Meta isn't where most contractors find their best leads — but for replacement, brand, and remarketing, it's the cheapest CPM in marketing. Penrose runs Meta as part of a multi-channel system, not a standalone gamble.
Penrose Growth works with residential and commercial service businesses across the United States.
Facebook ads for contractors serve a different job than search: they build awareness and retarget homeowners who haven't yet typed a search query, which makes this a demand-creation channel rather than the demand-capture role Google Ads plays. Penrose runs paid social as one lever inside a broader lead generation program, not as a standalone tactic.
Meta ads for home services use neighborhood-level targeting and completed-project creative — roof replacements, kitchen remodels, landscape transformations — to reach homeowners before they start actively searching, complementing roofing and construction programs.
Retargeting campaigns for contractors re-engage website visitors and estimate requests who never converted, closing the loop between website traffic and a booked job for prospects who needed a second nudge.
Financing offer ad creative lowers the perceived barrier on large-ticket categories like roofing and HVAC replacement, and works alongside sales training that's equipped to close on monthly payment terms rather than sticker price.
Paid social creates demand rather than capturing it, which suits high-ticket replacement, remodel and financing-driven offers more than emergency work.
Longer and less predictable — leads need nurture, and speed to lead determines whether the interest survives the first hour.
Lead-to-appointment and appointment-to-sit rates dominate. Cheap leads with a low sit rate cost far more than expensive ones with a high sit rate.
Lead forms and landing pages with immediate automated follow-up, plus retargeting against site visitors and the existing customer list.
Without an instant-response sequence and a disciplined call cadence, paid social leads decay to nothing within a day.
Offer structure — financing, seasonal packages, bundled scope — drives performance far more than creative iteration does.