Not trendy, but still where most Australians hang out. Local community groups drive real word-of-mouth referrals for trades. Organic reach has dropped off a cliff though, don't expect miracles from just posting.
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“Still where most Australians go to ask for tradie recommendations, so you need a presence. The organic reach for business pages is poor though, expect to pay for ads if you want consistent visibility.”
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Overview
Facebook remains the dominant social platform for Australian trade businesses, not because it's trendy, but because it's where your customers actually are. Over 17 million Australians use Facebook monthly. More importantly for tradies, it's where word-of-mouth recommendations happen at scale.
Why Facebook still matters for tradies: When someone in a local community group posts "Can anyone recommend a good electrician in [suburb]?", the businesses that get tagged and recommended are the ones that get the work. This is digital word-of-mouth, and it's incredibly powerful because it comes with built-in social proof from a trusted community member.
The three things that actually work on Facebook:
1. Community groups: Join and be active in local community groups (suburb groups, buy/swap/sell groups, local business groups). Don't spam, answer questions, be helpful, and let your work speak for itself. When someone asks for a recommendation, other people tag you. That's the goal.
2. Business page with reviews: A Facebook Business Page with 20+ positive reviews is a trust signal that potential customers check. Post your completed work regularly. It doesn't need to be polished. Phone photos with a brief description are fine.
3. Marketplace: Facebook Marketplace is increasingly used for finding local services. Some tradies get meaningful lead flow from Marketplace listings.
What doesn't work: Boosting posts randomly. Posting generic content that nobody engages with. Hard-sell advertising to cold audiences. These waste money and don't generate leads for trades.
Facebook Ads (separate from organic): Facebook's paid advertising platform can be effective for trades, but it's a different beast from Google Ads. Google catches people actively searching for a tradie right now. Facebook Ads interrupt people scrolling their feed: the intent is different. Facebook Ads work better for awareness and retargeting than for immediate lead generation.
The honest take: Facebook's organic reach has declined significantly, and the platform isn't as "cool" as it was. But for Australian trade businesses, the community group dynamic and the sheer user base make it a channel you can't afford to ignore, especially since it costs nothing.
Pros & Cons
What we like
- ✓Completely free for organic use, business pages, groups, Marketplace, Messenger
- ✓Community group recommendations are the most powerful digital word-of-mouth available
- ✓17+ million Australian monthly users, your customers are here
- ✓Facebook reviews serve as social proof when customers check you out
- ✓Marketplace is an underrated lead source for local trade services
Watch out for
- ✕Organic reach for business pages has declined significantly, fewer people see your posts than before
- ✕Requires genuine community engagement. You can't just post and expect leads
- ✕Facebook Ads have a steep learning curve and can waste money if poorly targeted
- ✕Platform is cluttered, your business content competes with memes, news, and personal posts
- ✕Managing messages, comments, and reviews across groups takes ongoing time
Best for
Every trade business serving residential customers in Australia. The community group dynamic is particularly strong in suburban and regional areas where local recommendations drive most work.
Not ideal for
Trade businesses that exclusively serve commercial clients or other trades, LinkedIn and direct outreach are more effective for B2B.
Key Features
Top Integrations
Frequently Asked Questions
Pricing
No limits on organic features
Facebook is completely free for business pages and organic posting. Facebook Ads is a separate paid product with its own budget, typically $300–$1,000/month for trade businesses.
Technical
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