Capture Every Emergency Restoration Call in Your Service Area — Plus the Insurance-Driven Replacement Work.

For part of the business. An active flood or a house fire is an emergency, and the homeowner calls their insurer, searches, or phones the first company that answers — Meta will not win that call. Search, Local Services Ads, plumber and agent referrals, and a phone answered around the clock do.

Where Meta earns its place is the damage that isn't an emergency yet: a slow leak under a sink, a musty smell in a basement, staining on a ceiling, mold the homeowner has been ignoring. Those people are worried but not searching, and paid social reaches them before they pick a company.

It is also useful for brand. When disaster does strike, a homeowner who has seen your crews and your certifications is more likely to recognise your name among the search results.

The public benchmark we cite is category-level: WordStream and LocalIQ's 2026 Facebook data puts Home & Home Improvement at $42.95 per lead, from a $2.18 cost per click and a 5.32% conversion rate, against an all-industry average of $27.39.

On Google Search the same category averages $90.92 per lead and $8.33 per click, per WordStream's 2026 benchmarks. The datasets cover different windows (the Facebook and Google figures are separate WordStream/LocaliQ studies with different samples), so treat the gap as directional.

The restoration accounts we manage average the $72 per lead shown at the top of this page — above the category benchmark, which is what you would expect for large, insurance-driven jobs. That is our own figure, not independently audited. Judge the account on jobs started and their value, not on lead count.

With care, and mostly for what comes after the emergency. The fire itself is handled by the fire department, the insurer and whoever is on the insurer's list; the longer work — smoke and soot cleaning, contents restoration, odour removal, rebuilding — is where a homeowner has time to choose a company.

Explain the process rather than dramatising the loss. Homeowners who have had a fire are overwhelmed; ads and landing pages that set out what happens in the first days, how contents are handled and how the company works with the insurer are both more useful and more persuasive than shocking images.

Never reference a specific fire, family or address. Targeting a recent incident is intrusive, damages trust in the whole trade, and can breach platform rules. Broad local awareness and a strong search presence are the right way to be found.

Before the season and just after it, locally. Pre-season, ads about what to do after a storm and how to prepare build recognition. After an event, geo-targeted ads in the affected area can reach homeowners dealing with water intrusion, roof leaks and damaged contents.

Lead with being local and established. After major storms, out-of-area crews arrive and leave again, and homeowners are rightly wary of them. Showing your address, your licensing and your history in the area is a real advantage.

Make sure you can deliver before you scale. A storm can produce more leads than crews can handle, and slow responses to leads you paid for are expensive in both money and reviews.

Only what is accurate for the typical policy. Standard homeowners policies generally cover sudden and accidental water damage, such as a burst pipe, but commonly exclude flooding and damage from long-term leaks or neglect. Ads that suggest 'most water damage is covered' set up homeowners for a denied claim and set up the company for complaints.

Restoration companies can document damage thoroughly, explain the drying and repair process, and communicate scope with the adjuster. In many states, though, only a licensed public adjuster can negotiate a claim on the homeowner's behalf, so be careful with promises to 'fight the insurance company for you'.

In many states homeowners can choose their own restoration company even when the insurer recommends one, but the rules vary. Saying so accurately, and pointing people to their own policy and insurer, builds more trust than a headline that overpromises.

Calmly and specifically. Mold is a real problem and homeowners are right to deal with it, but ads that imply serious illness or danger to scare people into remediation are both unfair and a common source of complaints about the industry.

Show the process: finding the moisture source, containment, removal, drying and verification. Homeowners want to know the problem will not come back, and explaining that the moisture has to be fixed first is what separates a professional from someone who sprays over a stain.

Certifications help here. IICRC mold remediation training and, where your state requires it, a mold license are worth showing plainly, alongside real before-and-after photos from your own jobs.

Jobs started, their value and the cost per job, reported separately for emergency and non-emergency work. An agency that reports only lead count can look busy on cheap inquiries that never become insured jobs.

Ask how they handle insurance and health claims in ad copy. Overpromising coverage or exaggerating mold risk is a fast way to get complaints and ad account problems.

And ask who owns the account and pixel. Data from real restoration jobs is what makes future targeting work, and it belongs with the company.