Meta Advertising for Home Service Companies: Get in Front of Homeowners Before They Search
Google Ads catches people who are already looking. Meta Ads creates demand before the search ever happens. That homeowner scrolling Facebook right now? Their AC is 15 years old. Their gutters are sagging. They just haven't searched yet. We put your company in front of them first.
If You Only Run Google Ads, You're Missing Half the Market.
Google Ads are great for capturing demand. Someone's furnace breaks at midnight, they search "emergency HVAC repair," and your ad shows up. But what about the other 90% of homeowners who haven't had an emergency yet? They're not searching. They're scrolling. And your competitor is already in their feed.
Facebook and Instagram reach homeowners where they spend hours every day. While your competition builds brand recognition, runs seasonal promotions, and stays top of mind. You're invisible until someone has a breakdown or a burst pipe. By then, they've already seen your competitor's name five times that week.
The other problem? Most agencies who "do Facebook Ads" for home services companies just boost posts and pray. No targeting strategy. No creative testing. No conversion tracking. You get likes and comments from people three states away who will never call you. That's not marketing. That's burning cash for vanity metrics.
Precision Targeting. Real Homeowners. Booked Jobs.
Homeowner Audience Targeting
We don't target "everyone within 30 miles." We target homeowners in your service area by zip code, income level, home value, and homeownership status. Then we layer in interest and behavior data to find the people most likely to need your services. Your ads reach the right doors, not random screens.
Creative That Stops the Scroll
Home services ads need to look real. Not like stock photo garbage. We test multiple creative formats: before/after job photos, crew-at-work videos, customer testimonial clips, and seasonal offers. Every ad tested head-to-head. Winners scale. Losers get replaced. Your creative keeps getting better every month.
Retargeting Your Website Visitors
Someone visited your website but didn't call? We follow up with targeted ads on Facebook and Instagram reminding them you exist. Retargeting converts warm visitors into callers at a fraction of the cost of cold audiences. Most home services companies leave this money on the table completely.
Lead Forms & Landing Pages
We test both Facebook's native lead forms and dedicated landing pages to find what converts best for your trade and market. Lead forms keep users on the platform for fast submissions. Landing pages give more control and qualification. We run both, measure both, and scale the winner.
Lookalike Audiences
Once we know who books jobs with you, we tell Facebook to find more people just like them. Lookalike audiences built from your actual customer list and website visitors. That means your ads reach new homeowners who behave like your best existing customers. People who call, book, and pay.
Full Funnel Conversion Tracking
Every lead tracked from ad impression to phone call to booked job. We install Meta's pixel, set up offline conversion tracking, and tie every call back to the campaign that generated it. You'll see exactly what your Meta spend produces in real revenue. Not likes, shares, or "engagement."
Demand Created. Schedules Filled.
"We added Facebook Ads to our Google campaigns and our call volume jumped by 40% in the first month. Homeowners started calling saying they saw us on Facebook. Watson & Co. made social media actually work for a trades business."
David M.
Landscaping, Daytona Beach, FL
Meta Ads for Home Services. Straight Talk.
Should I run ads on Facebook, Instagram, or both?
Both. Meta's platform lets us run ads across Facebook and Instagram simultaneously, and the algorithm finds where your audience converts best. For home services, Facebook tends to drive more direct leads while Instagram builds brand awareness. We test placements and let performance data decide the split. Not assumptions.
How do you target homeowners specifically?
Meta's targeting lets us narrow by homeownership status, home value, household income, zip code, and behaviors like "likely to move" or "interested in home improvement." We layer these filters to build audiences of homeowners in your exact service area who are most likely to need your trade. No wasted impressions on renters or people outside your territory.
How much budget do I need for Meta Ads?
Most home services companies start seeing meaningful results at $1,500-$3,000/month in ad spend. Smaller markets can work with less. Competitive metros may need more. The key is having enough budget to test multiple audiences and creative variations. We'll recommend a starting budget based on your market during your free growth audit.
What kind of creative works best for home services ads?
Authentic content outperforms polished stock every time. Before/after photos of completed jobs, short videos of your crew at work, customer testimonial clips, and seasonal promotion graphics. We test multiple formats and styles to find what resonates with homeowners in your market. The winning creative often surprises people. A cell phone video of a finished job can outperform a $5,000 production.
Should I use lead forms or send people to a landing page?
We test both. Facebook lead forms generate higher volume because users don't leave the app. Landing pages generate higher quality because there's more friction, which filters out casual clicks. For most home services companies, we start with lead forms for speed, then layer in landing pages for higher-ticket services. The data tells us what to scale.
What is retargeting and why does it matter?
Retargeting shows ads to people who already visited your website or engaged with your content but didn't call. These are warm prospects. They know who you are, they've seen your services, they just haven't pulled the trigger yet. A well-timed retargeting ad is often the nudge that turns a browser into a booked job. It's consistently the highest-ROI audience in any Meta campaign.
How do you measure ROI on Meta Ads?
We track everything from ad impression to phone call to booked job. Meta's pixel tracks website actions. Call tracking attributes phone calls to specific campaigns. We tie it all together so you see cost per lead, cost per booked job, and return on ad spend. You'll never have to wonder if Facebook is "working." The numbers will tell you exactly what it's producing.
How do Meta Ads work with my Google Ads campaigns?
They're complementary, not competing. Google Ads captures people actively searching for your services right now. Meta Ads builds awareness and demand before people search. Together, they create a full-funnel system: Meta warms up homeowners, Google catches them when they're ready to book. Companies running both channels see significantly more calls than either alone. See how we manage Google Ads for home services to complete the picture.
Is Your Market Still Available?
We only work with one home services company per market. Check if your territory is still open before your competitor does.
Get Your Free Growth AuditOr call 844-717-6024