“We stopped paying for leads and started filling the calendar. Booked appointments increased almost immediately.”
The client is a regional arborist services provider operating across multiple local markets, with booked appointments as the primary performance metric.
Previous Facebook Ads efforts focused on generic lead generation, resulting in inconsistent lead quality and a high volume of unbooked inquiries. The objective was to use Facebook Ads to reliably increase booked appointment volume.
Strategic execution included:
- Conversion signal alignment: Call tracking and offline conversion events were implemented so Meta could optimize toward booked appointments instead of raw lead submissions.
- Localized campaign structure: Campaigns were rebuilt by service line and location to reflect real local demand and job intent, improving relevance and lead quality.
- Creative and funnel optimization: Ad creative was rewritten to qualify intent upfront and set clear expectations, and the booking path was streamlined to reduce friction and improve appointment completion rates.
Results within 90 days:
- 5x increase in booked appointments
- Pipeline volume became consistent across service areas
- Facebook Ads became a primary driver of booked jobs rather than low-quality leads
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