Direct Mail vs Facebook Ads for Contractors: Which Fills Your Calendar?
Direct Mail vs Facebook Ads for Contractors: Which Fills Your Calendar?
An honest comparison for Ontario contractors looking for the best way to generate leads
If you're a contractor in Ontario trying to decide between direct mail and facebook ads, you're asking the right question. Both can generate leads. But they work very differently — and one consistently outperforms the other for local contractors.
We've run hundreds of direct mail campaigns for contractors across the Niagara Region, Hamilton, Burlington, and the GTA. Here's what the data actually shows.
The Head-to-Head Comparison
| Factor | Direct Mail | Facebook Ads |
|---|---|---|
| Cost | $397-$1,997 one-time | $500-2,000+/month |
| Open/View Rate | 81% | 2-5% |
| Calls per $700 spent | 5-15 | 2-5 |
| Lead Quality | High (homeowner in your area) | Variable (bots, competitors, tire kickers) |
| Territory Control | You own your postal walks | Anyone can bid on same keywords |
| Longevity | Stays on fridge for weeks | Gone when you stop paying |
| Setup Time | 48hr design + 5-day delivery | Can start same day |
The Real Cost Breakdown
Let's be honest about the numbers. Here's what $700/month actually looks like across both channels:
Direct Mail — $647 One-Time
- 500 doors in your chosen neighbourhood
- Professional design included
- 14pt card stock, UV coated
- Canada Post delivery + receipt
- Unique tracking number
- Territory lock (competitors blocked)
- Average result: 5-15 calls
Facebook Ads — $700/Month
- $700/month ongoing cost
- Compete against other contractors
- Click fraud / bot traffic risk
- Algorithm changes unpredictably
- Stops immediately when you stop paying
- No territory exclusivity
- Average result: 2-5 calls
When Facebook Ads Makes Sense
We're not going to pretend direct mail is the only answer. Facebook Ads can work for contractors in specific situations:
- When you need leads today (direct mail takes 7-10 days to land)
- When you're targeting a very specific service search (e.g., "emergency plumber near me")
- When you have budget for long-term brand building alongside direct response
The best strategy? Use both. Direct mail creates awareness. Facebook Ads captures search intent from people who saw your mailer. Together, they're more powerful than either alone.
Why Direct Mail Wins for Most Contractors
For the typical Ontario contractor — HVAC, roofing, plumbing, landscaping, painting — direct mail wins because:
- You reach people who aren't searching. Most homeowners don't Google "roofer" until the ceiling leaks. Direct mail catches them before the emergency.
- No click fraud. Competitors can't click your mailers to waste your budget.
- Physical presence. A mailer on the fridge beats an ad that disappears in 3 seconds.
- Predictable cost. $647 buys exactly 500 doors. No surprise $50 clicks.
- Territory exclusivity. Lock your neighbourhood. No one else can mail it through us.
Frequently Asked Questions
Is direct mail better than facebook ads for contractors?
For most contractors, direct mail outperforms facebook ads in cost per lead and lead quality. Direct mail reaches homeowners who aren't actively searching — a market that facebook ads misses entirely. The 81% open rate for direct mail vs 2-3% for digital channels tells the story.
How much does direct mail cost compared to digital marketing?
A 500-door direct mail campaign costs $647 — a one-time payment. No monthly fees, no per-click charges, no algorithm changes. Typical Google Ads spend for contractors is $800-2,000/month with no guarantee of calls. Direct mail delivers a fixed number of doors at a fixed cost.
Can I use both direct mail and digital marketing together?
Absolutely. The best strategy combines both. Direct mail drives immediate awareness, while digital ads capture people who search after seeing your mailer. Many of our contractors report that their Google Ads perform better AFTER a direct mail campaign because brand recognition increases.
What's the ROI of direct mail for contractors?
Our average client sees an 11.7x ROI on direct mail campaigns. For a $647 Block Buster campaign (500 doors), contractors typically generate $5,000-$15,000+ in revenue from the resulting calls. Compare that to $647/month on Google Ads, which may generate 2-3 low-quality leads.
Stop Guessing. Start Mailing.
500 doors. Custom design. Canada Post delivery. One flat price.
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