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Recently, Hook’s Tim Brown sat down to chat with Joseph Hughes of Contractor Dynamics to talk about Facebook Ads. Specifically, they conversed about three critical types of campaigns contractors should utilize to attract clients, as well as talent.
It’s a great conversation, and I highly recommend watching the video. For a brief synopsis and key takeaways, keep reading.
Top 3 Facebook Ad Campaigns Contractors Should Have
Simple Brand Awareness
First and foremost, contractors must get their name out there. Regardless of where you’re located, you’re going to have a fairly high amount of competition. That’s the nature of the contractor industry. Therefore, contractors should invest some of their Facebook Ad spend into creating a brand awareness campaign.
A good brand awareness ad campaign will feature a video. This video should feature your origin story—or your “why.” Your why is the reason for getting into the industry. What problem are you trying to solve? What about your business are you passionate about?
Also, you should highlight your team and some examples of your work. The end goal of these Facebook Ads is that people who haven’t heard of you before now feel like they know your company extremely well. As Joseph Hughes says during his conversation with Tim, customers purchase from companies they know, like, and trust. Knowing is roughly 80% of that formula, as customers aren’t likely to purchase from a brand they’ve never heard of.
You can run this type of Facebook campaign all year long but should refresh the video and content from time to time. For example, you could create one video that gives a wide overview of your company, and then complimentary videos that are more granular (a video on some of the work you’ve done, a video on the individual team members, etc.).
Even if you’ve never created a retargeting Facebook Ad campaign before, you’ve likely experienced one before. Retargeting ads are explicitly sent to people who have visited your website and allows you to stay in front of them as they go through their buying decision. Using a contractor is a big-ticket item, meaning it’s a big decision that will take the homeowner weeks and sometimes months to make their decision.
With retargeting ads, you can ensure that you’re still fresh in their mind when they are ready for a quote or estimate. These types of ads are very effective, and contractors should definitely be spending some of their ad budget towards them.
One of the most underrated Facebook Ad campaigns a contractor can create is one that specifically deals with recruiting new talent. You can market your company as one of the top roofing contractors in the area, but you have to back up that talk with a great team. The best contractors are always building their bench, whether it’s salespeople or those that are working on the home. Even if you’re not currently hiring, it’s a good idea to still run a recurring Facebook Ad.
Videos are smart to include in your recurring ads. These videos should show your current team members, as well as speak on the strong company culture and any other important information that may persuade someone to apply in the future. You should also link to a careers page, which should include opening position, as well as overviews of benefits, perks, and the company culture.
“Levers” For Improving Facebook Ads
If you create some Facebook Ads and notice that they aren’t performing, here are 2 “levers” that you should consider pulling to start seeing higher engagement and clicks.
First, make sure that your ad copy is very specific to your prospective clients. The more precise e you can be with the language and pain points that you describe within the copy, the more likely you are to attract potential customers’ eyes. Creating customer personas that address who they are, what they need, and why they’ll choose your company can help you write more specific ad copy.
The next thing you should do is make sure that the first couple of sentences are compelling enough to grab the users’ attention. Essentially, you need to make sure you have a good hook.
Both of these levers (the hook and overall specificity of the copy) should be done in an effort to get potential customers to stop scrolling.
If you can do that, you’re well on your way to improving your Facebook Ad engagement, which will eventually lead to more quality leads.
Watch this quick video to see how savvy businesses save time and hook better leads: