Facebook ads for screen enclosure companies in Tampa should be two completely different campaigns, and most companies run one muddled version of both. There's the rescreen and repair business (fast, $300-$2,000, sold on price and speed) and the new pool cage and lanai business ($8,000-$40,000, sold on design and trust). They have different customers, different timing and different creative. Split them on day one.
Campaign one: rescreens and storm repair
This is the volume engine. Every pool cage in the bay loses panels to summer storms, gets shredded by a hurricane, or just ages out after 8-12 years of sun. The ad is a 10-second clip of a crew pulling a torn panel and splining in a new one, with a price: "Single panel rescreen from $X, full cage rescreen from $Y." Target homeowners 35-70 in a 1-2 mile radius around pool-heavy subdivisions.
Timing: run it year-round at a low level, boost it in April and May before the rainy season, and have a storm-repair version pre-built. The day after a tropical storm passes, every cage in Riverview and Palm Harbor has damage and the homeowners are all on Facebook comparing notes. Being live that morning with "local crew, licensed, taking rescreen bookings for [ZIPs]" fills two months of work.
Campaign two: new cages and lanais
This is a considered purchase, usually tied to a pool build or a new-home closing. The best leads are people who just built a pool (target ZIPs with active pool construction: Wesley Chapel, Land O' Lakes, Lutz, Odessa, Riverview, Apollo Beach, Parrish, Lakewood Ranch) and recent buyers of homes that have a pool but no cage, common in older parts of Seminole, Largo, Clearwater and Carrollwood.
Creative should show design: super-screen, picture-window (no chair rail) cages, bronze vs white frames, and a finished lanai at golden hour. Put a range in the ad, because the biggest waste in this trade is driving to Spring Hill to quote someone who thought a cage was $3,000. Retarget video viewers for 45 days with reviews and a financing message.
Where the pool cages are
Almost everywhere, but density matters for route efficiency. Highest concentration of screened pools: the HOA subdivisions of Wesley Chapel and Land O' Lakes, Westchase and Citrus Park, Carrollwood, FishHawk and Lithia, Riverview and Apollo Beach, Palm Harbor and East Lake, Seminole and Largo, and Sun City Center. Older Pinellas coastal areas have more lanais than full cages. New-build communities along SR-56 and US-301 are where cage sales follow pool builds.
Local details that make the ad credible
Mention the things a Tampa Bay homeowner already knows: no-see-ums in the evening, lovebugs twice a year, afternoon storms from June through September, pollen in March, and the way sun degrades standard screen in under a decade. Talk about Florida Building Code and engineered drawings for new cages and the permit process in Hillsborough vs Pinellas vs Pasco, because customers get nervous about cages after seeing them collapse in storm footage. Your license number, your years in business and a photo of the actual crew belong in the copy. Storm-chasing rescreen crews with out-of-state plates show up after every storm.
Lead handling
For rescreens, an Instant Form with address, number of damaged panels and a photo is enough; quote by text within an hour. For new cages, send to a page on your site with a portfolio and a short form, then call within the day. If you want the site to carry its weight for the high-ticket leads, run the free SEO & AI score and fix what it flags before you spend.
What it should cost
Rescreen leads in the bay commonly run $10-$35 per lead in normal months and less after a storm. New-cage leads are $50-$150 and worth a hundred times that if the estimator can close. A company with a rescreen crew and a build crew should be running $1,500-$4,000/month across both campaigns.
A fair management fee for that is $600-$1,200/month with your own ad account. How Arbor runs your ads: Growth plans start at $2,500/mo including ad management and the website with the portfolio your cage customers want to see. If you also do pavers or pressure washing, those are natural add-on campaigns; we have separate guides for Facebook ads for paver contractors in Tampa Bay and pressure washing, and more growth guides across the trades.
Two campaigns, tight subdivision targeting, prices in the ads, a storm version ready to go, and quotes by text the same day. That's the whole difference between screen companies in the bay that stay busy and the ones that wait for the next hurricane.