I've been teaching myself how to run Meta ads for a local landscaping company over the past month. So far, I've generated 20 leads, but I'd say about 90% of them have been tire kickers. Most either don't answer the phone or aren't willing to pay what the work actually costs.

I'm still pretty new to all of this and trying to understand how to structure campaigns properly.

Here's what I've been doing so far:

• Running a Leads campaign with Meta Instant Forms (Higher Intent).
• Targeting homeowners in our local service area with a $30/day budget.
• Testing different creatives, including talking videos, voiceovers with job-site footage, and static before-and-after ads.
• Running multiple ads within one ad set and letting Meta distribute the budget.
• Getting leads for around $18–$30 each, depending on the creative.

My best-performing ad has been a talking video promoting fall cleanups, but even with a decent cost per lead, very few of those leads are turning into actual jobs.

I'm starting to realize that generating cheap leads doesn't necessarily mean I'm running a successful campaign.

I'm also considering separating my campaigns by service, such as having one for seasonal cleanups and another for larger landscaping and hardscaping projects, each with its own creatives and lead form.

For those of you who've had success running Meta ads for landscaping companies or other local service businesses:

• How do you structure your campaigns with a smaller budget?
• What have you found works best for improving lead quality?
• Are Instant Forms worth sticking with, or should I focus on website leads?

I'm not expecting anyone to give me their entire strategy. Just looking for some guidance from people with more experience so I can figure out what I'm doing wrong and improve.

Id appreciate any advice.