How to Create Killer FACEBOOK ADS for Your Home Service Business! [Mike Andes]

Hey everyone, it's Mike Andes, founder of Augusta Lawn care and copilot CRM.com today I'm going to be talking about how you can create killer Facebook ads to be able to get great leads. I'm a big believer that every single year, two years, there's gonna be some other marketing fad and I'm gonna be talking specifically about Facebook ads. But really this could work for any type of advertising, even when it comes to print marketing. So the same elements I'm going to talk about today will work for Facebook, YouTube, print marketing, like door hangers, flyers, postcards. This is really just like the basics of how to get attention and get more customers. And so I'm going to specifically focus a little bit on Facebook. But this will work for just about any platform when it comes to marketing. So I want to, instead of just giving you like the tactics of like, use this headline and use this, you know, picture and those, that's what we do at augustination. I want to give you more of the high level view so you can use this in any industry and any service that you're trying to sell and regardless of what platform you're trying to use. So the first thing that we're doing in just about any marketing endeavor is we have creative. Creative is going to be your thumbnail, it's going to be your picture, it's going to be the video. And typically things like before and after pictures do really well because the whole goal is, is you're just trying to get people to stop scrolling. That is literally the entire goal of your creative. And a lot of times people especially that overthink their marketing. Those try to get super elaborate and fancy with editing and making long videos and getting really creative with the picture of the video. Honestly, the whole objective is to get the person to stop scrolling. Now again, I'm talking about Facebook ads in this case. You could say the same thing when it comes to print marketing. If you're sending every door, direct mail, flyers to customers in the mail, you need them to stop from putting that in the trash. Like it's governed from the mailbox to the trash can. And you need to stop them from doing that. Your creative is going to be the thing that makes that happen. So get a picture that gets someone's attention and has them stop scrolling. By doing this, you're going to affect something called your cpm, which in marketing is just, it's called cost per milli or cost per thousand. And this has to do with impressions. So you'll get a lot More impressions. If you can get people to stop and look at your ad, that's all it means now. Cpm or cost per impressions or impressions don't pay the bills. We need leads. So a great creative by itself isn't going to be enough because I can't just get them to stop at the ad. I need them actually take action and move forward. So the next part is we need to call out.

The customer. Okay? The beautiful thing about home services is the fact that we have one of the best ways to call out our customers and that is use their locality, use their city name, use their neighborhood, use their township or their county. Attention homeowners in, you know, and put your city name in. So in my opinion, a local call out is one of the most powerful things we can use. Because in home services, you can't serve the whole country, you can't serve the whole world. And so trying to do super fine, detailed targeting is not useful if you're trying to.

Target less than a million people. The vast majority of home service business owners, if you actually tear it down, you want to target less than 100,000 people in terms of population. And then if you tear that back, like, okay, they gotta be homeowners, they gotta be over the certain net worth, they gotta be over this age. Now all of a sudden you're targeting a few dozen, you know, a few dozen thousand, whatever it is you're trying to cover usually several tens of thousands of people. And so trying to get super detailed on their interests or things like that usually won't lead to the best results online simply due to the fact that you're not gonna have a wide enough net and you don't want to have a wider net because it means your service area gets way too large and then it gets diluted. And it dilutes the fact that you're able to use locality in your ad. So attention your city name, your, you know, something local in your area. If you can show that like that calls the customer like, oh, this is for me. The whole goal here is get them to stop and then be like, oh, this is for me. Because they called me out, because that's a picture from my city. Because they said, people in my neighborhood, they said homeowners. Oh, I'm a homeowner. So you need them to say, that's me. Call out the person. Then the next thing we're going to be addressing is the problem.

That the customer has.

Okay, so this can be a wide range of things. For example, no, no. If they don't have any time on the weekend to do the service. If they have a bad looking property, like oh, your fence is falling down. Uh, it could also be if they can't get ahold of their current provider, if their current provider doesn't show up on time, if their current provider doesn't answer the phone. These are all problems the customer has. Okay, so the creative, we need them to stop either putting something in the trash or stop scrolling. If they're on their mobile device on, on Facebook, we're going to call them out like, oh, this, this ad is for me. Cause it says my name, it says where I'm from. Not my name like Mike, but, but my name as in like it calls me out, it says this ad is for you. Then I'm going to call it the problem they have. And this can be a wide variety of things. One, like the lowest hanging fruit is like getting time back. So try to go a little bit deeper than that. The problem that they have is, usually goes a little bit deeper than that. And you can really pick out certain things in your competition that they don't do a great job at and then pick that apart. That's the problem they're typically going to have. They can't hear back from people when they ask for estimates. They, they're tired of invoicing errors. They can't just put a credit card on file. They call them 5,000 times. They don't pick up their phone. Things like that. That's a problem that a lot of customers are going to have in the home services. And then what you're going to address is how I solve it. Okay. And ideally you go directly at the problem that they have. Okay. And so if the problem is that your comp, the competition or your roofer doesn't call you back, well, we promise that within 24 hours we will be on your property, for example. So your solution to the problem that they have. Okay. And this could be anything where from, you know, saving them time or whatever it might be the problem they have. They don't have time on the weekend. Great. How I solve that is you can put a credit card on file and never have to worry about service again. Have a client portal, whatever is how do I solve the problem? And you can go really granular on your certain service. I'm not going to do that here because so many different services. Watch this. But many of us in our industries, we know the problems our customers have with our industry, with their property, with their house, with the specific service we offer. And then how you can solve that. And ideally you kind of like make that a thing. So whether that be like, you know, a lawn transformation where, you know, our famous lawn transformation, our. Our famous honeydew, honeydew list makeover, and you come in and you cleaning, for example, fences, you know.

Something like 100% money back guarantee or something along those lines. You could do how you solve the problem and you make everything, all their dreams come true and you solve the problem they have. All right, then the thing is, why should.

They care?

This is the next thing. And this one, what you want to focus on is the Bob benefit of the benefit. So instead of just thinking, well, the benefit of me solving the fact that I'm going to paint their fence is that's going to look nice. Think about the why they should care and think about the benefit of the benefit, which is their neighbors are going to like them again because their dilapidated fence is going to be fixed and that they're going to have prestige and people in the neighborhood are going to like them more. There's going to be security because now they have fence and it's actually working. It's an operable condition. So these are the things that are the benefit of the benefit. So try to go a little bit deeper here. A lot of times these people just reciting how they solve the problem. It's like, and in terms of why the customer should care, it's like, no, they don't really care that you have a credit card on file. They care because that means that they never have to talk to you again. And they don't want to have to deal with their provider. Like, go to the benefit of the benefit. Prestige, security, things in the neighborhood that people are going to look up to them because they see your truck and your shiny equipment, et cetera. All right, the next thing is call to action. Okay, cta and ideally, you want this to be positive, present tense and actionable. All right? So instead of saying, don't miss out on this, rather say jump on this, like positive, present tense, actionable. That's what we want to focus on when it comes to call to action. You could say, you know, you could say, don't miss out. Click. Now, ideally, though, you'd say something more along as I've act now your jump now before it's too late. You don't want to go left. And negative like before it's too late is negative. But jump on this now is a positive action. Okay, that's their call to action. What do you want the customer to do now? That you have got them to stop scrolling. You called them out, you've identified their problem and how you can solve it and why they should care, the benefit of the benefit. And then now you tell them what to do. Okay. And then what you're going to use is pss post scripts or potentially even post like pss.

Usually this is going to be used for something funny. It's a great way to just kind of, you know, shake things up a little bit. Discounts, guarantees are great here. So if you're going to do a discount, some sort of an offer. So I offer. So for example, like the first 15 people are going to get 10% off. The first three people that call will get a free fence staining. All right, whatever your service is, you can create an offer and, and put it in the ps. Because a lot of times people, they'll skip from the creative right down to the ps. They'll read the first thing in the ad and maybe the call out and then let's jump down like hey, what is, what's the whole point of this situation? So sometimes your PS having the offer, having a discount, a guarantee, something in there will be super helpful. Now a couple things I wanted to mention that are in relation to this is you don't have to use all of these. Okay, so some of you are going to make this long, long ad about the creative certain call out the problem they have, how you're going to solve it, why they should care, call to action and, and you're going to write this four paragraph thing. You don't need to use all of these. Okay, you can mix these up and ideally the whole reason I shared all was it seven parts of an ad is that you can make varieties. It doesn't cost you anymore on Facebook to make a hundred different ads and spending a dollar on each compared to one ad, spending a hundred dollars against it. Guarantee you the one with a hundred different variations will perform better because Facebook will optimize and spend more budget on the ones that are working. So my recommendation if you're sending on social is always make more varieties and use this framework and mix and match what's working, what's not. So for example, try to just do two of each of these. Two, two different types of creative, two different types of call outs, two different problems, identify two different problems and how you solve it, two different reasons why they should care, two different calls to actions and two different pss with different offers and you're literally going to have like, was it like 40 different types of ads if you just make a variety of each of these and make a different ad for each one. And that's where most people like, they say oh this doesn't work. And they just haven't spent the time to actually create enough varieties and variations to see what's working and what's not. And so I highly recommend taking these and doing that. Now I would also say a great way if you're doing ads specifically on Facebook is look at the Facebook ads library or go to your competitor's website and go to the which ads they're currently running and you can simply go there their about page, see if ads are running, click on them and see what ads have been running for a really long time. If you likely those are the ones that have been working, they weren't working, they would have turned them off. So highly recommend that's one way to just like immediately see what creative is getting people to click, what call outs are actually working. Don't rip people off like drag and drop their picture, but at least have an idea of what's working and what's not. It's very good possibility if they're in your market and it's working well, it's going to work well in your market. Keep in mind if you're going after a national brand though, like you're well, my competition is a national brand. Be careful because a lot of times they'll spend a lot of money on ads that don't work simply due for brand exposure. But if there's a market leader in your area serving your market, look at their ads that have been running for a very long time might be a good indicator that they're doing well. But again, keep in mind, most small businesses are just shooting in the dark and creating ads out of the thin air and don't do a great job at it. So don't think just because they're running an ad it's working. But it's a good idea to look at their ads and and look at the Facebook ads library because it does give you a good idea if ones are working if they've been running them for a really long time. So main takeaway, regardless what type of advertising you're using, make take these seven points and mix and match them. Sometimes you just need a call out. A great creative. A call out might be all you need for them to click. You know, a creative call them out and then tell them what to do. A call to action that might be all you need to do or a great offer that might be all you do. It's just a creative a great picture to get them stop scrolling, and then an offer that's so good they can't refuse it. That could be literally all you do but mix and match it, make variations and test. I just can't. It just boggles my mind. It makes me really mad that people give up on marketing and spending money on advertising. Instead, they'll go buy money on trucks because that's more tangible. In reality, if they just spent more money and time testing different marketing platforms, they figure out what works and then they spend money and actually grow their business. So, so highly recommend this. Whether it's Facebook ads, print ads, any type of advertising, use this framework. It'll make you much more successful. Best of luck to you.