The most common question we get from contractors is also the one with the least honest answers online. Here’s how we actually think about Facebook ad budgets for home-service companies.
Start with the job, not the budget
Work backwards from one sold job. For example (illustrative numbers only): if you would happily pay a set amount to sell one roof and you close one in three booked inspections, then your ceiling per booked inspection is a third of that amount. That’s your ceiling. Everything else is a test to find out whether you can book inspections for less.
A realistic test budget
Pick a daily budget you can sustain for several weeks without second-guessing it. Too small and Meta never gets enough conversions to learn; too large before the offer and page are proven is expensive guessing. Lower than that and Meta’s delivery system never gets enough conversions to learn. Higher than that before the offer and page are proven is just expensive guessing.
- Weeks 1–2: run the test, judge cost per lead and lead quality
- Weeks 3–4: fix the offer, creative or page based on what you saw
- Month 2+: scale the ad sets that book jobs, cut the ones that don’t
Where the money actually goes
Ad spend goes straight to Meta, on your account. Agency fees are separate. If an agency bundles both into one number, ask for the split. You should always know exactly what the platform charged and what the people charged.
Signs you should spend more
Cost per booked appointment is under your ceiling, your team is answering within five minutes, and your calendar still has gaps. That’s the green light. Signs you should stop and fix things first: lots of clicks and few leads (page problem), lots of leads and few bookings (offer or follow-up problem), or leads outside your service area (targeting problem).
More on how we run Facebook ads for contractors.
Want a second set of eyes on your lead system? Book a strategy call or call 737-329-5526.