Facebook ads for home services & contractors Leads go cold fast.
Jobs are the goal.

None of our published case studies is a home service business, so we won't show you trades results we can't back up. What we can show is the same system on local booking businesses: two climbing centres, both written up with the numbers, and our own lead follow-up app, which sent the first email to every one of its first 52 Facebook leads with a median time of 10 seconds. The build on this page is that system applied to booked jobs.

They work best for jobs people plan or put off: replacements, upgrades, remodels, seasonal servicing and maintenance plans. For emergencies, homeowners usually search, so Google usually comes first for a burst pipe at midnight. Many contractors end up with both: search for urgent work, Facebook for the bigger jobs homeowners are thinking about.

Meta counts ads for housing repairs as housing ads. In the US, Canada, the UK and much of Europe, those ads run with ages fixed at 18 to 65+, every gender included, no ZIP or postal code targeting, and no lookalike audiences, saved audiences or exclusions. A city, address or pin gets an expanded radius: 15 miles in the US and Canada, 10 miles in the UK. Whether a given ad falls in the category depends on what it promotes, so we decide it ad by ad before launch rather than wait for rejections.

Yes. In the US, Meta has required ads that promote financial products and services, including credit, to use their own special ad category since January 21, 2025. We keep financing offers in their own ads under that category, so a rejection there never stops your main campaigns.

LocalIQ's 2026 benchmarks put the average Facebook lead in home and home improvement at $42.95, against $27.39 across all industries, at about $2.18 a click. Your own number depends on the service, the area and the offer. The figure that matters is cost per booked job, which is why we track bookings rather than stopping at the lead.

Usually because the reply came too late or the form made it too easy to submit. In a 2011 Harvard Business Review study of 2,241 US companies, firms that tried to contact a lead within an hour were nearly seven times as likely to qualify it as firms that waited longer. More than half of the first 52 leads our own follow-up app handled arrived outside weekday office hours, so a follow-up that waits for the morning loses many of them.

Instant forms bring more leads at a lower cost; a landing page usually brings fewer, better ones. For high-value work like roofs and remodels we often start with a form that asks qualifying questions, then test a landing page against it and compare cost per booked job, not cost per lead.

As far as the jobs worth taking, and no further. Where repair ads run in the housing category, Meta widens city and pin-drop areas, so the ads themselves have to say clearly where you work. We look at where your best jobs came from before drawing anything.

Yes, and they usually beat anything else. Before-and-after shots, a short walkthrough of a finished job and your team on site do more than stock images. If you don't have them, we'll tell you exactly what to capture on your phone.

It can be, if the jobs are big enough. The honest constraint is spend: if your ad budget is too small to produce enough booked jobs to learn from, the management fee eats too much of it, and we'll say that on the call rather than take the work.

Cost per lead, cost per booked estimate and, where you share it, cost per booked job. Impressions and clicks are in the report if you want them, but the account is steered by bookings.

30 minutes. We look at your account, your service area and your lead follow-up, then tell you what we would change and roughly what it would cost. If we're a fit, we scope it. If not, no hard feelings - no follow-up sequence, no pressure.