We run Google Ads, Meta Ads, Facebook Ads, and TikTok Ads engineered for roofing companies, HVAC contractors, solar installers, plumbers, and home renovation businesses across the USA. Cost per lead is a vanity number in every one of those trades — it hides the tire kickers, the no-shows, and the leads sold to three competitors before you call back. You measure success by booked jobs. So do we.
Trusted by Home Service Businesses Across the USA
Most business owners either run ads themselves or hire low-budget freelancers who chase lead volume instead of lead quality. The result? You end up saying “We've tried it before, it didn't work”, or worse, “Ads are just a waste of money.” The problem isn't the channel. It's the strategy. That's where Web Pinnacles comes in.
Generating leads that are qualified and ready to get a quote, not curious browsers who waste your sales team's time
Reducing your Cost Per Lead (CPL) continuously, the average CPL for Google Ads in roofing before optimisation runs $35–$65; our clients average $18–$22 after 90 days
Handling everything end-to-end, keyword research, ad creative, landing pages, CRM setup, so you focus on delivering jobs, not chasing them
Building CRM-connected sales funnels so every lead from every platform flows into a single pipeline with automatic follow-up sequences
Measuring booked appointments and closed jobs, not vanity lead counts that inflate a spreadsheet without filling your schedule
Running paid ads without a connected funnel wastes up to 60% of your budget. See how our Funnels & CRM service closes the loop between ad click and booked job.
Let's Fix Your Ads →Practical strategies, real CPL benchmarks, and case studies for home service businesses. No fluff.
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Once we've identified your advertising channels, platform selection narrows them to what your trade, geography, and urgency level actually need. Here's how we match campaigns to business type before routing leads into the right service.
| Platform | Best For | Buyer Intent Stage | Typical CPL Range Before optimisation | Home Service Trades That Perform Best |
|---|---|---|---|---|
| Google Ads / Search | Capturing homeowners actively searching for a quote right now | High Intent | $35 – $90 | Roofing, HVAC, Plumbing, Emergency Repairs |
| Meta Ads (Facebook) | Generating awareness and lead volume in a specific zip code radius | Mid Intent | $18 – $55 | Solar, Renovations, Windows, Sunrooms, Landscaping |
| Instagram Ads | Visual services where before/after content drives decisions | Mid Intent | $20 – $60 | Kitchen & Bath Remodeling, Painting, Flooring, Outdoor Living |
| TikTok Ads | Reaching homeowners under 45 with short-form video creative | Discovery | $12 – $40 | Solar, Renovation, HVAC Upgrades, Smart Home |
| Retargeting (All Platforms) | Converting visitors who did not book on first visit | High Intent | $8 – $22 | All trades, especially high-ticket services |
CPL ranges based on Web Pinnacles client data across competitive US markets, 2024–2026. Results vary by geography, offer, and competition.
Paid Advertising starts with picking the right advertising channels. We don't run the same campaigns on every platform. Each channel below is matched to your trade, audience geography, and revenue goals, then routed into the platform selection and service stages that follow.
Geo-targeted campaigns that reach homeowners in your service area by location, age, homeownership status, and behaviour. Ideal for roofing, solar, renovation, and HVAC businesses that need consistent local lead flow from Facebook and Instagram combined.
We target homeowners at the exact moment they search “roofing company near me” or “HVAC repair [city].” Search, Display, and Performance Max campaigns are configured with negative keyword lists from day one to stop wasted spend on irrelevant clicks.
Increasingly used by homeowners under 45 researching renovation, solar, and HVAC upgrades. Short-form video ads drive significant awareness and lead volume for home service businesses with strong before/after footage or installation content.
Stories, Reels, and Feed placements that showcase your work to local homeowners. Before/after renovations, installation time-lapses, and testimonial clips perform exceptionally well for visual trades like remodeling, painting, and outdoor living.
Useful for home service businesses targeting commercial clients, property management companies, real estate agents, and HOAs who are active on X. Particularly effective for B2B-adjacent service lines like commercial HVAC, roofing maintenance contracts, and large-scale renovations.
Research shows over 80% of buyers need multiple touchpoints before converting. We build dynamic retargeting sequences across Meta, Google, and TikTok, paired with email and SMS follow-up via GoHighLevel CRM, ensuring no lead goes cold.
We run the same six-stage process for every client. No cutting corners, no skipping setup. Here's exactly what happens after you book a call.
We review your existing ad accounts, landing pages, and CRM. We establish a baseline CPL, identify wasted spend from poor keyword matching or broad audiences, and document what “a qualified lead” means for your specific trade and market.
We build a keyword set targeting high-intent service queries (“roofing company [city]”, “HVAC repair near me”) and suppress irrelevant searches with negative keyword lists. On Meta, we build local radius audiences layered with homeownership and income signals.
Sending traffic to a weak website kills campaigns. We either optimise your existing page or build a dedicated service landing page with a clear headline, trust signals, and a Calendly or call-tracking CTA connected to GoHighLevel. Tracking is configured before any campaign goes live.
We launch campaigns on the platforms identified in your audit. During the first 14 days we monitor CPL daily, pause underperforming ad sets, and test two to three headline and creative variants to find what converts for your specific offer and market.
After initial data accumulates, we enter a structured testing cycle: new creative every 3–4 weeks, bid strategy adjustments based on show-rate and booking data, and audience expansion or contraction based on CPL signals. You receive weekly KPI updates with plain-language summaries.
Once CPL stabilises below target, we scale spend on winning campaigns. Monthly reports show cost per lead, cost per booked appointment, show rate, and revenue attributed. We identify which channels drive booked jobs (not just form fills) and shift budget accordingly.
3 spots remain this month, every client gets direct access to our senior strategists, not a junior account manager.
A roofing contractor in the Southwest US was spending $47 per lead with no way to track which leads actually booked estimates. We rebuilt their Meta Ads campaign around a dedicated landing page, added call tracking, connected GoHighLevel CRM, and implemented a three-touch retargeting sequence. Within 31 days their CPL dropped to $11.67 and 572 qualified homeowners entered their pipeline.
“We'd tried Google Ads twice before and burned through $8,000 with nothing to show for it. Web Pinnacles rebuilt everything from scratch: new landing page, proper tracking, GoHighLevel CRM. In 45 days our CPL dropped from $58 to $19 and we booked 34 estimates in a single month.”
“Solar is a competitive market in our area. Web Pinnacles built us a Meta Ads campaign targeting homeowners with high utility bills within 25 miles. We saw 250% more qualified appointments within 60 days while our ad spend stayed the same. The CRM integration means no lead slips through now.”
“As an HVAC contractor I was skeptical about TikTok ads but Web Pinnacles walked me through the data. Homeowners under 45 actively research HVAC upgrades there. After 90 days running TikTok alongside Google Ads our lead volume doubled and CPL came in at $14.20, the lowest we've ever seen.”
Paid ads generate clicks. Service routing is the stage that decides what happens next, sending each lead into the right service so it ends as a booked job, not a cold contact.
Over 80% of our clients asked at least one of these questions before signing with us. All answers are direct and unfiltered.
The three most common roofing contractor Google Ads mistakes — and the keyword segmentation, negative keyword, and landing page changes that recover wasted spend.
Read Article →Data on lead decay rates in home services, the exact GoHighLevel missed-call text-back setup we use, and how one plumbing contractor recovered 28 appointments per month.
Read Article →The exact Google Business Profile optimization sequence, citation strategy, and review generation system we use for HVAC contractors in competitive markets.
Read Article →Book your free 20-minute audit. We'll review your current ads (or lack of them), identify your biggest CPL reduction opportunities, and give you a clear growth plan within 48 hours.