Facebook and Instagram ads for a plumbing company
Nobody scrolls Instagram hoping to find a plumber. That does not make Meta useless, it changes what you run on it. The offers that work here are ones a homeowner can act on later: a water heater inspection, a drain clearing price, repipe financing, a membership plan at a flat annual rate. Leads run $12 to $45, cheaper than Google and noticeably softer, so follow-up has to be immediate.
Creative is the whole game. Phone video from the truck beats designed graphics every time. Thirty seconds of a sewer camera finding roots. A rusted 40 gallon tank beside the new one. A tech explaining that bang in the wall. The mistake is boosting posts and calling it advertising. Boosting optimizes for engagement, and engagement does not dispatch a truck.
At two weeks, working means one offer live with a qualifying form, retargeting running against site visitors and video viewers, and a cost per lead you can put next to Google's.