Paid Social Advertising for the Built Environment

Facebook and Instagram are where specifiers, developers and homeowners spend their downtime. Done well, paid social builds the demand that search later captures.

We produce creative that stops the scroll and looks like it belongs, then target it at the audiences most likely to become clients, with the numbers to prove it worked.

The advantage here is that almost nobody in the sector does it well. Feeds are full of consumer advertising and boosted site photos with no offer attached, which means one genuinely good piece of creative from a construction or interiors brand stands out at a cost per thousand impressions that would be unthinkable in a competitive consumer category.

Most firms are also sitting on the creative already: a year of project photography, a handover film, a time-lapse of an install. Material that cost real money and has been used once. We build campaigns around what you already own, set up tracking that reports on enquiries rather than likes, and retarget the people who visited the site and left without getting in touch.

What's included

Creative productionAudience strategyFull-funnel campaignsRetargetingLead formsA/B testingPixel and CAPI setupReporting

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Who Paid Social is right for

Paid social suits businesses with something visual to show and a reason for someone to act before they were looking. If your buyers only ever arrive through a formal tender process, Google Ads and SEO are the better place to put the money.

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Firms selling to homeowners and developers

High-value residential, extensions, glazing and interiors are decisions made in the evening, on a phone, in a feed.

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Showrooms and product brands

A physical space or a visually strong product has a natural advantage where the format is images and video.

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Businesses recruiting as hard as they sell

Skilled trades and site staff are reached far more cheaply on social than through job boards.

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Anyone with strong project imagery

If you already have architectural photography and site film, the creative cost of getting started is close to nothing.

The problem we solve

Search captures demand that already exists. Paid social creates it. Facebook and Instagram are where specifiers, developers and homeowners scroll in their downtime, and most built environment brands either ignore them or run boosted posts that quietly burn budget.

How we approach paid social

01

Creative that belongs

We produce thumb-stopping creative that looks native in the feed, not like a banner ad.

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Precise audiences

We target the people most likely to become clients, then retarget the ones who showed interest.

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Full-funnel thinking

Awareness, consideration and conversion campaigns that work together, not in isolation.

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Built from work you already own

Site photography, project films and finished installs are the raw material. Most firms are sitting on a year of unused creative.

05

Measured on enquiries

We optimise to cost per genuine enquiry and return on ad spend, with tracking set up properly.

What changes

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Demand where there was none

Reaching people before they start searching means competing for attention rather than for a keyword.

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Cheap reach against a defined audience

Compared with trade print or events, the cost of putting your work in front of the right people is low.

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Retargeting that closes the loop

The people who visited your site and left are the cheapest audience to bring back.

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Creative that earns its keep twice

The same films and photography feed the website, the sales deck and recruitment.

Paid Social: your questions answered

Does paid social work for the built environment?

Yes. Facebook and Instagram are where specifiers, developers and homeowners spend their downtime, and paid social builds the demand that search later captures.

What do I need to get started?

A clear offer and a sensible budget. We handle creative, targeting, tracking and reporting.

How do you measure success?

By cost per genuine enquiry and return on ad spend, not vanity metrics like likes.

Which platforms do you use?

Usually Meta for reach and cost, LinkedIn where the target is specifiers and decision makers in larger organisations. We recommend based on who you need to reach rather than running everything by default.

What creative do you need from us?

Often nothing new to begin with. Most firms already have project photography, handover films and install footage that has been used once. We start there and produce new creative when the campaign justifies it.

Does paid social work for recruitment?

It is one of the strongest uses of it in this sector. Skilled trades and site staff are reached far more cheaply in a feed than through job boards.