Spent time auditing paid ad accounts for roofing/HVAC/plumbing companies, and the pattern is almost always the same: the ad isn't the problem — the follow-up is.

A few things that actually move the needle for home service businesses:

1. Speed to lead is everything. If you don't call a lead back within 5 minutes, your close rate drops by over 80%. Most contractors are on a roof or under a sink when the lead comes in — by the time they call back, the homeowner already booked someone else.

2. Google Business Profile > Facebook ads for local services. People searching "roofer near me" at 9pm with a leak are ready to buy today. That's higher-intent traffic than almost any social ad you can run.

3. Reviews compound. Every job should end with a review ask. 50 reviews at 4.8 stars outperforms any ad creative you'll ever make.

4. Track cost-per-booked-job, not cost-per-lead. A lot of contractors optimize for cheap leads and end up with a pipeline full of tire-kickers. Optimize for the metric that pays your bills.

If you run a home service business and want a free audit of your current setup, drop a comment — happy to look.