For the customers who have been putting it off.
A Google ad waits for someone to type the search. The homeowner with the dated kitchen and the patient who keeps meaning to book have not typed anything yet; they are on Facebook and Instagram after dinner. A Meta ad puts a business a few miles away into that scroll, and the lead it produces is earlier and cooler than a search lead, so the offer and the follow-up are built differently.
Earlier than a search
An ad in the feed starts the decision weeks before the person would have searched, so it has to carry a reason to act this month: an open estimate slot, a seasonal price, a consult with a named provider.
Nearby, by design
Campaigns target a radius around your location, so the person seeing the ad can actually drive to you. No national reach, no impressions wasted three states away.
Show, do not describe
Feeds are visual, so the ad shows the work: a short video of your team, a real before-and-after, the owner explaining the offer. A phone video of your own crew beats a polished stock clip, because the viewer is deciding whether to trust these particular people.
Four things decide whether Meta ads work for a local business.
Meta has retired most of its detailed interest options, and inside the radius you set, its own delivery now picks who sees each ad. What an advertiser still controls comes down to the four things below, and they are the ones most accounts leave alone.
Creative and the offer
With targeting left largely to Meta, the creative is the main thing you still choose. Each campaign launches with several angles: the offer, the owner on camera, the work itself, a customer's story. The one producing booked appointments gets the budget.
Broad targeting, not micro-targeting
Layering interests on top of a radius shrinks the audience without improving it. We run Advantage+ audiences inside the radius and steer delivery with the leads your team marks as booked in the CRM.
Instant forms or a landing page
Instant forms produce more leads at a lower cost. A landing page on your site produces fewer, warmer ones. We pick per offer, often run both, and tell you which is winning.
Follow-up in seconds, not days
Someone who taps an ad at 9 pm and hears nothing until the next afternoon has already moved on. Every lead lands in the CRM and gets a text reply from an AI chat agent or your team within seconds, then a call.
Creative that works for a local service business.
The material is your team, your space and your finished work, filmed with us or on your own phone, then edited for a screen held upright and usually watched without sound.
Built around one offer, launched fast, tuned every week.
Audit and offer
We review your account or start fresh, look at your service area, your most profitable job or case type and what you can deliver, and agree on one offer worth advertising and a budget you can hold.
Build and launch
We produce the creative with you, set up the pixel and the Conversions API, build the instant form or landing page, connect leads to the CRM and the text-back, and launch with several ad variations.
Run and tune
Every week we cut losing ads, refresh creative before it wears out, move budget toward what is booking, and review lead quality with your front desk. The month closes with cost per booked appointment, broken down by ad.
Measured on booked appointments, not cost per lead.
Instant forms can bring in leads for very little, and some of those people never pick up when your team calls back. So the top line of the report is what a booked appointment cost, and the three pieces below are what make that number possible.
Conversions API
Events are sent from the server and the CRM straight to Meta alongside the pixel, so the account keeps seeing the conversions that browsers now hide after the iOS privacy changes.
Lead quality feedback
When your team marks a lead as booked, showed or no-show in the CRM, that outcome goes back to Meta. The campaigns then optimize toward the people who book, not the ones who only fill forms.
Cost per booked appointment
Your monthly report shows spend, leads, booked appointments and the cost of each one, by campaign and by creative, with the changes we plan to make next.
What we manage, and what you get back.
The mechanics are the same. The offer and the rules are not.
Each industry gets its own offer, creative approach and follow-up script. See how Meta fits the full system in yours.
Dental
Treatment and consult offers do well, with the provider on camera and a same-week booking path. See how it fits clinics and practices.
Med spas and health
Meta's personal health policies limit claims, imagery and before-and-afters. We write to the rules so ads pass review and stay live. See med spas and wellness clinics.
Home services and remodeling
Project video, real before-and-afters and a financing or seasonal offer carry these campaigns. See home services and remodeling contractors.
Before you put money into Facebook and Instagram.
How much do we need to spend on Facebook and Instagram ads?
It depends on your market, your offer and how many leads your team can actually follow up. Meta's delivery system needs a steady flow of conversions each week to optimize properly, so a budget too small to produce them is worse than no campaign at all. In the free review we look at your service area and your average job or case value and recommend a starting budget you can hold for at least a couple of months. Ad spend is paid to Meta directly; our fee is separate and quoted up front.
Should we use instant forms or send people to a landing page?
Both work, for different jobs. Instant forms open inside Facebook or Instagram with the person's details pre-filled, so they produce more leads at a lower cost, but some of those leads barely remember filling them out. A landing page on your website asks for more effort and produces fewer, warmer leads. For a low-commitment offer such as a consult or an estimate we usually start with instant forms plus fast follow-up, and add a landing page when the offer needs explaining or the lead quality needs tightening.
Do I have to be on camera?
You do not have to, but in our experience it is the most effective creative a local business can run. A short phone video of the owner explaining what you do and who it is for regularly beats polished footage, because people are choosing a person to trust. If you would rather not, we work with your team, your real photos and the work itself. We never use stock imagery that pretends to be you.
Does tracking still work after the iOS privacy changes?
Yes, if it is set up properly. Since Apple's App Tracking Transparency prompt, the browser pixel alone misses a share of conversions. We add the Conversions API so events such as form fills, calls and booked appointments are sent from the server and the CRM directly to Meta, and we feed lead quality back so the campaigns optimize toward people who book rather than people who merely click.
Can you run ads for a med spa, clinic or other health business?
Yes, within Meta's rules. Health and personal-appearance ads cannot imply anything about the viewer's own condition or body, cannot use before-and-after images that promise a result, and certain treatments carry extra restrictions. We write and design to those policies from the start so campaigns get approved and stay running, and we tell you plainly when an offer will not pass. See how this works for med spas and wellness clinics.
Who owns the ad account and the creative?
You do. Campaigns run in your own Meta business portfolio and ad account, we work in it as a partner, and every photo, video and ad we produce for you stays yours. If we ever part ways, you keep the account, the history and the pixel data.
Do you run TikTok ads too?
Yes. The vertical video that works in Reels usually works on TikTok as well, so one shoot can feed both platforms. We run TikTok ads alongside Meta, measured the same way, and where it makes sense we handle TikTok SEO so your unpaid videos show up when people search the app.
A second look at your Facebook and Instagram ads.
Already running Facebook and Instagram ads, or thinking about it? Tell us about your business and your offer. We will review the account, the creative and the follow-up, and show you what we would change first.
- A free consult. A real conversation about your business, your area and what is not working yet.
- An honest evaluation. Where you stand in search, ads and follow-up next to the businesses you lose customers to.
- A plan you keep. What we would fix first and why. It is yours whether or not you work with us.
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