Service · Meta Ads
Facebook and Meta Ads for home service businesses
Google captures demand that already exists. Meta creates it. For planned, higher-value work — roofs, bathrooms, extensions, landscaping, heat pumps — that difference is worth a great deal of money.
- No lock-in contracts
- Month to month after the first 90 days
- You own every account and asset
- Reported in booked jobs, not impressions
In short
Do Facebook ads work for contractors?
Meta Ads work for planned, higher-value home services work such as roofing, bathrooms, landscaping, extensions and heat pumps, where the homeowner has not started searching yet and the result is visual. They perform poorly for genuine emergencies, because nobody with water coming through a ceiling opens Instagram. Lead quality depends on qualifying questions in the form and on calling back within minutes.
When Meta works, and when it does not
Meta works when the job is planned rather than urgent, when it is worth more than about £1,500, when the result is visual, and when the homeowner needs to be persuaded rather than found. A new roof, a landscaped garden, a bathroom, a driveway, a loft conversion, a heat pump. Nobody searches for these until they have already decided. Meta is how they decide.
Meta struggles with genuine emergencies. Nobody with water coming through the kitchen ceiling opens Instagram. If your business is ninety per cent emergency call-outs, we will tell you to put the money into Google Ads and Local Services Ads instead, and we will not take a Meta retainer from you.
That distinction is most of the value in this service. A lot of agencies sell Meta to every client because it is a second retainer. It is not right for every trade and we would rather say so.
What we do
- Offer design first. “Free roof inspection with a photo report” outperforms “contact us for a quote” by a distance. We build the offer before we build the ad.
- Creative from your actual jobs. Before and after photographs of real work beat stock imagery every single time. We will show you exactly what to photograph on site and how.
- Instant lead forms and conversion campaigns. Lead forms for volume, landing pages for quality. We test both and keep whichever produces booked jobs rather than whichever produces more raw leads.
- Lead quality filtering. Qualifying questions in the form, so you are not ringing people outside your service area or wanting a job you do not do.
- Retargeting. The homeowner who read your roofing page and did not call is the cheapest lead you will ever buy. Most contractors never retarget them.
- Seasonal campaign calendar. Gutter clearing before autumn, cooling before summer, heating before the first cold snap, landscaping before spring. Built ahead, not in reaction.
- Creative refresh cycle. Meta creative fatigues in weeks, not months. New concepts go in on a schedule so performance does not quietly decay.
Meta Ads pricing
Management fee only. Ad spend is paid directly to Meta from your own Business Manager.
Meta Ads management
- Business Manager and pixel setup
- Offer and campaign strategy
- Up to 6 new creatives per month
- Lead form build with qualifying questions
- Retargeting audiences
- Monthly reporting in cost per booked job
Recommended minimum ad spend £750 / $950 per month.
Meta Ads questions
Are Facebook leads not low quality?
Untreated, yes. A Meta lead has not raised their hand as urgently as someone typing “emergency electrician” into Google. The fix is qualifying questions in the form, an offer that filters out browsers, and ringing the lead within five minutes. Done properly the cost per booked job is often lower than Google's, because the click prices are a fraction of the cost.
Do I need to be on Instagram or TikTok too?
Instagram comes free with Meta and is worth using for visual trades. TikTok is a genuine channel for some home services and a waste of money for others. We will not push you onto a platform because it is fashionable.
Do you make the creative?
We write and design the ads. The raw material — photographs and short clips of real jobs — comes from your team, and we give you a simple shot list so it takes minutes rather than a production day.
What if my ad account gets restricted?
It happens, particularly in trades that trip Meta's automated review. We keep a clean Business Manager structure, know the appeal route, and set up the assets so a restriction on one does not take everything down.
Ask us anything about your marketing
Send us your website and we will tell you plainly what we would fix first, what we would ignore, and whether it needs an agency at all. Some of the time the honest answer is that it does not.
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