How to Target Homeowners on Facebook Ads
In today’s digital-first world, Facebook continues to be one of the most powerful platforms for businesses looking to connect with homeowners. No matter if you’re a contractor, a real estate agent, an interior designer, or someone offering home insurance or mortgage services, Facebook offers the kind of detailed targeting options that can put your message in front of exactly the right people. But here’s the thing: just running ads isn’t going to cut it. You need a well-thought-out strategy to actually convert your audience. Let’s walk you through everything you need to know to run effective Facebook ads that connect with homeowners.
Understanding the Homeowner Demographic
Before you start setting up ads, you need a solid understanding of who homeowners are. Homeownership spans a wide demographic range, but there are some common characteristics you should know to target effectively.
Age plays a big role. Millennials (roughly ages 27 to 42) are now the largest group of homebuyers, but Gen Xers (43 to 58) and Baby Boomers (59 to 77) also make up a huge portion of the homeowner market. Knowing this helps you tweak your messaging. For example, Millennials might be more drawn to eco-friendly smart home solutions, while Boomers may be focused on downsizing or remodeling for comfort.
Income levels matter too. Homeowners typically have stable, middle-to-high income, making them ideal candidates for high-ticket products and services like HVAC installation, or solar panels.
Location is another key factor. Suburban homeowners often dominate the homeownership landscape, but don’t count out urban homeowners—they just might need a different type of messaging, such as ads about space-saving design or smart storage solutions.
And finally, their interests and behaviors give you an even more refined picture. Many homeowners are interested in home improvement, gardening, DIY projects, real estate trends, or refinancing options. Others might be browsing smart home tech or interior design inspiration late at night.
Why Facebook Ads Work So Well for Homeowners
There’s a reason so many marketers swear by Facebook. The platform lets you get extremely precise with your audience targeting. You can reach people based on whether they’re likely to be homeowners, their interests (like home renovation or mortgage refinancing), and even their online behaviors.
Visual appeal is another huge plus. Home-related ads—think freshly remodeled kitchens, cozy patios, or sparkling solar panels—tend to perform exceptionally well in Facebook’s image and video-friendly format.
And of course, there’s retargeting. If someone visited your website or clicked on an earlier ad but didn’t convert, you can easily show them another ad later. Maybe the timing just wasn’t right the first time. Facebook gives you that second (or third) chance.
Also, if you’re wondering why search ad extensions matter, read our blog for a deep dive into the topic.
Getting Your Facebook Business Account Ready
Before launching your first campaign of facebook advertising, you need to set up the foundational tools. It starts with a Facebook Business Manager account. Head to business.facebook.com to create one. This will be your hub for managing pages, ad accounts, and audience data.
Next, you’ll want a polished Facebook Business Page. Make sure it looks professional: upload a sharp logo and cover image, write a clear business description, and include up-to-date contact info like your phone number, email, and website.
Once your facebook page is set up, install the Facebook Pixel. This little piece of code tracks user behavior on your website, which is essential for retargeting. You can add it through Facebook Events Manager or using a tool like Google Tag Manager.
Finally, you’re ready to dive into Facebook Ads Manager, your control room for creating, running, and analyzing all your ad campaigns.
Advanced Facebook Targeting Strategies for Homeowners
Now for the good stuff—actually getting in front of the right people.
Start with facebook demographic targeting. For most home-related services, you’ll want to focus on adults aged 30 to 65. Depending on your offering, you might also tailor by gender. For example, ads about landscaping services or home security systems might resonate more with male homeowners, while interior design or home decor ads could perform better with a female audience.
Location targeting is essential too. Target ZIP codes that have higher homeownership rates or specific neighborhoods where you know your services are in demand. Want to skip renters altogether? Focus on suburban areas or include “homeowners” as a behavior filter.
Next, dig into behavioral and interest-based targeting. Facebook lets you target based on behaviors like “Likely to move,” “Recent homebuyers,” or “Homeowners” under the Financial > Homeownership category. Pair that with interests like “DIY home projects,” “home insurance,” or “interior decorating,” and you’re honing in on your ideal customer with behavioral targeting.
Using Custom & Lookalike Audiences
Custom Audiences are a game-changer. You can upload a customer email list, retarget visitors who checked out your site, or even re-engage users who interacted with your posts or videos.
Once you’ve got a solid Custom Audience, Facebook lets you create Lookalike Audience based on this to scale your reach. This means you can target people who are similar to your best customers, like your email subscribers, high-value clients, or those who visited a specific landing page.
Don’t Forget Your Exclusions
To sharpen your targeting even further, it helps to exclude certain groups. You might want to exclude renters if your offer is only relevant to homeowners. Selling luxury kitchen renovations? It makes sense to exclude low-income audiences who are unlikely to afford your services. These small adjustments can save you a lot of wasted ad spend.
Want to learn about the best Google ad practices in 2025? Give our experts a call for a free consultation.
Creating High-Converting Facebook Ads
Now that you’ve got the right audience, let’s talk about creativity. The format you choose can make or break your campaign.
Image ads are simple but super effective, especially for local businesses. Just make sure your visuals are clean, professional, and relevant.
Video ads give you room to tell a story. Maybe you walk viewers through a kitchen remodel or showcase a client testimonial. These are perfect for building trust and showing off transformations.
Carousel ads allow you to showcase multiple products or services in one ad. This format works great for businesses offering a range of home services—like plumbing, painting, and electrical work all under one roof.
Lead ads are a favorite among service providers. They let potential customers submit their info right on Facebook without ever leaving the app. Super convenient for both sides.
When it comes to writing ad copy, always speak to pain points. Don’t just say “We offer roofing services”. Try a compelling headline like “Worried your roof won’t survive the next storm? Get a free inspection this week.”
Use urgency and scarcity to encourage action: “Limited spots available for spring lawn care” or “Book before Friday and get 15% off!”
Always highlight benefits over features. Instead of “We install home solar panels,” try “Slash your energy bill by up to 50% with our premium solar panel systems.”
Your creatives should pop, too. Use high-quality photos of real homes, happy clients, or dramatic before-and-after shots. If you can, include videos or even 360-degree views.
And don’t forget the landing page. It should match your ad in message and style, and include a clear call-to-action like “Get a Free Quote” or “Book Your Consultation.”
Optimizing & Scaling Your Ads
Once your advertising campaign is up and running, keep a close eye on their performance. Monitor key metrics like click-through rate (CTR), cost-per-click (CPC), and conversion rate. Facebook Ads Manager gives you a breakdown of what’s working and what’s not.
Start A/B testing different versions of your ads. Try switching up the headline, testing new creatives, or experimenting with different audience segments. Run these tests for 3-7 days, analyze the results, and use that data to improve your campaigns.
If you find a winning ad, consider scaling by increasing the budget or expanding your audience with Lookalike Audiences.
Bidding also plays a role. If you’re a beginner, go with automatic bidding and let Facebook optimize for you. As you get more confident, you can explore manual bidding for more control.
Retargeting is key for conversions. Serve ads to people who visited your site but didn’t convert, or re-engage users who watched your video or clicked on a previous ad. These warm leads and existing audiences are often the easiest to convert.
Common Mistakes to Watch Out For
One of the biggest mistakes? Targeting too broadly. Ads aimed at “everyone” rarely resonate with anyone. Be specific.
Also, don’t ignore mobile optimization. Most users scroll Facebook on their phones, so make sure your landing pages and forms look good and load fast on mobile.
Another no-no? Low-quality images. They instantly hurt your credibility. Use professional photos or invest in custom graphics.
And finally, always test. Don’t assume your first ad will be a home run. Use split testing to continuously refine and improve.
Tools & Resources to Make It Easier
A few tools can make your life much easier:
- Facebook Audience Insights helps you research your target audience.
- Google Analytics gives you deep insights into website visitors and how they behave.
- Canva makes it simple to design professional-looking ad creatives.
- LeadForms can help you create lead capture forms directly integrated with your Facebook advertising.
Final Thoughts
Targeting homeowners on Facebook isn’t just about picking the right settings and hitting “publish.” It’s about understanding your audience, crafting the right message, and constantly tweaking for better results from your marketing efforts.
With Facebook’s advanced targeting options, powerful retargeting tools, and flexible ad formats, you can turn casual browsers into loyal customers. No matter if you’re selling solar panels, offering real estate services, or promoting interior design makeovers, the right strategy for online marketing can help you connect with potential homeowners in a meaningful, results-driven way.
Call Digital Engage For Targeted Facebook Ads
Advertisement landscape is constantly evolving, and it takes strategy and expertise to target your ideal customers. That’s where Digital Engage can help you. We are expert in website support services, reputation management, SEO, social media management, and paid search advertising, to help you reach your target audience.
So if you’re ready to stop worrying about the next attack and start focusing on growing your business, get in touch with Digital Engage at (615) 997-0736 today!