Facebook is the most used social media platform with more than a billion daily active users. Obviously, not all of those users are in your service area, but the average user still spends roughly 30 minutes every day scrolling through their newsfeed. Even in an emergency, customers may ask for recommendations on a restoration company in their area. Creating successful Facebook campaigns will help you reach customers who need your services most, increasing the number of leads and calls you get.
Why Restoration Companies Should Use Facebook
Perhaps the biggest reason you should use Facebook to advertise your restoration company is the ability to target a very specific audience. From location settings to demographics like age and homeownership, you can target customers in your service area who can authorize the job.
Facebook campaigns also have a very low start-up cost. Print ads or a paid search campaign may cost hundreds get started. On the other hand, you can get a Facebook campaign rolling for just a few dollars a day. If the campaign generates leads, you can increase your budget at any time.
Setup times are also very short. You can create a new Facebook campaign in just a few minutes and unpausing an existing campaign takes just seconds. From severe storm flooding to smokey wildfires, you can get ads in front of customers when they need your services most.
9 Tips for Successful Facebook Campaigns
1. Clearly Define Your Goal
In most cases, your goal will be generating restoration leads from customers who immediately need your services. While Facebook does not offer a click-to-call option, you can drive customers to your website or Facebook business page where they can get your number.
However, gaining more followers is also effective. The larger your audience, the more likely your phone will ring. You can get more followers through a like campaign or by increasing engagement to specific posts. If you offer non-emergency services like plumbing upgrades or carpet cleaning, you could advertise a discount offer or get customers to fill out a lead form.
2. Target the Right Audience
Perhaps the most important part of any Facebook campaign is the targeting. With more than a billion daily active users around the world, you have access to a huge audience. However, you need to target that list down to people in your service area.
Facebook has a pretty intuitive tool for building a custom audience. Start by setting a list of zip codes or a radius from your location to ensure you’re only getting people in your service area. From there, you can set demographics like an age range, homeowners, and users who like home improvement companies or TV networks.
While all of Facebooks audience data isn’t entirely accurate, you can find an audience that works for your Facebook campaign with some testing.
3. Design Effective Ad Campaigns
Once you have the right audience, you need to design an effective ad. Facebook offers four types of ads. Finding the right ad or combination of ads to effectively target your audience and achieve your goal will take some testing.
These are likely the type of ad most people think of when they think of Facebook ads. They feature an image with some text and appear in the newsfeed, as well as other locations. Banner ads click through to either a post on Facebook or to your website.
If you’re looking for something a little more visually appealing than a banner ad, carousel ads allow you to add multiple images. With up to ten images, you can showcase before and after photos or tell the story of restoration. Like banner ads, carousel ads can click through to a Facebook post or your website.
Video and Slide Show Ads
Video ads often generate the most engagement, however, they may not always perform the best for generating emergency restoration leads. Would you watch a two-minute video if you have a flooded basement? Depending on your goal, video ads are still worth testing. If you don’t have experience with creating videos, Facebook offers a relatively easy to use tool to create slideshows.
Lead ads allow you to collect a customers information directly through Facebook. Facebook has an easy to use form creation tool that lets you customize your form and collect data from potential customers. While lead ads might not be the most effective way to get more water or fire damage leads, they can perform for non-emergency services.
4. Choose the Right Image
When you are testing the different ad types above, think about how the visual elements to your ads will get the attention of your customers. They will be scrolling through their newsfeed and you need something that will make them stop.
It’s also important to know that Facebook has restrictions on words in images. Words cannot take up more than 20 percent of the image space. While you may want to promote your company name or services, it may be best to use the space for your phone number.
You can use your own images or choose from some of Facebook’s stock images. While your pictures are likely to perform better, the right stock image can be just as powerful. Depending on your services and targeted audience, you may need to test a variety of different images.
5. Use the Right Words
As you write your ad, you want to accomplish three things. First, grab their attention with a bold statement. Test different phrases to see what is best at connecting with your audience. Then, generate interest in your company. In a sentence or two, explain your services and why customers should choose you over a competitor.
Finally, prompt them to take action. In most cases, you’ll want to list your phone number and ask them to call. Other calls to action include clicking through to your website or Facebook business page. For lead ads, the call to action will be filling out the form.
Not only will you need to try a variety of different messages, but you should also vary the images you use. Even if you find a combination of images and words that work, continue to refine them or test new elements to get even better results.
6. Set the Right Budget
Now that your campaign is built, you need to set a budget. There are a number of different budget options you can set, which gives you lots of control over your spend. Ideally, you should start with a low budget that helps you valid each campaign. Then increase the budget as you see more results.
You can set both a daily and a lifetime budget for each of your campaigns. The lifetime budget is the total maximum amount of money that campaign will spend. The daily budget ensures you don’t spend your budget too quickly, ensuring your ads display through the duration of the campaign.
You can also set whether you get charged per impression or per click. While the per impression rates are typically lower, they don’t guarantee the customer took action. By choosing per click, the chance that the customer actually took action is higher.
7. Test and Refine Your Campaigns
Setting up a Facebook campaign is pretty easy, but you will need to test several campaigns to see what performs the best for you. Not only should you try different types of ads, but also try different images and words. And don’t forget to test different audiences too.
Avoid making too make changes at one time or you won’t know what accounted for the increase in performance. Another way to test your campaigns faster is to run a split test. In a split test, you run a few variations of the same ad to determine which performs better.
Facebook has it’s own A/B split test feature, but the options are a bit limited. While you will need to calculate the performance by hand, you can also test different campaigns on your own as well.
8. Monitor Your Results
Knowing how your campaigns perform is critical to the success of your restoration business. Facebook provides statistics for each campaign so you can see the number of impressions and clicks.
While this data will help you determine what ads are performing, it does not guarantee a lead. Since customers can’t click to call out of Facebook yet, they will still need to pick up their phone can call. And that information won’t be in your Facebook stats.
In order to track your actual leads, you will need to ask customers how they found you and record their responses. As an alternative, you can use call tracking software and create unique phone numbers for each of your campaigns. While this increases your overall cost, it’s more reliable than manually tracking your performance.
9. Use a Conversion Pixel
Another great way to track the results of your Facebook campaigns is with a conversion pixel. Also called a tracking pixel, this is a piece of code that you include on your website. Using a Facebook conversion pixel lets you track people that interacted with your ad campaign and your website.
Not only does this allow you to track your conversions, but you can also use this data to tighten the audience for your campaign and optimize your ads. Plus, you can use tracking pixels to start re-targeting people who visited your website by did not convert.
You can generate a Facebook conversion pixel right out of the Facebook Ads admin panel. Once you have the pixel code from Facebook, you need to add it to your website. Depending on your skill level, you may need to contact your website developer.
Get More Restoration Leads With Successful Facebook Campaigns
With a little effort, you will start getting more restoration leads through Facebook. Start by setting a specific goal and targeting the right audience. Then create effective ads and continue to test variations to increase conversions. Launch your Facebook campaigns with limit budget and increase it for campaigns that work. Remember to keep track of which campaigns produce the most calls.
Get More Calls with Our Lead Generation System
Growing your disaster mitigation and restoration business is about getting more phone calls. From Facebook ad campaigns to your own marketing to lead generation companies, you should use every avenue available to get more calls.
Our disaster mitigation and restoration leads are a great way to supplement your marketing efforts. All of our leads are sent exclusively to one partner. There are no sign-up or monthly fees and you only pay for valid leads. Lead prices vary by service type and area.
Use our revenue calculator to estimate how much you can make with our leads or fill out our contact form and someone will call you to explain more about our leads. Secure your area today and start getting the leads you need to increase jobs and revenue.