Facebook & Meta Ads

Yes — when it's done right. Most home service contractors who say 'Facebook doesn't work' ran boosted posts or broad interest-targeted ads expecting calls. That's not how Facebook wins for home services. The right approach is hyper-local, creative-driven, and funnel-based: target homeowners in specific zip codes, show them a compelling offer, and send them to a purpose-built landing page. Done that way, Facebook regularly produces leads at 30–50% lower cost than Google for the same trades.

Google is where homeowners go when they already know they need a service. Facebook is where you reach them before they search — homeowners browsing their feed who see a before-and-after photo of a roof replacement and suddenly realize theirs is 20 years old. Both channels serve different stages of the buying process. Running them together is how you dominate a local market.

Short-form video and high-quality before-and-after photography outperform everything else for home services on Facebook and Instagram. You'll get scripts and shot lists so any smartphone can capture what's needed on a job site. If you have existing photos or video, those will be repurposed into multiple ad variants and tested against each other so you always know which creative is producing the most leads.

Facebook leads typically have slightly longer sales cycles than Google leads because they're earlier in the buying journey. To compensate, qualifying questions are built directly into the ad's form or landing page — so by the time a lead hits your phone, you already know what they need, when they need it, and where the property is. Your close rate stays high and your time isn't wasted on curious browsers.

By zip code, radius from your service center, property type, homeowner signals, and lookalike audiences built from your actual customer list. Advantage+ campaigns are layered on top so Meta's machine learning can find homeowners who match your best customers. The result is ads served to the right homeowners in the right neighborhoods — not wasted impressions on renters or people three states away.

Most contractors see their first Facebook leads within 7–14 days of launch, once Meta's delivery system has learned from the initial data. Lead volume and quality typically improve significantly through the first 30–45 days as the algorithm optimizes. You'll see exactly how many leads each ad is producing in your weekly report, along with which creative is winning.