Guides
What Makes a Good Facebook Ad for an Installation Company?
Show the installation. Sell the outcome. Keep the next step simple. Here's what that looks like across six specialisms.
Show the installation. Sell the outcome. Keep the next step simple. Nearly every weak installer advert breaks one of those three, usually the first.
What a good installer advert is made of
Real project
Your own finished work
Simple message
One clear outcome
Local relevance
Where you actually fit
Simple CTA
One easy next step
Six illustrative examples
One per specialism. The place names are invented for the sake of the example — yours should be the towns you genuinely cover.
Automated gates
Sponsored · Facebook and Instagram
Automated driveway gates, fitted across Surrey
Getting out to open the gate never stops being annoying. We design, fit and automate timber and metal driveway gates, including intercoms and safety edges. Tell us about your entrance and we'll come and measure up.
Get a price for my driveway
- The desire
- They want the driveway to look finished, and they're fed up getting out of the car in the rain.
- The visual
- A short clip of a finished gate opening as a car approaches, or a clean photo of the closed gate from the road.
- Why it makes sense
- The gate opening is the product demonstration. It shows the outcome — arriving home and not stopping — rather than describing it.
More on electric gate lead generation.
Garage doors
Sponsored · Facebook and Instagram
New insulated garage door, usually fitted in a day
Anthracite, oak effect or classic white — sectional doors with remote operation, fitted across Hertfordshire. Send us a photo of your garage and we'll tell you what it would cost.
Send a photo, get a price
- The desire
- The old up-and-over door looks tired and drags the whole front of the house down.
- The visual
- Before and after of the same house, or three finished doors in different colours on ordinary local homes.
- Why it makes sense
- Garage doors change the look of a house more than almost anything at the price. The before and after does the persuading, and the photo request is an easy first step.
More on garage door lead generation.
Loft boarding
Sponsored · Facebook and Instagram
A loft you can actually walk on and find things in
Raised boarding that doesn't squash your insulation, a proper ladder and a light — usually done in a day, across Sussex. Fixed price before we start.
Get a fixed price for my loft
- The desire
- The loft is full, awkward to reach and slightly frightening to walk on.
- The visual
- Before and after of a cluttered loft becoming a tidy boarded floor, with a ladder and a light.
- Why it makes sense
- Almost everyone recognises their own loft in the before shot. The transformation is instantly understandable, and 'in a day' removes the main objection.
More on loft boarding lead generation.
Fitted furniture
Sponsored · Facebook and Instagram
Made-to-measure wardrobes for awkward spaces
Sloped ceilings, chimney breasts, odd alcoves — built to fit properly rather than bought in a box. Designed, made and fitted across Kent. Send a photo of the space and we'll quote it.
Show us the space
- The desire
- The alcove is a dumping ground and the bedroom never looks quite finished.
- The visual
- The finished wardrobes, plus one shot of the interior fit-out with everything in place.
- Why it makes sense
- The interior shot sells the organisation, not just the doors. 'Awkward spaces' speaks to the exact reason people can't buy something off the shelf.
More on fitted furniture lead generation.
Garden rooms
Sponsored · Facebook and Instagram
An office at the end of the garden, insulated for winter
Fully insulated garden rooms with power, lighting and heating — built in around a week, across Essex. Most don't need planning permission. Tell us the size of your garden and we'll send options and prices.
See sizes and prices
- The desire
- They need somewhere to work or train that isn't the spare bedroom.
- The visual
- The finished room lit from inside at dusk, plus a daytime shot showing how much garden it actually takes up.
- Why it makes sense
- The planning question is the first thing everyone asks, so answering it early removes the reason to scroll on. The dusk shot sells the feeling.
Pergolas and verandas
Sponsored · Facebook and Instagram
Use the patio in April, not just August
Aluminium louvred pergolas with adjustable roofs, optional heating and lighting, installed across Berkshire. Book a survey and we'll show you how it would sit on your patio.
Book a patio survey
- The desire
- They spent a fortune on the patio and still can't sit out when it rains.
- The visual
- A clip of the louvres closing, or the same patio in bright sun and light rain.
- Why it makes sense
- The louvres closing is the single most persuasive thing about the product and nearly impossible to explain in words. Let the video do it.
Why project photos usually matter more than anything else
A homeowner scrolling past decides in a fraction of a second whether to stop. That decision is made on the image, before a single word is read. Which means the photograph isn't decoration around the advert — it largely is the advert.
Photographs of your own work also carry information that stock imagery can't: a house that looks like theirs, a driveway on their sort of street, the weather they recognise. Stock photos of American homes with double-height porches quietly signal that this advert isn't really about anywhere.
Why one service is easier to advertise than ten
If you fit garage doors, gates, awnings and resin driveways, the temptation is to say so in one advert. It's the fastest way to make an advert nobody responds to. A person who wants a garage door isn't looking for a company that does four things — they're looking at garage doors.
Advertise one job at a time. It makes the photo obvious, the headline easy and the enquiry relevant. You can always run a second campaign for the second service once the first works.
Why local specificity helps
"Fitted across Sussex" outperforms "nationwide coverage" for the same reason a local number beats an 0800 one. Installation work is a trust purchase involving somebody being in your house or on your drive, and proximity is reassurance.
Naming towns also filters. If someone forty miles outside your area sees the advert and scrolls past because it clearly isn't for them, that's a saving, not a loss.
Why "established since 1982" isn't normally the opening hook
Longevity is genuinely valuable — but as reassurance later, not as the reason someone stops scrolling. Nobody has ever wanted a new garage door because a company is 44 years old. They want the door.
So lead with what the homeowner gets, and let the history do its job further down the advert or on the page, alongside the reviews and the accreditations. Same information, much better order.
Before and after: when it works, and when it's boring
Before and after is powerful when the before is genuinely bad and the after is obviously better — a rotten up-and-over door, a loft you couldn't stand in, an alcove full of boxes. The gap between the two images is the whole message.
It stops working when the before isn't bad enough to notice, when the two photos are taken from different angles or in different light, or when you've used the same format for four months and your local audience has seen it thirty times. Rotate in something else: a walkthrough, a single beautiful finished shot, a project story.
Video ideas installers can shoot themselves
None of these need a videographer. A phone, landscape or vertical, held still, in decent daylight.
- A gate or garage door opening and closing, filmed from where the car would be.
- A slow walk through a finished garden room, in and back out.
- Opening the wardrobe doors to show the interior fit-out.
- Climbing the new loft ladder and turning the light on.
- Louvres opening and closing on a pergola.
- Ten seconds of the site before you start, then the finished result the same afternoon.
- The owner explaining, in their own words, what the customer wanted and what got fitted.
Slightly rough footage of a real job usually beats a polished corporate video, because it looks like something that actually happened.
How many adverts should you test?
Enough for a fair comparison, few enough that each gets a proper run. For most local installer campaigns that means a handful of clearly different concepts at a time — not fifteen variations of the same sentence.
Make the differences meaningful: a different project, a different angle on the problem, a photo versus a video. Testing two headlines that differ by one word teaches you nothing at local budgets. And give each one long enough to gather results before drawing conclusions — judging creative after three days is judging the weather.
What to avoid
- Emoji fire and rockets scattered through the copy.
- "We guarantee" anything you can't actually guarantee.
- Invented scarcity — three slots left, offer ends midnight.
- Shouty capitals and American direct-response phrasing.
- Heavy discounting that trains people to wait for the next sale.
- Text plastered across the image so the work is hidden behind the words.
- Advertising a service you don't really want more of.
UK homeowners spending several thousand pounds on their house are quite hard to hurry. Being clear, local and evidently good at the work does more than any urgency tactic.
For the wider picture on running the campaigns, read the guide to Meta ads for installers and how much to spend on Facebook ads. You can also step through a full Local Jobs example — advert, campaign page, Job Check and the enquiry arriving.