Learn 4 steps to create the ultimate lead generating Facebook and Instagram Ads Strategy for home services contractors. In this online workshop recording, learn how to get started, define your audiences, how to create a compelling ad, and how to ensure your business stays top of mind and gets seen online. You'll learn: Objective #1: Get in front of homeowners who are already on Facebook & Instagram and having conversations about your services Objective #2: Understand the different Facebook Ad and Instagram Ad types available and when to use which Objective #3: Building & defining your target audience to keep costs down with social advertising Objective #4: Designing your ad: what visuals to use, what words to use, and how to create a strong call to action Objective #5: Learn how the Facebook Pixel works and how to use it to increase your ad results

1. Facebook & Instagram Ads
Workshop for Contractors
Get started and get results with social advertising!

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Your Speaker
Jenny Sylvers
Marketing Manager
aka the Facebook Ads Master

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● Tysons, VA is our home but we work with
businesses across the U.S. and Canada
● Specialize in Digital & Local Marketing
● Customer focused; 1,260+ and counting!
● Built the first All-in-One Marketing Automation
Platform for local businesses
● Cloud-Only Powered Digital Marketing
5-time
honoree
WE ARE

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Provide the best all-in-one marketing
automation platform that our customers
LOVE and RELY on every day

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You’ll receive a recording of this
webinar on Thursday! Please
check your spam folder for
emails from Surefirelocal.com
You can reach our team at any
point by emailing
marketing@surefirelocal.com or
using the questions box

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We are giving away a Google Home
Hub to one lucky attendee at the end
of this webinar!

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Today’s
Agenda
A quick introduction to
Facebook and Instagram
Where to start / define strategy
Audience targeting
Creating a compelling ad
Remarketing and using the
Facebook Pixel and Google Ads

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Americans spend 90 minutes per day on Facebook & Instagram combined
The average Facebook user clicks on 8 ads per month
75% of Instagram users take action after seeing an ad

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Facebook’s Ecosystem

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Getting Started
on Facebook...
Add your business name and
category
2
Visit facebook.com/business and
click on “Create a Page” to sign up1
Once you’ve selected a category,
it’ll prompt you to add an address
and phone number
3
Complete the rest of your
profile...About section, set up a CTA
button, create a username, add
business hours, add your website
4

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Getting Started
on Instagram...
Within the app, find settings, then
scroll down and select Switch to
Business Account.
2
Download the Instagram App on
your phone and create an
Instagram account
1
Choose the Facebook Page you
want to connect with Your
Instagram Business
3
Enter Your business contact
information and complete the profile
4

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Set up Your Facebook Business Manager

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Set up Your Facebook Business Manager
www.business.facebook.com

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Develop Your Strategy
STEP 1
Create Awareness
STEP 2
Generate Leads
BEFORE YOU START CREATING AN AD...

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Messenger
Ads
Website Click
Ads
Lead
Ads
Further Classifications

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Top 3 Ad Types to Use
Video/Slideshow
Ads
Image
Ads
Carousel
Ads

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Start By Asking Yourself...
● What product or services am I specifically
promoting?
● What is their pain point, and what objections
will they have?
● Which stage of the funnel are they in exactly?
● Do I want leads, brand awareness, site
traffic, sales, or something else?
?
?
?
?
?

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You want to start by reaching as many homeowners
in your local area as possible with an awareness ad
to warm them up for a lead ad later on
Step 1: Create Awareness

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Awareness Ad

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Step 2: Generate Leads
Now that you have an engaged and qualified audience,
serve them a lead ad to get them to convert

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Lead Generation Ad

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Lead Generation Ad - Lead Forms

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Lead Generation Ad - Messenger

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Define Your Audience
Lead AdsAwareness Ads
BEFORE YOU START CREATING AN AD...

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Targeting for Your
Awareness Ad -
Location & Interest Targeting

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Targeting for Your Awareness Ad - Look-a-Like Audiences

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Targeting for Your Lead Ads

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Targeting for Your Lead Ads

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Ad Placements

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Create Your Ad
NOW YOU’RE READY TO
Awareness Interest Desire Action
Get attention Generate interest Create desire Take action

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First Things First - Have a Compelling Offer
Attract the right prospect with an
offer that is high value, relevant and
easy to claim

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Ad Copy - Create Interest & Desire
● Make a bold statement
○ Ex. Attention Homeowners!, Got a leaky roof?
● Get people to relate to a certain pain point & paint a picture of your solution
● Make a CLEAR call to action
○ Display urgency and give clear directions on how to claim the offer

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Ad Creative
Images and videos used in ads work to create interest and desire too
● Use high quality images ONLY
● A video is always better than an image - and it can filmed on your smartphone
○ Check out the chat box for a link to our Simple & Effective Video Guide
● Canva is a great resource for creating GIFs

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Remarketing
GO A STEP FURTHER WITH

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Facebook Pixel

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Facebook Pixel

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Facebook Pixel - Creating Audiences

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Remarketing Ad Types
Prospects in the Sales Funnel Those who saw your ad but didn’t convert

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Facebook + Google Ads
Those who click on social & search ads are 2x more likely to convert
Audiences for search ads that have already seen Facebook ads generate 30% more ROI and 7% higher CTR

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Facebook + Google Ads
AWARENESS
CONSIDERATION
CONVERSION
MAINTAIN & EXPAND
● Unbranded Search Ads
● YouTube Ads
● Awareness Ads / Lookalike audience
● Video Ads
● Call Only Ads
● Gmail Ads
● Branded Search
● Messenger Ads
● Leads Ads
● Website Conversions
● Remarketing
● Customer Match Audience
● Custom Audiences
● Continue Awareness Ads

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9 Key Takeaways
1. Your first (and ongoing) campaign should be an awareness ad
2. Once you’ve built a warm audience, you can start a lead generation campaign
3. Video ads get the best engagement and results
4. Install the Facebook Pixel on your website to create custom audiences
5. Upload customer/prospect lists to create custom audiences
6. Your ad creative should follow the awareness-interest-desire-action formula
7. Remarketing is helpful in converting prospects who didn’t convert the first time
8. Google + Facebook = Results
9. Online advertising is all part of your overall digital strategy

43. Digital Advertising is Not a Single Point Strategy
Website Landing
Pages
Quality
Scores
Reviews &
Ratings
Success of an Integrated Digital Marketing Strategy Depends on...

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Search
Video
Mobile
Offers
Local
Display
300 x
250
Site

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● Website
● Leads
● Online Reviews
● Directory Listings
● Local Online Visibility
● Content
● Social Media
● Phone Calls
● Analytics
● Online Ads
# of leads
# of reviews
#avg. star rating
Website
performance
Social media
engagement
Search terms
people are using to
find your business
Directory Listings
Most common
terms that appear
in your online
reviews

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Want to learn more? Give us a call at (571) 327-3391 or email marketing@surefirelocal.com
YES, CALL ME ON WEDNESDAY
YES, CALL ME ON THURSDAY
YES, CALL ME NEXT WEEK
Would you be interested in learning
our top practices to help decrease your
cost per lead?

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Who is today’s winner of
the Google Home Hub?

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Such a pleasure to work with. The
knowledge and experience they have
is amazing.
We have worked with Surefire Local
for over 8 years. Our experience with
their team has been nothing less than
excellent!
Thank You!