ANA Property Maintenance is a Metro Vancouver company that installs metal fascia covers and handles exterior property maintenance. Their services are visual, practical and relevant to almost every homeowner in the region, which made them a strong candidate for Facebook and Instagram advertising.
This is a look at what their Meta ad account produced over six months, how to read those numbers honestly, and what any home service business can take from it.
The results at a glance
- Ad spend: about $6,700 on Meta (Facebook and Instagram)
- Reported leads: more than 500
- Time period: six months
- Cost per reported lead: roughly $13.40 (ad spend divided by reported leads)
- Services promoted: metal fascia covers and exterior services
These figures come from Meta Ads Manager. A "lead" here means an enquiry reported by Meta, such as a submitted lead form. It does not mean a booked job, and we are not reporting revenue or return on ad spend, because those depend on how many leads were quoted and won.
Ad spend and agency fees are separate. The $6,700 is the money paid to Meta for ads. It does not include management fees.
Why the numbers matter
For a home service business, the most useful number in an ad account is not reach or clicks. It is cost per lead, compared with what a job is worth. If a typical exterior job is worth several thousand dollars, a cost per lead in the low teens leaves a lot of room to quote, follow up and still win profitable work, even if only a fraction of leads become customers.
That is the right way to judge a campaign like this one: not "how many leads did we get?" but "can this business afford to keep buying leads at this price and still make money on the jobs it closes?"
What made the campaign work
Every account is different, but a few principles carry over from this campaign to most home service businesses.
A product people understand in one glance
Metal fascia covers solve a problem homeowners already recognize: peeling paint, rotting wood and the cost of repainting. A clear before and after says more than any headline. When your service can be understood visually, Meta ads have a natural advantage.
A focus on the right customer
The campaign was built around homeowners in the areas ANA serves, rather than the broadest possible audience. Spending only where you can actually do the work keeps the cost per useful lead down.
Volume and testing
Six months of steady spend gives Meta's delivery system enough data to find the people most likely to respond, and gives you enough data to see which ads deserve more budget. Short tests that stop after a week rarely tell you much.
Lead quality is a team effort
A large volume of leads is only valuable if they are contacted quickly. The businesses that get the most from Meta ads treat every new lead as urgent, call or text within minutes, and give their agency feedback on which leads were good. That feedback is what lets the campaign improve over time.
How to read results like these
When you see a case study from any agency, ask three questions:
- Is ad spend separate from the agency fee? It should be, so you can see the true cost per lead.
- What counts as a lead? A form submission, a call, or a booked estimate? They are very different.
- Are revenue claims verified? If an agency quotes return on ad spend, ask where the revenue data came from.
We publish our numbers in that spirit: what was spent, what was reported, and what it does and does not mean.
What this means for your business
If you run a roofing, gutter, fascia, exterior cleaning, renovation, HVAC or commercial cleaning business in Surrey, Vancouver, Langley or the rest of the Lower Mainland, Meta ads can be a strong source of leads, as long as the offer is clear, the targeting is tight and the follow-up is fast.
Your results will not be identical. Cost per lead depends on your service, your offer, your market and the season. But the approach is repeatable, and we can tell you on a free call whether it is likely to work for you.
Learn more about our Meta ads management and our complete lead generation system for contractors, or see ANA Property Maintenance at anapm.ca.