Facebook and Instagram ads for a insulation company
Insulation sells on Meta for one reason: the before-and-after is visual and the rebate is a hook. A 15-second clip of bare joists becoming a flat blanket of blown cellulose, with "your utility pays up to $1,200 of this" on screen, stops the scroll. Photos of trucks do not.
Cold leads run $15 to $45 and close at a lower rate than Google, because the person was not searching. That is fine if follow-up is fast and a waste if the lead sits for two days. Target homeowners in your zip codes, 35 and up, with the offer tied to the season: attic top-off in September and October, attic and radiant barrier work in April and May.
Retargeting is the quiet winner. Anyone who visited the rebate page or requested a quote without booking sees a short reminder for 30 days. Those are the cheapest jobs in the account. The Meta ads guide covers creative and budgets.