Facebook ads for solar and insulation installers: what actually works

We run Facebook and Instagram ads for our own insulation company before we run them for anyone else, so this is what we have paid to learn.

1. The hook is about their house, not your company

Nobody scrolls past "MCS-certified installer with 15 years' experience" and stops. They stop for "the back bedroom that's always freezing", "your bill since the last price rise", "a loft you can't use because there's no floor". Lead with the problem in the homeowner's words, then say what you do about it in a day.

2. Only show it to people you would drive to

Set the area to the towns you actually cover and no further. It sounds obvious. The default settings will happily spend your money 90 miles away.

3. The form qualifies so you don't have to

Own the home? What type is it? When are you thinking of doing it? Three questions before the phone number. You lose a few lazy enquiries and keep every serious one, and the person you ring already expects the call.

4. Ring in minutes, text in seconds

A homeowner who gets a text the moment they submit, and a call within five minutes, books. The same person rung tomorrow afternoon has forgotten. Speed is the cheapest improvement in this whole list.

5. Tell Facebook which leads became jobs

Facebook finds more of whatever you tell it is a result. Tell it "form submitted" and it finds form-fillers. Tell it "survey booked" or "job sold" and it starts finding people who buy. This takes a bit of setup between your enquiry system and your ad account, and it is the difference between a campaign that gets better every month and one that gets worse.

What it does for a business

Run like this, alongside SEO, it is how Cardiff Insulation Company scaled across South Wales to over £100k a month within nine months of trading. If you are paying for shared directory leads, this is where that money should be.