Stock photos and logo ads
A smiling stock family or a logo with a phone number gives a homeowner no reason to stop scrolling. They want to see a slab like theirs fixed. Generic creative mostly pulls curiosity clicks.
Built for Concrete companies doing $1M+ a year
FACEBOOK & INSTAGRAM ADS FOR CONCRETE CONTRACTORS
Facebook ads for concrete contractors that show the work, not a logo.
Facebook ads for concrete contractors work because concrete is one of the most visual trades there is: a sunken driveway lifted back to level, or a tired slab turned into a stamped patio, sells itself in a single frame. DryScale runs Meta ads across Facebook and Instagram built on before/after creative shot on real jobs, a short form that checks homeownership and service area, and server-side tracking that tells the algorithm which leads became booked jobs. Every lead then gets a call within 60 seconds.
The pipeline
One take. Three hooks. Your zip codes. Your calendar.
Follow one owner-led take from the edit to an estimate on the calendar.
Owner take 014:12
Your company
Before you pick a concrete company, watch this.
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Your company
Here's what your driveway estimate should include.
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Your company
We only work in these zip codes. Here's why.
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Hook AHook BHook C
Zip codesSample account
6 on0 mi outside
Estimates · This weekSample account
Mon 8:30Patio64155
Tue 9:00Driveway64151 · Hook A
Wed 1:00Stamped patio64118 · Hook B
Wed 3:30Sidewalk64119
Thu 10:30Slab lifting64086 · Hook C
Fri 2:00Pool deck64081
What's broken
Why it isn't working yet.
Leads your estimators stop trusting
An open form with no screening fills the CRM with renters, out-of-area addresses and people who wanted a price on a bag of patch. After a few wasted drives, your estimators treat every Facebook lead as junk, and the good ones get worked slowly too.
An algorithm learning from the wrong signal
Meta looks for more people like the ones it's told converted. If all it sees is a browser-pixel form fill, it finds more form fillers. Without server-side data on which leads booked, sat and signed, it has no way to find more buyers.
Why generic ads fail
Your ad and your competitor's ad are the same ad.
The targeting is 100 miles wide, and more budget just buys more of the same garbage faster.
Patience is not a strategy if the creative is generic.
Stock photo
Your ad
Stock photo
Competitor's ad
Generic creative · 100-mile radius
How we run it
The build, in order.
- 01
Build creative from real jobs
Ads come from before/after photos and short phone video shot in the field on your jobs: the sunken walkway, the crew at work, the finished floor in good light. It reads like a neighbor's post, which is the point. No stock, no renderings.
- 02
Qualify on the form
A short form asks whether they own the home and whether the job is inside your service area. Renters and out-of-area leads drop out before they reach the call center, so every dial goes to someone who can actually hire you.
- 03
Connect the CRM to Meta with CAPI
Server-side Meta Conversions API reports each lead's progress (booked, sat, won) straight from the CRM. Over time the algorithm stops chasing form fills and starts finding homeowners who look like your actual customers.
- 04
Go broad, layered by geography and homeownership
Campaigns run broad inside your service area with geographic and homeowner layers instead of a stack of narrow interests. The creative and the form do most of the filtering.
- 05
Refresh creative and plan around pour season
New before/afters rotate in before the old ones wear out. Spend follows the season: heavier as spring and summer schedules fill, lighter through the off-season, and shifted toward whatever your crews can still install when it's cold.
What you get
Built into the whole system — not bolted on.
Every channel runs inside the same 5-phase growth system: tracked to the dollar, followed up in 60 seconds, and visible on your live dashboard.
See the 5-phase systemFacebook & Instagram AdsIncluded
- Facebook and Instagram campaigns built and managed inside your service area
- Before/after creative from your real jobs, refreshed on a steady rotation
- A short qualifying form covering homeownership and service area
- Server-side Meta Conversions API (CAPI) connected to your CRM pipeline
- A seasonal plan built around pour season and crew capacity
- A call within 60 seconds on every lead the ads produce
- Reporting from lead to closed job, ad by ad, in the Insight Dashboard
We call and book
You should not be calling leads back from the top of a ladder.
We actually call and book the leads directly into your calendar, so you don't have to call when you're on the job site or when you're taking an estimate.
Call center · follow-up cadenceProcess
< 60 sFirst call after opt-in
Day 1Several follow-ups
Day 2A couple more
DailyThen every day
Weekly · MonthlyUntil it's booked
BookedEstimate on your calendar
- Contractors served
- 100+
- States across the US and Canada
- 15
- Average ROAS across clients
- 14.1x
- Estimates booked per month
- 1,800+
FAQ
Facebook & Instagram Ads: the straight answers.
Yes, when they're built around the work itself. Before/after footage from real jobs gives homeowners a reason to stop, a short form screens out renters and out-of-area leads, and server-side tracking teaches Meta which leads became jobs. They fail on stock images, open forms and slow follow-up.
Usually because of three fixable things: no screening on the form, no feedback to Meta about which leads actually closed, and follow-up slow enough that decent leads go cold. DryScale fixes all three with homeownership and service-area questions, CAPI tied to booked and won jobs, and a call within 60 seconds.
The most visual ones: concrete leveling and slab lifting, epoxy and polyaspartic garage floors, and stamped or stained decorative work, where one before/after tells the whole story. Flatwork and repair can work too with strong local photos. The creative plan follows the services you most want to sell.
The Conversions API (CAPI) sends conversion events from your server or CRM straight to Meta instead of relying only on the browser pixel, which can miss events when tracking is blocked. DryScale uses it to report booked estimates and closed jobs back to Meta, which gives the algorithm a better signal for finding buyers.
No. Phone footage from real job sites tends to feel more believable than polished brand video, because it looks like the homeowner's own driveway or garage. What matters is a clear before, a clear after, and enough fresh material to rotate new ads in before the old ones go stale.
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