How This Permanent Lighting Contractor Added $42,000 in July Using Facebook Ads

Step 1: Create Offers That Attract High-Intent Buyers

A strong offer is the foundation for your campaign—it’s what gets people to stop, pay attention, and take action. Without it, even the best ads will struggle to convert. We knew our goal wasn’t just to get any leads, but to attract homeowners who were serious about doing a lighting install, not just curious or “shopping around.” That meant crafting offers that were both compelling and confidence-building.

We built three offers that worked together to move prospects from interest to action:

• Free Design Consultation ($197 value): Using the Jolly Lights app, the client could create a custom mock-up showing exactly what the lights would look like on the homeowner’s house. This wasn’t just a vague promise—it was a visual that made the project real in the homeowner’s mind. When someone can picture the final result on their own home, it’s far easier for them to justify moving forward. This step alone created a huge sense of buy-in before the sales conversation even started.

• Same Day Estimate: Right after the design consultation, the contractor would give the homeowner the full price on the spot. No waiting, no back-and-forth, no “I’ll email you later.” This removed friction and gave homeowners the ability to make a decision while their excitement was fresh. It also positioned the contractor as professional and efficient—someone who respects the customer’s time.

• 10-Year Extended Warranty: Permanent lighting is a bigger investment than temporary holiday lights, so homeowners naturally want to feel secure about it. By backing the product and installation with a decade-long warranty, the contractor eliminated a major objection. It told prospects, “We’re confident in our work, and we’ll be here for the long haul.” That reassurance made it much easier for people to commit.

Together, these three offers did more than just get leads—they positioned the service as high-value, exclusive, and worth the investment. And when you’re selling something permanent and more expensive, that positioning is everything. It ensures you’re attracting decision-ready buyers who see your service as the obvious choice over cheaper, less professional competitors.

Step 3: Use Facebook Lead Form Ads with Smart Targeting

We ran these creatives as Facebook Lead Form Ads—no landing page needed. This kept the process simple for the homeowner and eliminated the extra step that often causes drop-off. When someone clicked the ad, a native Facebook form popped open right inside the app. Because Facebook pre-fills their name, phone number, and email from their profile, it only took a couple of taps to submit. That smooth, low-friction experience meant more people completed the form, which drove our cost per lead down and conversion rates up.

We experimented with a few targeting strategies early on, but after 14 days of testing, two clear winners emerged:

• Campaign #1: Broad targeting by location and age (30–65), letting Facebook’s algorithm find the right buyers within our geographic area.

• Campaign #2: Same geographic targeting, but layered with an interest in home renovations, which helped us zero in on homeowners who were already in the mindset of upgrading their property.

Both audiences pulled strong results, so rather than overcomplicating things, we kept running both in parallel. This gave us a good mix of reach and relevancy—broad targeting captured hidden gems the algorithm found, while interest targeting put us in front of people who were actively improving their homes.

We also kept the budget tight and intentional: $50/day, totalling $1,519 in ad spend for the month. This approach proved you don’t need massive budgets to get big results—what matters is having the right offer, strong creatives, and targeting that consistently brings in high-quality leads.

Step 5: Use Urgency and Scarcity In Your Sales Process

Here’s where the magic really happened.

This contractor had a pitch that converted over 50% of his design consultations into closed jobs. It worked because it felt real, it used urgency, and it gave the homeowner a compelling reason to move fast.

Here’s how he pitched it:

• Bulk Order Discount – "I'm doing 3 bulk orders of lights this season. Once those are done, there will be no more orders. Because of that, the more people I get into this round, the better price I can offer you because of bulk discount rates."

• Same Day Discount – "If you move forward today, I’ll apply an extra 10% off your quote. This way, I don't have to hire another sales person to follow-up with our customers, and I can pass those additional savings onto you."

It wasn’t high-pressure—it's believable. So many contractors try to use discounts this way, but they don't have a reason to do so. By giving a legitimate reason to offer a discount and reward the behaviour he wants, he's able to create a win-win situation for himself and his clients.

Final Thoughts

Most lighting contractors write July off as a dead month. But as you just saw, that’s not true at all.

With the right approach, you can still get some incredible results, just like our client did.

It wasn’t about fancy production or big ad budgets, it came down to three things:

• Strong, high-value offers that made homeowners want to take the next step
• Fast follow-up, so no lead went cold.
• A believable pitch with real urgency that made it easy for people to say “yes” on the spot.

If you’re doing permanent lighting—or you’re a landscaper thinking about adding it—this should be your wake-up call. The opportunity to expand your season is bigger than you think, and you don’t have to wait for peak season to take advantage of running ads.

Use this case study breakdown as your blueprint, get your system dialled in, and start selling your lighting solutions all year round!