I'm Jay Lhord Cabuenas (JL). I plan, film-direct, edit and run social content and Meta Ads for U.S. home-service brands, then report what actually moved.
Most owners have already tried something: a nephew with a phone, a cheap template service, or posting at 11pm after a full day of jobs. The calendar still has gaps. That is a strategy problem, and it has a fix.
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Random posts don't bring calls. Content needs to answer what homeowners ask before they book.
Stock photos and template graphics blend into every other contractor's feed. Real job footage stands out.
Homeowners don't buy what they don't understand. Pipe lining, hydro jetting and water heaters need simple explainers.
You run crews and answer phones. Content needs one person who owns it from idea to report.
Your next customer isn't searching for a plumber yet. ● Tonight they're scrolling, and the pipe under their slab is getting older. ● When it finally backs up, they call the company they already know. Content is how you become that company before the emergency happens.
A pipe lining company whose Facebook engagement more than quadrupled in a month. A plumbing brand that got 164 website contacts from Meta Ads at about $4.89 each. Plus real estate and nonprofit work that built the foundation.
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Weekly explainers, trivia and job-site Reels for a trenchless pipe repair company in Charleston, SC.
28 days vs prior period · Aug 2026Social content, Facebook community group engagement, Google Business Profile updates and Meta Ads aimed at the services the team wanted to book. A water heater test with a custom landing page turned $27.77 of spend into 9 booking sessions, each checked against the call log.
Meta Ads, service and hiring campaigns · 2026Testimonial, investor-feedback and fix-and-flip videos, plus event and workshop promos for a Dallas real estate investment group.
Mar to Sep 2025"His creativity, reliability, and attention to detail made a real difference for our business."
"JL [is] on it and [is] helping grow my business expediently."
"I have had a much better experience this time around. JL is very communicative, organized, and doing an amazing job!"
Videos and graphics made for client brands, built from real job photos and technician footage.
Video work · swipe on mobile
Watch the full video playlist ↗
Design work · graphics for client campaigns
What I do, how we can partner, the process, and who it fits best. Pick a tab.
One person doing three connected jobs. Useful organic content makes homeowners trust you. Ads put that trust in front of people who need the service now. Tracking shows which posts and ads turned into real calls, so next month gets sharper.
Content calendars, job-site Reels, explainer carousels, review posts and Google Business Profile updates, built around the jobs you want more of.
Meta Ads built from what already works organically, pointed at your service area, with landing pages that send people to a call or your booking link.
I match Meta leads against your call log and booking tool, so the report shows real customers, not just clicks and likes.
Some owners want one person handling content and ads every month. Others need one focused job done well, like a landing page or an ad set. Both get the same standard.
Your content person and ads support in one. Every month builds on last month's numbers.
One focused piece of work with a clear finish line. Quoted per project.
Ongoing roles are hourly or monthly. For project packages and rates, see my listing on Upwork ↗ with Upwork Payment Protection.
I look at what you already have, what's missing, and what your competitors in the area are doing. Then we close the gap one step at a time.
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Your services, service area, best jobs, and what a qualified lead looks like.
Your offer, your tone, your story. It has to sound like your company.
Every post and ad has a job: explain, prove, or get the call.
Leads matched to real calls and bookings, so we know what to make next.
Owners with good work to show, room for more jobs, and the drive to grow in their area.
You want calls and bookings, not just pretty posts.
You want to see what every ad dollar did.
You can share job photos, videos and reviews.
Price is the only thing that matters.
You want posting with no plan behind it.
You need Google PPC as the main channel.
No. I'm one specialist who does the work myself: strategy, filming direction, editing, design, ads and reporting. You always talk to the person who built it.
I'm based in Manila and work U.S. business hours, so messages get answered the same day and posts go out on your schedule.
That's my focus right now: plumbing, drain, pipe lining and other local service brands. I've also done real estate and nonprofit work, so ask if you're in a nearby space.
My paid focus is Meta (Facebook and Instagram). For Google, I handle your Google Business Profile and local presence. If Google PPC is your main channel, I'll tell you upfront.
No. You can start with one project, like a landing page or an ad creative pack, and decide on monthly work after you see the results.
Job photos and videos from your crew, customer reviews you're allowed to share, and a short weekly check-in. I take it from there.
I used to sit on the other side of Meta, fixing ad disapprovals and billing issues for advertisers. Before that, I ran my own client book as a financial planner for eight years. So I know how ads work from the inside, and I know how people decide to buy.
Today I plan the calendar, direct the filming, edit the Reel, launch the ad and match the leads to real calls. When you have a question about any of it, you ask the person who did it.
Tell me about your business and the jobs you want more of. Here's what happens next:
cabuenasjlpgz@gmail.com
Upwork ↗