What's a good ROI for Facebook ads for contractors in 2026?

How We Calculate ROI

We keep it simple: revenue closed divided by ad spend. If you close $40,000 in jobs from $5,000 in ad spend, that's an 8x return on ad spend.

We like this number because it shows the business impact. It answers the only question that matters to an owner: if I put $1 into ads, how many dollars come back?

What a Georgia Contractor Should Expect

At least 4x return on ad spend. That's the floor. Across our clients, the average is 7.8x, and some accounts run far above that.

Real Cost Per Lead by Trade

These numbers come from our 2026 Georgia home services benchmark: 13 ad accounts and 1,077 leads.

• Pools: $8.50
• Decks: $19.96
• Windows: $29.70
• Remodeling: $53.21
• Plumbing: $63.54

You can plug any of these into our Lead Math calculator with your own job value and close rate to see what a month could look like. For the full data, see the Georgia benchmark report.

Our Best Return: $433,000 Closed in Two Months

Our best result is a deck builder, Proven Home Improvements. The owners had just quit their jobs to run the business full time. They had no advertising and no real online presence.

We launched on July 6, 2026, and went to work:

• Revamped their full Facebook and Instagram presence
• Built out their sales pipeline
• Found their cost per lead, cost per booked appointment and customer acquisition cost
• Scaled from there

Within two months, they had $433,000 closed in the CRM. In one 30 day stretch alone, they spent $3,086 on ads and booked over $300,000 in work. That's roughly a 97x return.

A More Typical Win: 19.3x for a Window Company

Not every account looks like that, but strong returns are common. United Window Solutions, a window replacement company near Athens, spent $1,197 on ads in their first four weeks and closed $23,095 in jobs. That's a 19.3x return.

What Is a Good Cost Per Booked Appointment?

Owners are often surprised that it's about the same for a $10,000 job as an $80,000 job: usually $200 to $300.

What moves it isn't the job size. It's how quickly your team can:

• Get the lead on the phone
• Start a real conversation and gather the basic details
• Qualify them and make sure they're a good fit
• Set the appointment

Fast, skilled follow up lowers your cost per booked appointment more than any ad tweak. Here's why Facebook leads go cold before you call them.

Cheap Leads Don't Mean Good ROI

When Leads Were Too Cheap

At the start of that same deck building campaign, our cost per lead was too low. We weren't qualifying enough, so a lot of the leads weren't serious.

We added friction:

• More qualifying questions
• Phone number verification
• A review step so people checked their information before submitting
• Address and more details about the homeowner

Cost per lead went up. Lead quality went way up. That's what led to the $433,000.

When Expensive Leads Were Worth It

We've run home renovation and roofing campaigns with cost per lead at $180 and up. Those are very competitive markets, so leads cost more. But one closed job paid for everything, because the projects were large. If you close them, it all works.

That's why cost per lead alone is a vanity metric. The number that matters is return on ad spend. (More on this in why your Meta ads aren't working.)

How We Track a Lead From Ad to Closed Job

Every lead goes into a sales pipeline, either ours or the client's. The stages look like this:

• New lead
• Contacted
• Appointment scheduled
• Proposal sent
• Followed up
• Negotiation
• Closed
• Uncontactable
• Bad quality lead

We send each of these stages back to Facebook. That tells Facebook which leads were good and which were bad, so it can find better leads over time. The more data you feed back, the smarter your campaign gets.

What You Need on Your End

A CRM with a few automations. The goal is to create as many sales touch points as possible, because every conversation builds trust with the homeowner.

When a Big Job Closes Months Later

High ticket jobs can close long after the lead comes in. We require our clients to keep their pipeline updated. When a deal is signed and the deposit is collected, they mark it closed, and the ROI shows up right away. When the job is finished, they mark it done. Every update is another signal back to Facebook.

For more on sales cycles and timelines, read how long it takes to see results from Meta ads.

Referrals and Repeat Jobs

We don't count referrals or repeat work in our ROI numbers, but they make the real return much bigger.

One of our roofing clients turns ad customers into a referral engine. They offer $1,500 worth of repair work for free if the homeowner sends them three referrals in the next three months. If the referrals don't come through, the homeowner pays for the repair. It's a great way to multiply the business that comes from every closed job.

The ROI Number That Makes Me Nervous

Anything under 4x. Even if the client is happy, under 4x means something needs fixing.

We had a painting client running under 4x. We didn't just tweak a few settings. We revamped the entire creative, did a new shoot, reworked the offer and reset everything. When the return is low, you go back to the foundation. Here's how to lower your cost per lead without just cutting budget.

The Bottom Line

A good ROI for a Georgia contractor is 4x or higher, measured as revenue closed divided by ad spend. Get there with strong creative, a qualified lead flow, fast follow up and a pipeline that feeds data back to Facebook. Then scale.

Frequently Asked Questions