"Pergola ideas" gets 880 searches a month and "alfresco ideas" 720. Those people aren't ready to book. They're still looking at pictures, and Facebook and Instagram are full of pictures. A deck from your last job, photographed well, is exactly the kind of ad Meta suits.
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Meta has an obvious job for outdoor and joinery work, and almost none for small fixes. Nobody scrolls Instagram hoping to see an ad for a rehung door. A pergola, a deck with built-in seating or a wall of custom joinery is different: people save those photos, show them to a partner and come back to them. The ideas searches above suggest plenty of homeowners are at that stage. We don't have carpentry Meta results to show you yet, so treat what follows as our approach, not a track record.
It's also the channel where your work speaks for itself. A search ad can only describe a deck in a few words. A feed ad can show it, along with the suburb it's in, which is often the detail that makes a neighbour ask for a quote.
A tight radius, real projects and a clear next step.
Your own decks, pergolas and joinery, shot in good light from the angle the homeowner sees from the kitchen. One strong project beats a grid of small photos.
A short clip of the framing, bearers and fixings before the boards go on. It shows the work buyers never see, which is where a carpenter differs from the cheapest quote.
A rotten deck and its replacement makes a clear ad. Both photos must be from the same job, taken by you, without heavy editing.
Project type, suburb, rough timing and an optional photo of the space. Fewer leads than a one-tap form, but far fewer you can't price.
Visitors to your deck or pergola pages see more of that work. An audience needs about 100 people before remarketing will deliver.
Meta tends to count more conversions than GA4. We compare Meta, GA4 and your quote list, and show you the gap.
From DMT's Meta campaigns for Transform Orthodontic Care, November 2023 to November 2025. Orthodontics is nothing like carpentry and the sample is small, so these are lessons for testing, not a forecast.
Two $250 remarketing lead campaigns produced 28 leads between them, at $16.67 and $19.23 per lead. For a carpenter, the equivalent warm audience is people who already looked at your projects.
Awareness campaigns clicked at 0.04% to 0.07%, against 1.12% to 1.74% for remarketing. Project photos may hold attention better than clinic ads did, and that's what we would test.
In one campaign, 2,332 people saw the ads 23.8 times on average. A carpenter working one region has a small audience too, so we would rotate projects rather than run one photo for months.
QBCC's advertising guidance names social media pages, such as a company Facebook page, as advertising, so the licensed name, the statement that you're licensed under the QBCC Act and your licence number apply there. NSW requires the licensee's name and licence number in all advertising, and South Australia requires the BLD number on any advertisement. Every photo should be your own work: showing a supplier's or someone else's project as yours risks misleading conduct under consumer law. If you also want to recruit apprentices, keep job ads in a separate campaign, and we check Meta's current rules for job ads in the account first. Meta's AI enhancements stay off unless you approve them in writing, as Meta's terms make you responsible for what they add.
Keyword and ranking figures: Semrush Australian database, checked 9 November 2026. Volumes, difficulty scores and click prices are Semrush estimates, and click prices are shown in US dollars. Rankings are a national snapshot, so local results will differ. Advertising rules: QBCC advertising (published 30 June 2025, lists social media pages), NSW building trade advertisements and CBS South Australia, building licences FAQ (November 2025). Meta changes its ad policies regularly, so we confirm the current rules in Ads Manager at build time.
No. The ad would imply you built something you didn't. If you don't have good photos yet, we would start by photographing your next two or three jobs properly before spending on ads.
Work back from the job: what's a typical deck or pergola worth to you, and how many quotes does it take to win one? There's no published DMT fee for Meta management, so the quote comes after the audit.
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