Facebook & Instagram Ads
Most Businesses Run Facebook Ads
Like Google Ads.
That’s Why They Fail.
Facebook and Instagram Ads are interruption-based — not purchase-intent-based. The strategy, the creative, and the funnel have to be built completely differently. We build Facebook campaigns around how people actually buy on social — not how they search on Google.
🇲🇽 Se Habla Español
$50
Cost per lead for a
real estate client
2.9B+
Monthly active users
on Facebook
2B+
Monthly active users
on Instagram
25+
Years managing paid
ads campaigns
The fundamental difference
Google Ads vs Facebook Ads —
Why Purchase Intent Changes Everything
Before we talk about Facebook Ads strategy, you need to understand the single most important concept that separates businesses that succeed on social media from those that waste their budget.
Google Ads
High Purchase Intent
Someone searches “emergency plumber San Diego” on Google. They have a broken pipe. They need help right now. That search is a declaration of intent — they are actively looking for someone to hire.
✓ The buyer comes to you
Your ad appears at the exact moment someone is ready to buy. High intent = higher conversion rates = lower cost per lead for the right keywords.
Facebook & Instagram Ads
Interruption-Based
Someone is scrolling through their Instagram feed looking at vacation photos and funny videos. Your ad interrupts them. They weren’t searching for your service. They weren’t thinking about hiring anyone.
⚡ You go to the buyer
Your ad has to stop the scroll, create desire, and move someone from “not thinking about this” to “I want this.” Completely different creative strategy required.
Why this matters for your campaign:
Real Client Results
Real Estate Client —
San Diego, CA
Real estate is one of the most competitive categories on Facebook — every agent is running ads. Here’s what happens when the campaign is built around purchase intent strategy instead of generic reach.
Cost per lead
↓
$50
Per qualified lead
from Facebook Ads
Industry average
↕
$50-$100
Typical Facebook real estate
lead cost range
Platform
✓
Facebook & Instagram
Managed through
Meta Ads Manager
Why $50 per lead matters in real estate:
the strategy
What Makes Facebook & Instagram
Ads Work for Service Businesses
Because Facebook is interruption-based, everything about the campaign has to be built differently than a Google search campaign. Here’s what we focus on.
🛑
Stop the Scroll
You have 1–2 seconds before someone keeps scrolling. The visual — photo or video — has to be immediately arresting. We advise on creative strategy before your campaign goes live so you don’t waste budget on ads that get ignored.
🎯
Audience Targeting
Facebook’s targeting is unmatched — age, location, income, homeownership, interests, behaviors, and life events. A roofing company can target homeowners within 25 miles who recently searched for home improvement. We build audiences that match your ideal customer profile precisely.
🔄
Retargeting
Someone visited your website but didn’t call. We show them your Facebook ad as they scroll through their feed — a second chance to convert a warm prospect at a fraction of the cost of reaching a cold audience.
📱
Instagram Placement
Instagram reaches a younger, more visual demographic. For industries where aesthetics matter — med spas, real estate, dental cosmetics — Instagram placement often outperforms Facebook. We split test placements and concentrate spend where results are strongest.
🧲
Lead Form Ads
Facebook’s native lead forms pre-fill with the user’s profile information — name, email, phone. One tap and they’ve submitted. No landing page required. Lower friction = more leads. We use these strategically for industries where volume matters.
📊
Lookalike Audiences
Once we have a list of your best customers, Facebook can find millions of people who look just like them — same demographics, interests, and behaviors. Lookalike audiences are one of the most powerful and underused tools in Facebook advertising.
The Full Funnel
Facebook Builds Awareness.
Google Captures Intent.
Together They Close More Deals.
The most effective paid advertising strategy combines both platforms — using each one for what it does best.
📱
Step 1 — Facebook Ad
Your target audience sees your ad while scrolling. They’re not searching yet — but now they know your name and your face. You’ve planted the seed.
🔍
Step 2 — They Search
Two weeks later they need your service. Instead of searching generically, they search your name — because they remember seeing your Facebook ad. That’s purchase intent created by social awareness.
📞
Step 3 — Google Captures Them
Your Google Search ad is waiting at the top. They click. They call. Facebook created the familiarity. Google closed the deal. Neither platform alone does what both do together.
💡 Already running Google Ads?
Adding Facebook and Instagram to an existing Google Ads campaign is one of the highest-ROI moves you can make. You’re already capturing the searchers — now you can build the awareness that drives branded searches in the first place. Ask about bundled pricing when you submit the form below.
Who You’re Working With
You Work Directly With Me —
Not an Account Manager
Francisco Meza
Founder, Planet Marketing — San Diego, CA
I’ve been managing Facebook and Instagram Ads for service businesses alongside Google Ads campaigns for years. The purchase intent difference between the two platforms isn’t theoretical for me — I’ve seen it play out in real campaign data across real businesses in competitive markets.
When you hire Planet Marketing for Facebook Ads, I personally build the campaign, set the targeting, advise on your creative, and manage it monthly. You work directly with me — not a junior account manager who has never run a campaign for a real business.
👉 Sometimes you just need someone you can trust.
🇲🇽 Se Habla Español
20+ Years Experience
No Contracts
Month-to-Month
The Process
Three Steps to Facebook & Instagram
Ads That Actually Convert
Free Campaign Review
Submit your info below. I look at your current Facebook Ads setup — or your target audience and market if you’re starting fresh — before we talk. I’ll tell you honestly whether Facebook is the right platform for your business right now, and what a properly built campaign would look like.
Strategy & Creative Brief
We get on a call and I walk you through the audience strategy, targeting approach, and creative brief — what your ad needs to say and show in the first 1–2 seconds to stop the scroll. You’ll know what to expect before spending a dollar.
We Build & Optimize
I build your campaigns in Meta Ads Manager, set up pixel tracking, launch, and monitor performance weekly. We test audiences, placements, and creative variations — cutting what doesn’t convert and doubling down on what does. Month-to-month, no contracts.
What’s included
Everything in One
Monthly Management Fee
No setup fees. No nickel-and-diming. Here’s what you get every month.
🎯
Audience Research & Targeting
Custom audience builds based on your ideal customer — demographics, interests, behaviors, homeownership, income, and life events. Plus lookalike audiences built from your existing customer list.
✍️
Creative Strategy & Ad Copy
We advise on what your creative needs to accomplish in the first 1–2 seconds and write the ad copy. You supply the visual — we make sure the message stops the scroll and drives action.
📍
Placement Optimization
Facebook Feed, Instagram Feed, Stories, Reels — we monitor performance across every placement and concentrate spend where your audience is actually converting, not where Meta defaults want to spend.
🔄
Pixel & Retargeting Setup
We install and configure the Meta Pixel on your website — then build retargeting audiences from website visitors, video viewers, and lead form openers who didn’t complete the submission.
📊
Monthly Reporting
Clear, plain-English reports showing cost per lead, cost per click, reach, frequency, and conversion trends. No vanity metrics — just the numbers that tell you whether the campaign is working.
🔍
Google Ads Integration
If you’re running Google Ads alongside Facebook, we coordinate both campaigns so they work together — Facebook builds the awareness, Google captures the intent. Bundled pricing available.
Industries We Serve
Facebook & Instagram Ads Work
Across Every Service Industry
The platform is the same. The audience targeting, creative strategy, and funnel are completely different for each industry — which is why we don’t use templates.
🔧
Home Services
Plumbers · HVAC · Roofers
🦷
Dental & Ortho
General · Cosmetic · Ortho
⚖️
Law Firms
PI · Family · Criminal
💉
Plastic Surgery
High-ticket · Visual-driven
🏥
Chiropractors
Local · Insurance-based
🏠
Real Estate
Agents · Brokerages
🎓
Private Schools
Enrollment campaigns
❓
Don’t see yours?
Let’s talk anyway
COMMON QUESTIONS
Frequently Asked Questions
Google Ads first — always. Google captures people who are actively searching for your service right now. Facebook reaches people who aren’t searching yet. If you have limited budget, start where the purchase intent already exists. Once Google is generating consistent leads, add Facebook to build the awareness layer that drives branded searches over time.
For most local service businesses, a meaningful Facebook presence starts at $500–$1,000/month in ad spend. At $50 per lead for our real estate client, that’s 10–20 leads per month. The right budget depends on your industry, your service area, and your cost per lead target. I’ll give you a specific number on our strategy call before you spend anything.
No — authentic often outperforms polished on Facebook. A genuine photo of your team doing real work, a before-and-after of a completed job, or a simple video of you talking to the camera frequently beats expensive studio production. What matters is stopping the scroll in the first 1–2 seconds. We’ll advise you on exactly what that looks like for your industry before you create anything.
Facebook’s algorithm needs 50 conversions in a 7-day period to exit the learning phase and optimize properly. For most local service businesses, this takes 4–8 weeks depending on budget. The first month is primarily about gathering data — which audiences respond, which creative stops the scroll, which placement converts. By month two you’re typically seeing meaningful improvement in cost per lead.
No. Everything is month-to-month. That said, Facebook Ads take longer to optimize than Google Ads because of the learning phase — I ask that you commit to at least 90 days before drawing conclusions. Canceling after 30 days means you never get out of the learning phase and never see what the platform can actually deliver.
Ready to Stop Scrolling Past
Your Competitors’ Ads
and Start Running Your Own?
Submit your info below and I’ll tell you honestly whether Facebook Ads are the right next step for your business — and exactly what it would look like if they are.