← Knowledge hub The Reno Estimate Campaign
▮▮ Meta adsFree Renovation & Upgrade Estimate·3 concepts × 3 hooks × 2 sizes·6 creatives rendered

The campaign the whole offer was built for.

Everything needed to launch the Reno Estimate campaign: ad copy at Meta's character limits, the instant-form spec, naming and tracking, and the launch checklist. Built to run inside the housing special ad category — which is the constraint that decides the entire structure.

Read first

The creative has to do the targeting

Every ad here must be declared Special Ad Category → Housing. That is not optional and getting it wrong risks the ad account.

Once declared, you lose age, gender, postal-code and income targeting, most detailed interests, and normal lookalikes, and the minimum radius goes to roughly 24 km. So the audience gets selected by the first line of the ad, not by a checkbox. That is why every concept below names the towns or names the situation in its opening words — everyone who is not that person scrolls past, which is the filter.

What you keep: custom audiences built from your own sources. Full structure, budgets and the retargeting build are in The Catchment Playbook; this sheet is only the creative and the form.

Do not run this before these two things exist

1. Pixel + Conversions API installed and verified firing on the reno-estimate form. Without server-side events Meta optimises blind and a working campaign will look dead. 2. A published privacy policy URL — Meta will not let an instant form go live without one.

The creative

Three concepts, three hooks each

Run all three concepts in one ad set and let delivery find the winner. Do not split them into separate ad sets — that fragments the learning and none of them will exit the learning phase.

ALoss aversionColdest audience

Before you spend $40,000

Leads with the money they're about to lose rather than the service you sell. Strongest hook for people who haven't heard of you — it's about their decision, not your credentials.

ad-A-kitchen-4x5.pngad-A-kitchen-9x16.png
Primary text — hook 1
Before you spend $40,000 on a kitchen you're about to sell — let me walk it with you first.

I spent 25 years building homes before I sold them. Most sellers renovate the wrong thing: they spend where it feels good instead of where it moves the price, and the money doesn't come back.

I'll walk your house and tell you what's worth doing, what isn't, and roughly what each one costs. No charge, no obligation, and no listing presentation unless you ask for one.

Oakville, Burlington, Milton, Hamilton and across the west GTA.
Opens strong before the "See more" fold. Cost figures are examples, not quotes.
Primary text — hook 2
The $500 fix that adds $5,000. And the $40,000 one that adds nothing.

After 25 years on job sites I can usually tell which is which in about twenty minutes of walking a house.

That's the whole offer: I come through before you spend anything, and I tell you where the money actually goes. Free, no obligation, and you're under no pressure to list with me — or at all.

Serving Oakville, Burlington, Milton, Hamilton and the west GTA.
Primary text — hook 3
You're not renovating to make the house nicer. You're renovating to remove reasons for a buyer to offer less.

That's a much shorter and much cheaper list than most sellers get told — and it's the list I'll walk you through, free, before you commit a dollar.

25 years building homes in this market. Now I read them for the people selling them.

Oakville · Burlington · Milton · Hamilton · West GTA
Headline & description
Headline: Free Renovation & Upgrade Estimate
Description: No cost. No obligation.
Button: Get quote
Headline 34 characters · description 23 · both inside Meta's display limits.
BCredentialBest for retargeting

25 years building homes. Now I read them.

Your positioning line, stated plainly. Weaker cold, strongest on people who have already seen your content — it answers "who is this guy" in seven words.

ad-B-builder-4x5.pngad-B-builder-9x16.png
Primary text — hook 1
For 25 years I built other people's homes. Now I help them read the one they're about to sell.

A free walkthrough, contractor-grade: what's worth fixing before you list, what to leave alone, what a buyer's inspector is going to find, and roughly what each of it costs.

You get the assessment whether or not you ever list with me. That's not a sales technique — it's just how I'd want somebody to treat me.

Oakville, Burlington, Milton, Hamilton and the west GTA.
Primary text — hook 2
Most agents can tell you what your house is worth. I can tell you what's behind the walls.

25 years in construction before real estate. When I walk a house I'm reading the grading, the foundation, the mechanical ages and the paperwork — the things that turn into a discount on offer night if nobody catches them first.

Free walkthrough, no obligation, across Halton, Hamilton and the west GTA.

(Construction observations complement — they don't replace — a licensed inspector or engineer.)
Primary text — hook 3
"What should I fix before I sell?"

It's the question I get asked most, and the honest answer is almost always: less than you think, and not the things you were planning.

I'll walk your house and give you the real list — free, no obligation, and no listing pitch unless you want one. 25 years building homes is what I'm bringing to it.

Oakville · Burlington · Milton · Hamilton · West GTA
Headline & description
Headline: A Builder's Read on Your Home
Description: 25 years in construction.
Button: Get quote
Headline 29 characters · description 25.
CContrarianHighest comment rate

You are not renovating to impress anyone

The one that argues with the industry. Expect the most comments — including disagreement, which is fine and cheap engagement. Reply to every one; it lowers cost and builds the retargeting pool.

ad-C-reasons-4x5.pngad-C-reasons-9x16.png
Primary text — hook 1
Unpopular opinion from someone who spent 25 years building kitchens: don't renovate yours to sell it.

The buyer who pays your top price was going to change the finishes anyway. The buyer who wanted your exact kitchen at your exact price mostly doesn't exist.

Reface instead of replace. Fix the lighting. Then spend what's left on whatever a buyer's inspector would have flagged — that's where the money actually comes back.

I'll walk your house and show you the difference. Free. Oakville to Hamilton.
Primary text — hook 2
A buyer standing in your kitchen isn't adding up what you spent. They're quietly building a repair list — and every item on it becomes a discount in their head, usually two or three times what the fix would have cost.

Your job before market isn't to make the house nicer. It's to shorten that list.

25 years building homes taught me exactly what goes on it. I'll walk yours and tell you, free, before you spend anything.

Oakville · Burlington · Milton · Hamilton · West GTA
Primary text — hook 3
Five things under $500 that change what your house sells for — and one $40,000 thing that usually doesn't.

Matched bulbs. Fresh silicone. Doors that latch. Downspouts pushing water away from the foundation. Sixty dollars of switch plates.

None of that is a renovation. All of it removes a reason to offer less, which is the only thing pre-sale money should be buying.

Free walkthrough of your house, from someone who spent 25 years building them. Halton, Hamilton and the west GTA.
Headline & description
Headline: Know What's Worth Doing
Description: Free walkthrough, no obligation.
Button: Get quote
Headline 23 characters · description 31 — trim to "Free walkthrough." if it truncates on mobile.
The instant form

Build it exactly like this

The form is where lead quality is won or lost. Volume forms produce cheap leads that never answer the phone; this spec deliberately costs more per lead and produces people who actually talk.

FieldSettingWhy
Form typeHigher intentAdds a review step before submit. Fewer accidental leads, materially better answer rate.
Intro headlineA free, contractor-grade read on your homeRestates the offer so the click and the form match.
Intro bodyWhat's worth fixing before you list · what to leave alone · what a buyer's inspector will find · roughly what each costs. No charge, no obligation.Four bullets, no paragraph. Sets expectations before they give you a phone number.
Question 1When are you thinking of selling? — Next 3 months / 3–6 months / 6–12 months / Just researchingYour single best sorting question. Call the first two today.
Question 2What kind of property? — Detached / Semi / Townhouse / CondoTells you what walkthrough you're preparing for.
Question 3What are you thinking of changing? (short answer, optional)Optional on purpose. The ones who type something are your warmest leads of the week.
Contact fieldsFull name · email · phonePrefilled by Meta. Keep all three; phone is what makes speed-to-lead possible.
CASL consentOptional checkbox, unticked: "Yes, send me occasional market updates and home-prep tips. I can unsubscribe any time."Required if you ever email them. Must be optional and unticked, and the record must be kept.
Privacy policyYour published policy URLMeta will not publish the form without it.
Completion screen"Got it. I'll be in touch within one business day." + button: Call nowThe ones who tap Call now are ready. Answer that phone.

Speed to lead beats everything else on this page

A lead contacted in five minutes converts at a completely different rate than one contacted the next morning. Wire the form to the Google Sheet, turn the email alert on, and make your first reply a WhatsApp message with a real question in it — not a template, and never "just checking in."

Tracking

Name everything, or you'll never know what worked

Naming convention
Campaign:  YG | Leads | Reno Estimate | Halton-Hamilton
Ad set:    YG | Broad 24km | Housing SAC
Ad:        YG | A1 | kitchen-loss | 4x5
           YG | A2 | 500-5000 | 9x16
           YG | B1 | builder-read | 4x5
           YG | C1 | dont-renovate | 4x5
UTM for the website version
utm_source=meta&utm_medium=paid&utm_campaign=reno-estimate&utm_content=A1-4x5
Instant-form leads carry no UTM — separate them in the Sheet with a formName of reno-estimate-metaform so the two channels stay comparable.

The number you scale on is cost per booked walkthrough, not cost per lead. Ten leads at $60 that produce four walkthroughs beat thirty leads at $25 that produce one — and the dashboard will tell you the opposite. Log every walkthrough by hand against its ad name; nothing in Ads Manager can do this for you.

Launch

In order, before you spend anything

What to do at day 14