How to Create Meta Ads for Generator Installers
Build awareness and generate leads on Facebook and Instagram with targeted backup power campaigns
Meta Ads (Facebook and Instagram) work differently than Google Ads. Instead of capturing existing demand, you're creating demand by reaching homeowners before they start searching. This makes Meta ideal for building awareness, especially before storm season or after major outages in your area.
Step-by-Step Guide
Set Up Meta Business Manager
Create a Business Manager account at business.facebook.com. Connect your Facebook Page and Instagram account. Set up Meta Pixel on your website to track conversions and build retargeting audiences.
Install the Pixel immediately—it starts collecting data even before you run ads.
Define Your Target Audience
Target homeowners in your service area using demographics (age 35+, homeowners), interests (home improvement, emergency preparedness), and behaviors (recently moved, high-income households). Layer these for precise targeting.
Create separate audiences for different neighborhoods—affluent areas may respond to different messaging than suburban families.
Create Scroll-Stopping Creative
Meta is a visual platform—your ads must grab attention. Use high-quality photos of installations, before/after images of homes with generators, or short videos showing the installation process. Show the finished product in an attractive setting.
Video ads typically outperform static images. A 15-30 second clip of a generator powering a home during an outage is compelling.
Write Persuasive Ad Copy
Lead with the problem (power outages, spoiled food, no AC) and present your solution. Use social proof—mention installations completed, years in business, customer satisfaction. Include a clear call-to-action: "Get Your Free Quote" or "Schedule a Consultation."
Test different hooks: fear-based ("Don't Be Left in the Dark"), benefit-focused ("Never Lose Power Again"), or urgency ("Storm Season is Coming").
Choose the Right Campaign Objective
Use "Lead Generation" campaigns with instant forms for quick lead capture, or "Conversions" campaigns sending traffic to landing pages for higher-quality leads. Test both to see what works for your business.
Lead form campaigns get more volume but lower quality. Conversion campaigns get fewer but more serious inquiries.
Set Budget and Launch
Start with $20-50/day to test creative and audiences. Run ads for at least 7 days before making changes—Meta's algorithm needs time to optimize. Monitor cost per lead and scale what works.
Increase budget on winning ads gradually (20% every few days) rather than doubling overnight.
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