Meta Ads (Facebook & Instagram)

What good looks like

• A good HVAC Meta setup runs seasonal offer campaigns — furnace tune-ups before winter, AC installs and maintenance plans before summer — instead of one static "we do HVAC" ad that ignores the calendar.
• It uses lead forms and click-to-call built for homeowners on a phone, with the offer, service area and price anchor visible before anyone has to fill anything in.
• The most common mistake we fix is treating Meta like Search: chasing "furnace emergency" buyers who are already Googling, when Meta's real job for HVAC is demand-gen, seasonal offers and retargeting people who clicked but didn't book.
• The other recurring problem we fix is wide-open targeting and no Pixel or Conversions API — so Meta optimizes for cheap clicks across the GTA instead of actual booked service calls, and every lead disappears the moment it lands.

Best practices we apply

• We wire the Meta Pixel plus Conversions API and feed booked-job and revenue data back, so the algorithm optimizes toward homeowners who become installs, not toward the cheapest form fill.
• We build offer-led creative around specific seasonal jobs — "$XX furnace tune-up," rebate-eligible heat pumps, pre-summer AC checks — and run short user-style video against polished ads to find what GTA homeowners actually respond to.
• We layer retargeting and lookalikes off your customer list, quote requests and high-ticket install buyers, so spend concentrates on neighbourhoods and audiences that resemble your best past jobs.
• Every new Meta lead drops into speed-to-lead automation that texts and calls within minutes — because for HVAC, the job is usually won by whoever follows up first, not whoever bid highest.

Typical industry benchmarks

• Meta CPCs for Canadian HVAC typically run about $1.50–$3.00, with CPMs swinging higher in peak heating and cooling season when every contractor is bidding.
• Cost per lead on Meta for HVAC commonly lands in the ~$25–$80 range — usually cheaper than Google, but the leads are earlier-intent and need fast, structured follow-up to convert.
• Landing-page and lead-form conversion rates of roughly 4–8% are typical for well-matched seasonal offers; weak offers or generic pages sit well below that.
• Average HVAC job value spans a wide range — service calls in the low hundreds up to $5,000+ for a furnace, AC or heat-pump install — and the sales cycle runs same-day for emergencies to several weeks for planned replacements, so we report on cost per booked job, not cost per click. These are typical industry ranges, not guarantees.

What to expect with us

• Onboarding starts with your service area, seasonal priorities, average job values and the offers you can stand behind, then we set up tracking — Pixel, Conversions API, call and form tracking — before we scale spend.
• Expect early leads within the first week or two of launch, with the first 60–90 days focused on cutting wasted spend and learning which offers and audiences actually produce booked installs.
• You get plain-English reporting tied to cost per booked job and revenue — not vanity likes or reach — plus a clear read on which seasonal campaigns are carrying their weight.
• You keep full ownership of your ad account, Pixel, audiences and lead data, engagements stay month-to-month, and ad spend is always separate from our management fee — these are the goals we work toward, framed honestly, not guaranteed numbers.

What good looks like

• A good setup runs by project type and job value — kitchen and bath remodels, basements, additions, exterior renovations each get their own ad sets, creative and budget instead of one generic 'renovation' campaign.
• Most contractor accounts we inherit boost a few job-site photos with no offer, no instant form and no lead tracking, so spend buys likes and reach instead of estimate requests we can measure.
• Good campaigns gate the lead behind a real qualifier (postal code, project scope, timeline and rough budget) so the calendar fills with serious homeowners, not tyre-kickers chasing a free quote.
• We fix the usual leaks: no Meta pixel or Conversions API, no follow-up on lead-form submissions, and creative that shows the crew instead of the finished, jaw-dropping before-and-after that actually sells a renovation.

Best practices we apply

• We lead with high-contrast before-and-after reels and walkthrough video of completed GTA projects — the single strongest creative format for renovation, because homeowners buy the transformation, not the trade.
• We run instant lead forms with qualifying questions plus the Conversions API and offline conversion uploads, so Meta optimizes toward booked in-home consultations and signed jobs, not cheap form fills.
• We build retargeting and lookalike audiences off site visitors, video viewers and your past-customer list, then layer postal-code and homeowner targeting to concentrate spend on neighbourhoods where you actually want to work.
• We sync leads straight into your CRM with speed-to-lead follow-up and seasonal pacing — pushing budget ahead of spring and fall renovation demand and easing off in the slow winter weeks.

Typical industry benchmarks

• Typical Meta CPC for construction & renovation in Canada runs roughly $1.00–$3.00, with cost per lead usually in the $25–$90 range depending on project type, season and how tightly the form qualifies.
• Lead-form conversion rates typically land around 5–9%, though a meaningful share of raw leads are early-stage browsers, so qualification and fast follow-up matter more than headline lead volume.
• Average job value for this vertical is wide — roughly $8,000–$50,000+, with full kitchen, basement and addition projects often $25,000 or more — so even a handful of closed jobs can return strong ROAS.
• The sales cycle is longer than for emergency trades: expect several days to several weeks from first enquiry to signed contract, with close rates on qualified consultations commonly around 15–25%. These are typical Canadian ranges, not guarantees.

What to expect with us

• Onboarding in the first week covers pixel and Conversions API setup, CRM connection, lead-qualification questions and gathering your best before-and-after project footage to build creative.
• Expect leads flowing within the first couple of weeks, with the first month spent learning which project types, audiences and creatives produce booked consultations before we scale the winners.
• You get plain-English reporting tied to estimate requests, booked consultations and closed jobs — not vanity reach and likes — plus a clear read on cost per qualified lead.
• You own everything: the ad account, pixel, audiences, creative and lead data stay in your name, and we aim to make Meta a predictable, year-round source of renovation enquiries you control.

What good looks like

• A good roofing setup runs a lead-form or click-to-Messenger campaign tightly geo-fenced to the GTA postal codes you actually service, not a province-wide blast that burns budget on jobs you can't reach.
• Creative leads with real before-and-after photos and short job-site video, because in roofing those out-pull stock imagery and polished brand graphics every time.
• The biggest mistake we fix is the unqualified-lead flood: open lead forms with no budget, address or 'own vs. rent' question hand sales a pile of tire-kickers, so we add qualifying questions and instant follow-up to lift contact rates.
• Most accounts we inherit are also missing the Meta Pixel and CAPI on the booking and thank-you steps, so Meta optimises toward cheap form-fills instead of booked inspections.

Best practices we apply

• We build separate campaigns for storm and emergency repair versus full re-roof and replacement, since the urgency, copy and offer (fast inspection vs. financing) are completely different buyers.
• We run Advantage+ audiences seeded with homeowner and home-improvement signals, then layer retargeting on website visitors and lead-form openers who didn't book, plus lookalikes built from your closed-job customer list.
• We tie spend to seasonality and weather, scaling ahead of GTA spring, fall and post-windstorm demand and pulling back in deep winter so you're not paying peak CPMs for leads that stall.
• We rotate fresh creative on a set cadence to beat Meta ad fatigue, and feed booked-call and signed-job values back via offline conversions so optimisation chases revenue, not just form submissions.

Typical industry benchmarks

• TYPICAL RANGES (Canadian dollars, not guarantees): Meta CPCs for roofing usually land around C$2–C$3, with CPMs in Canada running noticeably below US/global averages.
• Cost-per-lead on Meta typically falls in the C$35–C$90 range, lower than search but with a higher share of early-stage leads that need qualifying.
• Landing-page lead conversion commonly sits around 5–10% (native lead forms higher, on-site forms lower), and roofers typically close roughly 20–30% of genuinely qualified leads.
• Average job value spans a wide band — often C$500–C$3,000 for repairs and C$8,000–C$20,000+ for full replacements — and the sales cycle ranges from same-week emergencies to multi-week considered replacements.

What to expect with us

• Onboarding starts with a kickoff to map your service area, crew capacity, best-margin jobs and seasonality, plus Pixel/CAPI and lead-routing setup so every inquiry hits your phone or CRM within minutes.
• We aim to have campaigns live within roughly one to two weeks, with the goal of a steady, qualified lead flow taking shape over the first 60–90 days as creative and audiences are tested.
• Expect plain-English reporting tied to leads, booked inspections and cost-per-job — not vanity metrics — with a real person you can reach, not a ticket queue.
• You own everything: the ad account, Pixel, audiences, creative and lead data stay in your name, so nothing is held hostage if you ever leave.

What good looks like

• A good setup segments campaigns by program — Express Entry, PNP, study permits, spousal sponsorship, work permits — so each audience sees an offer that matches their situation instead of one generic 'immigrate to Canada' ad.
• Creatives lead with the RCIC credential and licence number and avoid outcome promises, which keeps ads compliant with both CICC advertising rules and Meta's policies on personal-attribute targeting.
• The most common mistake we fix is running broad 'maximize leads' campaigns that flood the inbox with unqualified or out-of-country enquiries no one is ready to retain — we tighten geo, language and offer so the consultant's time goes to real consultations.
• Many accounts also have no conversion tracking past the form submit, so we wire the Conversions API and lead stages to optimise toward booked, eligible consultations rather than raw form fills.

Best practices we apply

• We build a lead-quality feedback loop from the CRM back into Meta — feeding signed and consultation-booked leads as conversion events so the algorithm learns which applicants actually retain, not just who fills a form.
• We run eligibility-style lead forms or quiz funnels (program, country of residence, status, timeline) that pre-qualify applicants up front, cutting the 'just curious' volume before it reaches your calendar.
• We layer retargeting and lookalike audiences off your highest-value signed clients, and sequence creative from awareness (CRS/eligibility content) to a clear consultation CTA so trust is built before the ask.
• We localise by language and community — separate creative and audiences for the GTA's South Asian, Filipino, Latin American and other newcomer segments — because one English ad rarely speaks to all of them.

Typical industry benchmarks

• Meta CPCs for immigration in the Canadian market typically run about CAD $1.50–$4.00, with cost-per-lead usually landing around CAD $20–$60 depending on program, targeting tightness and offer.
• Landing-page lead conversion rates of roughly 6–10% are typical for this vertical on Meta when the page is trust-built and the form is qualified.
• Average client value commonly sits around CAD $3,000–$6,000+ per retained file, and lead-to-signed-client close rates of about 20–30% are representative once leads are properly qualified.
• Sales cycles are rarely same-day — expect a multi-week to multi-month nurture from first enquiry to signed retainer, so follow-up and CRM nurture matter as much as the ad. These are typical industry ranges, not guarantees.

What to expect with us

• Onboarding starts with an audit of your current account, intake process and CRM, plus alignment on which programs and client types you actually want more of before any spend goes live.
• Expect a deliberate first 30–60 days of learning and qualification tuning — early data, daily monitoring and creative iteration — with the goal of a steadier flow of booked, eligible consultations as the account matures.
• You get plain-English reporting tied to leads, consultations and cost-per-qualified-lead — not vanity reach metrics — with a clear read on what's working and what we're changing next.
• You own everything: the ad account, pixel, audiences, creative and lead data stay in your name, so the system is an asset you keep whether or not you continue with us.

What good looks like

• A solid setup runs separate seller and buyer funnels, because a home-valuation offer and a listing or area-alert campaign need completely different creative, audiences and follow-up.
• Every lead form fires a real conversion event back to Meta and CRM, so the algorithm optimizes toward agents who actually book appointments, not just cheap form-fills.
• The common mistake we fix is one broad campaign blasting the whole GTA with a stale 'call me to buy or sell' ad — it inflates cost per lead and floods agents with tire-kickers.
• Most accounts we inherit run instant Lead Forms with no qualifying questions and no speed-to-lead routing, so valuation leads sit for hours and go cold before anyone calls.

Best practices we apply

• We lead sellers with a 'what's my home worth?' valuation funnel and route every lead to an agent within minutes, since speed-to-lead is the difference between a listing appointment and a dead contact.
• We refresh creative weekly and rotate hooks, neighbourhoods and price points, because real-estate ad fatigue on Meta is fast and quietly drives cost per lead up.
• We build retargeting and lookalike audiences off valuation completers and past clients, then layer GTA neighbourhood and life-event signals to keep prospecting tight.
• We wire long-term nurture and market-update automation in the CRM, so leads captured today still convert months later when they're actually ready to transact.

Typical industry benchmarks

• Typical Meta cost per click for GTA real estate runs roughly CA$1–3, with cost per lead usually landing in the CA$8–25 range depending on offer and audience.
• Valuation and listing landing pages typically convert in the 8–14% range when the offer and follow-up are dialled in.
• Lead-to-client close rates are typically around 8–15%, because real estate is a months-long decision, not an impulse buy.
• Average commission value is commonly CA$8,000–25,000+ per closed deal, and the sales cycle often spans several weeks to many months from first click — so these are typical ranges, not guarantees.

What to expect with us

• Onboarding starts with a tracking and account audit, then we launch the seller valuation funnel and instant lead routing in the first few weeks.
• Expect early leads within the first 30 days, with cost per lead and creative stabilizing over 60–90 days as the algorithm and audiences mature — these are goals, not promises.
• You get a live dashboard plus plain-English reporting tied to leads, cost per lead and booked appointments, not vanity reach and impressions.
• You own your ad account, pixel, CRM and lead data outright, and the engagement stays month-to-month with no long lock-in contracts.

What good looks like

• A good setup separates demand-capture (people already shopping windows, kitchens or roofing) from demand-gen (homeowners we make aware), instead of one blended campaign that Meta can't optimize.
• Most accounts we inherit boost posts or run traffic objectives that buy cheap clicks; we rebuild on a lead or conversions objective tied to real booked-consultation events.
• We see broad GTA-wide targeting wasting budget on renters and out-of-area clicks; tight geo-targeting around serviceable postal codes and homeowner signals fixes the leakage.
• Creative is usually a single stock image left running for months — the right setup rotates real project photos and before/after proof so frequency fatigue doesn't quietly inflate cost-per-lead.

Best practices we apply

• We lead with portfolio and before/after creative — real GTA jobs, financing call-outs and review snippets — because high-ticket renovation decisions are won on proof, not discounts.
• Instant Forms with budget and timeline qualifier questions filter tyre-kickers up front, and qualified leads sync to your CRM so the sales team only chases buyers.
• We run multi-week retargeting layers (video viewers, form openers, site visitors) because a $15,000+ project is rarely decided on the first touch, and we pace budget seasonally for the spring/summer reno peak.
• Conversions API plus the Meta pixel sends server-side lead and booked-job events back to Meta, so the algorithm optimizes toward closed work — not just cheap form fills — and reporting survives iOS signal loss.

Typical industry benchmarks

• Typical Meta CPC for home-improvement in Canada runs roughly $1.50–$3.00, with CPMs generally in the $12–$25 range depending on city, season and audience.
• Cost-per-lead is typically about $25–$90 for Instant Form leads and higher — often $90–$250+ — for higher-intent landing-page or booked-consultation leads.
• Landing-page or form conversion rates typically land around 4–8%, and only a share of those are sales-qualified after budget and timeline filtering.
• Average project value commonly ranges from $5,000 to $50,000+ with lead-to-customer close rates around 15–25%, and decision cycles that usually run several weeks — these are representative ranges, not guarantees.

What to expect with us

• Onboarding starts with a tracking and account audit: we set up the pixel, Conversions API and CRM sync, then rebuild campaigns around your most profitable product line first.
• Meta needs a learning window, so expect the first few weeks to gather signal and a clearer, more stable cost-per-qualified-lead to emerge by roughly the 60-to-90-day mark as the algorithm optimizes toward real jobs.
• You get a live dashboard plus plain-English reporting on spend, leads, cost-per-lead and — where your CRM allows — cost-per-booked-job, not vanity reach metrics.
• Everything is built in your own ad account, pixel and CRM, so the assets, audiences and data stay yours if we ever part ways.

What good looks like

• A good setup leads with one clear, low-friction offer — a free 7-day pass, a $0 trial class, or a discounted intro month — instead of vaguely promoting the gym or pushing a 12-month contract straight from the ad.
• It uses a proper conversion event (a booked trial or completed lead form) fed back to Meta, with a Conversions API server-side connection so iOS opt-outs and ad-blockers don't starve the algorithm of signal — the most common thing we fix is gyms optimising for clicks or reach, or running boosted posts with no pixel at all.
• Creative is real footage from your own floor, classes and members, refreshed regularly, rather than one stock-photo ad left running until it fatigues and CPLs quietly double.
• Geo-targeting is tightened to a realistic catchment (a 5–10 km radius people will actually drive or walk to), not a whole city or province — wide radii are a frequent cause of cheap leads that never show up to the trial.

Best practices we apply

• We build the funnel around the trial, not the membership: lead or Instant Form ad to a fast-loading booking page, then automated speed-to-lead follow-up (SMS plus email within minutes) because in fitness the gym that replies first usually wins the join.
• We run continuous creative testing — instructor and member video, before/after and transformation angles, class-energy clips, founder-led offers — and rotate winners in before fatigue, since fitness creative burns out faster than most verticals.
• We layer retargeting and lookalikes off real intent signals (trial-bookers, page viewers, your existing member and email list), so cold prospecting stays cheap and warm audiences carry the conversions.
• We pace budget to the fitness calendar — leaning into the January and September joining spikes, easing through the summer dip — and pair Meta with Google for 'gym near me' high-intent search, shifting spend monthly toward whichever delivers the cheapest qualified joins.

Typical industry benchmarks

• Typical Meta CPCs for GTA gyms and studios run roughly CAD $0.80–$2.50, with CPMs commonly around CAD $9–$18 — fitness creative tends to engage well, which keeps these on the lower side versus many verticals.
• Cost per trial or intro-offer lead typically lands around CAD $8–$25 for boutique and big-box gyms; specialty or premium studios can run higher, and a fitness-tuned form-to-booking funnel usually converts in the ~8–15% range.
• Lead-to-join close rates are typically around 25–40% once speed-to-lead follow-up and a strong intro offer are in place — the trial show-up rate matters as much as the lead volume.
• The sales cycle is short — most first joins land within ~2–4 weeks of a trial — but member value compounds over time, with annual value often in the CAD $600–$1,000+ range depending on price point and retention. These are representative ranges, not guarantees.

What to expect with us

• Onboarding starts with a quick audit of your current ads, offer and tracking; we wire up the pixel and Conversions API, build your trial funnel and follow-up, and aim to have campaigns live within the first week or two.
• You can typically expect trial bookings within the first one to two weeks and first paying members inside two to four weeks, with the real compounding through the first 60–90 days as conversion data sharpens targeting — framed as goals, not promises.
• Reporting is revenue-focused and plain-English: trials booked, members joined and cost per join — not just clicks and impressions — with daily and weekly optimisation by our team on top of the AI.
• You own your ad account, pixel, audiences and data from day one; engagements are month-to-month with no long-term lock-in, and ad spend stays separate from our management fee.

What good looks like

• A good setup runs a clear funnel — broad cold prospecting on Advantage+ feeding warm retargeting and a list-based audience of past clients — instead of one boosted post and hope.
• Treatment-specific creative (Botox, filler, laser, body contouring) with real before/after-style results, a named offer and a price anchor beats generic spa stock photos every time.
• The most common mistake we fix is sending clicks to a homepage; med spa leads convert on a single treatment landing page with a booking widget, financing note and trust signals.
• Many GTA med spas run with no Conversions API or pixel-deduplication, so Meta optimizes blind — we fix tracking first so the algorithm learns from booked consults, not link clicks.

Best practices we apply

• We optimize ad sets toward the booked-consultation or qualified-lead event via the Conversions API, not page views, so spend chases revenue rather than cheap clicks.
• We run a structured creative-testing cadence — hook, offer and format variations weekly — because Meta creative fatigues fast in a visual, beauty-driven feed.
• We build value-based lookalikes from your highest-LTV clients (repeat injectables, package buyers) so prospecting targets people who actually rebook, not one-time deal-seekers.
• We comply with Meta's health and Special Ad Category rules up front — careful before/after framing and claims — so accounts stay live instead of getting creative rejected or restricted.

Typical industry benchmarks

• Typical Meta CPCs for Canadian med spa campaigns tend to run roughly CAD $1.50–$4.00, varying by treatment, city and season — these are representative ranges, not guarantees.
• Cost per lead for a consultation request is commonly in the CAD $25–$90 range, with premium treatments (laser, body contouring) usually sitting at the higher end.
• Landing-page conversion rates of around 5–9% are typical for a focused treatment page, versus low single digits when traffic lands on a generic homepage.
• Average client value spans widely — a single Botox visit may be CAD $300–$600 while injectable or package clients reach CAD $1,500+ over a year — with a short sales cycle from enquiry to first booking, often days to a few weeks.

What to expect with us

• Onboarding starts with a tracking and account audit — pixel, Conversions API, audiences and creative — so we build on a clean foundation before scaling spend, typically within the first week or two.
• Expect an early-signal learning phase in the first few weeks as the algorithm gathers conversion data, with the goal of a stable, predictable cost per booked consult by roughly months two to three.
• Reporting is plain-English and tied to bookings and revenue, not vanity metrics, with a regular call to review what's working and where budget should move next.
• You own everything — ad account, pixel, audiences and creative live in your Business Manager — so the asset stays yours if we ever part ways; results are goals we work toward, never promises.

What good looks like

• A good professional-services Meta setup runs on the Leads or Conversions objective behind a real offer — a guide, calculator, benchmark report or free assessment — because B2B buyers on Facebook and Instagram aren't searching to buy today the way a Google searcher is.
• It tracks the full path with the Conversions API and offline event uploads, so spend is measured against booked consultations and signed clients in your CRM, not against raw form fills or instant-form leads that never reply.
• A common mistake we fix is firms boosting posts and counting reach and likes — we rebuild around a qualified-enquiry objective with a clear next step and lead-qualifying questions on the form.
• The other recurring problem is no retargeting and no follow-up: we add warm audiences (site visitors, video viewers, lead-magnet downloaders) and a nurture sequence, since one cold impression rarely closes a considered engagement.

Best practices we apply

• We use Meta for demand generation and retargeting that complements high-intent Google search — gated lead magnets capture earlier-stage prospects, then sequenced retargeting moves a downloader toward booking a call.
• We build layered Custom and Lookalike Audiences from your client list, qualified-lead list and site visitors so budget reaches GTA and Canadian decision-makers who resemble your best accounts, not the cheapest available clicks.
• Creative leads with proof and authority — short founder or expert videos, client outcomes and credentials — because professional buyers vet who they trust before they enquire, and we test hooks and offers continuously.
• We feed offline conversions and deal values back to Meta so the algorithm optimises toward leads that become clients, and we add qualifying questions on the landing page to filter out tyre-kickers before they reach your intake team.

Typical industry benchmarks

• Typical Meta CPC for this vertical runs about CA$1.50–4.00 and CPM roughly CA$12–30, varying by audience, season and competition — these are representative ranges, not guarantees.
• Cost per qualified lead on Meta usually lands around CA$30–90, lower than LinkedIn but typically needing more qualification than high-intent search leads.
• Landing-page conversion rates for a focused lead magnet or assessment commonly sit near 5–9%, with lead-to-client rates around 5–12% once nurture is in place.
• Average client value for professional and B2B services typically ranges from CA$2,000 to CA$25,000+, over a sales cycle measured in weeks to months rather than a single visit.

What to expect with us

• Onboarding covers conversion and offline-conversion tracking, audience build and a lead magnet or offer in the first couple of weeks, so we're optimising to real pipeline from the start.
• Meta is a demand-gen channel here, so the goal is early signal in the first 4–6 weeks and a clearer cost-per-qualified-lead and booked-call picture once retargeting and nurture mature over 60–90 days.
• Reporting ties spend to qualified enquiries, booked consultations and signed clients — not vanity metrics — with plain-English context on what we're testing and changing next.
• You own the ad account, pixel, audiences and creative, on month-to-month terms — we aim to build a durable asset for your firm, not to lock you in.