Facebook and Google do different jobs
Google reaches the people already searching for a stairlift. That pool is small, so pushing more budget into it usually raises the cost of each enquiry.
Facebook reaches people who have not searched yet: someone struggling on the stairs, or a son or daughter worried about a parent. The right message turns them into an enquiry. That is why Facebook sits alongside Google rather than replacing it.
How Facebook charges you
You set a daily budget and Facebook spends around it, averaging out to that figure over the week. On a lead campaign you pay for the ad being shown, so there is no separate bill for each click.
The ad spend is paid directly to Meta from your own ad account. It is separate from anything you pay an agency.
Who the ads should reach
Two groups book stairlift visits, and the ads speak to both:
- The person who will use the stairlift, usually an older homeowner who is starting to find the stairs hard.
- Their adult children, who often find the dealer, push for the visit and sit in on it.
- Only your service area. A lead from outside it costs the same and books nothing.
What the ads should say
Build the ads around what makes you the better choice locally: being genuinely local, fitting quickly, the brands you are certified for, curved stairlifts on awkward staircases, or a reconditioned option at a lower price.
Use video when the buyer needs educating, for example how a curved rail turns onto the landing. Use a simple image when the message is a price or an offer. Run several angles and keep the ones that book visits, not the ones that get the most clicks.
Where the click should land
Facebook's own lead forms fill in a person's details for them, so it takes one tap to become a lead. That is why so many of those leads never answer the phone.
We send the click to a landing page that asks about age, home ownership, staircase type, whether the decision-maker is involved, and timescale before taking contact details. Fewer people get through, and the ones who do are worth a visit.
The call decides the result
An enquiry from Facebook goes cold fast. We call every one within 5 minutes, check it on the phone, and book the home visit into the dealer's calendar, weekends included.
If nobody calls for a day, the best ads in the world will look like they do not work.
What we have observed so far
In the observed Acquiri cohort (two US home-accessibility dealers (stairlifts and home access), 12 July to 9 October 2026 (last 90 days)), $4,477.78 of client-funded Meta ad spend produced 79 leads with a valid phone number and 30 booked home appointments (38% of leads), an ad cost of $149 per booked appointment. The two dealers ranged from $92 to $380. US dollars, ad spend only, excluding Acquiri's fee. Two dealers over 90 days is a small sample.
Judge any Facebook campaign the same way: ad spend divided by booked visits, then by sales, with any agency fee shown separately.
How Acquiri charges
Acquiri charges a service fee for a three-month engagement, quoted on the qualification call. Ad spend is paid directly to Meta and is separate from our service fee.
If the sales from our appointments haven't covered our fee by day 90, you don't pay again until they have.