Free research - Updated June 2026

Home service Facebook ad benchmarks

1222 advertiser-trade rows across 8 trades running 5,834 live ads on Facebook and Instagram. Covered trades: HVAC, Roofing, Plumbing, Electrical, Garage Doors, Lawn / Landscaping, Pest Control, Solar. See where their ads send buyers, how fast their landing pages load on mobile, and what tracking is installed on their sites.

Explore the data Get PipelineOn for your site

Source: Meta Ads Library - Mobile speed: Google PageSpeed Insights - Tracking detection: live HTML scan

Dataset: PipelineOn Quarterly Home Service Meta Ads Review: Q2 2026. Raw data, methodology, and citation.

Companies

Company	Type	Destination	Branch	Mobile	Tracking	Ads	Website	Facebook

How this Facebook ad research was built

Every number on this page comes from public sources and is refreshed by our scraper. Here is how it works.

1. Pulled active advertisers from the Meta Ads Library

Started with the Meta Ads Library, the public archive of every active ad on Facebook and Instagram. Filtered to US advertisers in HVAC, roofing, plumbing, electrical, garage door, lawn, landscaping, pest control, solar, and adjacent home service categories with at least one currently running ad.

2. Filtered out non-contractors

Stripped marketing agencies, supply houses, lead-gen marketplaces, home warranty resellers, insurance, and mortgage companies that crowd home service ad libraries. What is left is operators selling installed work from their own Facebook ads.

3. Classified every ad destination

For each active ad: recorded whether the CTA sends to the company website, a Facebook lead form, a Call Now phone tap, Messenger or Instagram DM, or a no-button sponsored post. Website clicks are further classified as home page, contact / booking page, dedicated landing page, or other.

4. Audited mobile landing page speed

Ran Google PageSpeed Insights against the mobile version of every distinct ad landing page. Recorded Largest Contentful Paint (LCP) and bucketed each advertiser: Fast (under 2.5s), Okay (2.5 to 4s), Slow (4 to 8s), Poor (over 8s).

5. Detected Meta Pixel, CAPI, and lead recovery

Scanned the live HTML and network requests of each landing page for Meta Pixel, Conversions API (CAPI), and lead recovery tooling. Each advertiser is tagged by what fires on their page, not what they claim runs on it.

6. Cross-tabulated everything

Pulled it all into the flow chart at the top. Click any card to drill down: company type to ad destination to branch detail to mobile speed to tracking stack. The matching companies appear in the table with a direct link to their live Meta Ads Library page.

Why we built this Facebook ad benchmark

Most home service Facebook ads send traffic to a slow home page with no Meta Pixel installed. That is the gap PipelineOn fills: we identify the anonymous homeowners who click your Facebook or Instagram ad, visit your site, and leave without calling, so you can follow up before they call a competitor. Filter the dashboard above by your trade to see how big the gap is.