How to Convert Local Website Visitors into Paying Clients with Facebook Ads
If you're running a local business, especially in the home improvement space, you know how competitive it is to stand out and get new customers. A great website helps, but if you're not actively sending traffic to it, you’re leaving money on the table.
That’s where Facebook Ads for local businesses come in. They’re one of the fastest, most cost-effective ways to drive high-quality traffic to your site, generate leads, and turn website visitors into booked appointments or jobs.
We’ll break down how to use Facebook Ads to bring visitors to your site and how to convert them into real paying clients.
Why Facebook Ads Work for Local Businesses
Most local business owners think Facebook Ads are only for e-commerce or big brands. Not true. Facebook Ads for home improvement and other local services can be a game changer because of:
Hyper-Targeted Local Reach – You can target by zip code, income, homeowner status, age, and more
High Engagement – Eye-catching images and video grab attention as people scroll
Low Cost Per Click – You can get targeted traffic without breaking the bank
Lead Form Integration – Native lead forms make it frictionless for people to request a quote
Step 1: Send Targeted Traffic to Your Website
Running Facebook Ads without a clear destination = wasted spend. Your first move? Drive users to a landing page or your main service page with a compelling offer.
If you’re a roofer, landscaper, or general contractor, your ad should say exactly what you do, who you help, and why they should care. Example:
“Need a New Roof? Get a Free Inspection + Quote – Available This Week Only!”
Use ad creatives that show before/after projects, testimonials, or team shots—anything that builds trust fast. Make sure your ad links directly to a relevant page (don’t just send them to your homepage).
Step 2: Optimize Your Website for Conversions
You’ve got the click. Now what?
Once someone lands on your website, your job is to make it as easy as possible to convert them into a lead. Here's how:
Fast Load Speed – Use tools like GTMetrix to ensure your site loads in under 3 seconds
Mobile-Friendly Design – Over 80% of Facebook traffic is mobile. Your site must work perfectly on a phone
Clear CTA Buttons – “Book a Free Quote” or “Get an Estimate” should be impossible to miss
Trust Elements – Display reviews, before-and-after photos, and badges (BBB, Google Reviews, etc.)
Short Lead Forms – Fewer fields = more submissions
Want to go a step further? Use retargeting ads to follow up with visitors who didn’t convert. These are often your warmest leads.
Step 3: Retarget Visitors Who Didn’t Convert
This is where the real magic of Facebook Ads for local businesses comes in: retargeting.
When someone visits your site but doesn’t book or fill out your form, you can show them ads later that say:
“Still need a new roof? Limited Appointments This Week—Book Now”
“Forgot to schedule your free estimate? Don’t miss our Summer Promo”
These reminder ads are super cheap and convert at a much higher rate because the visitor already knows who you are.
Tip: Set up a Facebook Pixel on your site to track visitors and retarget them effectively.
Step 4: Use Lead Forms for Instant Conversions
Not everyone wants to visit a site. That’s why Facebook Lead Ads are powerful for local businesses.
These native forms let users submit their info without ever leaving Facebook. Perfect for quick quotes or service requests.
Best practices for Facebook Lead Ads:
Keep your form short: Name, Phone, Email is usually enough
Offer something valuable (e.g., Free Inspection, 10% Off First Service)
Follow up FAST—ideally within 5 minutes
Step 5: Build Long-Term Trust with Follow-Up Campaigns
Even if someone doesn’t buy now, Facebook lets you stay in their feed long after they’ve clicked.
Use email marketing, Facebook retargeting, and even SMS follow-ups to stay top-of-mind.
For example:
Weekly home tips or seasonal checklists (roof maintenance, winter prep, etc.)
Exclusive discounts for past leads
“We’re booking up for summer!” Urgency ads
The more value you give upfront, the more likely they’ll come back when they’re ready.
Facebook Ads Are a Local Lead Machine, If You Use Them Right
If your local business isn't using Facebook Ads, you're missing out on ready-to-buy traffic every single day. Whether you're in home improvement, landscaping, or HVAC, Facebook gives you full control over your leads.
Set up the right offer. Drive them to a solid landing page. Follow up. And watch the leads start rolling in.
Need Help Running Facebook Ads for Your Local Business?
At ADKO Media, we specialize in done-for-you Facebook Ads campaigns that generate high-quality leads for local service businesses. Want a free campaign audit to see what you could be doing better?