Facebook and Instagram ads for a home inspection business
Nobody opens Instagram planning to hire an inspector. Meta still works in this trade, but the target is not the buyer. It is the agent who decides which three names the buyer gets, and the seller weighing a pre-listing inspection before the sign goes up.
Agent campaigns run to a small audience: real estate roles and interests inside your actual drive time, usually 20,000 to 60,000 people. The creative is the work itself. Thirty seconds of a thermal camera finding a leak behind a shower wall, a double tapped breaker, a crawlspace that explains a musty smell. Agents share those because they make their client look cared for. Sellers watch them and start worrying about their own house.
The second campaign is a seller offer: pre-listing inspection, stated price range, book this month. Those leads usually run $9 to $35 through a lead form.
The mistake is boosting posts from the page. Boosted posts optimize for cheap engagement, so you collect likes from three states away. After two weeks you should see a stable cost per seller lead, a retargeting audience building from video viewers, and agent comments answered the same day.