Most homeowners scroll past a roof, a kitchen or a deck project for months before they ever type a search. Facebook and Instagram let a contractor show up during that quiet stretch, inside the towns the crew actually drives to, with real photos of real work. The hard part is not getting form fills. It is getting fills from people who own the house, live in your radius and pick up the phone.
Free, no obligation. A senior project manager walks you through the analysis.
Free analysis in 24 hours
Send us your website. Within 24 hours, you'll get a written analysis comparing your marketing with your competitors'.
Free marketing analysis
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
Key takeaways
Before you read on
Why it matters
A person searching for a roofer usually has water on the ceiling. A person scrolling Instagram at night might be quietly unhappy with a dated bathroom, a sagging fence or a basement nobody uses. That second person is the one Facebook reaches, and for many trades they are the more valuable buyer: less rushed, more open to a bigger scope, and not yet talking to three other firms.
Renovation is visual. A carousel that walks from torn out drywall to a finished kitchen, or a short clip of the crew setting trusses, does work that no headline can. Homeowners judge craftsmanship, tidiness of the job site and the look of your trucks long before they read your offer. Stock images of smiling families and generic tools get ignored because people have seen them on every other contractor page.
The common pattern is a boosted post, a broad audience across half the state and an instant form with no questions. Leads arrive fast, then the office spends a week chasing renters, people outside the service area and neighbors who wanted a price for a fence repair nobody quotes. The fix is rarely more spend. It is a better filter at the front and honest feedback at the back.
Who it's for
Facebook and Instagram suit trades where the project is considered, visual and planned weeks ahead. Emergency repair work leans on search, while design heavy work leans on feeds.
These jobs start with inspiration long before a budget conversation. Before and after carousels, walk through reels and a quiz style form about room size and timeline tend to bring owners who are serious enough to book a design visit.
Siding, windows, gutters and full roof replacements sell well to homeowners in older subdivisions. After a hailstorm, a calm ad offering an inspection beats loud storm chaser language, which people have learned to distrust.
Decks, patios, pergolas and fencing have clear seasons. Ads that start in late winter, while people are dreaming about the yard, fill the spring schedule before competitors wake up their accounts.
Replacement systems, panel upgrades, generator installs and water heater swaps can be promoted on social with maintenance plan offers and retargeting, while no heat or burst pipe calls stay on search and call ads.
Long sales cycles need patience: short video from active builds, lookalike audiences seeded from past clients, and retargeting that keeps your name in front of an owner through months of planning with an architect.
Side by side
It takes a few minutes and costs the owner evenings. Boosting skips the pixel, the form design and exclusions, so the owner gets likes from other contractors and relatives instead of homeowners in the radius, and nobody knows which post produced a signed job.
Leads show up without effort, but the same homeowner is often sent to several companies at once. The contractor who calls first in minutes wins, everyone else pays for a race, and the brand of the firm itself never grows.
A paid social specialist who knows home service funnels builds exclusive campaigns under your own ad account, owns creative testing and CRM feedback, while a senior project manager checks that the leads match the jobs your crew wants to do.
Good to know
Location targeting for a contractor should look like the truck routes, not a circle drawn around the shop. We map the zip codes and towns you serve, exclude the ones where drive time kills margin, and set delivery to people living in those places rather than anyone who passed through. Meta also has rules for certain categories: if your offer touches financing or anything close to housing, a special ad category may apply and it narrows targeting options, so we check that before launch.
Instant forms with higher intent settings, a review screen and a few honest questions (own or rent, type of project, when you want to start, address inside the area) cut volume but lift the share of estimates worth driving to. For bigger scopes, sending traffic to a fast landing page with a gallery and a short form often brings fewer but warmer requests. We test both against your close rate, not against the lowest cost per lead.
A lead that waits a day goes cold. We connect forms to your CRM or scheduling tool so the office gets notified at once, and we set up automatic replies that respect consent rules for calls and texts. The TCPA and state rules on messaging mean the form language and opt in checkbox matter, and we keep that wording plain rather than buried.
Step by step
Step 1
Ask for the free analysis and a written PDF lands in your inbox within 24 hours. It reviews your Facebook page, old boosted posts, the site and the path a homeowner inquiry takes to your office, then flags where good jobs slip away.
Step 2
The matched specialist installs the pixel and Conversions API, maps the service area, sets up CRM stages such as estimate booked and job sold, and gathers job site photos and short clips from your crew into a usable library.
Step 3
Separate ad sets test each project type you want more of, with different hooks: a finished room, a process clip, a seasonal inspection. Weak ads are paused on lead quality reported back by your office, not on clicks alone.
Step 4
Visitors and form openers who did not finish get follow up ads with reviews your customers left and project galleries. Each month the project manager walks through estimates booked, jobs sold and what changes next.
Checklist
A short list makes the analysis sharper and lets the specialist start building instead of asking for access for weeks.
Checklist
How it works
The work is done online by a paid social specialist chosen for your trade, with a senior project manager as the one person you talk to. You keep ownership of the ad account, the pixel and every creative asset. Weekly, the specialist rotates fresh project content, checks frequency so homeowners in a small radius do not see the same ad too often, and reads the CRM stages to see which campaigns produced booked estimates. Once a month you get a clear review of what sold, what stalled and what gets tested next.
Crews are busy, so we ask for little: a monthly batch of photos from active jobs and a quick status on the leads the office touched. The details of how Facebook and Instagram campaigns are built are on our Facebook ads service page, and other channels for trades are described on the page for contractors. If you want to understand the matching first, read how it works.
FAQ
Short answers. The free analysis call covers anything specific to your company.
They are different. Search catches people with an urgent need, while feeds catch people earlier who have not called anyone yet. Facebook leads need better screening and faster follow up, but a well built form and a tight radius can bring bigger projects with less competition at the quote stage.
It depends on the trade and the size of the job. Instant forms suit quick inspections and replacements. Larger remodels and additions often do better on a fast landing page with a gallery. The specialist tests both and judges them by booked estimates recorded in your CRM.
After reading the analysis, a senior project manager with 15+ years in marketing looks at the kind of jobs you sell and where your crews travel, then assigns a paid social specialist who has run home service funnels. You get introduced to that specialist, while the project manager remains the one contact for scope and the monthly check in.
No. Phone photos and short clips from the job site usually outperform polished stock images because they look real. The specialist will tell you which angles work, like wide finished shots, close details of trim or tile, and short videos of the crew in action.
They can, but many contractors keep a small presence all year to build retargeting audiences and warm up the spring rush. When the schedule is full, the specialist can shift to awareness content or pause lead forms so the office is not flooded with requests it cannot answer.
Free analysis
Send us your website. Within 24 hours, you'll get a written analysis comparing your channels with your competitors', plus a call with a senior project manager who has run marketing for 15+ years.
Free marketing analysis
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
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