Meta (Facebook) Ads

Google reaches people actively searching for your service. Meta reaches people who are not looking yet. Search captures demand that already exists, which is a fixed pool. Meta creates demand, which is how you grow past that pool. Most businesses should run search first and add Meta once it is producing.

Two to three months before performance is consistent. The first weeks are the algorithm learning who converts, and the account gets meaningfully better once it has data. Meta compounds in a way search does not, but it asks for patience up front, and we would rather set that expectation than surprise you in month two.

Ad spend is paid directly to the platform and is separate from your management fee. We recommend a campaign budget based on your market, competition, job value, and goals. The proposal confirms the budget and the appropriate Advertising package.

Video, carousel, static image, lead form ads, conversion ads, and retargeting across Facebook, Instagram, Messenger, and Threads. Most accounts start with short-form video for cold audiences and move to conversion and lead form ads as people show interest.

We do, in house. Multiple variations per campaign, tested against each other, and refreshed on a schedule. Creative is the single biggest performance lever on this platform, which is why it is not an add-on here.

Custom audiences built from your customer list and CRM data, lookalikes built from your best customers, behavioral retargeting, and geographic targeting around where you can profitably work. Meta has removed a lot of the old detailed targeting, so sharp creative on a broad audience now usually beats a narrow audience on generic creative.

Yes, and it is usually the cheapest part of the account. It is also worthless on its own. Retargeting can only reach people who have already encountered you, so it needs an awareness layer feeding it or it runs out of audience fast.

No. They work best where there is a longer buying cycle, repeat business, or a referral network worth reaching, which covers pest control, home services, legal, and healthcare. For urgent-need services like home inspection, the stronger play is often targeting referral partners rather than customers, and we will tell you when that is the case.

Meta Pixel and the Conversions API running together, so conversions still register when browser tracking is blocked. Everything flows into Lead Center and syncs to your CRM, so we can report which ad produced a booked job rather than which ad produced a form fill.

Browser privacy changes broke a lot of pixel tracking. An account running only the pixel is under-reporting conversions, which means Meta is optimizing on incomplete data and your reporting understates what the ads actually did. The Conversions API sends the same events server-side. Both together is the current standard.

Meta’s automated campaign type. It can produce cheap results and it can also spend on placements and audiences you cannot see. We run it with exclusions and controlled creative, alongside campaigns we structure ourselves, and we report on it separately so you can see what it actually contributed.

Yes. Campaigns live in your own Meta Business Account with you as the admin, you pay Meta directly, and the audiences, pixel history, and creative source files are yours if you leave.

Yes, it is required for advertising clients. It is what makes attribution possible. Without it we would be reporting Meta’s conversion count instead of your actual customers.

Meta advertising is included in Pro Ads, which requires a 6-month commitment followed by 30-day cancellation notice.