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Guide for restoration and home service owners

Facebook and Instagram ads for water damage restoration companies

By CapturePoint. Updated September 25, 2026.

Short answer: Facebook and Instagram ads can bring a restoration company new requests, but they work differently from a Google search. They show your ad to people while they scroll, not while they are looking for a restoration company. So they suit problems people can plan for, and they only pay off if someone answers quickly when a request comes in.

When Facebook and Instagram ads make sense

Facebook and Instagram reach people while they scroll, not while they search. That makes them a better fit for problems people can plan for than for a burst pipe at 2 AM. For example:

  • slow leaks, stains on the ceiling, or a damp basement;
  • worry about mold after a past leak;
  • older homes in your area, before a freeze or storm season;
  • past customers, reminded that you also do repairs and checks.

If you only want emergency calls tonight, these ads are the wrong tool on their own. Look first at how people find you when they search, and make sure your phone gets answered.

What to advertise

Offer one clear next step that fits the problem. A vague “call us for all your restoration needs” gives people no clear reason to act today.

Example: an ad for a slow-leak inspection

“Water stain on the ceiling? It can mean a slow leak somewhere above it. We check for hidden moisture and tell you what needs fixing. Serving [your area]. Tap to request a visit.”

Use a real photo from your own work, with the owner's permission. Only promise what your business actually does, such as 24/7 service if you really offer it.

A short form or a landing page?

You can use a short form that opens inside Facebook or Instagram, or send people to a simple page on your website. A form inside the app lets people reply without leaving it. A page gives you room to show your work. Try one, then compare how many booked visits each brings.

Either way, keep it to a few questions: name, phone, address or area, and what is going on. Say clearly how you will contact them, and ask their permission to call or text. If you use a page, make sure it loads fast on a phone.

What happens after someone fills in the form

The ad only starts the job. While a request waits, the person may ask another company too. Calling back quickly and offering a time gives you a chance to book the visit first. If the request waits until morning, you have paid for the ad and may still lose the job.

Hypothetical example

From an ad to a booked visit

  1. Step 1: EveningYour ad is shownPeople in your area see it on Facebook or Instagram while they scroll.
  2. Step 2: 9:40 PMA request comes inSomeone fills in the short form: “Water in the basement.”
  3. Step 3: 9:41 PMA quick replyA text confirms you got it, and a call follows while they are still waiting.
  4. Step 4: Next morningA booked visitThe visit is in your calendar, with the notes from the call attached.
An invented example to show the order of events. The times are for illustration only; a quick reply gives you a chance to book the visit, not a promise.

Our guide on missed calls and slow callbacks covers the ways to answer quickly, even when you are on a job.

Budget: who pays, and how much

The ads run in an ad account your business owns, with Meta, the company behind Facebook and Instagram. You pay Meta directly for the ads. Anyone managing them should be paid separately, and should not change your budget without asking.

Start with a budget you can keep up for at least a few weeks, so there is enough to learn from. Then look at the results each week and adjust.

How to tell if the ads are working

Count four things each week, in plain numbers:

  1. how much you spent on ads;
  2. how many requests came in;
  3. how many of those you reached;
  4. how many booked a visit.

Divide what you spent by the booked visits. That is what one booked visit cost you. Compare it with what a typical job is worth to you. If many requests come in but few are reached, fix the reply before you change the ad.

How CapturePoint helps

We run Facebook and Instagram ads in your own ad account, then answer, follow up, and help book the visit into your calendar. You approve the ads, the budget, and anything sent in your name. See how it works, step by step, or request a free intro call below.