Facebook is different from Google. People aren't searching for plumbers. You're interrupting them. That changes everything.
When Facebook Works
Seasonal services (AC tune-up, gutter cleaning), home improvement projects, offers and promotions, building brand awareness. Not great for emergencies.
Targeting Options
Target homeowners in your service area. Layer on home value, income, or homeownership status. Interest targeting (home improvement, DIY) can help.
Ad Creative That Works
Before/after photos, video of work being done, customer testimonials, seasonal offers. Don't use stock photos - people spot them instantly.
Lead Forms vs Website
Facebook lead forms keep people on Facebook and convert better. But lead quality is often lower. Test both.
Budget Guidelines
$10-30/day to start. Give it 2 weeks before judging. Cost per lead typically $10-50 depending on service.
The Follow-Up Problem
Facebook leads are cooler than Google leads. They didn't search for you. Follow up fast - within an hour - or they forget they even submitted the form.