Think of them like digital billboards — but smarter. Instead of paying to show your ad to everyone, Facebook & Instagram (aka Meta) lets you target only the people most likely to hire you: homeowners in your service area, people interested in remodeling, landscaping, or concrete work. You set a budget, choose who sees the ad, and when they click, they’re sent to your website or form. Done right, these ads turn into calls, leads, and booked jobs instead of wasted views.