How to write a Facebook ad for a home services business.

Start With the Market, Not the Script

Before we write a word, we study the offers running in the market. What are competitors promising? How do we beat them?

We don't want to land anywhere near what everyone else is running. If every pool builder is offering a discount, we're not going to offer a slightly bigger discount. We're going to offer something they can't match.

Our Ad Framework

Every script we write has the same building blocks:

• Call out: name the exact person the ad is for
• Offer: what they get
• Pain points: what it's costing them to wait
• Qualifier: who this is and isn't for
• Social proof: reviews, results, experience
• Desired outcome: what life looks like after
• Call to action: exactly what to do next

One change we've made recently: we now put the offer right after the call out, before the pain points. Lead with what they get, then remind them why they need it.

Film It Modular

We film every hook as a separate take, then film the body once. In the edit, the same body attaches to every hook. That lets us test five hooks without filming five full ads.

Real Hooks That Worked

These hooks come from our own Thrivr ads. They work because they agitate a real pain point the owner already feels:

• “Are you tired of chasing bad leads and losing revenue to your competitors? You're going to be so happy you watched this video.”
• “If your competitors are slammed during slow season while your phone stays silent, that's not the market. It's your marketing.”
• “Your revenue isn't stuck because of the economy. It's because your marketing sucks.”
• “Be honest. If referrals stopped tomorrow, how long before things get really uncomfortable with payroll?”
• “Doesn't it piss you off seeing cheaper, sloppier contractors closing the jobs you quoted last week?”

Full Script Example: Our Own Thrivr Ad

Here's how the framework looks in one of our own ads.

Call out: If you own a home service business in Atlanta making at least $50K a month in revenue...

Hook: Pick one of the five above.

Pain point: While you're praying for calls, your competitors are staying busy running ads just like this one and booking new jobs.

Offer: Our proven Meta Domination system will get your first qualified lead within 7 days of launch, guaranteed. We'll script, film, edit, post and manage all of your social media and your ads on Meta. They'll look just like this one and get you the same results.

Qualifier: But before you click this link, we don't work with just any business. We're only partnering with Atlanta business owners doing at least $50K a month in revenue and ready to scale immediately.

Social proof: Real results go here. For us, that's numbers like $433,000 closed in two months for a deck builder.

Desired outcome: So if you want to leave your competitors in the dust wondering how you took over your market...

Call to action: Click the link below, fill out the form and grab a time on our calendar for a 30 minute strategy call to see how our system will help you scale your business.

Full Script Example: A Pool Builder's Showcase Offer

This is one of the best performing ads we've ever run, for a North Atlanta pool builder. It worked for three reasons: a very unique offer, a strong call to action, and it felt real at a time when so much of what people see online is AI.

The owner spoke straight into the camera. We filmed five hooks as separate takes.

The Five Hooks

Hook 1: Attention North Atlanta homeowners. We're looking for five backyards where we can install a pool at a special discounted rate in exchange for filming the before and after for our website.

Hook 2: Georgia homeowners. If you've been dreaming of owning your own pool and you've been putting it off, this is your sign.

Hook 3: We have five spots. One is yours if you want a pool in your backyard and you're ready to start within the next 30 days. Here's how to claim it.

Hook 4: Georgia homeowners. What if you could get a full pool installed at a discounted rate just by letting us take videos of the process?

Hook 5: Five pools. One opportunity. A luxury pool at a showcase rate in exchange for your before and after story.

The Body (Filmed Once, 30 to 35 Seconds)

Here's how it works. We come out for the design consultation, and if you qualify, we build it at a special showcase price. Plus, we'll throw in the first six months of maintenance free. State of the art pool, lights, water features.

Did we mention 30+ years of combined experience? Because that matters when someone's building something your family will use for years to come.

You need to be ready to install a full in ground pool and start within the next 30 days. Plus, you'll see the full 3D design before the crew shows up.

In return, we document the entire transformation. Before and after, the works. It goes on our website and shows future homeowners exactly what a luxury pool installation from us delivers.

We're locally owned, licensed and insured, and as the owner, I personally manage every project from permit to completion. You get a luxury pool at a discounted rate.

The Call to Action

Click below to claim your offer. Answer a few short questions and we'll reach out to confirm your spot before they're gone. Make sure this is the last summer the kids spend on their phones instead of swimming with the family.

You can see more of how we run Facebook ads for pool builders.

Turn Your Process Into the Offer

Most contractors do things homeowners never hear about. We have owners walk through why their process is different, why it's unique and why it's valuable. Then we turn those hidden details into a value based offer instead of a discount:

• Premium hardware
• Premium motors
• Premium awning or screen materials
• Lighting packages
• Free maintenance
• A full 3D design before the build

These are things many businesses already do or could easily add. The customer just doesn't know about them until your ad tells them. More on why this beats discounts in how to lower your cost per lead.

How Long Should Your Video Be?

Our best performing videos are about 60 seconds or less, and the script moves fast. We cut every bit of fluff. If we can remove a line and still get the same message across, it's gone.

Owner on Camera or Hired Actor?

We like having the owner on camera, and the first ad we film is always with them if they're comfortable. After that, it depends on the results, how they come across and whether they want to do it again.

When we use actors, we cast through Backstage, usually around $400. Actors are quicker to film because they're comfortable with a teleprompter. But business owners do just fine, and we've had great results with both.

How We Get a Nervous Owner to Sound Natural

We coach them through it on shoot day:

• Body language and posture
• Tonality
• Hand gestures
• Walking and movement on camera
• Posing

We run the script on a teleprompter, cut after every sentence and break long lines into shorter pieces. Nobody has to deliver a perfect 60 second take.

The Written Copy Still Matters

Every part of the ad is real estate you're paying for. The primary text and headline matter just as much as the video. Headlines should be a question whenever possible, and the primary text should carry the same offer and call to action as the video.

Our Primary Text Framework

For the primary text, we use this framework:

Here's How It Looks Filled In

Words to Upgrade and Words to Cut

We don't ban “family owned,” “licensed and insured” or “free estimate,” but we make them sound better. Instead of a free estimate, offer a free design consultation. Same appointment, more value.

What we do ban is fluff: anything that doesn't add to the offer or the value, or doesn't help conversions. Cut it.

$5K Job vs. $80K Pool

The basics don't change. The same framework works whether you're selling a $5,000 job or an $80,000 pool, and it works across every market we've tested. Call out the right person, lead with a strong offer, agitate the pain, prove you're the right choice and tell them exactly what to do next.

Write Ads That Earn Attention

A great Facebook ad for a home services business isn't about clever wording. It's about a unique offer, a hook that hits a real pain point and a fast, fluff free script filmed on your job site.

Setting up your first campaign yourself? Start with how to set up your first Meta ad campaign.

Frequently Asked Questions