Capture Every Power-Outage-Anxious Homeowner in Your Service Area Before Your Competitors Do.

Yes, because most homeowners think about a standby generator only after something makes them — a long outage, a storm warning, a neighbour's new unit. That interest is real but often unsearched, and paid social reaches it while it is fresh.

It is also an education-led sale. Homeowners weigh portable generators, standby units and battery systems, and they want to know about sizing, fuel and installation. Ads that answer those questions produce better leads than ads that just show a generator on a pad.

What Meta cannot do is make an outage happen. Demand rises and falls with the weather, so the campaign has to be ready to scale when it arrives and keep nurturing interested homeowners in the quiet months.

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 generator accounts we manage average the $72 per lead shown at the top of this page — above the category benchmark, in line with the size of the ticket. That is our own figure, not independently audited. Judge the account on site visits and installs, which lag the leads by weeks.

Quickly, locally and without exploiting the moment. After a long outage, homeowners in the affected area are thinking about backup power, and a geo-targeted campaign that explains options and offers a site assessment reaches them while the memory is fresh.

Keep the tone helpful. People have just lost food, work or heat; ads that mock or dramatise that experience read badly. Practical information — sizing, fuel options, installation timelines — works better.

Be honest about capacity and lead times. Demand after a major event can outrun installers, permits and equipment supply. Telling homeowners realistic timelines keeps trust and avoids cancellations.

Yes. Homeowners who have already decided they want a generator search for installers, and a search campaign captures that intent. Meta and search do different jobs: Meta creates and nurtures interest, search captures the people ready to act.

Keep search focused on installation and service terms in your area. Broad price queries tend to attract people researching costs months or years away from buying, and they are expensive to buy clicks from.

Judge both channels the same way — cost per site visit and cost per install — so you can move budget to whichever is working in a given season.

Plainly, and without talking down the alternatives. Portable generators are cheaper but need manual setup, fuel and careful placement; standby units start automatically and run on natural gas or propane; battery systems are quiet and pair with solar but have limited runtime. Each suits different homes and budgets.

Safety is a legitimate part of the conversation. Portable generators used too close to a house are a known carbon monoxide risk, and explaining safe use — or why an installed unit avoids the problem — is useful information rather than scaremongering.

Explainer videos work well here. A technician walking through a real install and answering one common question at a time builds trust with a homeowner who is still deciding what they need.

With real numbers. Many homeowners finance a standby generator, so a monthly figure is persuasive — but it should come from your lender's actual terms for a typical install, with the assumptions shown on the landing page.

Avoid headline figures that only apply to the smallest unit or the best credit. A homeowner who sees a much higher number at the site visit feels misled.

Ads built around a credit offer may fall under Meta's Financial products and services special ad category (formerly Credit), which rules out age, gender, ZIP-code and lookalike targeting. Plan the audience for that from the start.

Site visits, signed installs and cost per install, with how fast the campaign scaled after outages reported alongside. An account that misses the weeks after a major event misses much of the year's demand.

Ask how they handle the quiet months. Retargeting and education keep interested homeowners warm until the next storm season.

And ask who owns the account and pixel. Install data is what makes future targeting work, and it should stay with your business.