Ask him to describe the projects he loves best.

Do FB, google & Reddit searches to locate posts from people looking to have that type of work done. Make a list of the words they use to describe the work, the questions they ask in posts and Google search terms they use.

Create a FB page for his business and craft posts using the words/questions/search terms from your research including before/after images of the work - and his location. Bonus points for video clips.

If you see posts in local FB or next door groups have him answer questions or drop a link to his FB page.

Triple bonus points if you can build him a website and create posts using the same tactics.