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Meta’s GEM model predicts who will act before they search. Here is what Meta has published about GEM, what predictive intent means in practice, and the three inputs a home services operator controls: conversion signals, creative range, and conversion volume.
On Meta, your creative now does most of the targeting work. This guide separates what Meta has documented about Andromeda and creative diversity from what advertisers observe about “Entity IDs,” and shows home services owners how to build distinct concepts that scale.
Analysis of $1.3B Meta ad spend reveals top strategies: run 3-5x creative variations, prioritize strong hooks, use authentic UGC, test rapidly, align creative with funnel stages, and focus on clear messaging and compelling offers.
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