Most HVAC, plumbing, and roofing companies I talk to think Meta ads "stopped working."

They didn't. iOS broke the pixel. Your ad account is optimizing off a fraction of the conversions that actually happen. So Meta thinks a $4,000 job is a $0 event, and it stops showing the ad to people who book.

CAPI is the fix. Server-side events. Real booked calls, sent back to Meta even when the browser pixel is blind.

If your CRM shows 20 booked jobs and Ads Manager shows 6 — that's not a lead quality problem. That's a tracking problem. Fix the tracking before you raise the budget.

That's the whole job here. A funnel that books the call. CAPI that tells Meta it happened.