How to Generate Plumbing Leads with Facebook Ads
We don’t know who needs to hear this but ALL OF YOUR EXISTING AND POTENTIAL CUSTOMERS ARE ON FACEBOOK!
Ok, sorry for yelling, but sometimes it’s necessary. If you aren’t using Facebook as a very prominent part of your marketing strategy, you’re leaving money on the floor. In fact, we recently completed a survey with over 250 home improvement contractors in the US and asked them what the most effective channels were for generating leads and Facebook was the clear winner.
Hopefully if you have found this article it’s because you recognize the potential in Facebook for your plumbing company. If you are tired of posting for posting’s sake and are actually looking for ways to make it a viable channel for your growth, this article is for you.
In this article you are going to:
- Understand how to setup your Facebook ads account
- Learn the types of ads you can run and the impact they can have for you
- Gain insight into segmenting your audience to hone in on your potential customers
- Get some sense for the costs you can expect if you decide to advertise on Facebook
- Understand what impact Apple’s privacy changes are having for plumbing companies advertising on Facebook
- Be able to download our Best Facebook Ads for Plumbers Look Book, with pre-packaged, easily-customizable FB ads you can use for your account
So no matter what you’re hoping to accomplish with Facebook, we’re sure this article can help you!
What Role Will Facebook Play in Your Marketing Strategy?
The days are over where you could be a single phone book ad and then field calls. To truly succeed in today’s market, you must have a multi-faceted approach to getting new customers. That means putting together a marketing plan that outlines the various channels you will utilize and what your goals are for each of those channels.
While Facebook can be an excellent marketing channel for you, it shouldn’t be your only one. That means you need to understand what role Facebook is playing in your overall plumber marketing strategy. Only then can you put together a campaign that makes sense for your plumbing business.
How do Facebook Ads Work?
While there are a variety of different ad types in Facebook, generally speaking there are 3 ways potential customers can interact with your Facebook Ads.
Basic Components of Facebook Ads
If you intend on ever using Facebook ads to try traffic to your own website (hint: you should), you’ll want to make sure that you install the Facebook Pixel. This is a snippet of code that will need to be added to your site that will track conversions that occur from traffic sent to your site through your Facebook ads.
In other words, it will help Facebook know what ads/traffic actually converted into leads, so that their algorithm can improve and they can try and drive more of those types of visitors to your site.
Ok, now that we have the housekeeping out of the way, let’s get down to brass tacks…
When setting up your campaign, you’ll find three different categories of objectives for Facebook ads. Each category has a number of specific objectives to choose from depending on your business goals.
Awareness. As the name suggests, this category is designed to bring awareness to your business. These ads are centered around informing your audience about your product and showcasing what’s unique about your business.
Consideration. This category goes further down the funnel, and is designed to get people to actually engage with your business in a meaningful way. For plumbers, the two most common objectives within this group are Lead Generation and Traffic (which we will talk about later).
Conversion. Conversion is the most popular objective for Facebook ads for plumbers since its purpose is to increase sales. These ads send visitors to your site, where you Facebook Pixel tracks when people convert into a lead, and reports that information back to Facebook such that they can optimize around producing more of them.
There are multiple types of ad formats you can deploy on Facebook, but they will take the form of either an image (or images) or a video. Unless you have enough budget for a well produced video, it’s most likely you’ll be using image ads so let’s talk about some best practices you should consider to make your plumbing Facebook ads stick out and convert.
Use bright colors that aren’t blue and white. If your color scheme matches Facebook’s, it will blend in to users’ screen and get lost, so use colors that help your ad attract their attention.
Use a happy smiling woman. People love happy people. It’s just science, and it works. Show a happy woman customer, and folks can imagine themselves being that happy customer.
Make sure text takes up no more than 20% of the ad. Any more than that and Facebook doesn’t like it as their data shows it will perform worse.
Use humor. Inject some funnies into your ads. Not only do people respond positively to it, but it humanizes your business, reminding potential customers that they are ultimately doing business with people.
Ad budgets do exactly what you think they do. It allows you to set a budget on the amount you want to spend. We suggest setting your ad budget on the campaign level, such that you allow Facebook to decide where that budget is most effectively spent.
Tip: Start your budget low so you don’t end up wasting a lot of money while you get things dialed in. You can always increase later as you start to see results.
Ad Audience targeting
Obviously Facebook knows a ton about its users. That’s what makes their advertising platform so effective. It also means you can build an audience (meaning, the folks you want to see your ads) in many different ways.
Here are the most effective ways to utilize Facebook audience targeting for your plumbing business:
Target your current and past customers. By targeting your current and past customers, you’re ensuring your content stays relevant to the specific needs of that audience based on detailed analysis and data. You can track data and target specific audiences by using the Facebook Audience Management tool. description of what we mean and how they can do it.
Target similar people as your current customers with lookalikes. By targeting a Lookalike Audience, you’ll be able to reach new people who will likely be interested in your business because the lists are created based on the data of your best customers. You can create a Lookalike Audience through Facebook’s Audiences page, it typically takes 6 to 24 hours to be fully created.
Target specific service areas and include them in your creative. By targeting your audience based on location, you’re increasing the relevance of your ad and the potential to convert, especially for home service businesses that involve contractors visiting clients’ homes. It makes sense to target people close to your city, which you can do through Facebook’s Ads Manager.
Retarget your website visitors and blog post readers with a special offer. Retargeting allows businesses to reach out to audiences who are familiar with them and have already visited their Facebook page, website, etc. It’s an excellent tool as you can automatically personalize your ads based on the information you’ve learned from them like a product of yours they viewed but didn’t end up buying. You can create a retargeting campaign through Facebook’s ad creation tool.
Examples of Good Facebook Ads for Plumbers
There’s thousands of combinations of Facebook ads you can run, so let’s cut to the chase and discuss the types most likely to help your plumbing business grow!
Offer A Seasonal or Timely Deal on Conversion Ads
Everyone loves a good deal whether it’s on services they want or services they absolutely need. Seeing a special offer could be the deciding factor on why they choose your company over another one. Just make sure to drive them directly to a page that discusses that service/offering in detail.
Highlight A Common Plumbing Problem on a Lead Generation Ad
Many homeowners have plumbing projects they’ve just delayed for whatever reason, and with Facebook you can make it easy for them to decide to take action and deal with the problem. Offering a lead generation ad where they can easily submit their information to book an appointment can allow for just that.
Showcase A Customer Testimonial on Engagement ads
If your Facebook company only has a few likes, it will be hard to gain credibility in the eyes of potential customers. Through engagement ads, you can have some strong testimonials promoted across Facebook with the goal of getting people to like your page. As a bonus, when they do, you then have a chance of them seeing your future posts.
Highlight Unique Selling Propositions Through Video Ads
Service discounts and offers go a long way when it comes to generating leads. The trick is to be consistent with advertising your unique services offers as it could be the sole reason a customer reaches out to you. Video can be an incredibly effective way to quickly explain to potential customers why you are the right choice for their plumbing needs.
How much do Facebook Ads for Plumbers Cost?
Like with any digital marketing platform, costs are dynamic and vary depending upon many different factors. With that said, a ballpark estimate of costs to run Facebook ads for your plumbing business can be somewhere just north of $1 per click to your website, while impressions-based ads can cost around $7 per 100 impressions.
Now that we’ve climbed in and out of the Facebook ad world, you should be ready to start your journey to create more compelling, effective ads that convert and generate plumbing leads. Having a nice design is one thing, but molding together all the tactics of strategically chosen objectives, formats, and the target audience is what will ensure your ultimate success on growing your business!
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