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4 Steps to Creating a Lead Generating Facebook & Instagram Ads Strategy for Home Services Contractors


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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

Published in: Marketing
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4 Steps to Creating a Lead Generating Facebook & Instagram Ads Strategy for Home Services Contractors

  1. 1. Facebook & Instagram Ads Workshop for Contractors Get started and get results with social advertising!
  2. 2. 2 Your Speaker Jenny Sylvers Marketing Manager aka the Facebook Ads Master
  3. 3. 3 ● 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
  4. 4. 4 Provide the best all-in-one marketing automation platform that our customers LOVE and RELY on every day
  5. 5. 5 You’ll receive a recording of this webinar on Thursday! Please check your spam folder for emails from You can reach our team at any point by emailing or using the questions box
  6. 6. 6 We are giving away a Google Home Hub to one lucky attendee at the end of this webinar!
  7. 7. 7 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
  8. 8. 8 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
  9. 9. 9 Facebook’s Ecosystem
  10. 10. 10 Getting Started on Facebook... Add your business name and category 2 Visit 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
  11. 11. 11 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
  12. 12. 12 Set up Your Facebook Business Manager
  13. 13. 13 Set up Your Facebook Business Manager
  14. 14. 14 Develop Your Strategy STEP 1 Create Awareness STEP 2 Generate Leads BEFORE YOU START CREATING AN AD...
  15. 15. 15
  16. 16. 16 Messenger Ads Website Click Ads Lead Ads Further Classifications
  17. 17. 17 Top 3 Ad Types to Use Video/Slideshow Ads Image Ads Carousel Ads
  18. 18. 18 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? ? ? ? ? ?
  19. 19. 19 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
  20. 20. 20 Awareness Ad
  21. 21. 21 Step 2: Generate Leads Now that you have an engaged and qualified audience, serve them a lead ad to get them to convert
  22. 22. 22 Lead Generation Ad
  23. 23. 23 Lead Generation Ad - Lead Forms
  24. 24. 24 Lead Generation Ad - Messenger
  25. 25. 25 Define Your Audience Lead AdsAwareness Ads BEFORE YOU START CREATING AN AD...
  26. 26. 26 Targeting for Your Awareness Ad - Location & Interest Targeting
  27. 27. 27 Targeting for Your Awareness Ad - Look-a-Like Audiences
  28. 28. 28 Targeting for Your Lead Ads
  29. 29. 29 Targeting for Your Lead Ads
  30. 30. 30 Ad Placements
  31. 31. 31 Create Your Ad NOW YOU’RE READY TO Awareness Interest Desire Action Get attention Generate interest Create desire Take action
  32. 32. 32 First Things First - Have a Compelling Offer Attract the right prospect with an offer that is high value, relevant and easy to claim
  33. 33. 33 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
  34. 34. 34 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
  35. 35. 35 Remarketing GO A STEP FURTHER WITH
  36. 36. 36 Facebook Pixel
  37. 37. 37 Facebook Pixel
  38. 38. 38 Facebook Pixel - Creating Audiences
  39. 39. 39 Remarketing Ad Types Prospects in the Sales Funnel Those who saw your ad but didn’t convert
  40. 40. 40 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
  41. 41. 41 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
  42. 42. 42 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. 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...
  44. 44. 44 Search Video Mobile Offers Local Display 300 x 250 Site
  45. 45. 45 ● 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
  46. 46. 46 Want to learn more? Give us a call at (571) 327-3391 or email 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?
  47. 47. 47 Who is today’s winner of the Google Home Hub?
  48. 48. 48 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!