Fence and deck owners hear both pitches constantly. One agency swears by cheap Facebook leads, another by Google. The difference between the two platforms is one word: intent. Understand that, and the right call for your money gets obvious.

The intent gap

On Google, a homeowner typed "fence installation near me". They have a project, a rough budget, and a timeline. Your search ad meets a decision already in motion.

On Facebook, that same homeowner was watching videos and saw your ad between posts. Maybe a fence was somewhere in the back of their mind. Mostly, you interrupted them. Interruption can work, but it produces a very different lead: slower, colder, and more likely to ghost when your estimator calls.

What Facebook leads look like in practice

Facebook leads are usually cheaper per lead, and that is the number the pitch leans on. But contractors who run them know the pattern: instant forms filled half-asleep, "just curious what it costs", price shoppers with no timeline, and a close rate far below search leads. Cheap leads that do not book are the most expensive leads you can buy. Judge cost per booked job, not cost per lead.

Where Facebook genuinely helps

  • Showing off builds. Decks especially are visual. A feed full of your projects builds brand in your service area.
  • Retargeting. Homeowners who visited your website but did not call can be reminded cheaply.
  • Offers with wide appeal. Financing promotions and seasonal specials can travel on Facebook.

Notice what those have in common: they support a decision, they rarely start one for a five-figure project.

Where your first dollars belong

For fence jobs at $3,000 to $10,000 and decks at $10,000 to $25,000 and up, the buyer almost always ends up on Google, comparing companies, reading reviews, and visiting websites. That is the moment to own. Search ads plus a converting site plus a strong review profile is the stack that books estimates. Facebook is a fine amplifier later, once that machine is running and fed.

Facebook finds people who might want a fence someday. Google catches the ones who want one now. Book the ones who want one now first.

The bottom line

Run search first, master it, then add Facebook for brand and retargeting if there is budget left over. If you want to see what search-first looks like for your market, book a strategy call.