Do Facebook ads work for home service companies?

Facebook and Instagram ads can bring in HVAC, plumbing and roofing jobs, but not the same way Google does. Nobody scrolls Facebook looking for a plumber. Here's where Meta ads work for home service companies, what leads cost, and how to keep lead quality up.

Search finds demand. Facebook creates it.

On Google, people are already looking for help. On Facebook and Instagram, you're interrupting them, so emergency jobs like a burst pipe or a dead AC unit in July rarely come from social ads. What social ads do well is put a timely offer in front of the right homeowners before they need you, and remind people who already visited your site.

What Meta leads cost

For lead campaigns in the Home & Home Improvement category, WordStream's 2025 benchmarks show a median $41.26 per lead, a 1.94% click-through rate, $2.23 per click and a 5.22% conversion rate ¹. For comparison, the same publisher's 2026 Google search benchmark for the category is $90.92 per lead ³.

Cheaper leads aren't automatically better. A Facebook lead is usually earlier in the decision than someone who searched "AC repair near me." Judge every channel on cost per booked job, not cost per lead.

Jobs that work well on Facebook and Instagram

• Seasonal tune-ups: AC check-ups in spring, furnace safety checks in fall.
• Maintenance plans: recurring revenue that's easy to explain in one image.
• Planned replacements: water heaters, HVAC systems and roofs, with financing if you offer it.
• Roof inspections after a storm in your service area.
• Retargeting: reminding people who looked at your website but didn't book.

Instant forms vs. sending people to your website

Meta lets people fill out a lead form without leaving the app. It's convenient, which also makes it easy to submit by accident. The default More volume form is built for quick completion; the Higher intent form adds a review screen where people confirm their details before submitting ². You can also add qualifying questions, like ZIP code, the service needed and timing ².

Sending people to a landing page on your own site costs more per lead, but those leads have seen your reviews, your photos and your prices, and they can book a time on the spot.

Our default: Higher intent forms with two or three qualifying questions, or a landing page with online booking. Either way, every lead gets an automatic text within minutes.

What makes the ad itself work

• Real photos. Your crew, your trucks, your work. Stock photos look like ads; your team looks like a neighbor.
• One clear offer. "$89 AC tune-up in Cary and Apex, book online" beats "Quality service you can trust."
• Local proof. Town names, review counts and a short customer quote.
• A tight area. Target the ZIP codes you actually serve.

How to test it without wasting money

1. Pick one seasonal offer and one service area.
2. Run it for a few weeks with a fixed budget you're comfortable losing.
3. Call or text every lead within minutes.
4. Count booked jobs and revenue, not just leads, then decide whether to scale, change the offer or stop.

For Raleigh, Cary and Triangle contractors

• Target by ZIP code, not a big radius. A wide circle around Raleigh reaches towns your trucks don't go to. List the ZIP codes you actually serve in Raleigh, Cary, Apex, Durham and the towns around them.
• Time it to Triangle seasons. Run AC tune-ups in spring before the heat sets in, furnace checks in fall, and roof inspection offers right after a big storm moves through.
• Name the towns in the ad. "Serving Cary, Apex and Holly Springs" tells people you're local before they read anything else.

We build websites and landing pages for home service companies across the Triangle. See how we work with Raleigh and Cary contractors.