Stop Chasing Bids. Start Booking Paint Jobs on Autopilot.

Yes. Painting is a visual, planned purchase: the homeowner has been looking at the tired hallway or the peeling trim for months and has not called anyone. A short before-and-after in their feed is often what turns that into a quote request, which is why painting suits paid social well.

It also suits the way painting is bought. Homeowners get several quotes and choose the company they trust, and Meta lets you build that trust — work, reviews, the crew — before the first conversation.

Where it struggles is pure price comparison. If the only thing an ad says is a discount, it attracts the homeowner collecting the most quotes. Painting campaigns work when they sell quality and reliability, and use the offer as a reason to act now rather than the whole message.

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

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 painting accounts we manage average the $19 per lead shown at the top of this page — our own figure, not independently audited. The number worth tracking is cost per booked job, because a cheap lead that only wanted a ballpark price costs an estimator's evening.

Yes. They are different buyers on different timelines. Exterior work is seasonal and weather-bound, and often driven by peeling paint or a house going on the market. Interior repaints are year-round and usually about a room the homeowner is tired of. Cabinet refinishing is closer to a kitchen project than a paint job, with a larger ticket and a longer decision.

Separate campaigns let each budget follow its own season and let the creative match the job. A single campaign lets the algorithm chase whichever lead is cheapest, which is rarely the work with the best margin.

It also makes the reporting honest. When exterior season ends and interior takes over, you can see exactly which part of the business the ads are feeding.

By showing what the cheaper quote leaves out. Homeowners worry about the parts of a paint job they can't judge from a price: preparation, clean lines, drop cloths, crews that turn up on time and leave the house clean. Ads that show those details answer the question a low bid cannot.

Show the crew and the process. A short clip of surface preparation or a clean cut line says more about quality than 'premium painting' in a headline.

Use reviews that mention the things price shoppers are worried about — punctuality, tidiness, communication. They do more to justify a higher quote than any claim the company makes about itself.

Transformations. A dated room turning bright, a faded exterior turning crisp, oak cabinets turning white — painting produces a dramatic change in a single frame, and before-and-after images and time-lapses are the strongest creative in the painting accounts we run (our own observation).

Detail shots earn trust. Close-ups of clean edges, careful masking and smooth finishes show craft in a way a wide shot of a finished room does not.

Keep it real and keep it fresh. Photos from actual jobs in the service area do better than stock images, and a steady supply of new work stops the same neighbourhood seeing the same ad for months.

By moving the budget indoors. When exterior season ends, interior repaints, cabinet refinishing and small commercial spaces can all be scheduled, and many homeowners want rooms refreshed before the holidays.

Pre-sell next year's exteriors. Offering spring scheduling to homeowners who inquired late in the season, or to past customers, fills the first weeks of exterior season before competitors start advertising.

Past customers are the cheapest winter audience. Someone who had their exterior painted last summer has interior rooms too, and a reminder in the quiet months often books work without paying for a cold lead.

Booked jobs and cost per booked job, split by interior, exterior and cabinets. A painting account can produce a steady flow of cheap leads that only wanted a price, and a report that stops at lead count won't show it.

Ask how they plan for the seasons. An agency that runs the same campaign in January as in June is spending money on exterior leads nobody can paint.

And ask who owns the ad account and pixel. The conversion history belongs with the painting company, not the agency.