Facebook and Instagram ads for a restoration company
Nobody on Instagram is looking for sewage cleanup. Meta is not where emergency calls come from, and treating it that way wastes money. It is where you build the recognition that makes a homeowner pick your name in a map pack six months later, and where you reach the non-emergency side of the trade: mold inspections, crawl space moisture, smoke odor after a kitchen fire, and water damage in a rental that the landlord has been ignoring. Leads on those offers run $20 to $60, softer than Google and slower, so follow-up has to be immediate.
Creative that works is footage from the truck. A moisture meter pegging on a wall that looks dry. A cabinet pulled to show the black behind it. A crew carrying out a soaked subfloor. Thirty seconds, phone video, a plain caption. The mistake is boosting a posted graphic and calling it advertising. Boosting optimizes for likes and likes do not book inspections.
At two weeks, working means one offer live with a form that qualifies the lead, a retargeting audience built from site visitors and video viewers, and a cost per lead you can set next to the Google number.