Facebook Ads
Facebook Ads are Best for...
Businesses that want to enhance their existing advertising campaigns.
A rule of thumb in advertising is that the more someone sees your ads, the more likely they’ll be willing to buy your service.
Because Facebook ads can be shown to your potential customers over and over, they are a great option for increasing the number of times someone sees your advertisements.
For example, if you are mailing print advertisements to certain neighborhoods, you can also target those neighborhoods with Facebook ads to increase the number of times people see your advertisements.
Facebook ads are also good for those who want to increase awareness of their business in certain areas.
This is because Facebook ads can target people living in specific locations.
Location-based targeting is also great for businesses who need to hire people nearby.
When we helped our client get 35 applicants, we only targeted people living within 25 miles of the main job site.
Facebook ads are perfect for service businesses with a moderate to large marketing budget.
Business owners spending $150-$300 per campaign on ads are likely to see the best results.
Note: Facebook ads work best as a supplement to existing campaigns. We do not recommend that service businesses ONLY rely on Facebook ads for their advertising campaigns.
Pros and Cons of Facebook Ads
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Will show repetitively to potential customers
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Increase awareness of your business
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Target people in specific neighborhoods
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Target people with higher incomes
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Can be turned on and off when needed
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Requires a moderately small budget per campaign
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You can set in advance how much you’re willing to spend
Pros
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Difficult to do on your own
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Requires graphic design or video editing
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Can lead to wasted money if not done right
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Takes time to set up and maintain
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Only generates results as long as you are paying
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Requires moderate web design (for a landing page)
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Cannot be your only form of advertising
Cons
How Facebook Ads Work
Facebook ads appear in many places on the Facebook app (e.g in the main feed, in Facebook Groups, on Facebook Marketplace, etc.).
In most cases, they’re presented to people in the same way all the other posts are shown – they just have a little “sponsored” tag next to the advertiser’s name.
Unlike Google PPC ads, Facebook ads are not always shown to people who are actively looking for your service. This is because they are not based on people’s searches.
Instead, you get to choose who you want to target with the ads, then Facebook shows the ads to those people.
For example, a lawn care company might want to target homeowners in specific neighborhoods who make over $50K a year.
That information is entered into the Facebook ads platform, then the ads are distributed accordingly.
Notice that the targeting did not include “people wanting lawn care services.” This is because Facebook cannot identify people actively looking for a service.
This is why we recommend Facebook ads be used in addition to another campaign, so you can reach people who have already seen your advertisements and are more likely to request a quote for your service.
Once a potential customer sees your ad, the rest of the process is similar to that of Google PPC ads.
Someone who sees the ad is often given two options: the ability to call the number on the ad and the ability to click on the link provided on the ad.
If someone calls, they will get in touch with whoever’s number you provide.
If someone clicks on the link, they are brought to a webpage that will prompt them to submit their information for a quote on their desired service.
Note: It is important for this webpage to be set up in a specific way, so the potential client can learn what they need before submitting their information.
If the webpage doesn’t provide enough information or doesn’t match the offering presented in the ad, the potential customer is likely to be discouraged from submitting the form or calling the number for more information.
A good webpage has clear, detailed messaging and prompts visitors to take action – be it submitting a form for a quote or calling the number provided for more information.
Once someone either submits a form on your webpage or gives you a call, the job of the Facebook ad is done!
So what about the ad itself? Who makes it? Unlike Google PPC ads, Facebook ads require a graphic or a video. They cannot show just the text alone.
Ad graphics are similar to postcards and other print advertising in the sense that they need appealing imagery and text to convey the offering.
Aside from navigating the Facebook ad platform and setting a successful strategy for the ads, this is the other source of difficulty business owners face when creating Facebook ads – especially if they don’t have a graphic designer on staff.
For these reasons, we suggest you work with a professional who can address all these needs in a time and cost-effective manner.
Facebook Ads Use Case
Here's how we helped a lawn care client get 30 job applicants in 2 weeks for their open positions using only $160 in Facebook ads.
Problem
Our client needed to hire 3 employees to keep up with the new business but was not finding any luck using Indeed. He wanted talent that lived within a 30-minute drive of the office.
Solution
We recommended trying Facebook ads to recruit local talent.
Results
3
Employees Hired
30
Applicants in 2 Weeks
7
Alternates Recruited
$160
Total Ad Spend
Our Facebook Ads Service Details
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Service Term: Monthly
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Invoicing: Monthly
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Average Pricing: $500 - $1,500 / Month
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Service Components:
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Campaign Planning
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Ad Spend Budgeting and Management
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Ad Copywriting
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Graphic Design for Ad Imagery
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Landing Page Creation and Maintenance
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Ad Delivery Testing and Optimization
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Performance Tracking
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Weekly Performance Reporting (via Email)
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2 Check-In Calls / Month
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