Why Instagram Won’t Grow Your Service Business

For many service businesses, the allure of Instagram is strong. It's full of beautiful pictures, trendy influencers, and viral videos. Instagram won’t get you the leads that Local SEO, Website SEO, Paid Ads, and Online Reviews will. It should only be looked at as an additional branding tool that provides links to your more prosperous channels. Here’s why:

Instagram User Ages Don’t Match Your Customers

Instagram's audience is overwhelmingly young. According to Hootsuite, nearly 30% of Instagram users are between 18 and 24 years old, and almost 50% are under 34. With the average US Homeowner being 35, this doesn’t correlate to massive exposure with homeowners who would quickly say yes to new roofs, gutters, HVAC systems, plumbing remodels, full-scale home landscaping, or home improvement. 

Bigger jobs come from large commercial jobs, right? Well, the average business owner age in America is 50. So again, your B2B decision-makers are off from Instagram. 

Instagram Posting and Responding for Home Services

The best times to post on Instagram are often during odd windows, like early mornings and late evenings - 8 AM or 11 PM on a Wednesday​. But let’s be honest: how many homeowners are browsing Instagram at 9 AM thinking, "Today feels like a great day to book a gutter cleaning!" Spoiler alert—they’re not. 

Even if you hit the "optimal" times to post, it won’t matter if your audience isn’t there. Homeowners and business owners—the ones you’re targeting—aren’t scrolling Instagram to find a roofer when they need one. And with 79% of US users being Gen-Z types that are looking for a joke or something about a celebrity or un-related news. Instead, they search for trusted services and read reviews on Google or Yelp. Posting on Instagram at the right time might boost your likes, but likes won’t fix an AC unit or install new siding.​

When you add to the formula that you must post to Instagram multiple times a day with an eye-catching profile, when can you run your company? If you were an owner with massive time on your hands, you either would be going out of business without job sites, or you would be already killing it, and that time would be better spent on opening up new territories.

Instagram ROI and Lead Conversions are Hard

Turning likes into paying customers isn’t easy. Let’s say someone double-taps a photo of a finished deck your construction company built. It feels great, but that doesn’t mean they will hire you. Instagram is a casual platform where people browse for fun, not necessarily to make purchasing decisions. To convert Instagram engagement into leads, you need a strategy, a dedicated sales funnel, and a bit of luck.

On the other hand, Facebook can help you get a call or website visit from job sites.

Why Social Media is dying

Every social media platform has begun to help with networking with friends, family, and like-minded people. But as soon as paid advertising takes over, you see less and less of your friends and family, and you spend less and less time on the platform. The biggest issue with social media is “INTENT”; their intent is not to buy things; it’s to be entertained and be informed. If you want to spend time and money spend it on Google, Yelp, and Website SEO. 

Better Platforms for Service Businesses

Benefits of Facebook

Facebook is a great platform for community building. Most homeowners and local business owners have a Facebook account. It’s an ideal space to post testimonials, run local ads, and share updates about your service area. Facebook groups are also valuable for local businesses. Homeowners often seek recommendations from community groups, and a positive referral can bring in new customers.

Benefits of B2B Through LinkedIn

If you’re targeting commercial work or aiming to connect with building managers, LinkedIn can be an excellent tool. Commercial roofing, plumbing for new construction, or even large-scale landscaping projects are ideal for B2B networking on LinkedIn. It’s a more professional environment where decision-makers spend their time, and you’re far less likely to compete with someone’s latest vacation photos.

Benefits of YouTube

YouTube is fantastic for demonstrating expertise. Posting videos about “how to spot a roof leak” or “what to do before hiring an HVAC technician” can build trust. When homeowners watch your informative content, they’re more likely to think of you when they need help. YouTube videos can also rank on Google, giving you more visibility in searches.

Benefits of Google Business Profile

When it comes to service businesses, nothing beats Google Business Profile. When a customer needs a plumber or roofer, they search Google. With an optimized profile—complete with reviews, service areas, and photos—you’re putting your business right in front of those actively seeking help. This beats trying to catch someone’s attention while they’re scrolling Instagram any day.

Final Thoughts

Instagram might look appealing, but for home service businesses, it falls short in generating meaningful leads. Its young audience and casual use make it challenging to connect with homeowners or business owners looking for services. Instead, platforms like Google Business Profile, Facebook, LinkedIn, and YouTube offer better results. These channels allow you to target local customers, share expertise, and engage with community recommendations—driving real leads instead of just likes. Focusing on SEO, paid ads, and online reviews will yield better returns for your business.

At our agency, we use software to post across all your social media profiles at once. This way you still get the posts and social linking to your website for leads as part of our monthly marketing packages. To see our marketing package pricing and services - click here.