These 6 Facebook Ad Strategies Are Getting Landscapers Booked SOLID!
If you’re a landscaper looking to stay fully booked at least 1-2 months out, Facebook Ads might be your most powerful (and underused) tool. But here’s the truth: most landscapers run Facebook ads completely wrong. They throw up a quick photo, boost a post, and hope for the best. That’s not a strategy—that’s a gamble.
The landscapers who are crushing it right now are following a clear, tested system. They know how to set up the campaign the right way, how to target the right homeowners, and how to create offers and content that stop the scroll and start conversations.
In this guide, I’m pulling back the curtain and showing you the exact six Facebook Ad strategies we’re using right now to get our landscaping clients booked solid—sometimes so far out they need to pause our services for a week just to catch up on things.
Let’s dive in.
1. Pick the Right Campaign Objective
One of the biggest reasons landscapers fail with Facebook Ads is because they pick the wrong campaign objective from the start. Facebook offers a variety of campaign objectives, such as traffic, engagement, calls, messages, and conversions.
But if your goal is to generate qualified leads that actually turn into booked jobs, there’s a clear winner in 2025: Lead Forms.
Lead Form campaigns allow you to collect information from potential customers directly on the Facebook platform without ever sending them to an external website. When a user clicks on your ad, a simple, pre-filled form pops up with their name, phone number, and email already populated from their Facebook profile. You can even include additional fields to gather more specific project information. This creates a seamless experience for the user and leads to dramatically higher conversion rates.
There’s another big reason why this works so well: Facebook favors content that keeps users on its platform. When you send traffic to an external site, Facebook considers it a higher friction experience and charges more to reach the same number of people. With Lead Forms, you’re staying within Facebook’s ecosystem, which often leads to lower cost-per-lead and higher delivery of your ads.
Compare this to call-only campaigns, where your ads are designed to drive phone calls directly. While that may sound great in theory, in practice, it often falls flat unless you have a dedicated team member answering the phone during business hours. Many landscapers lose out on hot leads because they simply can’t answer in time, or their voicemail isn’t set up properly.
The same goes for messaging campaigns. These only work well if you have an appointment setter or a chatbot automation system in place to handle conversations instantly. Otherwise, the leads grow cold fast.
If you’re just getting started or want something simple and effective, Lead Forms are the best place to begin. They strike the perfect balance between user convenience and lead quality. The best part? You don’t even need a website to use them. You can start running ads with nothing more than a Facebook business page and a solid form.
For those who are a bit more advanced or who have team members monitoring their inbox 24/7, message-based campaigns can still have their place. But if you’re not equipped to respond within minutes, you’ll likely waste ad spend on unqualified, unresponsive leads. For that reason, Lead Forms are your best bet in 2025.
2. Follow the 50/30 Rule
One of the most common questions we hear from landscapers is: "How much should I spend on Facebook ads?" It’s a fair question—and a critical one—because having a defined ad budget can make the difference between scaling confidently or throwing money into the wind.
To take the guesswork out of the equation, we use a simple framework called the 50/30 Rule. This is our go-to model for reverse-engineering exactly what your ad spend should be based on the jobs you want to land each month. Here’s how it works.
First, assume that 50% of the leads you generate from Facebook ads will book a quote or an in-person estimate. These are people who filled out your lead form and are interested enough to take the next step. Out of those booked estimates, we then assume a 30% close rate. That means 30% of the people you meet with in person will actually hire you for a job.
So, let’s say you want to land 4 new landscaping jobs per month. Maybe you specialize in outdoor design-build projects, and your average job value is around $10,000. That means you’re aiming for $40,000 in new monthly revenue.
Starting with that end goal, we work backwards:
To land 4 jobs, you’ll need about 14 in-person quotes or estimates, assuming a 30% close rate. And to get 14 estimates, you’ll need roughly 28 leads, since we expect half of them to book. This number may vary depending on your responsiveness and follow-up system, but it’s a solid benchmark to start from.
Next comes the cost per lead. In 2025, lead form campaigns are typically generating qualified landscaping leads for somewhere between $30 and $50 per lead. That means if you’re aiming for 28 leads in a month, your ad budget should be between $840 and $1,400.
Now, if your jobs are worth more—say $20,000 or $30,000 per contract—you can afford to pay even more per lead because the return is higher. We have clients doing luxury backyard oases where a single job is worth six figures. In those cases, they only need one or two clients a month, which keeps their lead volume (and therefore their budget) much lower.
The beauty of the 50/30 Rule is that it removes the emotion from budgeting. You’re not guessing. You’re not testing with $100 here or $300 there and hoping something clicks. You’re setting your monthly ad spend based on real, predictable math tied to your revenue goals.
3. Our 3D Targeting Strategy That Actually Works
When it comes to running Facebook ads for your landscaping business, targeting is where things start to either fall apart—or come together beautifully. A lot of landscapers get hung up on targeting. They spend hours obsessing over which interests to choose or which job titles to include, thinking that hyper-specific filters are the key to high-quality leads.
But the truth is, Facebook’s AI in 2025 is smarter than all of us. The best thing you can do is set it up with the right structure and then give it room to learn.
At Savant Marketing, we use a three-layer targeting structure with every campaign we launch. This approach gives you broad reach, retargets warm leads, and leverages your existing customer base to find more people just like them. Here’s how it works:
Broad Targeting: We always start with a broad audience. That means no interests, no job titles, no behaviors—just a simple radius around your service area combined with basic demographic filters like age and gender. For example, you might target men and women ages 30 to 65 within a 15–25-mile radius of your headquarters. That’s it.
The reason we go broad is because Facebook’s algorithm needs data to optimize. The more restrictions you place on your targeting, the smaller your audience becomes—and the harder it is for Facebook to find the right people. When you start with a broad pool, you allow the algorithm to figure out what’s working and automatically optimize your delivery to those who are most likely to convert. As long as your creative and offer are dialed in, this approach outperforms over-engineered targeting every time.
Remarketing: If you already have a website or landing page, this is where things get powerful. By installing the Facebook Pixel on your site, you can track people who visit and then show them ads after they leave. This is called remarketing, and it’s one of the most profitable forms of advertising available.
Think about it—someone sees your ad, clicks on it, browses your site or portfolio, and then gets distracted. Maybe they meant to reach out but got pulled away by the kids or a phone call. If you don’t have remarketing set up, that lead is gone forever. But if you do, your ads will follow them around Facebook and Instagram, reminding them of who you are and nudging them to come back.
This is where you can get creative. Run testimonial videos, behind-the-scenes crew shots, or a 30-second video of you explaining your process. These ads are perfect for building trust and staying top of mind.
Custom and Lookalike Audiences: The final layer in our strategy taps into your existing customer data. If you’ve been in business for a while, you probably have a list of past clients sitting in your CRM, QuickBooks, or even just an Excel sheet. That list is gold.
By uploading your customer data to Facebook, you can create a custom audience of people who already know, like, and trust you. Then, using that audience, you can build a lookalike audience—Facebook’s AI will analyze the characteristics of your best customers and find similar people in your service area.
We used this tactic for a client who had over 3,000 past customers. After uploading their data and creating a lookalike, we saw lead costs drop by nearly 40%. Even better, the quality of leads improved because the audience was based on real paying clients—not assumptions about who might be interested.
One important tip here: always make sure your total audience size is at least 150,000 people. Anything smaller, and Facebook doesn’t have enough critical mass to optimize efficiently. If you’re targeting a small town or rural area, consider expanding your radius slightly or combining your lookalike with a broad audience to keep the pool large enough.
4. Nail Your Creatives
You could have the perfect targeting and the best offer in the world, but if your creative falls flat—your campaign will too. In the world of Facebook Ads, your creative is the first impression. It’s what stops the scroll. It’s what makes someone click. And most importantly, it’s what starts the journey toward a booked job.
So, what actually works in 2025? From running hundreds of campaigns for landscapers across North America, we’ve narrowed it down to three core types of ad creative that consistently deliver results. But beyond just listing them, I want to show you how to use each one strategically—and how to avoid the common mistakes most landscapers make when trying to build their ads.
Type 1: Before-and-After Photos: These are a staple in the landscaping world for a reason. A powerful before-and-after image does what words can’t—it shows transformation. It tells a story visually in one frame, and it grabs attention fast.
But here’s the key: not all before-and-after photos are created equal. For them to work well, the transformation needs to be obvious. A freshly sodded lawn, a paver patio installation, or a full backyard overhaul are great. But if the lighting is poor or the angle is different between shots, the impact gets lost.
If you’re serious about scaling your ads, start treating your project photography like marketing assets—not just nice pics for the gallery. Keep your angles consistent. Take shots during the golden hour for better lighting. And when in doubt, use editing tools to crop and align the photos properly. The better the visual, the more likely someone is to stop and pay attention.
Type 2: Action Shots: These are photos of your crew at work, your branded trucks on-site, or even customers enjoying the finished space. The goal here isn’t to wow someone with a dramatic transformation—it’s to build trust.
Homeowners want to know that the people they hire are legitimate. So when they see your crew digging, cutting, planting, or simply standing proudly in front of a jobsite with your truck, it adds credibility. It shows that you’re not some fly-by-night operation. You’re a real business with real people doing quality work.
These types of images are also great for remarketing ads—people who already visited your site but didn’t convert. They’ve seen what you do. Now they want to know who you are. Crew shots, culture videos, even photos of you shaking a client’s hand go a long way in warming up that lead.
And if you want to take it further, try staging an “after” shot with people in it. Add patio furniture, fake drinks, even a small get-together. You’re not just showing the finished product—you’re helping the prospect imagine life with it.
Type 3: Selfie Video Content: The most powerful ad creative we’re seeing right now? It’s not a fancy video with drone shots and perfect editing. It’s a simple, 60-second selfie video shot on your phone—vertical, casual, real.
Here’s why these videos work so well. First, they build trust instantly. When a homeowner sees your face, hears your voice, and feels your energy, it creates a personal connection. It cuts through the noise and sets you apart from every other faceless contractor running ads with generic stock images.
Second, they’re fast to produce and test. You don’t need to hire a videographer. Just pull out your phone and talk to the camera. Introduce yourself, explain what you do, mention a key benefit or offer, and tell them to click the button to request a quote. That’s it. Keep it authentic, keep it simple, and don’t worry about perfection.
We have clients who’ve become local mini-celebrities from running these videos in their community. People recognize them in grocery stores. They’re remembered. And that’s exactly the goal—because people do business with people they know and trust.
If you’re camera-shy, you have two options: get over it, or cheat with tech. Tools like HeyGen or ElevenLabs can clone your face and voice so you can test hooks without re-recording constantly. It’s not perfect, but it works for testing. Once you know a specific hook or offer is resonating, go back and record a real version of it yourself.
The best performing campaigns use a combination of all three creatives. We usually test 8–10 ads in every campaign, mixing in before-and-after photos, crew shots, and multiple selfie videos. That gives Facebook enough data to figure out what the market responds to—and lets us cut the underperformers quickly.
5. Make Better Offers
When most landscapers think about running a promotion, the first thing they default to is a discount. “10% off your spring cleanup” or “$500 off patios this month only.” It sounds appealing on the surface—and yes, it might get some people to bite—but here’s the reality: discount offers often attract the wrong type of client.
You know the ones. The tire-kickers. The people who care more about saving a buck than getting the job done right. The ones who ghost you after the quote, or worse, haggle you all the way through the project. If you're trying to grow your business with high-quality clients and increase your average job size, leading with discounts isn’t the way.
The better approach? Value-driven offers that attract serious buyers while still giving them a compelling reason to act now. These offers don’t cheapen your brand—they elevate it. And the best part is, they’re often easy and cost-effective for you to fulfill.
Let’s walk through some of the offer types that are working best for landscapers in 2025.
Warranty-Based Offers: If you install hardscaping materials like pavers, stone, or outdoor lighting, there’s a good chance the products already come with a manufacturer warranty. Why not highlight that in your offer?
For example, instead of saying “Book Now and Save 10%,” say: “Book your project this month and get a free 5-year warranty on all materials and workmanship.”
It sounds premium. It adds peace of mind. And to a homeowner spending tens of thousands on their backyard, that kind of guarantee is often more persuasive than a small cash discount.
If you’re installing plant material or softscaping, you can even build your own warranty terms—like a 6-month or 1-year plant guarantee if irrigation is included. Just be clear about the terms and make sure your operations can support it.
Speed-Based Offers: Here’s a creative twist that most landscapers overlook: make speed the offer. Time is valuable, and homeowners hate waiting weeks just to get a quote. If you can provide estimates faster than your competitors, turn that into an advantage.
Try something like: “Need a quote fast? We guarantee a same-day estimate—or we’ll knock $100 off your job.”
This works especially well in the shoulder seasons when response times are slower and people want things done quickly. We used a variation of this with a client who offered spring cleanups, and his calendar filled up within a week. It’s a small promise that shows you’re responsive and organized—two traits that scream professionalism.
And if you really want to have fun with it, gamify it. Add a countdown or cap the number of same-day quotes available per week. This creates urgency without a discount.
Value-Add Bonuses: Instead of lowering your price, increase the perceived value. Think about items or services you could include that don’t cost much but feel significant to the client.
For example:
• A free lighting upgrade with any patio installation
• One month of free lawn care after a sod job
• A complimentary design consultation (valued at $300) when they book by a certain date
These kinds of bonuses position you as a premium provider who over-delivers. They don’t attract price-shoppers—they attract people who are looking for a good experience and great results. And as long as your pricing accounts for it, you’re not giving anything away for free—you’re structuring your value stack to stand out.
Bundled Offers: Here’s another idea that works really well: bundle your services into packages. This helps eliminate decision fatigue for the homeowner and makes you appear more turnkey.
Example: “Complete Yard Refresh Package – Includes mulch, edging, plant installation, and soil amendment for one flat rate. Book before [DATE] and we’ll throw in a free seasonal fertilizer kit.”
See how clean and easy that sounds? It helps the client imagine the full transformation, while also incentivizing quick action. These types of bundled offers simplify your sales process and can increase average job size because you’re selling a solution—not just a list of tasks.
6. Plan for Creative Fatigue & Scale
You’ve picked the right objective, set a realistic budget, nailed your targeting, crafted great creative, and built a killer offer. You launch your campaign—and it works. The leads are flowing, your phone’s ringing, and for a few weeks, you feel unstoppable.
But then something strange starts to happen.
The leads slow down. Your cost per lead goes up. Fewer people are clicking on your ad, and the ones who do aren’t converting as well. You haven’t changed anything—so what’s going on?
You’re experiencing something called creative fatigue.
This happens when the same audience sees the same ads too many times. At first, the ad is fresh, eye-catching, and exciting. But after someone scrolls past it for the fourth or fifth time—or worse, keeps seeing it after already submitting a form—it loses its punch. And Facebook starts penalizing you for it.
The algorithm knows your creative is losing steam, and it starts throttling delivery. Your cost per impression goes up. Your click-through rate drops. Your lead costs spike. If you’re not paying attention, your ROI tanks—fast.
That’s why having a plan to manage creative fatigue is crucial, especially if you want to scale.
Here’s how to stay ahead of it: First, understand the timeline. If you’re spending around $2,000 to $3,000 per month on Facebook ads, most creatives will start to fatigue after about 3 to 4 weeks. If you’re spending more—say $5,000 or $10,000 per month—fatigue happens even faster. At that level, you might need to refresh ads every 1 to 2 weeks.
This means content creation isn’t a “one-and-done” effort. It needs to be built into your monthly marketing rhythm. You need a steady pipeline of new videos, photos, and offers ready to go.
At Savant, we plan our client campaigns with this in mind. We start with 8–10 ads in each campaign and monitor performance daily. The moment we see costs creeping up, we identify the winning creatives—and either refresh them with new visuals, tweak the headline, or create a variation using the same message. This keeps the campaign fresh while doubling down on what’s working.
If you’re managing your own ads, here’s a simple rule of thumb: When a creative goes above $75 per lead (assuming $30–$50 is your average), it’s time to pause it and rotate in something new.
You don’t need to reinvent the wheel every time. Sometimes all it takes is changing the image, updating the offer, or re-recording the same video with a different hook. Even subtle differences can make a big impact.
Also, don’t rely on just one ad. That’s a common mistake. Always launch your campaigns with multiple creatives. Let Facebook decide which ones the market likes. Then kill the losers and feed the winners.
Now let’s talk about scaling. Once you’ve found a winning ad set—something that consistently brings in high-quality leads at your target cost—you might be tempted to crank up the budget. But scaling too quickly can backfire. Facebook needs time to adjust, and a sudden increase in budget can reset learning and drive your cost per lead through the roof.
Instead, scale gradually. Increase your budget by 10–20% every few days and monitor performance closely. If your cost per lead stays consistent, you can keep increasing. But if it spikes, pull back, refresh the creative, and let the campaign re-stabilize.
Here’s where things get more advanced. At higher spend levels—$10K+ per month—you’ll need a content engine. That means someone in your business (or an external partner) is responsible for capturing and sending new photos and videos on a weekly basis. Think of this person like a media runner. Their job is to feed your marketing team the raw materials to keep your campaigns alive and effective.
You don’t need Hollywood production value. You just need volume, variety, and authenticity. Remember, the goal isn’t to win awards—it’s to win attention.
Final Thoughts
Facebook Ads in 2025 are no longer a “nice to have”—they’re a foundational growth tool for any landscaping business that wants to scale consistently without relying on referrals or seasonal luck. But the landscapers who win aren’t the ones who dabble. They’re the ones who take the platform seriously. Who treat ads like a system, not a shot in the dark.
You now have that system.
You know the right campaign objective to use (Lead Forms). You know how to calculate your ad budget with the 50/30 Rule. You understand the power of three-layer targeting and how to structure your audiences for long-term growth. You’ve seen what kinds of creative actually convert—and how to deliver compelling offers that don’t discount your value. And most importantly, you’ve learned how to scale sustainably while protecting your campaign from creative fatigue.
This is the difference between “getting a few leads” and building a pipeline of qualified jobs year-round.
The truth is, your competition probably isn’t doing most of this. They might run a boosted post now and then, or throw $500 at ads and hope something sticks. But you? You’ve got a plan. And that gives you a serious edge.
Use it. Refine it. Stick with it. Because once you start stacking wins—one good ad, one new job, one great review—momentum takes over. And before long, you’re no longer chasing leads. They’re chasing you.
This is how modern landscapers grow. Not by chance. Not by waiting around. But by showing up consistently and playing to win.
Ready To Take Your Business To The Next Level?
If you’re struggling to DIY your marketing, or you're tired of working with agencies that don’t really understand your business—or worse, don’t seem to care—then maybe it’s time for something different.
Book a quick call with our team. We’ll take the time to understand your unique goals, challenges, and market… and give you a clear, customized strategy to help you grow faster and more efficiently.
No pressure. No sales pitch. Just real insights you can use—whether we work together or not.
Book your free strategy call now.
Download Our Free Case Study
Discover the exact Facebook Ad copy, offer, and creative we used to help our client generate $370,000 in only 4 months.