Facebook and Instagram ads for a roofing company
Nobody on Facebook woke up wanting a roof. Search catches demand, Meta creates it, so the offer has to be small: a free inspection with a photo report, not a quote for a $14,000 tear-off.
What works is proof from the neighborhood. Drone before and after on a street she recognizes, a 20-second tear-off clip, a crew shot. Leads run $15 to $60 and close softer than search, so staff for the follow-up. The mistake is boosting a branding post that says we do roofs.