- Build campaigns around the projects you want, not around audiences.
- Let the video filter homeowners. Stacked interest targeting rarely beats a clear ad.
- Offer clarity, not discounts: a price range, a process, a time to book.
- Measure each campaign through to booked estimates and signed jobs.
Structure: one campaign per project
Start with the jobs you want more of. A remodeler after kitchens and baths runs two campaigns, each with its own ads, page, and questions. A roofer after replacements runs one, and keeps repair work out of it.
Inside each campaign, test a few ads against each other at a time. A small number of campaigns with enough budget each will teach you more than many thin ones that never collect enough results to compare.
Targeting: your service area, then let the video work
Set the location to where your crews actually go, by zip code or radius, and exclude places you don’t serve. Inside that area, keep the audience fairly broad.
Meta’s delivery looks for people who respond to the ad. A video of a finished kitchen speaks to homeowners thinking about kitchens, which filters better than layering interests. Tight targeting mostly makes the audience small and expensive to reach.
Offer: what the homeowner gets for raising a hand
The offer is the reason to click. For a contractor, the strongest ones are useful rather than discounted: see what a project like this usually costs, see how the process works, pick a time for the estimate.
Skip deadlines and “limited spots” unless they’re true. Homeowners planning a big project are looking for a contractor they can trust, and pressure reads as the opposite.
Landing: where the click goes
Send the click somewhere that continues the ad. A project page with the same video, a price range, a few qualifying questions, and a booking calendar gives the homeowner something to commit to. Meta’s instant forms are quicker to fill and easier to submit without much thought.
Either way, the plan isn’t finished until every new inquiry gets an instant text and a call within minutes. The ad earns the click. The follow-up earns the estimate.
Rotation: change one thing at a time
Ads wear out as the same homeowners see them again and again. Line up new video before results slide: a different finished project, a different crew member, a different question answered on camera.
Keep the campaign and the page steady while you swap creative. If you change the ad, the audience, and the page in the same week, you won’t know which one moved the numbers.
Measurement: judge by campaign, to the signed job
Meta reports reach, clicks, and leads. Those tell you whether the ad is being seen. Whether the strategy works shows up further down.
- Cost per booked estimate, by campaign and by ad
- Share of booked estimates that actually happen
- Signed jobs traced to the campaign that brought them
- Time from inquiry to first real contact
