If you’ve ever run Facebook or Instagram ads for your trade or home improvement business, you’ll know the feeling — the leads come in, you get excited… and then half of them disappear.
They don’t answer the phone. They don’t reply to texts. They ghost you after asking for a quote.
It’s frustrating, right? Especially when you’re paying good money for those leads.
The truth is, getting leads from Meta Ads (Facebook and Instagram) is only half the job. The real magic happens when you follow up fast, smart, and consistently — without spending all day chasing people.
1. Why so many Facebook leads go cold
Let’s start with a simple truth: most Facebook leads are *not* ready to buy the moment they click your ad.
They were scrolling through their feed, saw your ad, thought “that looks nice,” and tapped the button. Then they got distracted — by work, dinner, or the school run.
That doesn’t mean they’re a bad lead. It just means they need a little more attention and timing.
The biggest mistake trades make is waiting too long to follow up. If you’re calling leads the next day, you’ve already lost most of them.
2. The 15-minute rule (and why it matters)
Studies show that contacting a lead within 15 minutes of their enquiry makes you **21x more likely** to convert them compared to waiting an hour or more.
In that small window, they still remember your ad and their interest is fresh. Wait too long, and they’ve moved on — or worse, filled in a competitor’s form.
That’s why every trade business running Meta Ads needs an instant follow-up system — not just a ‘we’ll call them tomorrow’ plan.
3. Automate your follow-up (so you don’t have to chase)
The easiest way to follow up instantly is through automation. You can connect your Facebook Lead Forms to tools like Go High Level, HubSpot, or even simple systems like Zapier + Gmail/SMS.
Here’s a simple automation setup that works wonders:
• Lead submits form on Facebook
• They instantly receive an SMS or email thanking them and confirming you’ll be in touch
• Your phone pings with their details so you can call while they’re still warm
It takes less than 30 minutes to set up, and it can double your conversion rate overnight.
4. What to say when you follow up
When you call or message your leads, avoid jumping straight into a quote. Instead, use a friendly, conversational tone that feels personal and genuine.
Example follow-up message (SMS or WhatsApp):
“Hi [First Name], it’s [Your Name] from [Business Name]. Thanks for getting in touch about your [service]. I just wanted to find out a bit more about what you’re looking for — do you have a few minutes for a quick chat?”
This simple message breaks the ice, feels natural, and invites a response.
If they don’t reply:
Follow up again 24 hours later with something friendly but firm:
“Hi [First Name], just checking if you’re still looking to get your [service] done? We’ve got a few dates left this month, so I didn’t want you to miss out.”
Keep it light, helpful, and human — not pushy.
5. Don’t give up after one try
Most trades give up after one phone call or text, assuming the lead isn’t interested. But data shows that it often takes **3–5 contact attempts** to get a response.
Set a simple follow-up plan:
• Day 1: Call + text
• Day 2: Send a short message reminder
• Day 3: Email or text again with a helpful nudge (“Just checking if you’re still considering this?”)
• Day 5: One final follow-up (“Last chance to secure a quote this week!”)
Consistency makes all the difference — especially when competitors stop after the first call.
6. Make it easy for them to book
The less effort it takes for someone to speak to you, the more likely they are to do it.
Instead of just saying “call us back,” include a booking link or calendar where they can choose a time that suits them. Tools like Calendly or Google Calendar links work perfectly.
You can even include this link in your automated email or SMS — saving you time and making it easy for them to act.
7. Build trust with proof
Facebook leads are often cold, so they need reassurance before they commit. Build trust fast by sending a link to your reviews, gallery, or website.
Example message: “If you’d like to see some of our recent work, here’s a quick link to our latest projects and reviews: [your website/gallery link].”
This turns curiosity into confidence — and confidence into action.
Final thought
Meta Ads can deliver incredible results for trades — but only when you’ve got a solid follow-up system in place.
Speed, consistency, and simplicity win every time. When you combine fast response, friendly communication, and a bit of automation, you’ll spend less time chasing and more time booking real jobs.
👉 Want help setting up your Facebook Ads and lead follow-up system? Let’s make sure every click counts. Book a free strategy chat today.