Facebook and Instagram ads for a drywall company
Nobody scrolls Instagram hoping to find a drywall contractor, so the generic "we do drywall" ad fails. What works is an offer with a price a homeowner can act on later: a popcorn scrape video with "most living rooms $1,200 to $2,800", a flat-rate bundle like "three patches, $450", and basement finishing with a square-foot range. Leads run $10 to $40, cheaper than Google and noticeably softer.
Soft means the follow-up has to be immediate. An automatic text within a minute asking for a photo, then a real range within the hour, is the difference between Meta working and being a waste. Working after two weeks looks like 10 to 25 leads on $15 to $25 a day and two or three jobs quoted from photos. The Meta ads guide covers creative.