Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a lead-generation business in this space actually involves.
Job values vary enormously — a callout and a full installation might come from identical-looking enquiries. Optimising toward enquiry volume drives the cheap ones. The platform needs to learn which enquiries turned into valuable jobs, which means feeding job value back.
What I report on: Cost per booked job, weighted by job value.
Most enquiries are phone calls, so without call tracking the majority of your conversions are invisible. Service area targeting needs to match actual travel willingness. Emergency and planned work are different businesses with different economics.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Home services.
Because low-value callouts are easier to generate than high-value installations. Feeding job value back into the platform changes what it optimises toward.
Yes. In home services most enquiries are phone calls, and without tracking the majority of your conversions never appear in reporting.
No. Different urgency, different economics, different messaging. Separate campaigns perform considerably better.
Actual travel willingness, weighted by job value. Longer trips make sense for large jobs and lose money on small ones.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Or switch platform: Google Ads. Full index on the sitemap.