• Engaged shoppers (clicked ads recently)

Combine these traits with location to reach likely homeowners ready to invest.

Step 4: Layer in Age, Income & Life Stage

Contractors often get better results by narrowing down age ranges and income brackets.

Try targeting:

• Ages 30–60 (most likely to own homes and invest in them)
• Income ranges depending on your price point (e.g., top 50% of income for custom decks or kitchen remodels)
• Relationship status (engaged or recently married = new home purchases)

✅ Bonus Tip: If you serve real estate investors or luxury homeowners, tailor your copy to speak to those segments directly.

Step 5: Use Retargeting to Stay Top-of-Mind

One of the most powerful tactics is retargeting:

• Show ads to people who’ve visited your website
• Re-engage past leads who clicked but didn’t convert
• Run testimonial or project ads to warm up cold leads

This builds trust over time—and often leads to lower cost per conversion.

Want to Skip the Guesswork?

At Rega Marketing, we handle the entire process—from targeting strategy to creative and ongoing optimization. We help contractors:

• Reach the right audience
• Avoid wasted budget
• Turn ads into scheduled jobs