433 leads from Facebook and Instagram ads
Tree services, home building, security cameras, pressure cleaning, decks and solar: one testing playbook brought 433 leads for six home-service companies in summer 2023.
Bring in leads from Facebook and Instagram for six very different trades, and find out fast which ads work for each.
Ten or more small test campaigns per company with instant lead forms, the weakest switched off and the budget kept on the winners, and a second round where the first one missed.
433 leads across the six companies in July and August 2023, from 51 to 105 per company.
Six trades, one playbook
In July and August 2023 we ran Facebook and Instagram lead generation for six home-service companies at the same time: a tree service, a home builder, an electrician advertising security cameras, a pressure cleaning company, a carpentry company advertising decks and a solar installer.
Six trades with six different customers. The playbook was the same for all of them.
How we ran it
1. Ten or more small tests per company
Every account started with at least ten campaigns, each running a different ad, mostly to interest-based audiences. Budgets were small, from $2.50 to $30 a day per campaign, so the tests could show what works before the real money went in.
2. Instant forms inside Facebook and Instagram
Every campaign that ran used Meta’s instant lead forms, so a homeowner could ask for a quote in a few taps without leaving the app.
3. The winners kept the budget
As the results came in, the weakest tests were switched off. In MCH Electrical’s account, the seven campaigns still running at the end of August had brought 63 of the 82 leads. At Master Blaster, the seven still running had brought 49 of 53.
4. A second round when the first one missed
Tree Amigos’ first round of ten tests, from July 26, brought just 6 leads. The second round of ten, launched on August 3, brought 84 leads at about $4.31 each.
The results
Company | Trade | Leads | Best campaign |
|---|---|---|---|
Cross Coastal | Home building | 105 | 19 leads |
Tree Amigos | Tree services | 90 | 13 leads |
MCH Electrical | Security cameras | 82 | 14 leads |
Master Blaster | Pressure cleaning | 53 | 11 leads |
MPM Carpentry & Construction | Decks | 52 | 15 leads |
HOTT Electrics | Solar | 51 | 12 leads |
All six | 433 |
Leads are instant-form requests as Meta’s Ads Manager counts them.
Each account in Ads Manager
Cross Coastal: 105 leads
Cross Coastal in Ads Manager, July 13 to August 30, 2023.
Tree Amigos: 90 leads
Tree Amigos in Ads Manager, July 10 to August 30, 2023.
MCH Electrical: 82 leads
MCH Electrical in Ads Manager: campaigns from August 2, 2023, as of August 30, 2023.
Master Blaster: 53 leads
Master Blaster in Ads Manager: campaigns from July 28, 2023, as of August 30, 2023.
MPM Carpentry & Construction: 52 leads
MPM Carpentry & Construction in Ads Manager, July 28 to August 30, 2023.
HOTT Electrics: 51 leads
HOTT Electrics in Ads Manager: campaigns from July 28, 2023, as of August 30, 2023. One campaign tracked website leads, so Ads Manager shows no combined total. The campaign rows add up to 51.
What the numbers show
Testing beats guessing. In one account, campaigns on the same $10 a day ranged from 13 leads to none.
A few ads do most of the work. In every account, the best five campaigns brought more than half of the leads.
A miss isn’t the end. When Tree Amigos’ first round fell flat, the second round brought 14 times as many leads.
The takeaway
Most home-service companies don’t need a bigger budget to start. They need ten small tests, the discipline to switch off the losers, and a fast reply to every lead that comes in. That last part is what the Renova system is built for. See how the Renova system works
One 30-minute call. We map where your leads come from, how fast they get answered and where booked jobs are slipping away.
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