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Marketing · Meta Ads

Get in front of people before they start searching.

Nobody opens Facebook looking for a roofer. That is the point. Meta ads put an offer in front of people in your area while they scroll — before they type anything into Google, and before your competitors there get the chance. We write the offer, direct the creative for the feed, and count every lead back to the ad that produced it.

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Running Meta ads already? We will look at the ads and the leads they bring with you on the call.

How it is sold
One channel
priced by its own monthly ad spend
Time to judge it
90 days
creative needs rounds to learn
Counted as
Cost per booked job
not likes, reach or cheap leads
In your name
The ad account
the pixel, the page and the audiences

What it is for

Search answers demand. Meta creates it.

On Google you wait for someone to need you. On Facebook and Instagram you go and find them: people in the area you serve, shown a reason to act before the need turns into a search. Done well, that is demand your competitors on Google never see.

Done badly, it is the cheapest leads you will ever buy, and the worst. A form that takes two taps fills fast with people who will never answer the phone. So the offer is built to be worth stopping for, the form asks the questions that filter, and the number we report is booked jobs — not cost per lead, which is the number that makes a bad campaign look good.

The creative does most of the work, and it wears out. An ad that worked in March is tired by May. Real photos and video of your jobs beat stock every time, and replacing an ad before it dies is part of running the channel, not an extra.

What we do

What we build and run

Campaign build and management, ad copy and creative direction, landing pages, tracking and the monthly report come with every channel. On Meta, that means this.

The offer and the creative

  • An offer worth stopping a scroll for, written before any ad is made
  • Ad copy written for the feed, not lifted from your website
  • Creative direction built around real photos and video of your work
  • Versions for Facebook and Instagram feeds, Stories and Reels
  • New ads before the old ones wear out

Audiences

  • Location targeting drawn to the area you serve
  • Lookalike audiences built from your real customers
  • Retargeting for people who visited the site or watched the video
  • Current customers excluded, so the offer goes to new ones

Leads and tracking

  • Instant forms with the questions that filter, or a landing page when the offer needs one
  • The Meta pixel and conversion tracking set up and tested
  • Booked jobs counted with you, so the report is about work, not form fills
  • A monthly report that leads with cost per booked job

The first 90 days

Meta learns from what happens after the ad. The first month feeds it; the next two make it pay.

  1. 01

    Offer and creative

    One working session on what you sell and who buys it. The offer and the first round of ads are written before anything is spent.

  2. 02

    Month one: test

    Several offers and creatives against each other, on small budgets. The point is to find the one that books, not the one that gets clicks.

  3. 03

    Month two: cut and refresh

    The losers go. Budget follows the ads that produce booked work, and new creative replaces whatever is wearing out.

  4. 04

    Month three: judge

    What a booked job costs on Meta, next to what it costs everywhere else you run. If Meta is the expensive one, we say so.

Fit

Who Meta ads are for

Worth it when

  • People need what you sell but do not search for it until something breaks — or would buy sooner with a good reason
  • You have photos or video of real work, or can take some
  • Someone can call a lead back the same day, because social leads go cold in hours
  • You want demand your competitors on Google are not seeing

Skip it when

  • The job is an emergency people only buy in the moment. Search does that better
  • You want the cheapest possible leads and do not mind if they never answer
  • Nobody can call a lead back the same day
  • You are hoping for a viral post. This is paid direct response, not that

Meta Ads: questions people actually ask

Is Meta one channel or two — Facebook and Instagram?

One. Facebook and Instagram run from the same Meta ad account, and we run them as one channel, priced by its own spend.

Is this the same as posting on our Facebook page?

No. These are paid ads, shown to people who do not follow you. Unpaid posting to your own pages is organic social, which is its own channel and does a different job.

Why are our Facebook leads so bad?

Usually because the form made it too easy. Two taps and a prefilled name will fill a spreadsheet with people who do not remember asking. Adding questions that filter costs some volume and saves the hours your team spends calling nobody.

Do we need professional video?

No. A phone video of a finished job, shot with some care, beats a stock clip every time. We will tell you what to film.

Do you mark up the ad spend?

No. It goes to Meta on your own card, in your own ad account, at cost.

How fast does it work?

Paid social can produce leads inside the first month. Knowing which of them book, and what that costs, takes the 90 days.

Pricing

Pricing is published

Meta is one channel on the four packages, priced by its own monthly ad spend — separate from Google, separate from TikTok, and separate from organic posting. The spend goes to Meta on your own card.

See the numbers

Also on the marketing side

Everything else we run

Bring your Meta ads

Or just the idea for one. Twenty minutes and we will tell you whether social belongs in your plan yet, and which offer we would test first.

Book a callSee everything we run