For the work people don’t search for.

For some trades, extremely well — remodeling, landscaping, pools, hardscape, closets, anything visual and discretionary. For emergency trades it is much weaker: nobody with a burst pipe opens Instagram. We will tell you honestly which side of that line your trade falls on before you spend anything.

Google captures demand that already exists — somebody typed your service into a search box. Meta creates it. A homeowner who was not looking for anything sees a finished patio, and three weeks later they are getting quotes. Different job, different measurement, different expectations about how fast it pays back.

Retargeting the people who already visited your site. They know who you are, they were interested enough to look, and reaching them again costs a fraction of finding somebody new. Most contractors spend everything on cold audiences and never run the campaign that would have paid best.

You need real ones, which is not the same thing. Phone footage of an actual job usually outperforms a polished stock production, because homeowners recognise the difference immediately. What you cannot use is stock imagery — it reads as "no real portfolio" and it is the fastest way to lose a scroll.

Longer than Google, because you are reaching people before they are ready. Expect a few weeks of learning before the numbers mean anything, and judge it on booked jobs over a quarter rather than leads in a week. Trades with long consideration cycles — remodeling, pools — should expect the lag and budget for it.