Facebook and Instagram ads for local leads.
Nobody opens Facebook to look for a roofer. But they scroll past a dozen ads a day. Meta ads put your business in that scroll, in front of homeowners in your area, before they ever open Google.
Here's what changed. Meta now reads your ad, who's in it and what it says, and decides who sees it. The ad is the targeting.
So I spend less time fiddling with audience boxes and more time on the ads: your face, your place, your real customers, and an offer that makes sense to the right person. Stock photos of a smiling family in a hard hat need not apply.
You own the ad account and the page. I work inside them with my own access.
What I set up and run
- Tracking checked first: the Meta Pixel and Conversions API both sending your leads, tested with a real test lead
- Lead forms with a qualifying question, so tire-kickers don't count as leads
- A simple setup: one campaign per offer, one broad ad set, the budget in one place
- Ads built from your real photos and phone videos, with different hooks and angles to test
- Meta's auto "creative features" switched off, so nobody changes your ads without your say-so
- 2 or 3 new ads tested every week, and losers cut once they've spent a lead's worth without one
- Results judged on qualified leads, lined up against your own count
Four steps, no mystery.
- 1
Audit
Already running ads? I mark every setting right, wrong or check later, and fix the tracking before anything else.
- 2
The signal
Meta chases whatever counts as a lead. We decide together what a good lead is, so it chases those.
- 3
Creative
Talking videos, photo ads, a straight offer, a client result. We film the real ones first. AI copies a pitch that works, it doesn't invent one.
- 4
Test and scale
New ads get 7 clean days before I judge them. The budget goes up 10 to 30% at a time, only while the cost per lead holds.
Is it a fit?
A good fit
- Services that need a little explaining before someone books: roofs, renos, cabin stays, clinics
- Owners willing to be in a phone video or two
- Businesses with a clear offer for a first visit or quote
Not a fit
- Emergency calls. When a pipe bursts, people search Google, so Google Ads wins that one
- Anyone who wants to run the same ad for a year
Meta Ads questions.
Facebook or Google?
Google catches people searching right now. Meta reaches people before they search. Running both covers people before and during the search.
Do I need fancy videos?
No. A 30-second phone video of you talking about your work beats a polished brand video. I'll tell you exactly what to film.
Can I target only homeowners, or only men or women?
Location, age and language are hard limits. Almost everything else is a hint Meta can ignore when it thinks another crowd will perform better. I set it up knowing that.
How long before I know if it works?
Each ad gets 7 days before I judge it, on a 7-day average. One bad Tuesday doesn't kill an ad.
Will Meta change my ads on its own?
It can, with a setting that's on by default in some accounts. I switch it off, so you approve every ad that runs.
Other ways I get you found
Want to see where your business ranks?
I'll record a short personal video: where you show up, why competitors are ahead and what I'd fix first. Free.