Let's TalkLet's TalkA dramatic before-and-after of a house in new siding stops people mid-scroll. Facebook and Instagram can sell planned siding projects better than almost any channel - if the leads are qualified before the estimate.
We review your Meta account, creative, forms and recent leads, and trace them to estimates and signed projects. If you have not run Meta ads, we look at your project photos, your area and your season, and tell you whether planned-replacement campaigns are worth testing.
Four failures we see repeatedly in this vertical, and what each one actually costs.
After hail, feeds fill with urgent siding and roofing ads from companies homeowners have never heard of. A genuine local company running the same kind of ad inherits the suspicion. Meta is far better used for the planned replacement market between storms, where calm, real project content stands out and there are far fewer competitors in the feed.
Before-and-after creative attracts everyone who admires it. Without questions about scope, ownership and timing, the calendar fills with homeowners who wanted a price for one damaged wall or were simply curious, and estimators spend their week on visits that go nowhere.
A homeowner who needs HOA approval or has an open claim cannot sign quickly. Campaigns that treat every lead the same push for decisions that are not yet possible, and lose those homeowners to a company that followed up patiently.
Leading an ad with monthly payments can put it into Meta's financial products and services special ad category, which in the US restricts targeting, or get it rejected. Many siding companies lose their targeting without knowing why.
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.
Storm demand arrives through search and referrals; Meta is best at reaching homeowners who have been looking at faded, warped or high-maintenance siding for years. We build campaigns for them, so the calm months produce signed projects instead of silence.
Nothing sells siding like the same house before and after. We turn your finished projects into short videos and carousels - real local homes, the colour named, the transformation obvious - which stop the scroll and show quality in a way no stock image can.
HOA approvals and claims take weeks. We build follow-up that helps rather than pushes - colour galleries, submission guidance, availability notes - so homeowners still waiting on a decision are still hearing from you when it arrives.
Before-and-after photos and clips from finished houses.
Ownership, scope, timing, approvals and claim status.
Aimed at your service area between storms.
Colour galleries and material explainers for people still deciding.
Helpful contact while homeowners wait on HOAs or adjusters.
Signed projects 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.
Few home projects change a house's appearance as dramatically. A side-by-side of the same house, with the colour and material named, is the strongest ad a siding company can run and costs nothing beyond the photos crews already take.
Homeowners who browsed your galleries and left are often stuck on colour. Showing them local houses in the colours they lingered on is useful, not pushy, and moves decisions forward without a single sales call.
New siding is visible to the whole street. Campaigns around recently finished projects, showing that work, reach neighbours already curious about it.
After hail, homeowners search and ask neighbours. Keeping storm budget in search and Meta on planned replacement lets each channel do what it does best and be judged fairly on the work it actually brings in.
None of our case studies is a siding company. The nearest is a stalled apparel brand where we rebuilt Meta creative around real customer and founder content instead of studio polish, and grew email follow-up to 26% of revenue - acquisition cost fell 38% in the first quarter. Real before-and-after work and patient follow-up are the same two levers siding campaigns depend on.
Read the full case studyFor planned replacement, often very well - siding is visual, and before-and-after creative performs strongly in a feed. For storm damage, search and referrals usually work better, and storm ads in a feed can look like storm chasers. Judge Meta on signed projects, not lead counts.
Before-and-after photos and short videos of real local houses, with the colour and material named. Stock images and texture close-ups look like every other ad and do not help a homeowner imagine their own house transformed.
Ask scope in the form - whole house, several walls, one area - along with ownership and timing, and make the creative clearly about whole-house transformation. You will get fewer leads, and far more worth an estimator's visit.
Usually not as the main response. Homeowners after storms search and ask neighbours, and feed ads at that moment can look like storm chasing. Keep storm budget in search, and use Meta for planned replacement between storms.
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 usually explain financing on the landing page.
With help rather than pressure: approved colour ideas, submission guidance, availability updates. Homeowners waiting on approvals are still deciding which company to use, and the one that helped them through the process usually wins.
It often works well. Neighbours notice new siding, and ads showing a finished house nearby reach people already curious about it. Use location targeting around those areas and show the real work.
If you have permission to use their details for marketing, yes - for referrals and related work such as trim or windows. We check how the data was collected before any list is uploaded, and keep messages useful.
Both can work. Instant forms are convenient but tend to bring more casual leads; landing pages ask more of the visitor and usually qualify better. Test both with qualifying questions, and compare them on cost per signed project rather than cost per lead.
Planned replacement campaigns can run most of the year, with messaging adjusted to the season - booking spring installation during the colder months, for example. In areas with harsh winters, homeowners plan exterior work well ahead, which makes late-winter campaigns valuable.
Enough to run a proper test of planned-replacement campaigns in your strongest areas, measured in estimates and signed projects over a couple of months. Scale what signs, and keep storm budget in search.
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.