How homeowners choose a builder
- Builds and extensions are decided over months. People choose a builder they trust, and the quote is only part of that.
- Kitchens and bathrooms are planned around a date, like Christmas or a new baby. People collect photos for months, then move fast.
- Decks and pergolas are seasonal and quicker. Spring brings the enquiries, and the first questions are price and council approval.
- Landscaping splits in two. Design-led jobs sell the plan first. Garden makeovers and paving are quicker and more price-driven.
What Meta does well for builders, and what it does badly
Meta is good at putting your finished work in front of homeowners in the right suburbs months before they search, and at showing a whole job, start to finish, in a carousel or a short walk-through.
It’s bad at catching people who need a builder today, at telling a dreamer from a buyer without your qualifying questions, and at seeing which leads became signed contracts. Its Opportunity score rises when you apply its recommendations, not when you sign contracts, and “widen your audience” is the one to watch when there’s only so far you’ll drive. If auto-apply is on, Meta applies its recommendations without asking. Your plan tests every change against your cost per good lead.
More in our guide to Meta ads for tradies.
Offers that work for builders, renovators and landscapers
- A site visit with a written, itemised quote by a set day. Only promise what you hit every time.
- A real price guide: the range your recent jobs of that kind actually landed in. It filters out the wrong budgets.
- A fixed-scope package from a price. One clear job at one clear price.
- A design consult credited to the build, for renovators and landscape designers. The fee qualifies people; the credit rewards the ones who go ahead.
- A season cut-off: “finished before Christmas” site visits, with a date you can keep.
Your plan picks one for your business and uses it in every ad. It skips percentage discounts that eat a thin margin, quotes at no charge as your only offer, and “no job too small”, which invites the jobs you don’t want.
Rules your building and landscaping ads must follow
- Licence details where your state requires them. Online and social ads count.
- “Licensed and insured” must be true for every job in the ad. Mention home warranty only for jobs it covers, and use your state’s name for the scheme: in Victoria, contracts signed from 1 July 2026 get Home Warranty from the Building and Plumbing Commission, not Domestic Building Insurance.
- No “lowest price guaranteed” unless you can honour it every time, and a “from” price must be a job someone can actually buy.
- Before-and-after photos are your own work, not retouched. Renders and AI images are labelled as concepts.
- Never promise “no council approval needed”. Say you check approvals at the site visit.
- Scarcity must be true, and any deposit offer must fit your state’s rules.
- No copy that guesses at age, health or finances. “Bathrooms designed for easy access”, not “Retired?”.
Your plan covers these rules in full for your state and trade. It’s general information, not legal advice.