Building success – a guide to paid social ads for the construction industry

Why should my construction business use paid advertising?

In today’s landscape, almost every business has a social media presence. Standing out on social platforms is no longer just about having good quality products or services: it’s also about being able to put yourself in front of the right audience at the right time. And one of the best ways to ensure this is done effectively is through paid social media advertising. 

What is social media advertising?

Simply put, advertising on social media allows businesses to place sponsored content onto the newsfeed of their target audience. Often this looks like a normal post, or a carousel, but there are many ad formats and objectives across social platforms to choose from.

How does it work?

Facebook and LinkedIn are two popular platforms for paid social in the construction industry, but it’s important to understand your audience before deciding which is suitable. Facebook offers great targeting capabilities, and while it’s mostly known for B2C marketing, it definitely has a place in B2B too. It’s successful if you’re looking to reach fabricators, installers, small builders and DIY-ers. LinkedIn on the other hand, offers targeting options by job title, seniority and company size which helps when targeting decision makers, main contractors, architects, and specifiers. 

There’s also Instagram, TikTok, and Pinterest which can be considered depending on your strategy and target audience. X is also an option but, while the channel goes through a turbulent time, we’d recommend investing in one of the more reliable platforms above. 

Then there are objectives to consider. What do you want the ad to achieve and what steps do your audience need to take to get there? In other words, what is the customer journey? Most platforms have objectives to drive traffic, engagement, lead generation and brand awareness, but there are also options that make it easy for your audience to get in touch, promote your page to drive followers, and even video-specific objectives.

How can Harris Creative help?

Our dedicated social media team is equipped with the knowledge and expertise to help your construction business succeed, with experience working with building supplies distributors and merchants, manufacturers, demolition and waste management services, property maintenance and fitouts, modular contractors and more. 

Whether you’re looking to invest solely in paid advertising, boost your organic presence with regular paid content, or you’re starting from scratch with both, we can deliver. And we’ll regularly monitor and report on paid content to analyse its success, or adjust strategies when needed, to give you a clear understanding of your activity. 

Get in touch today to discuss.