What’s the thing that is blue, white, and that people are spending up to a third of their day on?
That’s right – Facebook.
Not only is Facebook an incredibly efficient time killer but it’s also a very powerful platform for businesses to advertise on. In 2021, Facebook has over a 3 billion active users.
Today, you will learn how to get customers for your restoration business using Facebook ads. Let’s dive right in!
Why Facebook ads?
We believe that Google ads are the #1 digital marketing method for restoration businesses. However, that doesn’t mean that Facebook ads don’t have their place.
Advertising on Facebook can be incredibly beneficial in certain situations, with the potential of producing great results if done right.
Here are some interesting Facebook ads statistics:
- The average price per ad decreased 18% in Q3 2022
- Facebook ad revenue is expected to grow to $75.11 billion in 2024
- Facebook ads reach 62.6% of all Americans aged 13+
When to run water damage Facebook ads?
Promoting your restoration services on Facebook after a disaster happens is a great idea. In this case, a lot more people in your area will need your services.
By narrowing down your reach only to a specific area that was hit by a hurricane or a flood, your ads will much more profitable.
Come up with an enticing offer like, for example, a free inspection or a discount to bring even more people into your lead generation process.
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If your answer is again YES then join our Facebook group. Inside the group, you’ll be able to connect with us and other business owners from your industry only, ask questions, download free learning material like our SEO checklist and other cool stuff.
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Getting started with Facebook ads
Facebook ads are different than Google ads. With Google, we’re doing intent based marketing. However, on Facebook, your ads have to be disruptive, otherwise they’ll fail.
People aren’t on Facebook to look for water damage restoration businesses. Instead, they spend time on the platform looking at their uncle’s funny posts and chatting with friends.
Yes, the stat above tells that people visit local business pages every week. But that’s a tiny fraction of the overall things people do on Facebook – most of which are just browsing around and scrolling through the Facebook News Feed.
This is why your ad needs to stop your audience from scrolling and have them pay attention. More about this in just a bit.
Figuring out your objective
Facebook has a lot of objections. Which one should you choose? What’s an objective even?
Facebook campaign objective is the end goal of your campaign.
When trying to get leads from Facebook, you should use the Conversion objective. The goal of these campaigns is to generate as many conversions as possible.
Facebook’s algorithm will try to show your ad to people who are the most likely to convert and complete the action you want them to complete.
Audience targeting is the most important part of setting up your Facebook campaign. With Facebook, you can reach people based on their:
This is where the magic happens. Look at your current customer base and try to figure out the following things to help you with audience targeting:
- How old are they?
- Are they married? Do they have kids?
- How are they doing financially?
- What are their interests?
You don’t want to target everybody in your area. Instead, try to narrow down to people who make the most sense to be sold to.
In your case, these would be homeowners (so younger audience is mostly filtered out) with interests of cleaning, home improvement, and similar.
All of this is, of course, to be tested.
Use landing pages
Don’t drive people to your website’s homepage. Instead, come up with a landing page that is highly relevant to your ad.
For example, if you’re advertising a water damage restoration service after a flood, drive people to a landing page that’s only about water damage restoration.
Most Facebook users access the network from their mobile devices so your landing page should be mobile responsive.
If your goal is to get phone calls, your landing page should have a clear, straightforward CTA – Call Now.
Educate your prospects
Not everybody will bite your offers on Facebook simply because they may not be aware of the fact that they need your help.
With Facebook ads, you need to put a lot of emphasis on educating your target audience.
- Why do they need your help?
- What happens if they ignore you and don’t inspect their home?
- How does your service benefit them?
- Why should they choose YOU over other contractors?
Your ads should be simple yet still grab people’s attention.
Note that you have to stop people from further scrolling the Facebook News Feed upon seeing your ad. The first few sentences of your ad + your ad image/video are the key to a successful ad.
Present your offer and make the ad all about the customer – how will they benefit from your ad.
Test out a few different ads with different images/videos and ad copy.
That’s it! Was this post helpful?
Let us know in the comments below. Also, make sure to join our Facebook group to grab some free digital marketing learning material or just chat if you’re in the mood. See ya inside!