Eric Deeran explains how to advertise to home-services sub-niches like pest control and roofing. Create different creative hooks for each sub-niche while keeping the same offer, and Meta's algorithm matches each to the right audience. Sub-niche hooks perform better but reach smaller audiences than broader creative.
I was talking to one of our clients, they are targeting home services companies. And they were asking me, well, how do I target sub-niches within that niche? Do I need different targeting settings? Do I need a different setup in the Ads Manager? And ultimately I said, no, you don't need anything different. All you need is a different hook in the ad. And so if the main ad is, hey, if you're a home services company, we're going to help you with XYZ, then you could say, you just change out the hook and say, hey, if you're a pest control company, we'll help you with XYZ. Hey, if you are a roofing company, if you're an HVAC company, if you're— and then just list all the different sub-niches within the niche. And then what you can do is Meta is typically going to match that to the right person, because the creative does the targeting at the end of the day. And so if you have a broader niche, test out making sub-hooks for each one of those sub-niches within that niche, and see if that gets performance. They typically can't scale as far, because they are not as broad. But they can— they're very potent because they're very direct and specific to that audience. So
