How Many Leads Should a Home Service Business Get From Facebook Ads?
If you're running Facebook ads for your roofing, HVAC, or landscaping company and wondering whether the numbers are "good," you're asking the right question. The problem is that most answers online are useless, because they quote a single average cost per lead as if every business and market were the same.
Why there's no universal number
Cost per lead depends on your service, your market, your offer, and your season. A roof replacement lead in Rochester in the middle of a hailstorm week behaves nothing like a lawn-mowing lead in February. Comparing yourself to a national average tells you very little.
What to measure instead
Cost per booked job, not cost per lead. A cheap lead that never answers the phone is more expensive than a pricier one that books. Track how many leads become estimates and how many estimates become jobs.
Lead quality. Are people in your service area? Are they asking for the work you actually want?
Return on ad spend. If a $4,000 roof job costs you $300 in ads to land, that's a strong campaign even if the cost per lead looks high.
Signs your campaign is healthy
Leads are coming in consistently, not in random bursts
You can name which ad or offer produced your best jobs
You're following up with leads within minutes, not hours
Your cost per booked job is well below your average job profit
Signs something's off
Lots of leads, few conversations
Leads from outside your service area
No tracking beyond what Facebook reports
Most "my ads don't work" problems are actually follow-up problems or offer problems, not ad problems. Before you blame the platform, look at how fast you respond and what you're promising.
