Facebook and Instagram Ads for US local service businesses
I fill your calendar with booked jobs from Facebook and Instagram
Cleaning companies, spas, roofers, contractors. I run Meta Ads, which means Facebook and
Instagram, and I build the landing page and the follow up that actually books people. Then I open the ad account and show you.
Last lead I bought cost $23.90. Google charges about $59.
Free, and I promise not to pitch you for the first 15 minutes.
Live accounts 3Coffees today 4Stock photos used 0
Nobody wants ads. They want a Tuesday that isn't empty.Maxim 01
$2.90
per phone call, Denver spa
$23.90
per lead, Chicago cleaning
409
calls and enquiries in eight weeks
$50k+
in Facebook and Instagram ad spend
01 The problem
You have been here before
01
You paid an agency $2,000 a month and got a PDF report instead of booked jobs.
02
The leads came in cheap. Then not one of them answered the phone.
03
Somebody enquired at 9pm. Nobody called back until Thursday. They had already hired the other guy.
04
You boosted a post, spent $600, and still cannot say what it bought.
05
Google Ads works, but at $59 a lead it only just breaks even.
06
You run the best crew in town and the worst run business is out booking you.
None of that is a traffic problem. It is a creative problem, a follow up problem and a
measurement problem, and all three are fixable in about thirty days.
A cheap lead that never answers is the most expensive thing you can buy.Maxim 02
02 Proof
What everyone else pays, and what I pay
LocaliQ benchmarked 3,211 US campaigns. Cleaning and maid services average
$46.99 a lead on Google Search, which lands near $59 in a market as
competitive as Chicago. Here is what my four Cook County Facebook and Instagram campaigns actually did.
Google, Chicago$58.74
My weighted CPL$28.73
My best suburb$23.90
Zen'd Out Massage
Denver, Colorado, running right now
$2.90
Per phone call
$2.90
Per lead form
$7.00
Bookings tracked
27
Meta spend
$3,168
Heights Cleans
Cook County, Illinois
$23.90
Best suburb
$23.90
Weighted average
$28.73
Qualified leads
67
Ad variants
25
Creator brands
US, UK and Australia, at volume
$3.99
Leads, one campaign
709
Cost per lead
$3.99
Best campaign
$1.34
Campaigns run
31
Meta Ads Manager, maximum date range, identifiers removed, screen shared on request
Targeting got automated. Taste did not.Maxim 03
03 Method
Meta already knows who. It needs a why
When Andromeda shipped, Meta said it out loud. The lever moved from niche targeting to
creative diversity. The spa handed me one long video and nothing else, so I cut it three
ways, left targeting broad across Denver, and ran it at five different reasons to book.
One video. Broad targeting. She booked for an anniversary
Same footage, same city, five different people. That is creative as targeting, in practice.
Facebook and Instagram Ads
Meta campaigns split by suburb and by service, running across Facebook feed, Instagram feed, Stories and Reels. Creative built genuinely different, not just recoloured. Angles tested until one of them actually concludes something.
Landing page
The half almost everyone skips. Written to convert the traffic your ads already paid for, with server side tracking underneath so the numbers are real.
Follow up
GoHighLevel pipelines, SMS and A2P registration. A lead that lands at 9pm gets answered at 9pm, not on Thursday when they have already booked someone else.
04 Why me
I was you in 2017
I sold desert coolers in Lahore. Cheap cooling in a country where the power keeps
failing, good product, real demand, priced for the people who needed it most. I could
not reach a single one of them and the business died.
So I went and learned the thing that killed my own company
Advertising, film and copywriting at university. Ads Manager came last, which is
exactly why I still think the creative is the campaign.
You are not buying clicks. You are buying the next six months of your calendar.Maxim 04
Not a guaranteed number. Anyone promising you a fixed cost per lead before seeing your
market, your offer and your reviews is guessing, and you should be suspicious of them.
Here is what I will commit to instead.
Month to month, no lock in contract
You own the ad account and the data
An honest read by week two, not month six
If it is not working I will say so first
06 Start here
Book a free audit call and we will open your account together
Twenty minutes, screen shared, no charge. We look at your last thirty days live and I tell
you what I would change and why. If it is useful we can talk about working together. If
not, you keep the audit and I will have enjoyed the nose around anyway.
