If you're a roofer, HVAC contractor, plumber or other home services company, pouring money into Facebook ads and wondering why your phone isn't ringing, you're not alone. The truth?
Facebook ads are becoming one of the most expensive, and least effective, ways to generate quality leads for home services companies.
The platform that once promised cheap clicks and endless customers has evolved into a pay-to-play algorithm that prioritizes engagement over conversions. And for contractors who need emergency calls, scheduled appointments, and high-intent customers, not likes and shares, that's a massive problem.
Let's break down why Facebook ads are failing home services companies, and more importantly, what's working to fill your calendar with qualified jobs.
The Myth of "Cheap Clicks" on Facebook
Remember when Facebook ads seemed like a goldmine? Five years ago, you could run a campaign for $10/day and generate legitimate leads. Those days are gone.
Here's what's really happening:
- Cost per click (CPC) has skyrocketed – What used to cost $0.50 per click now averages $2-$5 for home services niches in competitive markets
- Impression costs are up 60%+ since 2020 as more businesses compete for the same audience
- You're paying for curiosity, not intent – Someone scrolling Facebook at 10 PM isn't actively looking for a roofer; they're looking for entertainment
The "cheap click" myth persists because Facebook's dashboard shows you clicks and impressions, but it doesn't show you that 90% of those clicks came from people with zero intention of hiring a contractor this month (or ever).
Why Home Services Companies Can't Convert Social Traffic
Here's the fundamental problem:
Facebook users aren't in buying mode, they're in browsing mode.
When someone searches Google for "emergency roof repair near me" or "HVAC company near me," they have an immediate need. They compare options. They're ready to call.
When someone sees your Facebook ad between their nephew's graduation photos and a meme, they're not thinking about their leaky roof, even if they have one.
The intent gap is real:
- Search traffic = "I have a problem right now and need to solve it"
- Social traffic = "I'm killing time and might remember this later (but probably won't)"
Even worse, Facebook's algorithm doesn't optimize for lead quality, it optimizes for engagement. That means your ad gets shown to people most likely to click, not people most likely to hire you. You end up with:
- Tire-kickers who just want free estimates
- DIY homeowners researching how to do it themselves
- Bargain hunters price-shopping with no intention of paying professional rates
- People who live nowhere near your service area
The Algorithm Trap: Paying for Eyeballs, Not Leads
Facebook's business model depends on keeping people on the platform as long as possible. Your success depends on getting people OFF the platform and into your sales funnel.
See the conflict?
Here's how the algorithm works against you:
1. You launch a campaign targeting local homeowners aged 35-65 interested in home improvement
2. Facebook shows your ad to people likely to engage (click, like, comment), not necessarily people who will convert
3. You pay for every click, even when those clicks come from:
- Competitors checking out your ad creative
- Bots and fake accounts
- People accidentally clicking while scrolling
- Users in countries you're not even targeting (yes, this happens)
4. Facebook's pixel tracks the click and calls it a "success" even when:
- The person bounces within 3 seconds
- They never fill out your form
- They're not even in your service area
The result? You're spending $50-$200+ per day generating "traffic" that doesn't turn into jobs. Meanwhile, your actual cost-per-lead balloons to $100-$300+ for a qualified prospect, if you get any at all.
The Better Play: SEO + Retargeting + Local Maps
If Facebook ads aren't the answer, what is?
The winning strategy for home services companies in 2026 combines three high-intent channels:
1. Local SEO: Own the Google Search Results
When someone searches for "roof repair near me" at 8 AM because they discovered a leak, they're calling one of the top three results that day. Period.
Why SEO beats Facebook ads:
- Higher intent – People searching have an immediate need
- Lower cost per lead – Once you rank, organic traffic is essentially free
- Compounding returns – Your investment grows over time instead of disappearing the moment you pause spending
- Trust factor – Ranking #1 on Google signals authority; a Facebook ad signals desperation
What works for local contractors:
- Optimize your Google Business Profile with your service area, neighborhoods and cities
- Create service pages targeting "emergency [service] [city name]"
- Build location-specific content (e.g., "Best Roofing Materials for [Climate Type]")
- Earn reviews from local customers mentioning your service area
2. Google Local Services Ads (LSA): Pay for Calls, Not Clicks
Unlike Facebook, Google Local Services Ads charge you per valid lead, not per click. Google screens the leads before you pay.
Why this matters:
- You only pay when someone actually contacts you
- Leads are high intent (they're actively searching)
- Google verifies your license and insurance, building trust
- You get the coveted top-of-search placement with the Google Guaranteed badge
For HVAC companies and plumbers especially, LSA consistently outperforms every paid social platform at half the cost per job.
3. Retargeting: Convert the Traffic You Already Have
Here's where paid ads DO work, but only when you're targeting people who've already shown interest.
Smart retargeting strategy:
- Someone visits your website via organic search or a referral
- They don't convert immediately (most don't)
- Your retargeting ad follows them across the web for the next 30 days
- When they're ready to hire, your company is top of mind
This works because:
- You're targeting warm traffic, not cold audiences
- The cost per click is 50-70% lower than cold Facebook prospecting
- Conversion rates are 3-5x higher because they already know who you are
3 Steps to Build a Funnel That Converts
Ready to ditch the Facebook ad drain and build a lead generation system that actually works? Here's your roadmap:
Step 1: Claim and Optimize Your Digital Real Estate
Before you spend a dollar on ads, make sure your foundational assets are dialed in:
- Google Business Profile – Complete every section, add photos of your local jobs, post weekly updates, respond to every review
- Website SEO – Fast loading speed, mobile-friendly design, clear calls-to-action, service area pages for each neighborhood and city you serve
- Review pipeline – Automate requests so every happy customer leaves a Google review (aim for 50+ reviews minimum)
Step 2: Dominate Local Search
This is where most home services companies leave money on the table:
- Create service-specific landing pages – Don't send traffic to your homepage; create dedicated pages for "Emergency Roof Repair [City]," "AC Installation [Neighborhood]," etc.
- Build local content – Write blog posts answering questions your customers ask ("How long does a roof last in [climate]?")
- Earn local citations – Get listed in local business directories, Chamber of Commerce, Nextdoor, Thumbtack (for the backlinks, not the leads)
Step 3: Layer in Paid Amplification (The Right Way)
Once your organic foundation is strong, add fuel to the fire:
- Google Local Services Ads – Turn these on immediately for high-intent, pay-per-lead calls
- Google Search Ads – Target bottom-of-funnel keywords ("emergency plumber open now")
- Retargeting campaigns – Use Facebook and display ads to stay in front of website visitors who didn't convert yet
The key difference: You're not starting with cold Facebook audiences. You're amplifying traffic sources that are already converted, and retargeting people who've shown real interest.
Stop Wasting Money on Facebook Ads That Don't Convert
If you're a home services contractor still burning cash on Facebook ads hoping for a miracle, it's time for a reality check. The platform is designed to keep users scrolling, not to send you qualified leads ready to book.
The contractors dominating their local markets right now aren't the ones with the biggest Facebook ad budgets. They're the ones who:
- Show up first when homeowners search Google
- Have 100+ five-star reviews
- Run lean, high-intent paid campaigns that only target people already looking for their services
You don't need more clicks. You need more calls from people ready to hire.
Not sure if your current marketing is working or wasting money?
Roo Digital Marketing offers free, no-obligation funnel audits for home services companies.
We'll show you:
• Where your leads come from (and where they're not)
• How your website and Google profile stack up against your top competitors
• Exactly what's broken in your current funnel, and how to fix it
• A custom roadmap to generate more high-quality leads at a lower cost
No pressure. No sales pitch. Just honest insights from a team that's helped dozens of roofers, HVAC techs, and plumbers fill their calendars.
BOOK YOUR FREE FUNNEL AUDIT NOW or call
(210) 388-5798 to get started.
About Roo Digital Marketing
Roo Digital Marketing specializes in lead generation for home services companies. We help contractors stop wasting money on ads that don't convert and start dominating local search results with proven SEO, Google Local Services Ads, and conversion-focused marketing strategies.
