Anmol | Home Service Marketing

Generated $30M YTD in Projects for Home Service Companies through Meta Ads

[Anmol | Home Service Marketing @anmoltt]

$1.1M closed in 10 months for a company in one of the most competitive home service niches in Houston (screenshot shows $1.06M, a few contracts aren't filled out in the crm yet).

~8X ROAS

What we doubled down on: CREATIVE

We film every week, put their real work/team on camera, and test countless hooks.

Just urgency, accountability, and a ton of good creative.

[Anmol | Home Service Marketing @anmoltt]

Pull your top 20 home service projects from last year.

Who were they?

What neighborhoods?

What did they care about most?

What did they say in the first call?

Then make ads for exactly that type of demographic

[Anmol | Home Service Marketing @anmoltt]

Meta ads that walk through your process shorten your sales cycle

When a homeowner already knows the steps, the timeline, and what happens after they sign, there are fewer questions when your rep walks into the home.

Much easier close then when the homeowner didn’t have much context or information

[Anmol | Home Service Marketing @anmoltt]

"Free estimate" is an offer every competitor uses

[Anmol | Home Service Marketing @anmoltt]

Discount ads bring discount buyers

"20% off this week only" fills your calendar with people shopping on price, then haggling with your rep lol

Gotta lead with value, not price

[Anmol | Home Service Marketing @anmoltt]

For pool builders, the week after Christmas is one of the most underrated weeks of the year.

Families are home, talking about summer, planning the year ahead

Don't pause ads for the holidays.

We still get tons of appointments for pools/outdoor kitchens during December

[Anmol | Home Service Marketing @anmoltt]

We've tested meta ads with older guys, younger guys, guys who look like they work on-site, sales reps, high energy, authoritative tones.

and we tested ads with women.

Guess which ones won lol

[Anmol | Home Service Marketing @anmoltt]

Leave something behind after every consultation.

A printed portfolio, a project timeline, a card with the designer's cell number.

When they're comparing 3 companies at the kitchen table that night, yours is the one still sitting there.

[Anmol | Home Service Marketing @anmoltt]

Never ask homeowners "when works for you?"

Give them 2 times.

"Tuesday at 4 or Thursday at 10?"

Open questions get "I'll get back to you." Two options get a booking

[Anmol | Home Service Marketing @anmoltt]

Some of the best ads you can run: fixing another contractor's mistake.

Show what went wrong, explain why, show how you fixed it. It builds trust and quietly shows why choosing the right company matters.

[Anmol | Home Service Marketing @anmoltt]

"the ads stopped working" moments are really "nobody's making new creative."

Ads don't die suddenly. They fade while the creative pipeline sits empty.

Always have 10 ads filmed and ready before you need them

[Anmol | Home Service Marketing @anmoltt]

If your agency reports on views and engagement from your Meta ads, and your goal is to make money…

it might be time to fire them.

[Anmol | Home Service Marketing @anmoltt]

If you're a home service company running generic graphic ads on Meta, please start running video.

After spending over millions on both, the leads from video booked at a higher % than the leads from graphics.

It wasn't close.

[Anmol | Home Service Marketing @anmoltt]

The most expensive decision I've watched a franchise make is doing nothing.

We started working with one location of a home service franchise.

The agency corporate set them up with was running 3 graphic ads and calling their results "above industry average."

We rebuilt everything.

6 months later: $400k closed. 7X ROAS. ~40% margins.

That location went to #1 on their franchise leaderboard.

So we took it to corporate.

Walked through every number.

Broke down our whole process.

Gave them a no-brainer offer to roll it out to all 30+ locations.

That was 6 months ago…

The other ~29 locations are still running 3 graphic ads lol

[Anmol | Home Service Marketing @anmoltt]

We send ad scripts to our clients 2-3 days before every shoot.

They skim them, fix any technical wording, and get comfortable with what they're saying.

Shoot day goes way faster when nobody's seeing the script for the first time.

[Anmol | Home Service Marketing @anmoltt]

Never judge an ad or lead source on one week of data.

High ticket home services have a long sales cycles. A roof going through insurance or a pool waiting on financing approval can take a month or two before anything gets completely signed.

A lead from today might not close for 60 days.

Kill things too fast and you’ll basically cut the source that was feeding your pipeline.

[Anmol | Home Service Marketing @anmoltt]

The easiest way to raise booking and show rates:

send a video at every step.

Lead comes in → a video on the offer, past projects, and reviews

Appointment booked → a video on what to expect at the consult

Most companies send a text and hope they show up.

[Anmol | Home Service Marketing @anmoltt]

@StrongpointRich wild

[Anmol | Home Service Marketing @anmoltt]

You’re losing money if you’re not booking appointments on Saturday

Both homeowners usually work during the week.

Saturday is the only time they're both home to make a decision

[Anmol | Home Service Marketing @anmoltt]

Always present the proposal in person.

A $50k number in an email is easy to ignore

[Anmol | Home Service Marketing @anmoltt]

gotta have your VA take notes on what homeowners say about your competitors.

"The last company never called back."

"The guy showed up 2 hours late."

every complaint is something your ads can promise to do differently