Facebook & Instagram Ads

Facebook and Instagram ads that generate demand, not just likes

Google catches people already searching. Facebook and Instagram create the demand before the search happens — the homeowner who has been putting off the roof, the family that needs a dentist after a move, the property manager who keeps meaning to find a new contractor. Done properly, Meta ads are the cheapest way to fill a slow month and the fastest way to launch in a new market. Done badly, they are a very efficient way to buy clicks from people who will never hire you.

We run Meta campaigns for home-service and local businesses in Canada, the USA, Australia, New Zealand and the UK. The fee is published below, the ad account is yours, spend goes directly to Meta, and we work month-to-month. One client per market, so your offer is never fighting another campaign we wrote.

What is included in Facebook & Instagram ads management?

Six things, every month:

• Offer strategy. The single biggest lever on Meta is the offer. We help you pick one worth stopping a scroll for — a tune-up special, a free quote with a response-time promise, a seasonal checkup — and frame it honestly.
• Creative production. Ad images and short video built from your real photos, trucks, team and work. Stock-photo ads underperform real ones badly; we brief you on exactly what to shoot on your phone.
• Audience building. Local radius targeting layered with homeowner signals, lookalikes from your customer list, and retargeting pools for people who visited your site or engaged with your page.
• Lead capture that fits your business. Instant forms for volume, landing pages for higher-value jobs (built through our Landing Pages & CRO service), and click-to-call for emergencies.
• Pixel and conversion tracking. Meta pixel and Conversions API installed and tested, with every lead deduplicated and attributed — you will always know what a lead cost.
• Weekly creative refresh and reporting. Meta ads fatigue fast. We rotate creative before performance decays and report spend, leads, and cost per lead in plain English monthly.

What does Meta advertising look like with vs. without AdRinging?

How does the engagement work?

1. Availability and fit call. We confirm your market is open and that Meta is actually the right channel for your trade and ticket size. For pure emergency work we will usually steer you to Google Ads or Pay-Per-Call first — we would rather lose the fee than run the wrong channel.
2. Offer and creative sprint. We agree the offer, collect your photos and video, build the first creative set, and install tracking. About one week, including your approvals.
3. Launch and learn. Campaigns go live with structured tests across audiences and creative. Meta needs roughly 50 conversions per ad set to exit learning, so the first two weeks are deliberately data-gathering.
4. Scale what books jobs. We cut losers fast, scale winners, refresh creative weekly, and review cost per booked appointment with you every month — not just cost per lead.

What does Facebook & Instagram ads management cost?

Our published management fee is from $997/mo, regularly $1,800/mo, plus the one-time $999 setup that covers tracking, pixel, and the first creative set. Ad spend is separate and paid directly to Meta — never marked up. Most local-service clients run $1,000–$3,000/mo in Meta spend; below about $750/mo the learning phase drags and we will tell you to wait rather than take the fee. Month-to-month, cancel with 30 days’ notice, keep everything.

What results should you realistically expect?

For home-services offers, Meta typically produces leads at $15–$60 each — cheaper than search, but with lower intent, so the follow-up matters. Well-run accounts with fast phone follow-up book 25–40% of Meta leads; slow follow-up books under 10%, which is why we build the speed-to-lead workflow before we launch anything. Retargeting campaigns to site visitors usually deliver the cheapest leads of all and are worth running even at small budgets. Expect a real cost-per-lead number by day 30 and a stable, scalable one by day 90. One pattern worth knowing: Meta results compound. The first month buys data, the second buys efficiency, and by the third month the retargeting pools and lookalike audiences built from your early leads start producing the cheapest leads in the account. Accounts that keep creative refreshed weekly tend to keep improving; accounts that run one ad set untouched for six months decay — creative fatigue is the silent killer of Meta performance, and it is the main reason “we tried Facebook ads and they stopped working” is such a common story. If you are in a trade like landscaping, dental, or electrical services — where the job is planned rather than an emergency — Meta is often the highest-ROI channel we run.

Who is this for — and who is it not for?

For you if: your service is visual or plannable (remodels, landscaping, dental, seasonal maintenance), you can follow up new leads within minutes, and you want demand you can switch on for slow months, new crews, or new locations.

Not for you if: you sell only same-hour emergency services (search captures that demand better), you cannot respond to leads quickly, or you expect leads to close themselves. Meta creates intent; it does not replace a sales process.

What happens in the first 90 days?

Month 1 — offers, creative, learning

We launch with structured tests: two to three offers, several creative variants, and two audience strategies. Meta’s learning phase needs conversion volume, so month one is deliberately about generating data — which creative stops the scroll, which offer converts, what a lead really costs. First leads usually arrive within days of launch.

Month 2 — kill losers, scale winners

By now the test results are in. We cut losing ad sets, put budget behind the winning offer-and-creative combinations, and launch the second creative wave so fatigue never catches us. Cost per lead typically improves 20–40% from month one to month two in a well-run account.

Month 3 — retargeting and rhythm

Retargeting pools are now large enough to matter — site visitors, video viewers, page engagers — and retargeting leads are usually the cheapest of all. We settle into the operating rhythm: weekly creative refresh, monthly cost-per-booked-appointment review, and seasonal offer planning for the quarter ahead.

Which Meta campaign types work for local services?

Three carry most of the weight. Lead campaigns with instant forms generate volume cheaply — the form never leaves the app, so completion rates are high; they work best paired with immediate phone follow-up. Conversion campaigns to a dedicated landing page produce fewer but higher-quality leads, and are the right choice for higher-ticket services where the customer wants detail before committing. Retargeting campaigns reach people who already visited your site or engaged with your content — almost always the cheapest leads in the account. Click-to-call campaigns fill a narrower role for urgent services. We match the campaign type to your ticket size and follow-up capacity, not to whatever is easiest to build.

How should you handle Meta leads so they actually convert?

Fast, and by phone. Meta leads are interruption-based — the person was scrolling, not searching — so intent decays by the hour. Across local-service accounts, leads contacted within five to fifteen minutes convert at several times the rate of leads contacted the next day. That is why we set up instant lead notifications, an agreed first-response script, and a simple two-call-plus-a-text follow-up cadence before campaigns launch. If your team cannot work leads quickly, we will say so honestly and usually steer the budget toward search, where the customer comes to you. The ad gets attention; your follow-up gets the job.

Why do boosted posts underperform real campaigns?

The boost button optimizes for engagement — likes, comments, shares — because that is what it is designed to do. It offers almost no control over placements, audiences, or conversion objectives, and it never builds the retargeting pools that make Meta profitable over time. A real campaign in Ads Manager optimizes for the outcome you actually want (a lead, a call), targets layered audiences instead of “people nearby”, and accumulates pixel data that makes every future campaign smarter. Boosting feels cheaper; per booked job, it is almost always more expensive.

The same logic applies to “set and forget” campaigns built once and never touched. Meta rewards active management: fresh creative before fatigue sets in, audiences refined from real lead data, budgets reallocated weekly toward what converts. An account reviewed monthly is already behind; we work ours weekly, and the monthly report shows you exactly what that work produced.

What creative actually works for local businesses?

Real beats polished, consistently. The highest-performing creative in local-service accounts is almost always real: your crew on a job, your truck in a driveway, a 20-second phone video of a finished project, a before/after split of actual work. Stock photography underperforms because customers have developed a radar for it — it looks like an ad, so it gets treated like one. The second rule: one idea per ad. The third: the offer does the heavy lifting — “spring tune-up special, booked this week” outperforms “quality service you can trust” by an order of magnitude. We brief you on exactly what to capture and handle everything from there.

How will you know it is working?

Every lead is tracked — instant forms, landing-page conversions, and calls — with cost per lead reported by campaign so you can see exactly what produced what. Monthly, we review spend, leads, cost per lead, and (once your booking data flows back) cost per booked appointment. You get a one-page summary, a live dashboard, and a straight monthly call. And because everything runs inside your own ad account, you can verify every number yourself, any time — the data is yours, not ours.

What if it does not work?

Every agreement carries the same guarantee: leads in 14 days or your second month is free. And because everything lives in your ad account — the pixel history, the audiences, the creative — you keep the entire asset if you ever move on. Many clients pair Meta with Google Ads management: search catches the demand that exists, social creates the demand that does not yet.

Want to know if your market is open? Check availability — one business day, straight answer.