Solved: $400 Facebook Ad Spend, Zero Leads - Hardscaping

Hi there,

Thanks for reaching out! It sounds like a really frustrating situation to be in, spending that kind of money and getting nothing back. I've had a look at what you've described, and I'm happy to give you some initial thoughts and guidance. It's a common problem, but the fix is probably not what you'd expect.

Your issue most likely isn't your ad images or even your targeting settings on Facebook. The fundamental problem is the platform you've chosen for a service like hardscaping.

We'll need to look at why Facebook is the wrong tool for this job...

The first and most glaring issue is your choice of platform. You're on Facebook, an "interruption" platform. Think about why people are there: to look at photos of their grandkids, watch funny videos, and catch up with friends. They are not there to suddenly decide they need a new £10,000 patio. When your ad appears in their feed, you are interrupting them. You are trying to create demand out of thin air.

For some products, like a unique gadget or a trendy piece of clothing, this can work. But for a high-cost, high-consideration local service like hardscaping, it's like trying to sell steak to a room full of vegans. The audience just isn't in the right mindset.

The hard truth about running "awareness" or "reach" style campaigns on platforms like Meta is that you are essentially telling the algorithm to find the cheapest people to show your ad to. And who are the cheapest people? The ones who never click, never engage, and certainly never buy anything. They're not in demand by other advertisers, so their attention is sold off cheap. You've effectively paid Facebook $400 to find you the worst possible audience for your service. Even with a 'conversions' objective, you're still fighting an uphill battle against user intent.

You need to stop thinking about creating demand and start thinking about capturing it. The demand for your service already exists. Somewhere in your town right now, someone is looking at their cracked driveway in disgust. Someone else is dreaming about hosting a BBQ on a new stone patio. These people don't need to be convinced they have a problem; they already know. Your job is to be there the moment they decide to look for a solution. And they are not looking on Facebook for that.

I'd say you need to focus on Google Search Ads...

This is where you need to be. Google Search is an "intent" platform. You aren't interrupting people; you are providing the exact solution they are actively searching for, at the exact moment they need it. This is a fundamental shift in strategy that will change everything for you.

When someone needs a hardscaper, they don't scroll their social feed hoping an ad appears. They go to Google and type in things like:

• -> "hardscaping company near me"
• -> "local paver installer"
• -> "retaining wall builder in [Your City]"
• -> "cost to build a stone patio"
• -> "emergency driveway repair"

Your ads should appear at the top of the results for these exact searches. Every click you get will be from someone who has already identified their own need and is actively looking to hire someone. This traffic is infinitely more qualified than anyone you'll ever reach on Facebook. The customer journey for a local service is quite predictable, and it almost always involves a search engine.

You probably should prepare for the real costs...

Now, let's talk money. For local services on Google Ads, you should expect to pay for leads. It's not free. But unlike your Facebook spend, this money will be working for you. Based on our experience with similar businesses, a lead could cost you anywhere from $20 to $80, or even more in a really competitive city.

I remember one campaign we're currently running for an HVAC company in a competitive area, and they're seeing costs around $60 per lead. On the other hand, we've seen home cleaning services get leads for as low as £5. Hardscaping, being a higher value project, will likely be in the middle to upper end of that range. Let's be conservative and say you should budget for a Cost Per Lead (CPL) of around $50.

With that in mind, your $400 budget on the right platform could have generated around 8 qualified leads. That's 8 potential customers who are actively looking to get work done. It's a world of difference from zero. I'd normally recommend a starting monthly budget of at least $1,000-$2,000 for a service like this. That gives you enough data to see what's working and enough volume to start closing jobs and getting a return.

Here's a simple calculator to help you visualise the potential numbers. Adjust the sliders to see how your budget and your cost per lead affect the number of monthly enquiries you could expect.

You'll need a website that actually converts...

Switching to Google Ads will get the right people to your website. But that's only half the battle. If your website isn't set up to convert those visitors into leads, you'll still be wasting money, just more efficiently. You mentioned you have a "good offer based on what people said." I have to be blunt: an offer is only "good" if it works. If it's not generating leads, it's a bad offer, no matter what your friends think.

The standard "Free Quote" is what everyone offers. It's lazy and high-friction. It puts all the work on the potential customer and promises them nothing but a sales pitch. You need to provide value upfront. Think about what your customers *really* want. They want to visualise their new space. They want to understand costs without a hard sell. Your offer should reflect that.

Consider offers like:

• -> "Get a Free 3D Design of Your Dream Patio"
• -> "Use Our Instant Online Project Cost Estimator"
• -> "Download Our Free Guide: 5 Things to Know Before Hiring a Hardscaper"

These offers give immediate value and position you as an expert, not just another contractor. They also need to be front and center on your website, particularly on the page people land on from your ads. Your site needs to load fast, look professional, and build trust instantly. This means high-quality photos of your *own* completed work (before and after shots are brilliant), real testimonials from local customers, and a clear, simple way to contact you. Don't make people hunt for your phone number or contact form.

I've detailed my main recommendations for you below:

This is the main advice I have for you. It's a complete change from what you're doing now, but it's based on what we know works for local service businesses. Trying to optimise your current Facebook campaign would be like polishing a car that has no engine. You need to get the fundamentals right first.

I know this is a lot to take in, and it's a big pivot from your current approach. Getting this right involves a lot of moving parts - from correct keyword research and campaign setup on Google, to writing compelling ad copy and optimising a landing page that actually converts visitors. It can be a steep learning curve, and mistakes can be costly, as you've already discovered.

This is often where professional help can make a huge difference. An experienced eye can get this all set up correctly from the start, avoiding common pitfalls and accelerating your path to getting a steady stream of profitable leads for your business. We specialise in exactly this kind of turnaround.

If you'd like to discuss this in more detail, we offer a free, no-obligation initial consultation where we can look at your specific situation and map out a more detailed plan. It might be a good next step to ensure the next $400 you spend actually grows your business.

Hope this helps!

Regards,

Team @ Lukas Holschuh