Operations, Sales & Marketing, V7I2

Introduction to Digital Advertising for Shed Builders (Part 2)

(Photo courtesy of Firmbee from Pexels)

Digital advertising platforms make it easy to find and get in front of your target audience online. Yet, it can be overwhelming to know where to begin when you are first starting. 

Even for more digital-savvy business owners and marketers, the online ad platforms are often changing rapidly, introducing new products, removing features, or changing their interfaces. 

In this series for Shed Builder Magazine, we are giving a basic overview of advertising online. In the previous article, we looked at the different types of digital ads, including search, video, display, and remarketing ads. 

For this article, we will be looking at the various platforms where you can run ads. 



For most shed companies, it makes sense to start advertising on Google. Controlling approximately 90 percent of all search traffic in the United States, Google is where people start when they are looking for a product, service, or local company. 

The real benefit of advertising on Google is that you can show ads to people who are ready to buy. For example, if someone is doing a search for “shed builder near me” or “shed prices” or “rent to own sheds,” you know they are in the market for a shed. 

Popular ad types on Google include:

Search Ads—Sometimes called PPC (pay-per-click), search ads appear when someone in your target area searches for a target keyword. 

Display Ads—Google’s vast display network means your ad can appear across millions of websites.

Retargeting Ads—After someone visits your site, have your ad follow them across the Internet. 

Video Ads—Google owns YouTube, the world’s most popular video platform. You can run video ads that appear before and in the middle of YouTube videos.


Founded in 2004 as a way to connect college students, Facebook has grown to be the social media platform of the last decade. 

While Facebook is not great at targeting intent—it’s rare someone would post “I’m ready to buy a shed!” on their account—Facebook makes up for it on targeting options. 

With Facebook, you can run ads to people within a certain geographic area, have certain interests, or are at a certain age or life stage. You can even show Facebook a list of your past customers and say, “Find me more people like them”; this lookalike audience tool is powerful at finding new people to reach. 

While there are legitimate concerns about privacy issues and censorship, there are still 2.8 billion active users on Facebook. If you want to get your sheds in front of these people, you will need to advertise on Facebook. 

Popular ad types on Facebook include:

Display Ads—Most social media ads are display ads that feature a great photo or group of photos. These work best when they highlight your product or different styles of sheds. 

Retargeting Ads—Need more time to make the sale? Have the exact shed they looked at on your site show up in their Facebook feed. 

Video Ads—You can create short ads that play before Facebook videos or have stand-alone ads that are more engaging than display social ads. 

Marketplace Ads—Facebook’s Marketplace is a popular place to buy and sell products locally. If you sell used or retail lot inventory, you will want to give this a try.


Owned by Facebook, Instagram has positioned itself as a platform for sharing visually appealing photos and videos with younger users. Since Instagram ads are created through the Facebook Ad platform, it is common for companies to create ads for both at the same time. 

Since both Facebook and Instagram are showing ads based on geography and interests instead of search intent, I usually recommend ads that focus more on brand awareness or introducing people to different product lines.

Popular ad types on Instagram include:

Display Ads—Proud of the sheds, garages, or cabins you build? Showcase your favorite ones on Instagram.

Story Ads—One of the strengths of Instagram is Stories—vertical photos or short videos that are engaging and creative. 

Retargeting Ads—For people who have already visited your site but didn’t request a quote, these ads are great at continuing the conversation and enticing them to return to your site. 


Pinterest may not seem like a social media platform, but the way people share, re-pin, and engage with pins means you can get in front of an engaged audience while they are dreaming about their outdoor structure. 

For sponsored pins, we recommend featuring your products as well as how they are used, like she-sheds, home offices, or art studios. 


Owned by Microsoft, LinkedIn is a more professional social media platform than the others listed above. While it is not an ideal fit for generating leads and selling sheds, it can be useful for other purposes. 

We’ve seen outdoor structure companies do well in using LinkedIn for finding and hiring team members and recruiting new dealers, while suppliers can succeed by advertising to key people and decision-makers at their target companies. 


In addition to the major platforms listed above, there are plenty of smaller platforms and websites that you may want to incorporate into your digital advertising plan.          

Nextdoor is a social media platform that creates online communities within local neighborhoods. If there are active and thriving Nextdoor communities within your area, you may want to post and advertise on it. 

Waze is a popular GPS and directions app for your phone. If your sales lot is a popular destination, you can create an ad that appears when people drive by. 

Every community has a local newspaper, business directory, or travel website. These are often popular websites within the community and can be a great place to run digital ads. 


There are plenty of platform options when it comes to advertising your shed business online—including ones I didn’t cover like TikTok, Clubhouse, and Snapchat. If you had an unlimited budget and a whole marketing team at your disposal, you could invest in each one and find out how each can grow your business online. 

Since none of us have an unlimited budget, you will need to make decisions on which one to use for advertising. This will come down to where your audience is, what your competition is doing, and where you need to grow as a business. 

In my next article, we will look at what it takes to plan an online advertising campaign, including budgets, strategies, and how to choose which platform to use.          

Related Article:

Introduction to Digital Advertising for Shed Builders (Part 1), March 31, 2021

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