Because Instagram runs through the same Meta ad system as Facebook, the targeting work is largely shared — the same service area, the same homeowner filters, the same custom audiences. What makes an Instagram campaign succeed or fail is almost entirely creative, and that's where most contractor accounts fall apart.

The same static image that works fine in a Facebook feed gets scrolled past on a platform where the audience arrived expecting something worth looking at. Meanwhile the owner has three years of genuinely impressive project photos sitting on a phone, unsorted and unused, because nobody ever told him which ones mattered or how to capture the shot that would have made the difference.

So we start with an audit of what you already have. Most contractors are sitting on more usable material than they realize, and the first campaign can often be built entirely from the archive.

From there we set up a simple capture routine your crews can actually follow — a handful of specific shots per job, taken on a phone, no equipment purchase and no extra hour on site. We build that into Reels and Story creative organized around the services you most want more of, test systematically to find what your market responds to, and feed every lead into automated follow-up so nothing sits waiting.

The visual approach that wins on Instagram almost always improves your other channels too, because the proof that convinces someone on a phone screen convinces them on your website as well.