Running home services Facebook ads in 2025 might feel like trying to hit a moving target, but it’s still one of the best ways to get in front of local homeowners fast.
Here’s why it still matters—and what’s changed:
- The platform has evolved – Privacy rules are stricter, and Meta’s algorithm favors video-heavy, engagement-driven content 📱.
- Automation is taking over – Advantage+ campaigns, smart audiences, and auto placements are changing how ads are managed 🤖.
- Results are still possible – With the right strategy, Facebook ads for contractors like roofers, HVAC pros, and plumbers can still drive high-intent leads 💥.
This guide breaks down what’s new, what still works, and how to make your budget go further. Let’s dive in.
Why Facebook Ads Still Work for Home Services
Facebook ads for contractors are still getting results in 2025. Here’s what still makes home services Facebook ads one of the smartest moves for local contractors:
Local Facebook Ad Strategy Targeting
Facebook’s targeting tools let you aim at specific neighborhoods instead of wasting your time with national advertising.
You can set tight location parameters, focus on homeowners, and create audiences based on past engagement.
Even with some of the privacy restrictions introduced over the last few years, the ability to target by geography and behavior is stronger here than on most other ad platforms. That level of control is what makes Facebook so valuable to local service pros.
Standout Local Visibility
When someone in your service area scrolls through their feed and sees your ad, you’re reaching them before they go looking for a contractor.
Facebook creates demand instead of just capturing it. Unlike search ads that rely on someone typing in “plumber near me,” Facebook puts your message in front of them during their downtime. It keeps your name top of mind so that when they need a contractor, you’re the one they remember.
Local awareness like this builds trust, drives clicks, and leads to real business.
High ROI With the Right Facebook Lead Ads 2025 Strategy
When done right, Facebook advertising for HVAC techs and other contractors offers a strong return.
The businesses seeing strong ROI are the ones using lead forms correctly, testing creative, and tracking performance. With the right setup, Facebook ads turn into a repeatable source of booked jobs. That’s especially true when your messaging is clear, your targeting is tight, and your follow-up process is fast.
What’s Changed in 2025?
To get results now, you need to understand how recent changes impact home services Facebook ads and how to pivot your strategy.
iOS Updates Still Matter
Apple’s privacy changes continue to affect how Facebook tracks user behavior. That means less third-party data and more emphasis on first-party tracking.
What this means for you:
- Rely more on data from your website and CRM
- Use email lists to build custom audiences
- Track conversions using both the Meta Pixel and the conversion API
You can find here how to install and set up the Meta Pixel.
Video & Reels Are King
Facebook is doubling down on short-form video. Static images still work, but if you’re not mixing in video, you’re missing reach and engagement.
Types of video content that work now:
- Walkthroughs of recent projects
- Quick repair tips or “day in the life” snippets
- Before-and-after comparisons with a simple voiceover
Smarter Ad Tools With AI
Meta has quietly rolled out more AI-powered automation tools that simplify things like audience targeting, budget suggestions, and A/B testing.
Features to test:
- Advantage+ placements (automated ad delivery across placements)
- Automated A/B testing for creatives and CTAs
- Budget recommendations that adjust based on expected performance
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Winning Ad Types for Contractors
These proven formats consistently perform well for Facebook ads for contractors in 2025.
Lead Ads That Get Clicks
Facebook lead ads 2025 are built for speed and simplicity. Instead of sending someone to your website, they tap your ad, and a form pops up to book your services.
Why they work:
- Fast for mobile users
- No need for a landing page
- Easy to offer free estimates, inspections, or service call requests
Pro tip: Keep the form short and include a strong CTA like “Book Now”, “Message Us”, “Get a Quote Today.”
Before & After Job Videos
People want to see results. Use short videos to show off your work, start with the problem, show the transformation, and end with a clear call-to-action.
What to include:
- Quick voiceover or on-screen text
- Real job sites, real people
- Emphasize speed, quality, or how you solved a specific problem
These types of home services Facebook ads build trust instantly.
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Offers That Drive Action
Strong offers create urgency by being clear, time-sensitive, and specific.
Whether it’s a seasonal tune-up or a limited-time discount, your ad should highlight what the customer gets, when it ends, and why they should act now.
Use simple language, a clear CTA (like below). You need to pair it with a Facebook lead ad or direct booking link so there’s no friction in the next step.
Urgency works best when it’s real and relevant: Keep the deadline tight and the offer relevant to what people actually need right now.
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Testimonials That Build Trust
Real testimonials or real projects with names, services, faces, and short quotes add credibility to your ads.
You can run these as:
- Short video clips from happy clients
- Graphic posts with a headshot and a quote
- Real project photos/videos
- “Before and after” videos, ideally paired with a customer’s story
If you’ve got great Google or Facebook reviews, repurpose them into ads.
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Tips for Getting the Most Out of Your Budget
When you’re running Facebook advertising for plumbers and other contractors, every dollar counts. The goal isn’t to get the most clicks, it’s to get the most qualified leads.
Geo-Targeting with Local Facebook Ad Strategy
A strong local Facebook ad strategy means narrowing your audience by:
- ZIP codes or radius targeting
- Excluding locations you don’t serve
- Scheduling ads during your business hours or high-call times (you can learn here how to schedule your ads)
Pro tip: Set different ad sets for different service zones if you cover a wide area.
Test Creatives for Your Home Services Facebook Ads
A/B testing is a practical tool for any contractor running home services Facebook ads.
Inside Facebook Ads Manager, you’ll find A/B testing features under the “Experiments” section or as an option during campaign setup.
This allows you to compare different ad elements like images vs. videos, alternative headlines, or various calls to action to see which version actually drives more clicks or leads.
Rather than guessing, you’ll use real performance data to refine your ads.
Facebook automatically shifts delivery toward the winning creative, so you’re not wasting budget on underperforming versions.
Tap Into Lookalike Audiences
Lookalike audiences are one of the easiest ways to get your Facebook ads in front of more people who are likely to convert.
You start by uploading a custom audience into Facebook Ads Manager. That could be a list of at least 100 people, either past customers, leads from your CRM, or even visitors to your website if you’re using the Meta Pixel. Facebook recommends a list from 1,000 to 5,000 people.
From there, Facebook analyzes shared traits (location, interests, online behavior) and finds new users who match that profile.
For contractors, this means you can reach homeowners who resemble your best past clients, not just random users in your ZIP code.
The more specific your source audience, the better the results.
Know When to Boost vs. Run Campaigns
Boosting a post is quick and easy, which is why a lot of contractors use it as their default move. If you’re trying to drive visibility for a recent job photo or a customer testimonial, a boosted post can work.
But boosting is limited: You don’t get full control over targeting, placements, or optimization.
When your goal is lead generation, appointment booking, or targeting specific audiences by ZIP code or behavior, it’s time to use Ads Manager.
Running a real campaign gives you access to advanced tools like A/B testing, custom audiences, conversion tracking, and better budgeting options. It’s how home services Facebook ads turn into a serious lead machine.
In short, boosts are fine for visibility, but real campaigns are where the ROI lives.
Common Mistakes to Avoid
Running home services Facebook ads without a strategy is a good way to burn through your budget fast.
Avoid these common mistakes so your ads actually deliver results.
Targeting Too Broad or Too Narrow
If your targeting is too wide, you’re wasting money on people outside your service area. Too narrow, and you might miss good leads.
Fix it by:
- Setting realistic service area boundaries
- Using radius or ZIP code targeting
- Watching your ad reach to avoid overlap or dead zones
No Follow-Up Strategy
Getting leads is only half the battle. If nobody follows up quickly, those leads go cold, and you’ve paid for nothing.
Avoid this by:
- Connecting your lead ads to a CRM or email system
- Assigning someone to follow up ASAP
- Using auto-reply messages to set expectations
Don’t let hot leads slip through the cracks.
Weak Visuals or Messaging
Stock photos and generic copy don’t cut it anymore. People scroll fast, you’ve got to catch their eye and make it clear what you do.
Better creative means:
- Real photos from your jobs
- Clear, specific language
- A strong CTA that tells people exactly what to do next (like below)
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Skipping Tracking Tools
To run effective Facebook ads for contractors, you need visibility into what’s working.
Start by installing the Meta Pixel on your website to capture visitor actions.
Then, layer in Meta’s Conversion API to collect more reliable data, especially post-iOS updates.
Set up custom events like form submissions or phone clicks so you can track actual lead activity, not just impressions. Without this setup, you’re flying blind and spending without knowing why.
Should You Run Your Own Ads or Hire Help?
The right choice depends on your time, goals, and comfort with digital tools.
DIY: Pros & Cons
Running your own Facebook ads can work, especially if you’re hands-on, budget-conscious, and willing to learn. You’ll have full control over the creative, targeting, and spend.
But there’s a steep learning curve. If you don’t have time to test, optimize, and track results, it’s easy to waste money.
Most contractors hit a ceiling when they try to juggle sales, operations, and marketing all on their own. If that sounds familiar, it’s probably costing you more in lost leads than you think.
When It’s Time to Call In Help
Hiring a pro makes sense when you’re ready to scale or need better performance from your digital marketing. Even if you keep Facebook ads in-house, getting help with your website, SEO, or Google Ads can multiply your results.
A strategic partner brings more than just technical skills. They bring clarity, consistency, and systems that free you up to focus on what you do best.
Get Leads With Expert Local Facebook Ad Strategy
Not getting the results you want from Facebook ads? Maybe it’s time to look at the bigger picture.
At Hook Agency, we don’t run Facebook ads, but we do help home service businesses win with better websites, stronger SEO, and high-converting Google Ads. If you’re ready to get more out of your digital marketing, book an intro call and let’s talk.
