FRM Meta Ads Growth (Local Leads)

Turn Facebook + Instagram into consistent booked-job demand

— without gimmicks, discounts, or stocky “marketing” creative.

Meta (Facebook + Instagram) is not Google. People aren’t searching for “furnace repair near me.” They’re scrolling.

That’s why most Meta ads for home services fail:

• They ask for a sale before trust exists

• They lead with discounts (which attracts price shoppers and low intent)

• They use generic stock creative that screams “ad”

• They optimize for cheap leads, then wonder why nobody books

FRM runs Meta differently. We build demand and capture it, using authentic, on-site creative and a conversion system that respects how homeowners actually decide.

The goal isn’t “leads.”

It’s qualified conversations that convert into booked jobs.

What we do: Meta built for local home services

Meta is best when you treat it like what it is:

• A trust and consideration engine

• A local awareness amplifier

• A conversation starter

• A retargeting machine that closes the loop

We deploy Meta when it makes sense for your service mix and market — and we run it with the same operator discipline as Google: clear offers, clean tracking, and a scoreboard tied to reality.

The FRM Meta strategy: trust first, then conversion

Homeowners hire the company they feel safe letting into their home.

So our creative and messaging sits on 7 realities that actually drive conversion:

• Technician experience is the product (trust + professionalism)

• Clear communication, no-pressure options

• Speed and reliability (same-day/next-day when true)

• End-to-end professionalism (arrival windows, cleanliness, respect)

• Competence with complexity (older homes, weird issues)

• Price framed as value (premium done transparently)

• Completion + peace of mind (problem solved, minimal disruption)

Meta isn’t about sounding clever. It’s about sounding credible.

What’s included (and why it works)

1) Creative that doesn’t look like marketing

This is non-negotiable: no stock photos or stock video.

We use:

• Real on-site photos and video from your team

• Simple graphics-only creative where appropriate

• Clean, mobile-legible layouts (especially for seasonal offers)

Why? Because homeowners can smell fake. Authentic creative wins attention and trust.

2) Messaging that creates “yes, that’s what I need”

We write and test multiple angles based on real homeowner psychology:

• Fast response and reliability

• Clear process (“here’s what happens next”)

• No-pressure options

• Proof of competence (especially in older homes or tricky jobs)

• Professionalism inside the home

This drives higher-quality inbound conversations — not just form fills.

3) Funnel structure that matches intent

Meta needs a system. We typically run a 3-layer structure:

A) Prospecting (cold)

• Build trust and familiarity locally

• Create demand capture pools (video viewers, engagers, site visitors)

B) Consideration

• Testimonials, before/after, “how we work,” technician-focused content

• Strong proof without cringe hype

C) Retargeting

• High-intent follow-up to convert the people already leaning yes

• Tight windows, direct CTAs, clean offers

This is how Meta actually produces booked work instead of “cheap leads.”

4) Lead handling integration (because speed wins)

Meta is unforgiving. If you respond late, you lose.

We help implement:

• SLA expectations (speed-to-lead)

• Messaging templates that qualify without sounding robotic

• Follow-up sequences (so leads don’t disappear)

• Basic reporting to connect leads → booked → closed

If your team can’t respond fast, Meta won’t be stable. That’s not opinion — it’s how the channel works.

5) Tracking + optimization that doesn’t lie

Meta attribution can be messy, especially with iOS privacy.

So we focus on:

• Clean pixel + event setup

• CRM/booking feedback loops where possible

• Optimization for actions that correlate with bookings (not just “leads”)

• Reality-based reporting: what we know, what we don’t, and what to test next

When Meta is the right move (and when it’s not)

Meta tends to work best for:

• Brands that can show real people, real trucks, real work

• Services with repeat needs or high trust requirements

• Markets where you want to build preference, not just bid on clicks

• Retargeting support for Google (the “close the loop” layer)

Meta is usually a bad idea when:

• You’re trying to replace Google intent with social traffic

• You can’t answer quickly or follow up consistently

• Your offer is vague, your service area is unclear, or your ops are chaotic

We’ll tell you straight if you’re not ready.

Offers that work on Meta (without cheapening your brand)

Discounts often attract the wrong buyer and don’t convert well in many home service categories.

Better Meta offers usually look like:

• “Same-day appointments available” (if true)

• “Second opinion / diagnostic clarity” positioning

• “Repair vs replace options” framing

• Seasonal readiness checks (positioned as prevention + peace of mind)

• “Straightforward pricing + no-pressure recommendations”

Meta is where you sell confidence, not cheapness.

What this looks like in practice

You’ll see:

• Consistent local presence (you stop feeling invisible)

• More branded search and direct traffic over time

• Retargeting that increases conversion efficiency

• Higher-quality inbound conversations

• A clearer understanding of what creative and messaging actually moves booked work

Not overnight. But compounding — if you run it like a system.

Pricing and scope

Meta is not a “boost posts” service. It requires real creative, real testing, and real iteration.

We scope Meta based on:

• Service line + market competitiveness

• Creative availability (we can help capture it)

• Whether Meta is primary acquisition or supportive to Google

• Lead handling readiness

If you want, I can format this page with the same exact pricing block as the Google page, or write it as an add-on module to FRM Google.

Ready to make Meta produce booked jobs — not busywork?

If you want social ads that:

• look real,

• sound credible,

• generate qualified conversations,

• and convert into booked work…

CTA: Book a Meta Fit Call

We’ll diagnose your market, your offer, your creative assets, and your lead handling. Then we’ll map a 90-day plan to build consistent demand and convert it.