Facebook and Instagram can be a steady source of home improvement leads, but only if the campaign is built for the way people use social media. People are not searching for a contractor when they scroll. Good ads catch their attention, give them a reason to act now, and make the next step easy. Here is how to set that up.
Start with the offer, not the ad
The offer does most of the work. A clear, specific reason to reach out today outperforms a generic message about quality and experience. Strong home improvement offers are concrete and easy to say yes to.
- A free in-home estimate or inspection, with a simple way to book.
- A seasonal offer tied to timing, like pre-summer AC tune-ups or fall roof checks.
- Financing options for larger projects, if you offer them.
- A design consultation for kitchens, baths and outdoor spaces.
Make sure any offer is something you can deliver and describe accurately, including terms.
Targeting: location first
For local service businesses, geography is the most important targeting setting. Limit ads to the areas you actually serve and that are profitable to drive to. Within that, let Meta’s delivery system find people, and use your creative to call out the right audience, for example homeowners with older roofs or outdated kitchens.
Retargeting is often the best performer. People who visited your website, watched your videos or engaged with your page already know you. Run separate ads for them with a direct call to action.
Creative that stops the scroll
Home improvement is visual, which is a big advantage on social. Real project photos and short videos of your own work usually beat stock images.
- Before and after photos of real jobs.
- Short videos of your crew at work or a quick walk-through of a finished project.
- A customer explaining what the job was like, in their own words.
- A clear headline that names the service and the area.
Instant forms or a landing page?
Meta’s instant forms let people request a quote without leaving the app. They usually produce more leads at a lower cost, but often lower intent. A landing page adds a step, which filters for people who are more serious.
If you use instant forms, add a qualifying question or two, such as project type or timeline, and choose the higher-intent form setting. If you use a landing page, keep it fast on mobile and focused on one action. Either way, judge the result by booked jobs, not by cost per lead.
Track the right events
Install the Meta Pixel on your website and send lead events from your forms. Where possible, also send events server-side with the Conversions API, which helps fill gaps left by browser privacy settings. The more accurately Meta can see who becomes a lead, the better it gets at finding similar people.
Follow-up is where Facebook leads are won or lost
Social leads are often earlier in their decision than search leads. Many will not answer the first call. That makes fast, persistent follow-up essential.
- Contact new leads within minutes by call and text.
- Send an automatic text confirming you received their request.
- Follow up several times over the first week with helpful information, not just reminders.
- Record the ad and campaign on every lead in your CRM so you can see what produces jobs.
Measure cost per booked job
Cost per lead is easy to see in Ads Manager, but it can be misleading. A campaign with cheap leads that never book costs more than one with fewer, better leads. Connect leads in your CRM back to the campaign that produced them, and compare campaigns on booked jobs and revenue.
Want help building Facebook campaigns that turn into booked work? See our approach to paid media and home services, or book a strategy call.
Leave a Reply