The short answer
Facebook and Instagram ads work for remodelers when three things happen together: the ads run only in the towns you will drive to, a short survey page sorts serious homeowners from browsers, and every person who answers gets a text and a phone call within minutes. For Smart Choice Remodeling in Phoenix, that setup produced 66 homeowner inquiries and five sold jobs worth $72,704 in its first weeks.
Most remodelers who have tried Facebook ads tell us the same story. They boosted a few posts, got some likes, maybe a handful of messages, and nobody turned into a job. That is not because Facebook does not work for remodeling. It is because ads are only the first half of the job. The other half is what happens in the ten minutes after a homeowner raises a hand.
This post walks through exactly what we built for one client, Smart Choice Remodeling, a bathroom and kitchen remodeler in Phoenix, Arizona. Real numbers, pulled from the ad account and the CRM, and the parts that did not go perfectly.
The numbers, first
The first ad dollar was spent on September 18, 2026. Here is what the records show through October 5, 2026:
- Ad spend: $3,890.10 (Meta ad account, Sep 18 to Oct 5)
- Homeowner inquiries: 66 (people who completed the survey from a Facebook or Instagram ad)
- Cost per inquiry: about $59 ($3,890.10 divided by 66)
- Estimate appointments booked: more than half of the 66
- Sold jobs: 5, worth $72,704 in total: $19,086, $16,971, $16,611, $10,259 and $9,777
- Ad spend up to the fifth sale: $2,919.55 (Sep 18 through Oct 2, the day the fifth job was marked sold)
Three honest notes on those numbers. First, this is one client over a few weeks, not a long-term average, so treat it as a real example and not a promise. Second, "sold" means the homeowner bought and the job was marked sold in the CRM. It does not mean the remodeler has been paid in full yet. Third, Meta keeps adjusting the previous day's spend for a while after the day ends, so the spend figure can move by a few dollars when re-read later.
You can see the pipeline screenshot and Steve Seever's own text about the first sale on our proof page.
The setup, step by step
1. Pick one service and one area
We did not advertise "remodeling." We advertised bathrooms and showers first, with kitchens alongside, because that is the work Smart Choice wanted more of and could take on. A focused ad beats a menu every time. The homeowner scrolling past needs to see their own project in the first second.
2. Target the towns, not the whole state
The ad set ran in Phoenix, Scottsdale, Gilbert and Chandler, to adults 35 and older, with otherwise broad targeting. We did not stack interests. Meta's delivery system is good at finding people who respond, as long as you tell it where to look and give it enough budget to learn. Narrow interest targeting on a small budget usually just makes the ads more expensive.
3. Use real work in the ads
Show the finished bathrooms and kitchens homeowners actually want. One ad produced three of the five sales. A grid-style image ad produced another. We started with a small number of ads instead of a dozen, so each one got enough spend to show whether it was working. If you split a small budget across too many ads, none of them gets enough traffic to tell you anything.
4. Send people to a short survey, not a contact form
Instead of a long form, the ad opened a short survey page. A few tap-to-answer questions: what project (for example, "replace a shower"), which city, and how soon they want it done. Then name and phone number. Tapping through three easy questions feels like progress, so more people finish it. And the answers tell you, before you ever call, whether this is a real project in your area.
5. Text back within minutes
Every completed survey triggered an automatic text in the remodeler's name. When we checked the timestamps on October 4, daytime inquiries were getting that text about 35 seconds after the homeowner hit submit. Inquiries that come in overnight get their first text in the morning, because nobody wants a text from a contractor at 2 AM. That first text matters more than anything else in this post. In one case that day, the homeowner texted back within two minutes. When someone fills out a survey on their phone, they still have their phone in their hand. That is the moment to reach them.
6. Call, check the project, and book a time
Right after the text, we call. The call is short. It confirms the project, the address is in the service area, they own the home, and they want the work done soon. If it all checks out, we book a specific time on the remodeler's calendar while they are still on the phone. If they do not answer, we keep trying by text and phone over the following days. Some of the booked appointments came after the second or third attempt, not the first.
7. Remind them, then the remodeler shows up and quotes
Every booked homeowner gets a reminder text before the appointment. The remodeler gets the appointment on their calendar with the project details. Then they do what they are already good at: show up, look at the space, and quote.
What did not go perfectly
Some homeowners book and then cancel, or do not show. That happens with any lead source, and it is why the reminder texts exist. Some people never answer a call no matter how many times you try. And automation needs watching: a text that fired yesterday is not proof it fires today. We check every new lead each day to confirm the first text went out and the call was made.
When Facebook ads are a bad fit for a remodeler
- You cannot take more work. Ads create demand fast. If your crews are booked for six months, more leads just means more people you disappoint.
- Nobody can follow up quickly. If leads sit for a day before anyone calls, most of the money is wasted. Either someone on your team calls within minutes, or someone does it for you.
- Your average job is small. The math works best on projects worth thousands of dollars, like bathrooms, kitchens, basements and additions.
Common questions
How much should a remodeler spend on Facebook ads?
Enough to learn something in one area. For most remodelers that means at least $50 a day to start, and more once your calendar can keep up. Smart Choice started under $100 a day and was running around $300 a day by the end of September. We break the math down in how much a remodeler should spend on Facebook ads.
Are Facebook leads worse than Google leads?
They are different. Someone searching Google is already looking for a remodeler. Someone on Facebook was scrolling and saw your work. Facebook leads need faster and more persistent follow-up, but when you run your own ads the lead is yours alone, not sold to other contractors, and the cost per inquiry can be low. Without fast follow-up, they look bad. With it, they can turn into real jobs.
Do I need a website to run Facebook ads?
You need a page for the ad to send people to. It does not have to be your main website. A focused survey page usually works better than a homepage because it asks one question at a time and has one job.
How fast should I call a Facebook lead?
Within minutes. Text first, then call. We cover the full follow-up sequence in how to follow up with remodeling leads.
Want the estimates booked for you?
We run the ads and the follow-up for remodelers. 30 minutes on a call, and you hear the price on the call.