The short answer
Meta ads for home services in 2026 are a niche tactic, not a core channel. iOS attribution changes and rising CPMs mean broad prospecting almost never beats Google. But there's one narrow use case — geo-targeted, offer-based lead-gen campaigns — that still delivers well when executed correctly.
The one campaign type that works
Lead-gen form (native to Meta), tightly geo-targeted (5-mile radius around your service center), promoting a specific, urgent offer ("$29 water heater inspection this week only"), with a strong creative — one 15-second UGC-style video of an actual tech on a job.
Expected results: $10-25 per raw lead, 30-50% show rate on booked appointments, 20-40% close rate on shows. That works out to roughly $80-200 per closed job in most trades, which is competitive with Google in the right markets.
Where Meta ads fail
Broad brand-awareness campaigns. Any campaign optimizing for clicks instead of leads. Any campaign without a specific dated offer. Any creative that looks like an ad — Meta's algorithm now discounts polished video in favor of hand-shot content.
If your first Meta campaign doesn't produce leads at CPL under $30 within two weeks, kill it. There's no learning curve to wait out anymore.
Better allocations
If you have $2,000/mo to spend, put $1,200 into LSA, $500 into your GBP flywheel (review incentives, better photos, weekly posts), and only the remaining $300 into a Meta test. If Meta works after 60 days, scale it. If it doesn't, redirect to a partner network.
Skip the paid leads. Get booked appointments delivered.
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