How to Place a Good Faith Effort Ad: Step-by-Step Guide

Introduction: Why GFE Ads Matter

When bidding on public works projects, prime contractors are frequently required to demonstrate a "good faith effort" (GFE) to involve Disadvantaged Business Enterprises (DBEs), Minority Business Enterprises (MBEs), Women-Owned Business Enterprises (WBEs), or other targeted subcontractors. Even when you can't meet a specific participation goal, documenting a genuine outreach effort—often through advertising—can keep your bid responsive and compliant.

A well-placed GFE ad is more than a formality. It's documented proof that you actively sought qualified diverse subcontractors. Fail to show this effort, and your bid can be rejected outright, costing you the contract. This guide walks you through placing an effective, compliant GFE ad from start to finish.

Step 1: Determine If You Need a GFE Ad

Not every project requires a GFE ad. Before spending money, confirm the requirement by:

• Reading the bid solicitation carefully. Look for language referencing DBE/MBE/WBE goals, "good faith efforts," or Title 49 CFR Part 26 (for federally funded projects).
• Checking whether you can meet the participation goal. If you can meet or exceed the goal with committed subcontractors, you may not need to document extensive outreach—though advertising is still a smart safeguard.
• Contacting the awarding agency's compliance officer. Ask specifically whether advertising is an accepted or expected component of their GFE evaluation.

Action: Create a one-page summary of the project's GFE requirements, including deadlines, goal percentages, and the agency contact.

Step 2: Choose Your Advertising Outlets

Agencies typically want to see that you advertised in publications likely to reach the target business community. Strong choices include:

• Trade and construction journals (e.g., local builder's exchanges, Dodge Reports).
• Minority- and women-focused newspapers and publications, which agencies often view favorably.
• Ethnic community newspapers relevant to your region's DBE population.
• Online bid-posting platforms and agency-sponsored DBE directories.

Pro tip: Many agencies maintain an approved or recommended list of publications. Using these outlets strengthens your GFE documentation. Advertising in two or more outlets—including at least one minority/women-focused publication—demonstrates stronger effort than a single general ad.

Action: Select at least two outlets, confirming one targets the required DBE/MBE/WBE audience.

Step 3: Write an Effective GFE Ad

Your ad must be specific enough that qualified subcontractors can respond meaningfully. Include:

1. Your company name and prime contractor status.
2. The project name, number, and location.
3. The owner/awarding agency.
4. A clear invitation to DBE/MBE/WBE subcontractors, suppliers, and service providers.
5. The specific trades or scopes of work you're seeking (e.g., electrical, grading, trucking, striping). Listing actual divisible work items is critical—generic ads get rejected.
6. How to obtain plans and specifications, including whether you'll assist with reviewing documents.
7. Contact information: name, phone, email, and address.
8. The bid/quote submission deadline.
9. An equal opportunity statement.

Sample snippet

"[Company Name], an equal opportunity employer, requests quotes from certified DBE/MBE/WBE subcontractors and suppliers for the [Project Name, #_] in [City]. Scopes sought include: concrete, electrical, fencing, and hauling. Plans available at our office. Quotes due [date]. Contact [name, phone, email]."

Action: Draft the ad and have a colleague verify every scope and detail is accurate.

Step 4: Design and Format Considerations

GFE ads are typically text-based and straightforward, but format still matters:

• Keep it clear and legible. Avoid tiny fonts that could be deemed intentionally hard to read.
• Use a reasonable size. A classified-sized ad may be acceptable, but a slightly larger display ad shows better faith and improves visibility.
• Make scopes scannable. Bullet points or a clear list of trades helps subcontractors quickly identify relevant opportunities.
• Include your logo if space allows, for credibility.
• Confirm all contact details are correct—a typo in your phone number undermines the whole effort.

Action: Request a proof from the publication before it runs and review it against your draft.

Step 5: Cost Expectations

Advertising costs vary widely based on outlet, ad size, and run length:

• Classified ads: $50–$300 per run.
• Display ads in trade/community papers: $200–$1,000+ depending on size and circulation.
• Online bid platforms: Often subscription-based or $25–$150 per posting.

Running ads in multiple outlets multiplies cost but strengthens your case. Budget $300–$1,500 total for a typical multi-outlet GFE campaign on a mid-sized project.

Action: Request rate sheets from each outlet and build advertising into your bid preparation budget.

Step 6: Timing Guidelines

Timing is often strictly regulated. Many agencies require that ads run a minimum number of days before the bid deadline—commonly 7 to 14 days—to give subcontractors adequate time to respond.

• Check the required lead time in the solicitation.
• Account for publication schedules. Weekly papers may only publish on certain days; submit well ahead.
• Allow buffer time for proofing and corrections.

Rule of thumb: Place your ad at least 2–3 wee