I’ve recently had several customers ask how they can boost their presence without budgets as large as those needed for Google advertising. My answer lately has come down to a mixture of offline advertising like billboards and radio, or META advertising, as these campaigns help build brand awareness and can often reach more users on a tighter budget.
Meta Ads (Facebook and Instagram) offer one of the most powerful ways to grow brand awareness, drive leads, and convert potential customers in your service area. And the secret to maximizing results lies in the right mix of campaigns: Awareness, Remarketing, and Lookalike.
1. Awareness Campaigns: Put Your Brand on the Map
If no one knows your name, they can’t call you.
Awareness campaigns are designed to introduce your brand to your local audience. I usually explain that these ads are like billboards. They cost pennies on the dollar compared to other advertising methods and can help you reach tens of thousands across your service with budgets as small as $500 per month.
These ads are perfect for showing off your company’s:
- Logo and branding
- Services offered
- Team and trucks
- Project before/afters
- Reviews and credibility
Using radius or ZIP code targeting, you can blanket your service area and make sure your company is the first name people think of when they need HVAC repair, plumbing, foundation work, or any home service you offer.
Why it works: These campaigns build top-of-mind awareness—so when that pipe bursts or the basement floods, your name comes to mind first.
2. Remarketing Campaigns: Close the Leads on the Fence
Ever had someone visit your website but not call or fill out a form? It’s likely that some of the traffic to your website are users who are in the research stage of any project they are working on.
That’s where remarketing comes in.
Remarketing ads target people who already interacted with your brand—visited your website, watched your video, or engaged with your social media. These folks are interested, but something held them back.
You can now remind them why they visited you in the first place by showing:
- Limited-time service offers
- Customer testimonials
- Project walkthroughs or FAQs
- Strong call-to-action reminders (e.g. “Still need help with your AC?”)
Why it works: These ads keep your company in front of warm leads, helping them make the leap from considering to converting—often at a much lower cost than cold traffic.
3. Lookalike Campaigns: Find New Customers Who Act Like Your Best Ones
Meta’s Lookalike Audiences are one of the most powerful tools in digital advertising.
Using data from your current customers—such as website visitors, lead form submissions, or even phone calls—Meta can build a new audience of people who behave similarly online. These lookalike users are often in the same life stage, income bracket, or behavior profile as your best customers.
Why it works: Instead of guessing who might convert, Meta helps you reach people who share traits and recent interests with your actual customers—and are more likely to become customers themselves.
When paired with a strong message and offer, this becomes a scalable way to grow your leads beyond just your immediate network.
Why the Right Mix Matters
Each campaign type serves a unique role in your sales funnel:
| Campaign Type | Goal | Role in the Funnel |
|---|---|---|
| Awareness | Introduce your brand locally | Top-of-funnel (TOFU) |
| Remarketing | Re-engage interested leads | Middle/bottom-of-funnel |
| Lookalike | Find high-quality prospects | Top/mid-funnel expansion |
By running all three in a strategic balance, you’re:
- Increasing your local brand exposure
- Staying in front of leads until they’re ready to buy
- Reaching people who are statistically more likely to convert
With the right split and campaign strategy, Meta Ads can help you reach tens of thousands of people in your service area, turning views into leads, and leads into jobs.
Let Nuvo Agency Manage the Split—You Focus on the Work
At Nuvo Agency, we specialize in Meta Ads for home service companies. We’ll handle the strategy, creative, targeting, and optimization—so you can focus on doing what you do best.
Whether you’re trying to generate new leads, build your brand, or stay in front of high-value prospects, we can help craft a campaign mix that delivers real ROI.