Facebook and Instagram ads for a landscaping or lawn care company
Nobody opens Instagram looking for a landscaper, and that is the whole design problem. Meta works in this trade when the ad shows a transformation the neighbor can picture on their own lot, and fails when it looks like a coupon. A before and after pair from a named subdivision, shot from the same spot at the same angle, beats a stock photo of green grass.
Costs run below search because intent is lower. Expect $8 to $25 per lead on a seasonal offer. A spring cleanup, a fall aeration and overseed, and a mulch refresh package are the three offers that reliably fill a calendar.
The mistake is one image, one audience, one budget, all year. Creative burns out in three to five weeks in a small radius because the same people keep seeing it. Working at two weeks means three creatives live, one clearly ahead on cost per lead, and a retargeting audience big enough to run at $5 a day.