Top Digital Platforms for Advertising ADU Construction Services (And How to Use Them)

Platforms Don’t “Work.” Campaigns Do.

If you’ve ever tried “running ads” and got a bunch of tire-kickers, ghosters, or people asking for a $40K ADU that doesn’t exist… congrats. You’re a normal builder.

The problem usually isn’t the platform. It’s the setup. Most small ADU builders are doing one (or more) of these:

• Sending traffic to the homepage (aka the internet black hole)
• Running ads with no clear offer
• No proof (photos, reviews, process, permits)
• No follow-up system (so leads go cold and disappear)

This blog will show you the top digital platforms that actually make sense for ADU construction marketing—and what to run on each one so you get booked calls, not just clicks.

Quick Answer — The Best Platforms by Buyer Intent

Not all platforms are equal. Here’s the no-fluff breakdown:

Highest Intent (People Actively Looking Right Now)

• Google Search Ads
• Google Business Profile (Maps)
• Google Local Services Ads (where available for your category/area)
  

Strong Local Trust + “Neighborhood Word of Mouth”

• Nextdoor
  

Best for Visual Proof + Retargeting (Because People Don’t Buy on Visit #1)

• Facebook + Instagram
• YouTube
  

Best “Home Improvement Directory” for Design-Forward Builds

• Houzz
  

Optional (Can Work, But Quality Varies)

• Lead marketplaces (use carefully, with tight filtering and fast follow-up)
  

Platform #1 — Google Search Ads

Google Search is where people go when they’re already motivated and typing things like:
“ADU builder near me” or “garage conversion contractor” or “ADU cost [city].”

That’s high intent. And high intent is where small builders win.

What to Run on Google Search

Structure campaigns by service type and location:

• Detached ADU builder in [City]
  
• Garage conversion contractor in [City]
  
• Junior ADU / interior conversion in [City]
  

The Offer That Converts
 

Don’t run “Contact us.” Run a real offer:

• “Get a Realistic ADU Cost Range + Timeline (15-min call)”
  
• “Backyard ADU Feasibility Check”
  
• “Permit & Budget Planning Call”
  

Pro Tips (So You Don’t Burn Money)

• Keep your service area tight (don’t target 2 hours away unless you actually build there)
  
• Use call tracking + form tracking
  
• Send clicks to a dedicated landing page, not your homepage
  
• Add a “cost/timeline reality” FAQ section to pre-qualify leads
  

Platform #2 — Google Business Profile (Maps)
 

If you build locally and you’re not taking Google Maps seriously, you’re basically telling your competitors: “Go ahead, take my leads.”

What to Do Weekly

• Add new project photos (jobsite progress counts)
  
• Post updates: “Garage conversion in progress — rough framing done”
  
• Answer Q&A like:
  
  • “How long does an ADU take?”
    
  • “Do you handle permits?”
    
  • “What’s a typical cost range in this area?”
    

Reviews = Conversions

Ask clients for reviews that include:

• Your city/area
  
• The project type (ADU, garage conversion, detached unit)
  
• A specific win (communication, timeline, quality, permit handling)
  

That language helps buyers trust you—and helps you show up for the right searches.

Platform #3 — Google Local Services Ads (LSAs)

LSAs are built for “I need a pro” searches. If LSAs are available and relevant to your category, they can be a solid lead source.

How to Win with LSAs

• Respond fast (speed matters a lot)
  
• Keep your service area accurate
  
• Maintain a steady flow of reviews
  
• Have a simple intake system so you don’t miss calls/messages
  

Best Use Case

LSAs are strongest when you want a steady stream of local inquiries and you have the operational capacity to respond quickly and consistently.

Platform #4 — Facebook + Instagram (Meta)

Meta is where you create demand, show proof, and retarget people who are interested but not ready today.

ADUs are visual—so this platform can work extremely well when you use it the right way.

What to Run on Meta

• Before/after transformations (backyard → income unit)
  
• Short walkthrough videos (15–45 seconds)
  
• “3 things that affect ADU cost” mini-explainer
  
• Client story clips (“We built this for mom…”)
  

Targeting That Doesn’t Waste Budget

• Start with geography: target your build radius
  
• Don’t overcomplicate interests
  
• Retarget:
  
  • website visitors
    
  • people who watched 50%+ of your videos
    
  • people who engaged with your page/profile
    

The #1 Meta Mistake

Running ads without retargeting. Most homeowners won’t convert the first time. Retargeting is where the ROI usually shows up.

Platform #5 — YouTube

YouTube is your trust machine. It’s perfect for ADUs because buyers want to see:

• layout flow
  
• finishes
  
• storage solutions
  
• how it “feels” inside
  
• how you talk (which builds comfort fast)
  

What to Post

• 3–8 minute ADU walkthrough tours
  
• “ADU cost breakdown in [City]”
  
• “Permit process explained (builder version)”
  
• “Detached ADU vs garage conversion: pros/cons”
  

Why It Works

One good walkthrough can:

• build trust
  
• pre-qualify leads
  
• feed your website
  
• provide content for Meta retargeting
  
• shorten the sales cycle
  

 Platform #6 — Nextdoor
 

Nextdoor is basically digital neighborhood referrals. When it hits, it hits.

What to Do on Nextdoor

• Keep your business profile updated
  
• Collect recommendations (they matter here)
  
• Post helpful local content:
  
  • “3 things to know before building an ADU in [City]”
    
  • “Cost drivers we see most often”
    
• Run small, local ads if you want extra reach
  

Best Offer for Nextdoor

• “Free ADU feasibility checklist”
  
• “Quick cost range call (15 minutes)”
  
• “Permit readiness guide”
  

Nextdoor works best when you show up like a helpful neighbor—not like a sales robot.

Platform #7 — Houzz

Houzz can be strong for ADU builders whose projects are design-forward and photo-worthy.

Think of it as a portfolio-first platform where homeowners browse inspiration and then hire.

How to Use Houzz Effectively

• Upload your best finished photos (stage if needed)
  
• Organize projects by type (detached ADU, conversion, etc.)
  
• Collect reviews there too
  
• Make sure your service area + specialties are crystal clear
  

If your visuals are strong, Houzz can be a steady lead channel.

Optional Platform — Lead Marketplaces (Use With Eyes Open)

These can bring volume. They can also bring chaos.

If you test them, do it with:

• a clear minimum project size (budget threshold)
  
• fast response
  
• tight filtering
  
• a scripted qualification call
  

If you can’t respond quickly or qualify firmly, you’ll feel like you’re paying to get annoyed.

The Best “Platform Stack” for Small ADU Builders

If you’re small and you want results without becoming a full-time marketer, this stack works for most markets:

Starter Stack (Simple + Effective)

1. Google Business Profile (foundation)
   
2. Google Search Ads or LSAs (pick one to start)
   
3. Meta retargeting (follow interested people back)
   
4. Nextdoor (local trust layer)
   

Add-On Stack (When You’re Ready to Scale)

• YouTube (trust engine)
  
• Houzz (portfolio leads)
  

Common Mistakes That Burn Budget (Even on Good Platforms)

• Sending ad traffic to your homepage
  
• No “offer” beyond “contact us”
  
• Weak proof (no testimonials, no project photos, no process)
  
• Targeting too wide geographically
  
• Slow response time (leads go cold fast)
  
• No follow-up sequence (so you lose people who were interested)
  

Conclusion — Pick the Right Platforms, Then Run a Real Campaign
 

Platforms are tools. The winners aren’t the builders on the “best” platform—they’re the builders with:

• a clear offer
  
• a high-trust landing page
  
• consistent proof (photos, reviews, process)
  
• retargeting
  
• fast follow-up
  

That’s how you turn clicks into contracts.

Ready to Scale Your Building Business?

If you’re ready to stop relying on random referrals and start building a predictable pipeline of ADU projects…

Book a strategy call today.

We’ll help you choose the right platform stack for your market, build the campaign around your best offer, and install a follow-up system that turns interest into booked jobs.

FAQ (Voice Search + AEO Ready)

What’s the best platform to advertise ADU construction services?

For high-intent leads, Google Search and Google Maps are usually the strongest. Meta (Facebook/Instagram) is excellent for visual proof and retargeting.

Should ADU builders advertise on Google or Facebook?

If you want ready-now leads, start with Google. If you want to build demand and stay in front of interested homeowners, use Facebook/Instagram—especially for retargeting.

Is Nextdoor good for ADU contractors?

Yes—especially in neighborhood-driven markets. It performs best when you post helpful local guidance and collect recommendations.

Do I need a landing page for ADU ads?

Yes. A dedicated landing page with one clear offer will convert far better than sending people to your homepage