Facebook Ads for Fabricators
What Are Facebook Ads for Countertop Fabricators?
Facebook Ads (now part of Meta Ads, which also includes Instagram) are paid social media advertisements that let countertop fabrication shops target homeowners in their service area who are likely planning a kitchen or bathroom remodel. Unlike Google Ads, which catch people actively searching, Facebook Ads put your work in front of people before they start searching - generating demand rather than capturing it.
TL;DR
- Facebook Ads generate demand by targeting homeowners likely to remodel, not just those already searching
- Before/after project photos consistently outperform all other ad formats for countertop businesses
- Start with $500-$1,000/month and a single campaign targeting homeowners within your service area
- Lead form ads inside Facebook convert 2-3x better than sending traffic to your website
- Retargeting past website visitors produces the lowest cost per lead at $15-$35
- Track cost per lead AND cost per sale - a $50 lead that never books is worth less than a $100 lead that does
- Instagram placement often outperforms Facebook feed for visual businesses like countertop shops
Why Facebook Ads Work for Countertop Shops
Countertops are visual products. A stunning kitchen island or a dramatic waterfall edge stops people mid-scroll and plants the seed for a project they may not have been actively planning.
Here is why this channel makes sense for fabricators:
| Advantage | Details |
|---|---|
| Visual product | Countertop photos naturally grab attention in a social feed |
| Long buying cycle | Homeowners browse for months before buying - early exposure builds familiarity |
| Precise targeting | Target by income, homeownership, interests (home improvement, HGTV, etc.) |
| Lower competition | Far fewer fabricators run Facebook Ads compared to Google Ads |
| Dual platform | One ad set runs on both Facebook and Instagram |
| Retargeting | Show ads to people who visited your website but did not call |
Facebook Ads vs. Google Ads for Fabricators
| Factor | Facebook Ads | Google Ads |
|---|---|---|
| Intent | Generates interest | Captures active search intent |
| Cost per lead | $25-$75 typical | $40-$120 typical |
| Lead quality | Warmer, but less immediate | Higher intent, ready to buy |
| Best for | Awareness, retargeting, visual showcase | Capturing buyers actively searching |
| Creative effort | High (photos, video, copy) | Lower (text-based ads) |
| Recommendation | Use both together | Use both together |
Setting Up Your First Campaign
Step 1: Create a Meta Business Account
If you do not already have one:
- Go to business.facebook.com
- Create a Business Account linked to your Facebook business page
- Set up your Meta Ads Manager
- Install the Meta Pixel on your website (this tracks visitors for retargeting)
The Meta Pixel is critical. It tracks who visits your website and lets you show them ads later. Install it on every page of your site, especially your quote request and contact pages.
Step 2: Define Your Campaign Objective
Meta Ads Manager offers multiple objectives. For countertop fabricators, two work best:
- Lead Generation - Uses an in-app form so people can request a quote without leaving Facebook. Highest conversion rates for most shops.
- Traffic - Sends people to your website. Best when you have a strong landing page with project photos and an easy quote form.
Start with Lead Generation for the simplest path to measurable results.
Step 3: Set Your Targeting
This is where Facebook Ads shine. You can get very specific about who sees your ads.
Core targeting for countertop fabricators:
| Targeting Layer | Settings |
|---|---|
| Location | Your service area (25-40 mile radius from your shop) |
| Age | 30-65 (primary countertop buyers) |
| Homeownership | Homeowners (available under Demographics > Home) |
| Income | Top 25-50% household income |
| Interests | Home improvement, kitchen remodeling, HGTV, Houzz, interior design |
| Behaviors | Recently moved, likely to move, engaged shoppers |
Audience size target: 50,000-250,000 people. Too small and delivery will be limited. Too large and your ads become less relevant.
Step 4: Set Your Budget
| Monthly Budget | What to Expect |
|---|---|
| $500-$750 | 10-20 leads/month, enough to test and learn |
| $1,000-$1,500 | 20-40 leads/month, steady flow for a single market |
| $2,000-$3,000 | 40-80 leads/month, scaling in competitive markets |
| $3,000+ | Multiple campaigns, retargeting, brand awareness layers |
Start at $500-$1,000/month. Run for 30 days minimum before making major changes. Facebook's algorithm needs 50+ conversions to optimize delivery, so patience matters.
Daily budget math: $1,000/month = ~$33/day. At a $50 cost per lead, that is roughly 20 leads per month.
Step 5: Create Your Ads
Ad Formats That Work for Fabricators
| Format | Best For | Tips |
|---|---|---|
| Single image | Before/after shots, stunning installs | Use your best project photo |
| Carousel | Showing multiple projects or materials | 3-5 images, each a different project |
| Video | Process showcases, showroom tours | 15-30 seconds, vertical for mobile |
| Collection | Material catalog browsing | Great for showing slab selection |
Creative That Converts
Photos that work:
- Before/after kitchen transformations (side by side)
- Dramatic close-ups of veining patterns on marble or quartzite
- Waterfall islands and large format features
- Bright, well-lit finished kitchens with clean styling
- Photos of real projects from your portfolio, not stock images
Photos that do not work:
- Dark or blurry job site photos
- Stock photography (people can tell)
- Photos with too many elements competing for attention
- Images without countertops as the clear focal point
Writing Ad Copy That Gets Clicks
Keep it direct and benefit-focused. Here is a framework:
Headline (under 40 characters): State the offer or benefit
- "Free Kitchen Countertop Estimate"
- "See Our Quartz & Granite Gallery"
- "Kitchen Remodel? Start Here"
Primary text (under 125 characters above the image): Hook + value + CTA
- "Planning a kitchen upgrade? Get a free estimate from [City]'s trusted countertop fabricator. 200+ 5-star reviews."
Description (under 30 characters): Supporting detail
- "Free in-home measurement"
- "Serving [City] since [Year]"
What to include in your ad copy:
- Your city/area name (people respond to local businesses)
- Social proof (review count, years in business, projects completed)
- A clear offer (free estimate, free consultation, showroom visit)
- Urgency when appropriate (seasonal promotions, limited slab availability)
Advanced Campaign Strategies
Retargeting: Your Highest-ROI Campaign
Retargeting shows ads to people who already visited your website. These are the warmest leads - they already know who you are and looked at your services.
Retargeting audiences to create:
| Audience | Lookback Window | Priority |
|---|---|---|
| All website visitors | Last 30 days | High |
| Visited quote/contact page but did not submit | Last 14 days | Highest |
| Viewed specific material pages | Last 30 days | High |
| Video viewers (75%+ watched) | Last 30 days | Medium |
| Facebook/Instagram page engagers | Last 60 days | Medium |
Retargeting ad strategy:
- Show testimonials and reviews to build trust
- Highlight your portfolio with carousel ads
- Include a stronger CTA ("Schedule your free consultation today")
- Address common objections ("No pressure - just an honest estimate")
Retargeting typically produces leads at $15-$35 each - half the cost of cold targeting.
Lookalike Audiences
Once you have 100+ leads or customers in your system, create a Lookalike Audience. Facebook finds new people who match the profile of your existing customers.
- Upload your customer email list to Ads Manager
- Create a 1% Lookalike (most similar to your customers)
- Target this audience with your best-performing ads
Lookalike audiences combine the reach of cold targeting with higher relevance, often producing $30-$50 leads.
Seasonal Campaign Strategy
Countertop demand follows seasonal patterns:
| Season | Campaign Focus |
|---|---|
| January-February | New year kitchen refresh, new year/new kitchen messaging |
| March-May | Spring remodeling season - highest demand period |
| June-August | Summer projects, outdoor kitchen countertops |
| September-October | Fall renovation push, holiday prep |
| November-December | Holiday promotions, gift certificates for remodel projects |
Increase budgets 25-50% during spring and fall peaks. Pull back during slower months but never turn ads off completely - maintaining presence keeps your retargeting pools full.
Lead Management: Where Most Fabricators Fail
Generating leads is only half the battle. How you handle those leads determines whether your ad spend turns into revenue.
Response Time Is Everything
| Response Time | Contact Rate |
|---|---|
| Under 5 minutes | 80-90% |
| 5-30 minutes | 50-60% |
| 30-60 minutes | 30-40% |
| 1-4 hours | 15-25% |
| Next day | Under 10% |
A Facebook lead that does not get a call within 30 minutes is probably already talking to your competitor. Set up instant notifications for new leads and have a process for immediate follow-up.
Qualifying Facebook Leads
Facebook leads tend to be earlier in their buying journey than Google Ads leads. Your intake process should:
- Confirm interest - "Thanks for reaching out! Are you currently planning a countertop project?"
- Assess timeline - "When are you looking to have new countertops installed?"
- Understand scope - "Is this a kitchen, bathroom, or other project?"
- Set expectations - "We offer a free in-home estimate. Our next available appointment is..."
Shops that follow up fast and qualify properly close 15-25% of Facebook leads. Shops that respond slowly and treat them like walk-ins close under 5%.
Connecting Ads to Your Operations
The transition from lead to customer is where many shops lose money. A lead that falls through the cracks is wasted ad spend.
This is where operational tools make a difference. With a platform like SlabWise, you can move a lead from first contact through quoting, templating, fabrication, and installation - with the customer getting automated updates through the Customer Portal at every stage. That kind of organized follow-through turns more leads into signed contracts and eliminates the chaos that kills conversion rates.
Measuring and Optimizing Performance
Key Metrics to Track
| Metric | Target | How to Measure |
|---|---|---|
| Cost per lead (CPL) | $30-$75 | Ads Manager |
| Click-through rate (CTR) | 1-3% | Ads Manager |
| Lead-to-appointment rate | 30-50% | CRM tracking |
| Appointment-to-sale rate | 40-60% | CRM tracking |
| Cost per sale | $150-$400 | Total ad spend / closed jobs |
| Return on ad spend (ROAS) | 5-15x | Revenue from ad leads / ad spend |
Optimization Checklist (Monthly)
- Review cost per lead by ad set - pause anything above $100 CPL
- Check lead quality - are leads converting to appointments and sales?
- Refresh ad creative - swap in new project photos every 4-6 weeks
- Test new audiences - try new interest combinations or lookalike models
- Review retargeting pool size - is your website sending enough traffic?
- Check frequency - if the same audience sees your ad 3+ times per week, they will tune out
FAQ
How much should a countertop fabricator spend on Facebook Ads?
Start with $500-$1,000 per month. This generates enough data (10-20+ leads) to determine if the channel works for your market. Scale up once you are consistently closing leads at a profitable cost per sale.
How long does it take to see results from Facebook Ads?
You should see leads within the first week. However, allow 30-60 days for the algorithm to optimize and for you to test enough creative variations to find what works best.
Should I run ads on Facebook or Instagram?
Both. Meta Ads Manager runs on both platforms by default, and for visual businesses like countertop fabrication, Instagram often outperforms Facebook. Let the algorithm allocate budget between platforms based on performance.
What is a good cost per lead for countertop Facebook Ads?
$30-$75 is typical for well-run campaigns. Retargeting campaigns often produce leads at $15-$35. If your cost per lead consistently exceeds $100, review your targeting and creative.
Do I need a landing page for Facebook Ads?
For Lead Generation campaigns, no - the form lives inside Facebook. For Traffic campaigns, yes - you need a dedicated page with project photos, social proof, and a simple form. Do not send ad traffic to your homepage.
How often should I change my ad creative?
Refresh your main images and copy every 4-6 weeks. Ad fatigue sets in when the same people see the same ad too many times. Keep a rotating library of 10-15 project photos to pull from.
Can I target contractors and designers with Facebook Ads?
Yes, but the targeting is less precise than for homeowners. Target by job title (general contractor, interior designer) and interests (construction, interior design). Use a separate campaign with messaging tailored to trade professionals.
What is the Meta Pixel and do I really need it?
The Meta Pixel is a small piece of code on your website that tracks visitor behavior. It is essential for retargeting and conversion tracking. Without it, you are flying blind and missing your highest-ROI audience.
Should I boost posts or use Ads Manager?
Always use Ads Manager. Boosted posts have limited targeting options and no lead form capability. Ads Manager gives you full control over targeting, placement, format, and optimization.
How do I handle leads who are not ready to buy yet?
Add them to an email nurture sequence. Send project photos, material guides, and seasonal promotions over 3-6 months. Many countertop projects have long buying cycles, and the lead who is not ready today may book next quarter.
Turn Your Ad Spend Into Booked Projects
Facebook Ads put your best work in front of the right homeowners at the right time. But the ads are only as good as the systems behind them - from fast lead response to a smooth customer experience through installation.
Start your 14-day free trial of SlabWise to manage leads, quotes, and customer communication in one place. Quick Quote gets estimates out in 3 minutes instead of 20, and the Customer Portal keeps customers informed without tying up your phones.
Sources
- Meta for Business - Ads Manager documentation and best practices
- WordStream Facebook Ads Benchmarks - cost per lead and CTR by industry
- HubSpot State of Marketing Report - social media advertising performance data
- Hootsuite Social Advertising Trends - platform comparison and format effectiveness
- Lead Response Management Study - response time and contact rate correlation
- National Kitchen and Bath Association (NKBA) - remodeling market seasonality data