Meta’s algorithm has changed again, and most of the ad accounts we audit for roofing companies are still built for a version of Facebook that stopped existing eighteen months ago. Here’s exactly how to structure your campaigns for home service leads right now.
Stop Splitting Budget Across Ad Sets
Meta’s delivery system needs volume to learn, and splitting a small daily budget across five narrow ad sets starves every one of them of the data it needs to exit the learning phase. One broad ad set with strong creative will consistently outperform five narrow ones on the same total spend.
The old playbook of “test five audiences, kill the losers” is a relic of interest-based targeting. Advantage+ audiences do that testing for you, faster and with more signal than a human ever could.
Creative Is the Targeting Now
With audience targeting largely automated, the biggest lever left in your control is creative. Roofing companies that show real jobs — real crews, real before-and-afters, real neighborhoods — consistently beat polished stock-photo ads on cost per lead.
Run at least four creative concepts per campaign at all times, and refresh the underperformers every two weeks. Ad fatigue sets in fast in local markets with a limited audience size.
“Cost per lead dropped by half in the first month just from consolidating ad sets and refreshing creative on a schedule instead of waiting for it to break.”
iGrow Paid Media TeamInternal benchmark, 40+ roofing accounts
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