Meta Advertising
Creative-led, wired to the CRM, judged on booked work.
Does it work for trades?
When the offer suits an audience that was not already looking. Pressure washing, landscaping, window furnishings and home improvement do well because the before-and-after is visual and the decision is emotional enough to make on a scroll. Emergency work belongs on Google, where the intent already exists.
Why do boosted posts not produce leads?
Because boosting optimises for engagement. It shows the post to the people most likely to like it, which is rarely the people most likely to buy. A proper campaign optimises for the conversion event, reports it through the Meta Conversions API, and sends the lead straight into follow-up.
What matters most?
Creative, by a distance. Targeting has been commoditised, so the algorithm finds the audience if the creative tells it who to look for. Which means the work is producing enough variations to learn from, not tuning audience settings.