Meta Ads management for insulation contractors
Meta Ads (Facebook and Instagram) management for an insulation contractor starts from a different place than search. Nobody types a question. Someone scrolls through their feed in one of your towns and sees a photo of a finished attic or a crew in the bay. We build the ads, the town settings and the request form.
On the scope sheet this is the other half of the paid sheet, and it leans on the proof sheet, because the pictures are the ad.
Five job photo ads for an insulation crew
- Attic
The finished attic photo
A clear shot of a completed attic job with the town named in the text and a button that opens the short request form. The caption is yours to approve, and it carries no claim about what the job does.
- Crew at work
The rig-in-the-driveway photo
A picture of the blower, the hose and the crew on site tells a homeowner who is showing up. No faces or house numbers are shown unless the owner of the house has agreed.
- Before and after
The bare attic next to the finished one
Two photos of the same attic from your own camera, shown together. We describe only what the picture shows, and we do not say what it means for the home.
- Short video
The spray foam crew video
A short clip from the spray rig, if you have one. We trim it, add a caption and keep it to the work on screen.
- Town
The service-area town ad
A plain ad that names one town and one job type, with a photo from a nearby job when you have one. It is the Meta Ads (Facebook and Instagram) version of a town page.
Where Meta Ads (Facebook and Instagram) sits next to a search campaign for a crew
A search ad meets a homeowner who has already decided to look for an attic or spray foam crew. A Meta Ads (Facebook and Instagram) ad meets someone who has not, which changes what the ad should do. It shows your work in a town, names the job and gives a short way to ask for a quote visit.
That is a lighter ask than a search click, and it is also easier to ignore. We do not promise a number of requests from it. What we can do is keep the photos clear, the towns right and the form short, and report honestly on what arrives. The page on Google Ads for insulation crews covers the search side for comparison.
How a search campaign and a feed ad differ for an insulation crew
| Question for an insulation crew | On a search platform | How Meta handles it |
|---|---|---|
| Who starts the moment? | The homeowner, by typing a job and a town | Your ad, appearing in a feed among photos from friends |
| What does the visitor see first? | A line of text about the job and the town | A photo from your own attic, wall or spray foam job |
| Which sheet carries the weight? | The job sheet and the town sheet | The proof sheet, meaning your photos and your reviews |
| What does a request look like? | A click to a job page, then a form or call | A short form opened from the ad, or a click to the job page |
Four steps from a folder of job photos to a live service-area ad
Collect photos from your own installs
We ask for the clearest shots from attic, wall, crawlspace and spray foam jobs. Stock images are not used, and photos with readable customer details are left out.
Set the towns you will drive to
We use the service-area list from your Maps listing as the starting point for where the ads run, then trim it with you.
Write each caption and the request form
You approve every caption. The form asks for a name, a phone number, a town and a job type and nothing that needs a street address.
Run small, then read what arrives
The first month is for seeing which photos get a response from people in which town. We keep the ones that do and retire the ones that do not.
Two beliefs about Meta Ads (Facebook and Instagram) that mislead insulation crews
Said over a tailgateA feed ad is just a billboard, so one photo of a pink roll is enough.
What the scope sheet showsA generic image could belong to any company. Your own job photo, with the town named, is the only thing that tells a scrolling homeowner this crew works nearby.
Said over a tailgateMeta Ads (Facebook and Instagram) is the lesser platform, something a crew with a small budget settles for.
What the scope sheet showsThey do a different job. Search meets a homeowner who is already looking, and a feed ad puts your work in front of people before they search. Many crews run both, and neither replaces the other.
What your crew gathers before the first photo ad goes up
- Six to ten photos from your own jobs, shot on a phone or the rig camera
- Confirmation that no customer name, street number or face shows in any of them
- The towns you serve, in the order you most want requests from them
- The job types you want ads for, and any you would rather not advertise
- Wording for any caption about a local program, written by you or struck
If a customer said yes to a photo of their attic, keep that message. We will ask you to confirm it for each image we use.
Who pays Meta, and how the third platform fits the paid plans
The ad spend is paid by you straight to Meta, and our management fee is a separate charge. A Meta Ads (Facebook and Instagram) campaign is the third platform on the paid ads overview for insulation crews, after Google Ads and Bing Ads (Microsoft Advertising). Plan terms sit on the pricing page, and every plan can be stopped at the end of any month.
Photos also feed the proof sheet. Reviews you collect after install day are worth putting beside them, and the review management page explains that routine. For the job pages a feed ad can land on, see the website design page.
Meta Ads questions from insulation crew owners
Which towns will Meta Ads (Facebook and Instagram) show my attic ads in?
The towns on your service-area list that you approve. The platform decides which people in those towns see the ad, and we cannot control that choice.
Can the Meta Ads (Facebook and Instagram) campaign use photos I took on a job?
That is the plan. We use your own photos, with your confirmation that nothing identifies a customer. We do not use stock pictures of insulation.
How do request forms from a photo ad reach my crew?
The form takes a name, a phone number, a town and a job type, and the route to your phone or inbox is set with you before launch. Each request is counted by job type and town in the monthly review.
Do I have to run Meta Ads (Facebook and Instagram) alongside Google Ads?
No. A crew can run either or both. Each platform you add changes the paid plan level, and the ad spend on each goes straight from you to that platform.
Send a few job photos and the towns you want ads in
Tell us about the attic, wall or spray foam work you photograph most and the towns you serve. You can also pick a call slot on the form, and our CEO will phone you then.
Which towns and install types should get more sheets?
Name the towns on your service map where the calendar feels thin and the kinds of installs you want more of: attic, wall, crawlspace, spray foam or removal. A few lines are plenty, and any customer names or home addresses should stay out of them.
Ready to lay the first sheet?
Pick a slot on the call calendar. When that hour arrives, Ross Cohen, our CEO, rings you to work out which layers your company needs.
The ticked sheet below only pictures how the work is organised. It forecasts nothing.