Facebook and Instagram ads for a flooring company
Flooring is one of the few trades where the work is the ad. A reveal video, old carpet coming up, planks going down, the finished room, stops people who were not thinking about floors at all. Leads from Meta run $15 to $50 in most metros, cheaper than Google and softer, so the follow-up has to land within minutes. The offers that book measures are specific: an installed price range through a given month, a free in-home measure with a same-day written quote, a pre-listing refinish quoted in 48 hours.
The mistake is boosting a post with a logo graphic and "call for a free estimate". A boost optimizes for likes, and likes do not book a measure.
At two weeks, working looks like one ad winning on cost per lead, 15 to 40 leads with town and square footage attached, retargeting live, and a couple of measures booked from the text thread.