The Best Permanent Lighting Facebook Ad Strategy To CRUSH The Holidays
If you run a permanent lighting or holiday lighting business and want to absolutely crush your goals this season, this post is for you.
Over the past few years, we’ve helped lighting installers across North America use Facebook Ads to generate a flood of leads and turn slow seasons into six-figure sprints. And in this post, I’m going to walk you through the exact strategy that’s working right now for them.
These strategies work during the holidays, and even during the summer months; especially leading up to Independence Day.
Step 1: Choosing the Right Campaign Objective
The foundation of any successful ad campaign on Facebook is picking the right objective, and this is where most installers go wrong.
Facebook gives you a few different options. You can run Messenger ads that let people start conversations with you directly. You can send people to your website or landing page. Or you can use Facebook’s built-in lead forms.
After testing all of them across dozens of lighting businesses, one clear winner stands out: lead forms.
Why? Because they hit the sweet spot. With Messenger ads, you’ll get a high volume of cheap leads, but you’ll also waste hours sorting through low-quality messages from people who aren’t serious.
With website traffic ads, you can improve lead quality, but you’ll typically see a big jump in cost per lead. Facebook lead forms give you the best of both worlds. The form pops up right inside the app, the user fills it out in a few taps, and the lead gets sent to you instantly.
Even better, you don’t need a website. You can launch with just a few strong images, a short form, and a compelling offer. That simplicity alone makes this strategy worth its weight in gold.
Step 2: 3D Campaign Targeting
Most lighting contractors rely on one type of Facebook targeting, maybe two if they’re lucky. But to run a high-performing campaign, especially in a competitive market, you need a targeting strategy that hits your audience from multiple angles.
We use something called 3D Campaign Targeting. It’s a layered approach that ensures you reach homeowners at every stage of the buying journey, from those just discovering permanent lighting to those who are ready to book right now.
1. Broad targeting. This is where you tell Facebook what geographic area you want to focus on—usually a cluster of zip codes—and set a basic age range, like 30 to 65. You don’t add any interests or behaviours. You’re giving Facebook a clean slate and letting its algorithm find patterns in who’s responding. This is especially useful if you're just starting out or don’t have any customer data to work with.
2. Data-driven targeting. There are two main ways to do this: interest targeting and lookalike audiences. Interest targeting is simple—you build on your broad targeting setup, but now you layer in one relevant interest, like “home renovation” or “landscaping.” This helps Facebook zero in a little more. The key is not to overdo it. Just one well-chosen interest is enough.
Then there's lookalike audiences. This is where the magic really happens. If you’ve got a list of past customers or leads, even a few hundred names with emails or phone numbers, you can upload that into Facebook and ask it to find similar people. The result? You’re advertising to homeowners who look just like your best clients. These typically perform better than any other audience type, because they’re built from your own real-world data.
3. Remarketing. This is where you advertise to people who already know who you are—visitors to your website, viewers of your previous videos, or people who’ve engaged with your past ads. With one simple pixel installed on your website, you can keep showing up in front of these warm leads and nudge them toward booking.
When all three of these targeting layers are active—broad, data-driven, and remarketing—you’re not leaving anything to chance. You’re meeting the right people at the right time, no matter where they are in their buying process.
Step 3: Creating Offers That Grab Attention
Let’s talk about offers. Most lighting installers play it safe here. They promote “free estimates” or “10% off,” and then wonder why their ads blend in with the rest of the feed.
If you want to stand out and attract serious buyers, you need to craft offers that stop the scroll and make people take action.
One of the best-performing offers we’ve seen is a free design consultation. This works incredibly well for both holiday lighting and permanent installations. You meet the homeowner, take a picture of their house, and show them a mock-up of what the lights could look like—right there on your tablet or iPad.
Many of our clients use AI design tools to create these previews. It’s fast, easy, and extremely powerful. When homeowners see their house lit up beautifully before they’ve even paid a dime, they get excited. And that excitement leads to more booked jobs.
Another powerful tactic is combining that design consultation with a same-day estimate and a private fast-action incentive. Let’s say you show up, walk the property, and give them a full proposal on the spot. If they move forward that same day, you offer a small discount or bonus. It creates urgency, and it rewards decision-makers.
You can also reinforce your offer by promoting your warranty. Highlight that your lights come with long-term coverage, and that if anything goes wrong, you’ll take care of it. This kind of peace-of-mind messaging helps eliminate buyer hesitation.
A great offer doesn’t just generate more leads. It filters out the window shoppers, attracts serious buyers, and makes your business look like the clear choice in your area.
Step 4: 3D Ad Creatives
Ad creative is everything. You could have the perfect offer and razor-sharp targeting—but if your ad looks boring, no one’s clicking it.
We use a three-part creative strategy that’s designed to build trust and get results fast.
1. Before and after photos. Take high-quality photos of your lighting installations. Preferably at night, when the lights are glowing and the transformation is obvious. If you can pair that with a before photo, even better. Homeowners need to see what’s possible.
2. Action shots. Take pictures of your team installing the lights, preferably in branded gear with wrapped trucks in the background. These shots are about building credibility. They show that you're a real business with trained staff. Not a guy with a ladder and a Craigslist ad.
3. Vertical selfie-style videos. Just grab your phone and record a quick video where you introduce yourself, talk about your business, and explain how you help homeowners enhance their property with custom lighting. Keep it natural and confident. These videos work better than anything else right now because they feel real. They help people trust you before they’ve even met you.
You’ll also want to refresh your creatives every two to four weeks. Facebook will stop showing the same ad to the same people over and over again. Keep your content fresh, and you’ll keep your results strong.
Step 5: Budgeting for Real Results
A lot of contractors run into trouble here. They’ll throw $300 at Facebook Ads for a week, get a few leads, and call it a day. But that's not a strategy, it’s a coin toss.
If you're running Facebook lead forms (which you should be), you can expect to pay somewhere between $30 to $50 per lead on average over a sustained campaign. Sure, you might see $5 leads when you first launch, but what really matters is what you’re seeing after 30, 60, or 90 days. That’s the correct way to measure real cost per lead.
As a rule of thumb, we don’t recommend spending less than $1,500 per month on Facebook ads if you're serious about scaling. Anything less, and you’re better off hitting doors or hanging flyers.
Want to reverse-engineer your ideal monthly budget? Use the 50/30 Rule that we teach.
It’s simple: for every 10 leads you generate, you’ll probably book 5 consultations. Of those, you’ll close ~2 jobs. So, if you want to close 5 new jobs this month, you’ll need around 30 to 35 leads. At $50 a lead, that’s ~$1,750 in ad spend.
With this approach, you’re not guessing—you’re investing with a clear, trackable goal in mind.
Final Thoughts
Permanent and holiday lighting is one of the most visually compelling services you can advertise on Facebook. The transformation speaks for itself. When people see a home lit up with clean, professional lighting, it immediately grabs their attention. But turning that attention into actual revenue takes more than just a great photo or a catchy headline. It takes strategy.
You need to run your campaigns with intention. That means starting with the right campaign objective that sets the tone for the kind of leads you’ll attract. It means targeting homeowners at every stage of the decision-making process, not just the ones who are ready to buy today, but also those who are just starting to explore.
You need offers that make people feel like working with you is a no-brainer. You need creative that builds real trust before you’ve ever even spoken to the lead. And most importantly, you need to budget realistically based on the actual math, not on guesswork or wishful thinking.
This is how you go from inconsistent, unpredictable jobs to a pipeline that’s full weeks in advance. It’s how some of our clients go from struggling to fill their calendar to getting recognized at the grocery store because their video ads are running all over town.
If you’re willing to implement this system and stick with it, you’ll not only have a more profitable lighting season, you’ll build a brand that dominates your local market year after year.
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