Facebook and Instagram ads for a tree service company
Nobody opens Facebook planning to spend $2,400 on a removal. Search catches the homeowner who already has a problem. Meta creates the one who has been staring at a leaning silver maple for two years and has never called anyone about it.
Which means the footage is the campaign. A 60 foot pine coming down in sections beside a roof holds attention in a way that no other trade's work does. Crane picks, rigged drops, the yard raked clean at the end. Shoot vertical, keep it under 30 seconds, and put the offer at the end: a free on site estimate, never a price.
Leads run $12 to $50 in most markets and they close softer than search calls, so somebody has to work them the same day. Neighborhood targeting matters more than interest targeting here. Run a tight radius around the street you just worked and the same trees keep showing up.
The mistake is boosting a stock photo that says we do tree work.