Social Media Ads

Google catches people when they’re searching. Social media catches them before they start.

A homeowner scrolling Facebook isn’t thinking about their HVAC system right now — but their unit is 15 years old, and summer is coming. A well-targeted social ad puts your maintenance tune-up offer in front of them at the perfect moment, before they ever type “AC repair near me” into Google.

HipBadger runs targeted Facebook and Instagram ad campaigns for local service businesses. We reach homeowners in your exact service area with the right message at the right time — building awareness, generating leads, and filling your schedule during slow seasons.

The Problem

Most service businesses either ignore social ads entirely or waste money on poorly targeted campaigns:

• Untargeted ads burn budget. Showing your roofing ad to apartment renters or your landscaping ad to someone 50 miles away is throwing money away. Precise targeting is everything.
• Wrong message for the platform. Social media isn’t search. People aren’t looking for your service — you need to interrupt their scroll with something relevant and compelling. Most service business ads look like Yellow Pages listings and get ignored.
• No follow-up system. Someone clicks your ad, lands on a generic page, and leaves. Without proper landing pages, retargeting, and conversion tracking, your ad spend has no accountability.
• Seasonal gaps go unfilled. HVAC companies are dead in spring and fall. Landscapers slow down in winter. Social ads can fill those gaps by creating demand before the emergency hits.

What’s Included

• Facebook and Instagram advertising campaigns — Full campaign creation, audience building, ad copy, creative development, and ongoing optimization
• Geo-targeted campaigns — Ads shown only to homeowners within your actual service area, down to specific zip codes and neighborhoods
• Custom audience creation — Lookalike audiences based on your best customers, retargeting audiences for website visitors, and interest-based targeting for your service categories
• Ad creative development — Scroll-stopping visuals and copy designed for service businesses. Before/after photos, seasonal offers, trust-building content — not generic stock photos.
• Landing page optimization — Dedicated landing pages for each campaign that convert ad clicks into phone calls and form submissions
• Monthly performance reporting — Ad spend, leads generated, cost per lead, and return on ad spend with clear attribution

How It Works

1. We build your targeting. Using your customer data, service area, and ideal customer profile, we create custom audiences on Facebook and Instagram that match homeowners most likely to need your services.
2. Campaigns go live. Ads are deployed with multiple creative variations. We test headlines, images, and offers to find what resonates with your specific market.
3. Leads come in, campaigns improve. As data accumulates, we double down on what works and cut what doesn’t. Your cost per lead decreases over time as targeting and creative get sharper.

Who This Is For

• HVAC companies that want to promote seasonal maintenance packages before customers realize they need them
• Plumbing businesses marketing water heater replacements, repiping services, or bathroom renovation plumbing to homeowners in target neighborhoods
• Electrical contractors promoting EV charger installation, generator packages, or smart home wiring to homeowners in affluent zip codes
• Roofing companies running pre-storm awareness campaigns and post-storm response ads timed to weather events
• Cleaning services targeting commercial property managers and residential homeowners in specific neighborhoods
• Landscaping businesses showcasing seasonal services with visual portfolio ads that sell the work

Frequently Asked Questions

How much should I spend on social media ads? Most service businesses start with $500-$1,500/month in ad spend (separate from management fees). We’ll recommend a budget based on your service area size, competition, and lead volume goals.

Which platform works better — Facebook or Instagram? For most service businesses, Facebook delivers more leads because homeowners in the 35-60 age range are highly active there. Instagram works well for visually compelling services (landscaping, remodeling, cleaning). We often run campaigns on both and allocate budget based on performance.

How do social ads work with my SEO? Social ads and Local SEO work on different timelines. SEO is a long-term investment that compounds over months. Social ads generate leads immediately. Many clients use social ads to fill the pipeline while SEO builds momentum, then reduce ad spend as organic traffic grows.

Management fees are custom based on your campaigns and budget. Let’s talk about reaching homeowners in your service area.