Facebook ads for home improvement

Facebook Ads for Home Improvement

Facebook ads for home improvement sell the estimate, not the remodel. A homeowner scrolling past is not buying windows today, but they will take a measured quote from someone who shows up when they said they would. We run one project at a time, and an AI agent texts every lead in seconds, checks they own the home and books the visit on a route your crew can actually drive.

Book a Stride Scaling Call Offers that work
clients served
400+clients served
to first reply
< 2sto first reply
to go live
2-3 wksto go live

Example call conversation between Max, an AI assistant for Peak Comfort Heating & Air, and a lead named Dana.

  1. Max (AI): Thanks for calling Peak Comfort Heating and Air. This is Max, the AI assistant. How can I help tonight?
  2. Dana: Our AC is running but it's blowing warm air. It's 84 in the house.
  3. Max (AI): Sorry, that's miserable. Is the outdoor unit running, and do you see any ice on the lines?
  4. Dana: The fan's spinning. I don't see ice.
  5. Max (AI): Thanks, that's helpful for the tech. Do you own the home, and is anyone there especially sensitive to heat?
  6. Dana: We own it. Two little kids, so sooner is better.
  7. Max (AI): Understood. I can get a technician there tomorrow between 8 and 10 AM, the first slot of the day. Does that work?
  8. Dana: Yes, please.
  9. Max (AI): You're booked. The tech will text you when they're on the way.

Booked: AC repair visit, Tomorrow, 8 to 10 AM, First slot of the day.

Offers

Offers that get homeowners to raise a hand.

The offer is the ad. We pick one per campaign, test it against a second, and keep whichever books more appointments.

  1. 01

    Free in-home estimate

    Measurements, options and a written price. Say how long the visit takes and that nobody has to decide on the spot. That sentence raises booked rates more than any discount.

  2. 02

    One project per campaign

    Windows, baths, siding, solar, water treatment. A general home improvement ad produces cheap leads that nobody can quote.

  3. 03

    Install slots this month

    Real capacity, named honestly. Crews booked five weeks out is a reason to act now. An invented deadline costs you the list.

  4. 04

    Monthly payment framing

    If you offer financing, showing a monthly figure changes who raises a hand for a five-figure job. Say what the plan is, never what anyone will be approved for.

After the click

From ad to booked in minutes.

Ads only pay when someone books. This is what happens to every lead, at 2 PM or 2 AM. It's our speed to lead system on AI appointment setters.

  1. 1

    Instant form

    Project, rough timeline, whether they own the home, and consent to be contacted by text and call.

  2. 2

    Text back in seconds

    An AI agent texts in under 2 seconds, at 9pm on a Sunday as readily as at 10am, as the assistant for your company.

  3. 3

    Qualify before the truck rolls

    Owner not renter, the scope they have in mind, a timeline, and whether both decision-makers can be there. The missing second homeowner is the most expensive thing in this business.

  4. 4

    Booked on a sane route

    It offers slots that fit the day's drive time, confirms, and reminds the day before with a message that asks for a reply so you know it is still on.

Creative

Angles we test first.

Real people and real work beat stock photos. We produce the rest with AI and ship fresh creative every week, before the old ads wear out.

  • Install day

    Phone footage from a real job: the crew arriving, the floors covered, the finished room. It answers the fear of what a week of work looks like.

  • Before and after

    A house the same age and style as the ones you are targeting. Specific beats impressive.

  • What the visit includes

    The estimator explaining the appointment start to finish and how long it takes. This is the ad that kills the high-pressure-salesman worry.

  • Homeowner on camera

    A past customer saying what they were worried about before they booked, used with their written permission.

Before you launch

Rules we build around

  • Mentioning financing, credit or monthly payments can put the ad into Meta's credit special ad category, which removes age, gender and detailed targeting. Decide whether that offer is worth the targeting before you write the copy.
  • Renters are the quiet waste in this channel. Ask on the form, then confirm it again in the follow-up before a slot is held.
  • Never promise a rebate, a tax credit, an approval or a firm price before the visit. The homeowner's own situation decides most of that. The agent books the estimate and leaves pricing to your estimator.
  • Every text and call goes to someone who consented on the form, and an opt-out is honored immediately. See our SMS terms for how that works.

Calls and texts only go to people who opted in on your form. How consent works.

Platforms

Where it runs, and where it connects.

The Meta Ads placements we use for home services, where your leads come from, and the tools the agent writes back to.

Where your ads run

Placements are tested, not guessed. We keep the ones that book calls.

  • Facebook logoFacebook
  • Instagram logoInstagram
  • Messenger logoMessenger
  • WhatsApp logoWhatsApp
  • Threads logoThreads
  • Meta logoMeta

Where your leads come from

  • Google logoGoogle
  • Angi logoAngi
  • HomeAdvisor logoHomeAdvisor
  • Thumbtack logoThumbtack
  • Yelp logoYelp
  • Nextdoor logoNextdoor
  • Facebook logoFacebook

Tools we connect to

Typical systems in your space. Most others connect through an API.

  • ServiceTitan logoServiceTitan
  • Housecall Pro logoHousecall Pro
  • Jobber logoJobber
  • FieldEdge logoFieldEdge
  • GoHighLevel logoGoHighLevel
  • Google logoGoogle LSA
  • CallRail logoCallRail
  • Angi logoAngi leads
  • Google Calendar logoGoogle Calendar
  • Slack logoSlack

What we report on

What your Meta Ads report shows.

Booked appointments first, then the numbers that explain them.

01
Cost per lead
The number Meta shows you. Useful, but only the first line of the report.
02
Speed to first contact
Seconds from form submit to the first call or text. This is where most Meta leads are won or lost.
03
Contact rate
The share of leads who actually pick up or reply, which tells us whether the form is collecting real people.
04
Cost per booked call
Ad spend divided by calls on your calendar. The number we optimize toward.
05
Show rate
Booked calls that happen. Reminders and rebooking from the agent move this more than anything.
06
Revenue per ad dollar
Closed revenue you report back against spend, once deals start closing.

Client results

Hear it from our clients.

Executive Stride clients on camera and in their own words.

All client results
clients served
400+
clients served
in client results
$10M+
in client results
industries
20+
industries
average rating
4.8
average rating
$220K profit in 2 monthsFranky Shaw, FutrGroupClient
10+ calls a week for 6 monthsJacob Snitman, Burke FinancialClient
37 calls, 13 clients in 3 weeksKas Ghorb, Content RocketClient
15 calls, 3 deals in 2 weeksBharat, Bison MarketersClient
They've consistently been able to help me achieve at least 10 booked appointments on my calendar for both of my businesses separately every week for the last six months.
Jacob SnitmanBurke Financial
I don't usually do testimonials for people but we've been able to generate a tremendous amount of additional monthly income with Executive Stride. Their team is super supportive and basically hand you results on a silver platter.
Franky ShawFutrGroup
I can personally attribute over $20k/mo of additional monthly income to Josh and the team at Executive Stride with their LinkedIn strategies alone. If you're not working with them I don't know what you're doing.
Stephen GomesRealtor Media Leads
Getting leads is fantastic, we have a small team and actually had too much coming in and I had to reel it back a little bit, which is a good problem to have.
Jacob SherrardElvt Marketing Solutions
Since working with Josh and his team at Executive Stride for three weeks, we have been able to book 35 qualified leads and closed 11 leads by using their LinkedIn system
Harshal DewanganDewa Direction
Josh and his team basically helped me generate over 37 booked appointments and 13 new clients, which is mind-blowing!
Kas GhorbContent Rocket

FAQ

Facebook Ads for Home Improvement: questions, answered.

Anything else, ask us on the call.

Do Facebook ads work for home improvement companies?
They work when the ad offers an estimate and the lead hears back in minutes. Facebook reaches homeowners who are thinking about a project but have not searched yet, which is a larger group than the one on Google and a slower one. The speed of your follow-up decides whether that is worth it.
How do I get home improvement leads?
Google and Local Services Ads catch the homeowners searching right now. Facebook and Instagram reach the ones who are still thinking about it. Run one of each if you can staff it, and put the same instant follow-up behind both so no channel gets judged on leads nobody called.
What is the best offer for a home improvement ad?
A free in-home estimate for one specific project, with the length of the visit stated and no pressure to decide. Discounts attract people comparing prices. A clear, low-commitment visit attracts people who want the work done.
Why do my Facebook leads never answer the phone?
Because a phone call from an unknown number is the one channel they will not pick up. Text first, in the first minutes, from a number that says who you are. Calls work far better once a text has been answered, which is the order the agent follows.
How many leads does it take to book one install?
That depends on your project, your market and your close rate, so a published number would mislead you. Count it backward from the installs you want, through your close rate and your booked-to-sat rate, and the lead number you need falls out. We do it with you before you spend anything.

Turn ad clicks into booked appointments.

Book a call and we'll show you the offer, creative and follow-up we'd run for your home improvement company.

Book a Stride Scaling Call