Remodeler Generates 5,000 Clicks and 53 Leads with Before & After Photo Facebook Ads

145,131

Impressions

5,231

Clicks

53

Leads

$19.95

Cost per lead

Background

Redstone Construction Group is a family-owned construction and remodeling company based in Delaware, with over 25 years of experience in home renovations, construction, and general contracting.

Combining modern technologies and building techniques with time-tested construction practices, the company is committed to delivering high-quality workmanship and exceptional customer service at every stage of the project, from initial consultation to final completion.

The Strategy

Based on our experience with social media advertising, before-and-after project photos consistently deliver some of the strongest results. They attract high engagement organically and often perform better than other types of boosted content. Take a look at the engagement numbers shown in the examples above.

To put this approach into action, we launched a single campaign containing one ad set and two separate ads: one focused on kitchen remodeling and the other on bathroom remodeling.

Each ad featured a side-by-side comparison of a completed project, showing the original space alongside the finished result. We incorporated the company's branding directly into each graphic to make the ads easily recognizable (see Example 2 above).

For audience targeting, we combined a website-based lookalike audience with selected ZIP codes within the company's service area. Each ad directed interested users to a dedicated landing page, with landing page conversions serving as the primary performance metric.

The Results

The campaign delivered strong results almost immediately. Within the first week, website traffic increased by 67%, while lead conversions grew by 22%, with an initial ad spend of just $95.

The performance remained consistent even after four months of running the campaign.

Across both advertisements, the campaign achieved a 3.6% click-through rate (CTR) and an average cost per click (CPC) of just $0.20.

The landing page converted approximately 2.5% of visitors into new contacts, generating a total of 53 leads directly from Facebook Ads at an average cost per lead (CPL) of $19.95.

How Did the Campaign Compare to Industry Benchmarks?

To put these results into perspective, it's worth comparing the campaign's performance with the average Facebook Ads benchmarks for the Home Improvement industry.

According to data compiled by WordStream across 18 industries, the average click-through rate (CTR) for Home Improvement Facebook Ads was approximately 0.70%. Redstone's before-and-after advertisements achieved a 3.6% CTR, outperforming the industry average by more than five times.

The difference was just as impressive when looking at advertising costs. The average cost per click (CPC) in the Home Improvement industry was $2.93, compared to just $0.20 per click for this campaign.

These figures demonstrate how much impact the right creative and targeting can have on advertising performance.

However, industry benchmarks only tell part of the story. A meaningful improvement is one that delivers better results for your own business compared to previous campaigns.

The Additional Impact on Website Performance

The benefits didn't stop at the leads generated directly through Facebook Ads.

The additional traffic brought more visitors to the website, creating more opportunities for people to explore its content and engage with other pages.

This increased activity also contributed to improved website performance across multiple pages and lead sources, extending the campaign's impact beyond paid advertising alone.

Key Takeaways

This campaign demonstrates how the right combination of creative content, audience targeting, and brand reputation can make Facebook Ads an effective lead-generation channel for home remodeling businesses.

Three key factors contributed to the campaign's success:

1. Compelling Ad Creative and Relevant Content

The before-and-after photographs immediately captured attention by showing potential customers the quality of the company's work.

Rather than relying on generic advertisements, the campaign used real renovation projects to demonstrate the transformations the company could deliver.

The landing page also played an important role. By directing visitors to a relevant remodeling cost guide, the campaign gave them additional value and a clear reason to submit their contact information.

Both the advertisements and the landing page worked together to turn advertising traffic into actual leads.

2. Precise Audience Targeting

Even the most compelling advertisement won't produce meaningful results if it's reaching the wrong audience.

A major part of the campaign's success came from targeting people who were more likely to be interested in kitchen and bathroom remodeling services.

By combining website-based lookalike audiences with ZIP codes within the company's service area, the campaign reached a more relevant audience and avoided wasting advertising spend on people outside its target market.

3. An Established Brand Reputation

The company's existing reputation within its local community likely played an important role in the campaign's performance.

With 25 years of experience, the business had already established credibility through its workmanship, customer relationships, and presence in the community.

This existing brand recognition helped reinforce the message behind the advertisements. Potential customers weren't simply seeing attractive renovation photographs; they were seeing the work of an established remodeling company.

Ultimately, the campaign's success came down to three things: showing quality work, reaching the right audience, and building on an established reputation.