How To Get Ahead Of 99% Of Home Service Businesses Using Facebook Ads transcript

There are two types of home service businesses running Facebook ads right now. The huge percentage of people that are running them poorly or running them with an agency poorly, and they're just setting way too much money on fire and praying they get a two to three x row as. And then the very small percentage of people quietly printing money with Facebook ads and having lead flow on autopilot. The difference between these two camps comes down to just a couple things.

I've spent over a million dollars on Facebook ads across all my businesses, and I've helped over a thousand home service businesses set up and run profitable Facebook ad campaigns without paying an agency from inside Home Service Accelerator. And in this video, I'm going to go over the three things that I think differentiate people in 2026 and beyond. And it's not just as simple as test three creatives, do this, keep going, lead forms.

It's a lot more in-depth. So, let's begin. The first thing that the 1% of profitable home service Facebook ad buyers do that the large portion of everybody else does not is they treat the Facebook ad spend as an investment, and they zoom out and don't look at everything on a day-to-day or even a week-to-week basis. Everyone treats Facebook ads like an expense, and that single mental difference is why most people can never get out of their own way and scale a profitable Facebook ad campaign.

Because what people don't understand is when they look at things on a day-to-day or a week-by-week basis, the different way that you look at the data can skew whether it's working well or not. And so, what happens in our business is we'll have some weeks where we absolutely print money on Facebook. We get like a 15-20 row as, and we're just like, "Oh my gosh, this is amazing. These leads are hot." And then we'll have another week where our cost per lead goes up quite a bit, sometimes even doubles, and we won't sell as much.

And so, what the bad business owner does in that scenario is they go day-to-day or week-to-week, and they immediately hit the panic button and start tweaking all of this stuff, and then they keep confusing the algorithm, they keep trying different stuff, they keep thinking they're optimizing, and then before you know it, a month's gone by, and they have no predictable lead flow at all. That's what you have to understand is a huge factor into running profitable Facebook ads is having control over your emotions.

Dude, good campaigns take time, especially if you're not spending a ton of money. Like it is not out of the ordinary for us to set a bunch of money on fire in the first four or five days, and then the campaign and the ad set starts to feel it out, and then they start printing. Whether it's the algorithm testing different creatives, whether it's testing different audiences, different people in your market, different placements of the ads, all sorts of different things.

But I can promise you that you are over tinkering with the algorithm if you're constantly in your ads manager daily tweaking stuff. And then even more so, what happens is people don't understand that it's not about the individual job you sell. It's about how much money did you put in and how much did you get out. I don't care if you're spending $10,000 a month and you're only booking two jobs, but those jobs are an average ticket of 40 grand, that's absolutely amazing and keep going.

Or if you're like a window cleaner and your average ticket is two to 300 bucks and you're getting a job or two booked a day, you might look at someone else's campaign that's spending $1,500 a day and look at their data, and then you look at yours and you're like, "Well, I'm not getting a similar result, so I must have to change something." >> Dude, at the end of the day, you know what numbers need to work for your business to be profitable, nothing else matters.

Most of your businesses, if you get a four or five X, you can actually make the numbers make sense. And then everything after that is gravy. All right, gang, we are doing our first in-person event that we've ever done in Scottsdale, Arizona on July 18th. We've got Evan Richie from Coconut Cleaning, eight-figure multi-location cleaning business owner. He's [music] going to do a full breakdown on AI agents and how they're using it in their business.

We've got Gatlin from Mint Window Cleaning coming, who has built arguably one of the cooler home service brands and teams that I've ever seen. We've also got the guys from Striker Digital, which is one of the top home service SEO agencies in the entire world. We've got a ton more guests we're going to announce as well. It's 197 bucks to get in, but we're also doing a steak dinner [music] at Maestro's after if you want to come to that, there's info on the page.

So, we'll see you guys there. But, what happens is so many people go on YouTube or they go on Twitter and they see somebody talking about like a 45x ROAS, and they go look at their own 12x, and they're like, "Well, I must be doing something wrong." >> You are not. Remember who the messenger is of these things. A lot of the time, and this is super common in like the window cleaning lighting space, is these guys get on social media and they're like, >> "I'm getting a 55x ROAS." >> And you get no other data or context from that.

And then what actually happens is when you start peeling back the layers, you go, well, actually, they got a 55x ROAS this week, took a screenshot of this week because they happened to sell a $20,000 job. But, if you go into the Facebook ad calendar and you zoom out and go to 60 days, they're actually at like a six. But, that doesn't sound as good on social media. And so, they tweak the data to make it look better in a certain way.

But then, what that does to you is you watch the content, you go look at your own performance, you go, >> "Well, I must be doing something wrong. Let me go tweak it." >> And that's like the worst thing that happens on the internet. That's why you see me constantly sharing stuff on my Instagram, on my Twitter, on here. That's like all over the ranges. It's people getting 5x's. It's sometimes people do get 30x's. It's rare, but sometimes people do.

And so, the difference is you have to have emotional regulation with this to understand that you don't need to keep tweaking. The answer to a 25 to 30x return on your ad spend is not tinkering in the ads manager today to find the perfect tweak. Like guys, one of my businesses has spent over half a million dollars on Facebook ads. We are lucky to consistently get a 4x, but the economics of that business makes sense. And so, the reason I share that is there are guys that I have met at masterminds for agencies, for info businesses, for home service businesses, whatever, that if they shared and compared their return on ad spend with each other, you would think that one guy's doing way better cuz he's got a 7x ROAS, one guy's doing worse cuz he's got a 4x, whatever else.

But then, when you actually look at the back end of the business, the guy getting the 7x might not even break even because he's a luxury home builder. 7x still isn't even enough because he's operating at 5% net margin. And all of his other expenses baked in, like he can't even afford that. And then you've got the other guy who's getting a 5x ROAS, but the back end of his business is so lean that that's what he knows that he needs to run his business as marketing ads to make sense.

And so this is why you can't copy and paste results off of trades and different things like that. You have to just understand the numbers within your business and go from there. And I don't really want to gatekeep anything. To get you more granular, let me give you an example. Home Service Accelerator does not have a ton of overhead like my home service businesses have. And so Home Service Accelerator can run Facebook ads at a 3x and be profitable every month.

My Christmas light business absolutely could not run ads at a 3x and be profitable. It would be very difficult with all of the other expenses baked in. Product costs, labor, insurance, vehicles. I don't want to run ads at a 3x on Christmas lights. It's not going to make sense. Whereas 3x in the other business is absolutely makes sense and you can scale that to death. And so I share these numbers to not gatekeep anything.

I just want to tell you the god's honest truth. It depends on what type of business you have. And even in home service businesses, there's nuances to it. A residential cleaning company that is selling somebody monthly stuff is going to be thrilled to get a 1.5 to 2x ROAS on Facebook ads at scale in the first month. Some of them might be thrilled to get a 0.7. Truly, because they understand that the LTV, the lifetime value of their customers when they sign up is they're going to pay them monthly for a certain amount of time.

And they know the math. And so they're thrilled to buy a customer at a 0.5 or 1x return on ad spend if they know their numbers. I'm not saying that's every cleaning company, but that's certain ones at certain times in their business if they have the full strategy. And then you have guys that are doing remodeling. Like a lot of these remodeling guys have such low margins that they actually have to have crazy high ROAS to make it make sense.

Like if a bathroom remodeler was getting a 3x ROAS on his ad spend, he's probably not making any money because of how many expenses he has in his business everywhere else. And I know these things because I've seen the thousands of home service businesses that have come through Home Service Accelerator and I've talked at all the conferences. I've seen the books and not the stuff you see on the internet, but the actual books of businesses that aren't just larping as successful entrepreneurs on the internet.

And so, shameless plug, if you do want somebody to look at your ads and tell you actually like what needs to make sense, how to run them, how to script them, how to dial them in correctly, you can join Home Service Accelerator Pro and we'll set up your first campaign with you, record it, give you the video recording so you can take that and do whatever you want with it for the rest of your business's existence, then you don't have to pay an agency retainer every month, and then you can just keep the content creation and everything in house.

So, if you want to join Home Service Accelerator, there's a link in the description. Otherwise, let's get back to the next one. And number two, unless you're doing like 100, 200, 300K a month consistently in your business, a lot of the time the agency model just doesn't make sense for you for Facebook ads. Because the agency will make more sense on the SEO side of that size and on the Google PPC side of that size because those are like truly hands-off when you hire an agency.

The reason that a Facebook or Meta ad agency is the one that you actually should have in house and outsource at the very latest, and it's because there's still work required for you as the owner even when someone else is running the ads for you. Because what happens is and a lot of you guys watching this, and the reason you guys watch this channel is you know this is the story, is a lot of time you sign up with an agency, they promise you these crazy things, these systems, whatever, and then on day one they go, "Okay, cool.

Here's your scripts. Go film these scripts for me." And then it's like, "Okay, well, I thought I was buying back my time with the service. So, now I'm going to go out and I'm going to film these scripts like and then I'm going to give you the raw files, you're going to edit them and plug them into the ads manager, and then that's what I'm paying you 1,500, 2,000, 2,500 dollars a month for?" Whereas, if you pay a Google PPC agency, you have one call with them, they set up the ads, they give you a report, they run Google ads for you.

Or you pay an SEO agency and it's like they're doing all these blog posting for you, they're doing backlinks for you, like all of this stuff and it's like it's pretty sight unseen. The Meta stuff is not. And the other side is to get success on Meta compared to a Google or anything else, all of the success on Meta ads in 2026 and beyond, unless things change in a couple years, lies in the creative. It's the video you make, it's the ad you make, it's not in how it's set up in the manager, it's not in all of these fancy AB tests that you do.

It's not in these advanced reports. It's did you make a compelling piece of content that follows a specific structure and did it get people to take action? And in this case, means take action in filling out your form, booking an appointment, whatever else. That's it. And so, when you outsource to an agency, the model is I am paying you to do a service so I don't have to. The issue with the Facebook ad agencies is you still have to do a pretty large amount of heavy lifting to actually get a good creative.

You still have to go film. You have to present on camera. You have to do all that. Sure, like editing is off-loaded off of your plate and setting it up in the ads manager, but of those three things, the most arduous of those three, filming, editing, and putting it in the ads manager, filming and scripting is the hardest part. You have to do that. And some of you're probably watching and you're like, this can't work. It's like, dude, go look at the comments on all of my YouTube videos about Facebook ads.

You will see people that aren't even in Home Service Accelerator commenting that they've cracked Facebook ads from the videos on this channel. If it didn't work, you would hear about it in the comments or everything else pretty often. And the third thing that keeps people from scaling profitably and putting the lead gen system through Meta on autopilot, and in my opinion, this is the most fun one, but it's sad to see that other people don't think the same way, is when something is working, you scale it until it breaks.

And this is a concept you can take and copy and paste in your business across the board. And so, what I mean by this is when something is working, don't be just content about it working at this current little siloed stage that you're in. And so, what I mean is like, you started a Facebook ad campaign, it's at 50 bucks a day, and you're starting to get leads coming in and they're closing like, oh my gosh, this is amazing.

I'm getting a $15 cost per lead. I'm getting three leads a day. We're closing one of them on average. This is a really profitable campaign. And then you run it at $50 a day for three straight months. Meanwhile, you've got openings on your schedule all the time. And to me, that's really frustrating and it tells you a lot about the business owner because in a lot of cases, you should be looking to scale it until something in your business breaks and then you fix it.

You keep the baseline at that level and then you keep going up. And so, when it comes to scaling ads or marketing as a whole, the first thing that's going to break is either your connection rate with your office, so leads to booked appointment ratio. Like, when that starts to break because you're not answering your phone fast enough or whatever else, that's the first thing that breaks. The other thing that can break if that doesn't break is your operational efficiency.

And so, right now, your ads are working really well if you're a plumber because you're running ads for water softeners, and then you're being able to come out and quote them in 1 to 2 or 3 days. But, what happens to the same ads and the same campaigns and the same systems if the ads work so well that you're booked out 5 days to get a quote or 6 days to get a quote. Because then you start looking at your business, you go, >> weird, like, we're doing the same stuff, we're putting in more creative, the cost per lead on the ads are the same, but our cost per appointment is lower, and our show rate and our conversion rate is lower.

What changed? >> And the change that happened in that case is you got worse operationally because you didn't scale up. And so, then it becomes like, okay, I scaled up ads, something broke. In this case, what broke was operational efficiency. So, now as the business owner, just like in RPG video game, you go, like, how do I level this thing up so that I can operate more efficiently at this level? And usually it's like another salesperson or another office staff to manage all the quotes, or maybe you leverage AI in a way you haven't leveraged it before, and you build a cloud co-work bot that helps you make quotes faster, and it understands context and everything else.

That's the art of being a business owner. You scale something up, it breaks, you fix what breaks, and now you're at that new baseline. And then, you scale up something again, something breaks, you fix it, and now you're at that baseline. And so, the same thing goes for anything in your business. Say you fill an entire schedule for a guy, and you start losing out on revenue cuz you're so busy you're booked out 4 weeks, maybe it's time for a second truck.

So, now you scaled up to this level, you're like, oh my gosh, this is the most we can do right now at this level, we're starting to become inefficient because we don't have enough operational capacity. So, then what you do is you go level up, you buy a second vehicle, you hire a second crew, and now your new baseline is here. That's the goal. And so, what happens is a lot of guys on the meta ad side, they go, like, yeah, 50 bucks a day is great. >> stay at 50 bucks a day for 3 months.

And it's like, guys, if you are not booked to the tits, absolutely go run more ads and scale it up. Like, scale it up until it breaks. And then on the back end, you do some email nurturing. You can have AI You can have a Claude co-work bot with like skills built out, write you 45 emails for the year in about 20 minutes. But, most people just don't do it. And so, that's the difference overall is like, it's not easy. None of this stuff is easy.

If it was easy, everybody would be doing it. If it was easy to make ads, everybody would be doing it and no agencies would exist. If it was easy to sell jobs, everybody would be a home service business owner. If it was easy to manage employees and the personalities that come with it, everybody would do it. But, it's not. And so, you have to understand that the mindset here on advertising, on ops, on sales, on people management, on everything is you are constantly reinventing yourself.

You are constantly acquiring new skills. You are constantly getting hit in the face and then reinventing your process, reinventing yourself as an owner, and then you keep going. And if you want our team's help to help you build out your first meta ad acquisition strategy in your home service or contracting business, you can book a call below. We do that. We help you fix automations. We put you in the right direction with a ton of different vendors ranging from like people you can hire global talent from if you want to get a customer service rep in the Philippines or something like that.

We have a ton of group buy stuff that Home Service Accelerator Pro members get access to that you would pay double or triple if you just went to those same companies off the street. So, if you want to join Home Service Accelerator Pro, there's a link in the description and we'll see you guys in the next video. Thanks for watching.