National Home Services

Case Study: Unlocking Consistent Lead Flow for a Home Services Company Using Meta Ads

Introduction:

For many home services companies, Facebook and Instagram Ads are either underutilized—or misused entirely. That was the case when a mid-sized home services business approached us: they had tested Meta Ads before but struggled with inconsistent results, unclear attribution, and rising lead costs. They knew social could be a scalable lead source—but not without the right strategy, structure, and creative direction.

Our goal? Build a full-funnel Meta Ads system that could drive predictable, high-quality leads while staying tightly aligned with their sales pipeline.

The Challenge:

The company offered a high-ticket service with strong regional brand awareness—but their previous ad efforts had failed to convert social traffic into actual appointments. Their ad account faced several core issues:

• Lack of campaign segmentation (all audiences treated the same, no funnel logic)

• Generic creative that didn’t speak to urgency, local trust, or seasonal needs

• No retargeting or lookalike strategy, leaving warm prospects behind

• No visibility into lead quality, making it hard to evaluate ad performance

• Inconsistent results, with leads coming in waves but no predictable flow

Without structure, the client had essentially been “boosting posts” and hoping for leads. But hope isn’t a strategy.

Our Collaborative Approach:

We started with a discovery workshop to understand their ideal customers, sales process, and service capacity by region. From there, we mapped out their entire customer journey—from awareness through lead capture—and identified where Meta could add the most value.

We integrated their CRM and booking system with Facebook’s conversion tools to ensure we could track lead source, quality, and revenue attribution with precision.

Crafting Tailored Strategies:

Our new Meta Ads system was built with clarity and intent:

• Segmented campaigns for cold, warm, and hot audiences

• Localized creative for each service area, featuring testimonials, before/after visuals, and urgent seasonal hooks

• Custom lead forms with qualifying questions, pre-integrated with the client's CRM

• High-performing retargeting campaigns for site visitors, form starters, and engaged video viewers

• Lookalike audiences based on past customers, form completions, and top lifetime value leads

We also created multiple “ad angles” to match where users were in the buying cycle—education for cold traffic, credibility proof for warm, and urgency for hot.

Meticulous Planning and Execution:

We launched in test markets first, using strict daily budgets and creative variations to collect data. After validating performance, we scaled spend by 20–30% weekly while maintaining cost-per-lead targets.

We also layered in weekly creative refreshes, A/B tested copy variations, and ran localized offers to match high-intent periods (like seasonal demand spikes or weekend-only booking windows).

The full-funnel structure allowed us to push more budget to what was working—and fix or replace what wasn’t—without overhauling everything each time.

Results:

The new system generated not only more leads—but more qualified leads at a lower cost. Highlights:

• CPL dropped by 52% in the first 60 days

• Lead quality improved significantly, based on booking rate and sales team feedback

• Retargeting drove 38% of all booked jobs

• Sales team reported more consistent appointment flow, allowing for better staffing and operations

• Client now uses Meta Ads as a core acquisition channel, not just a “test”

With creative testing, CRM integration, and funnel alignment, this client went from occasional results to a full-blown customer acquisition engine—built on Meta’s platforms.