I agree with Sharpadam, AdWords and Facebook work great as a combination. Facebook helps you get to people early in their decision, AdWords hits them when they're ready to pull the trigger.
The mistake I see a lot of people make though is treating Facebook and AdWords the same way. People are on Google to find services and buy things, Facebook they are there to see their friend's baby photos. While Facebook is fantastic for targeting wealthy homeowners that are a good fit for your services, you have to approach Facebook users differently because you don't know whether they really need what you're offering right now. So you have to draw them in with some sort of low commitment, free value that brands you as the person they can trust.
Developing some sort of informative content, guide or checklist the homeowner can download (in exchange for contact info) is a great strategy. Something like these:
Hope that helps.