Let's TalkLet's TalkMost homeowners with a foundation problem do not know they have one yet. Facebook and Instagram can reach them at the 'is that crack normal?' stage - if the ads explain rather than alarm.
We review your Meta account, creative and recent leads, and trace them to inspections and signed repairs. If you have not run Meta ads, we look at your market - housing age, soil, competition - and tell you whether symptom-led campaigns are likely to pay.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Your home could be sinking' gets clicks. It also confirms the suspicion that foundation companies sell by frightening people, and it attracts homeowners in a panic who then collect three more opinions. Ads that explain - what a crack above a door usually means, when it matters and when it does not - attract the calm, careful homeowner who books an inspection and keeps it.
Many homeowners have heard stories of free inspections that ended in an expensive pier system. A Facebook ad offering a free inspection, with no detail about who comes, what they measure or what you receive, reads as the start of a sales pitch - and the careful buyers scroll past.
Foundation work is expensive and disruptive. Homeowners talk to partners, wait for a structural engineer, check financing and compare quotes. Companies that call a Facebook lead twice and stop lose most of the work that eventually gets signed - to whoever stayed in touch with useful information.
Foundation problems cluster: older housing stock, certain soils, certain neighbourhoods. Campaigns spread evenly across a metro area pay to reach new-build estates where the problem is rare, while the streets your crews already work on see the ads no more often than anywhere else.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Foundation companies have a reputation for frightening homeowners into piers. We build ads that do the opposite: an inspector explaining which cracks are normal settling and which deserve a look. They draw fewer panicked clicks and more homeowners who already trust you before the inspection - the ones who sign.
The objection to a free inspection is the sales pitch people expect at the end of it. We show what actually happens - the measurements, the written report, the options including doing less - so the inspection reads as a diagnosis. It is the single most persuasive thing a foundation company's ad can say.
Foundation repairs are rarely signed on the first call. We build follow-up that stays useful for months - explainers on methods, drainage and warranties, recent local repairs - so the homeowner waiting on an engineer's report is still hearing from you when they are ready to choose.
The neighbourhoods, housing ages and soils your jobs come from.
An inspector on common symptoms, calm and specific.
What is measured and a sample report, ready for the ad and the page.
Weighted to the right areas, with symptom-first forms.
Retargeting and email that run for months.
Signed repairs sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Most homeowners notice a crack long before they search for foundation repair. A short, honest video on what that crack usually means reaches them at that earlier, more trusting moment, and makes your company the reference when they do decide to act.
Showing a page of a real inspection report - readings, photos, findings, options - answers the oversold-piers fear without saying a word about competitors. It works in an ad, on the landing page and in follow-up.
Much foundation movement comes back to drainage and soil moisture. Campaigns on gutters, grading and waterproofing reach homeowners with a smaller, nearer problem - and often lead to structural work later, with trust already built.
Repairs are often financed, but leading an ad with payment terms can put it into Meta's financial products and services special ad category, which restricts targeting. Selling the diagnosis in the ad and explaining financing on the page keeps your neighbourhood targeting intact.
None of our case studies is a foundation repair company. The nearest is a residential real estate team where we ran Meta and Google, focused targeting on six high-intent zip codes and automated follow-up for buyers on 90-day-plus timelines - 2,400+ leads at $28 each and 146 closed deals. Concentrating on the right neighbourhoods and staying useful through a long decision is the foundation repair playbook too.
Read the full case studyThey can, when they reach homeowners at the symptom stage with calm, useful explanations, and when follow-up continues through a long decision. Fear-led ads and bare 'free inspection' offers tend to attract panicked or wary enquiries that rarely sign.
What a common symptom - a stair-step crack, a sticking door, a sloping floor - usually means, when it matters and what an inspection involves. Show your inspector, the measurements and a sample report. Explanation earns more trust than alarm.
If you offer them, explain them: who carries them out, what is measured and what the homeowner receives. A bare 'free inspection' reads as the start of a sales visit to homeowners who have heard the stories.
For months. Homeowners compare quotes, consult engineers and arrange financing. Retargeting and email with useful content - methods, drainage, warranties, local repairs - keep your company the trusted one while they decide.
Carefully. Since January 2025, US ads for financial products and services must run under a Meta special ad category with restricted targeting, and an ad promoting a financing offer can fall under it. We keep financing on the landing page.
You can weight campaigns toward the areas where your work clusters, using location targeting around those neighbourhoods. Start from your own job history rather than assumptions about housing age, and check results by area.
Continue the conversation the ad started: the symptom explained, what an inspection involves, a sample report, your warranty in plain language and an easy way to book. Facebook visitors are earlier in the decision than people arriving from search, so the page should inform before it asks - a hard sell on arrival undoes the trust the ad built.
Start with a focused test in the neighbourhoods where your work clusters, measured in inspections and signed repairs. Large job values can support meaningful spend once a campaign proves it produces contracts.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.