The Step-by-Step Method I Use To Create Winning Ads for Home Service Businesses

I’ve been running Facebook ads for home service businesses for a few years now. A lot of people say Facebook “sucks” for getting leads in niches like water filtration, air purification, HVAC, roofing, and other local services.

From what I’ve seen, that’s not true at all. When the strategy and ad copy are done properly, Facebook can be one of the best lead sources for home service businesses.

Here’s the step-by-step process I use to create winning Facebook ads for my clients in home service industries.

Step 1: Market Research

The first thing I do before creating or running any ad campaign is research my client’s local market. This is the most important step. Every city is a little different. Some markets care about certain things more than others, and I want to know exactly what those things are instead of assuming.

I usually spend a few hours digging through local Reddit threads, Google reviews, Facebook groups, and anything else that shows how people in that area talk about the service and their problems. I’m not just looking for complaints. I’m trying to understand how the customer thinks.

I focus on three things: 1. How local people talk 2. The problems they bring up over and over again 3. What they like or dislike about similar companies

This gives me the exact pain points to use in the ad and lets me write the copy in the same type of language the local market uses.

Step 2: Creating an Offer

After I understand the local market, I come up with a creative offer for my client. The offer has to feel easy, trustworthy, and simple for the people who see the ad. I stay away from the typical “get a free quote” line because everyone uses it.

For example, with my water filtration clients, I avoid the generic free water test or free consultation offers. Instead, I’ll use something like a system recommendation offer. It feels more friendly and a lot less salesy. Homeowners respond better to offers that feel like genuine help and not pressure.

Step 3: Ad Copy

When I write the ad copy, I never use the same messaging across every home service niche. Each industry responds to a different angle, and if you get that angle wrong, the ad falls apart, no matter how good the creative or targeting is. Instead of using one script on every client, I build the message around what that specific type of homeowner actually needs to hear before they’re willing to take action.

Here’s the rule I follow: pick the angle based on what the industry struggles with the most.

For example, in industries like air purification or water purification, my main goal is to show how your product is better than the other common solutions on the market. That usually means highlighting the flaws in the alternatives, showing real data or studies, and then positioning the system as the best way to breathe cleaner air or drink cleaner water. Homeowners respond to education and proof in these niches because most of them don’t fully understand how the products work.

But if I’m writing ads for a roofer or a landscaper, the angle shifts completely. Those industries rely on trust. The copy needs to show that the company is reliable, safe to work with, and not going to waste the homeowner’s time or money.

Even though the angle changes depending on the industry, the structure of the copy stays the same. I start with a hook that matches the angle, address the pain the homeowner has, explain the solution in simple terms, present the offer in a friendly and low-pressure way, and finish with a clear CTA that spells out exactly what happens next.

The point is simple. You don’t write ads the same way for every home service business. You choose the angle based on the customer’s awareness of their problem and what they already believe about the other options in their industry. If you match the angle to the mindset, the ad will win every time.

Step 4: Ad Creative

Just like the ad copy, I never use the same type of creative for every home service business. The visual or video you use depends heavily on the industry you’re advertising for.

In education-based industries like air purification or water filtration, the creative needs to show why your product is better. This usually means using visuals that compare different solutions, highlight common problems, or show simple explanations. Charts, side-by-sides, real demonstrations, and before-and-after shots always perform well here.

For industries like roofing, landscaping, or handyman services, the creative is all about trust and real proof. Stock photos of perfect houses don’t work. Instead, I'd use real job-site photos, real staff, real equipment, before-and-after transformations, and anything that shows the work actually being done. The creative has to feel genuine, not staged. These homeowners want to see real people they can rely on, not generic brand images.

Just like the copy, the creative always follows the same logic: show the problem, show the truth about the alternatives, show the result, or show real proof. I adjust which one I focus on depending on what the industry needs most. When you match the creative to the mindset of the homeowner, the ad feels natural, and the platform has a much easier time finding the right people.

Step 5: Form Or Landing Page

Whether I’m using a form or a landing page, I always make sure it lines up perfectly with what was mentioned in the ad. The page needs to feel like a natural continuation of the message, not something random or confusing. Most importantly, it has to be crystal clear about what happens after someone submits their information.

If you plan to call leads within 24 hours, say it directly on the form or page. Something like, “After you submit your info, we’ll call you within 24 hours to schedule your consultation.” Whatever your offer is, spell out the next step in plain language.

If people are unsure about what to expect, they'll bounce instantly. Homeowners don’t want surprises, pressure, or uncertainty. They want clarity.

When people understand exactly what’s going to happen next, they’re much more likely to convert.