Adam Sand breaks down three essentials for roofing ads: what you want people to do, who you're targeting, and what creative makes them do it. He walks through targeting women aged 40-55 interested in gardening with messaging about protecting their landscaping.
You have three things that make a good ad. The reaction you want, the target you're going after, and the weapon you're going to use. So this is essentially how you set up a campaign, right? Because your campaign is your campaign objective. What is your objective? What is the reaction, the action you want them to take? Who do you want to take it and what are you going to put in front of them to get them to do it? So in Facebook language, the reaction could be awareness. You want eyeballs. The people you want to get eyeballs on your stuff is women, ages, you know, say 40 to 55, who like gardening, who have an interest in gardening. So why would you want women in this age who have an interest in gardening? Well, because maybe if you offer a catch all and you have a lot of documentation, pictures, videos about how the catch all protects really nice landscaping, well, then you now have something that would get their attention so that you would become known as a roofing company that protects the landscaping.
