Much like Google, Facebook is a phenomenal platform for advertising for service-based businesses. Josh started with a Facebook business page containing one photo and his phone number. We revamped his page to make it look more reputable by updating photos, business location, and reviews. After, we created his first campaign on there to specifically attract leads.
Most contractors do not know how to advertise their business on Facebook, and the few ones that do often do it improperly. Take his industry, for example.
Kitchen, bathroom, and basement remodels are expensive jobs. Presenting your ad to somebody scrolling on social media, especially if they are unfamiliar with your brand, to consult your business for a remodeling job is what’s called a “high friction offer.” Most people are not in ‘buying mode’ when they are scrolling through social media.
Having witnessed this, we seeked a different approach to getting him leads. The best part about it was a large budget was not required. This method was very successful and something I don’t see a lot of other contractors doing for their business.
Campaign Type: The first step is creating a new campaign. Within the Ads Manager, you have several different types of campaign options. We used the “Lead Generation” AKA “Facebook Lead Ad.” What’s nice about this campaign type is you do not have to direct traffic to a separate landing page or website; Facebook has a built-in lead form pop up, where you can capture someone’s first name, last name, email, phone number, zip code and more. This makes it super convenient for everyone and tends to produce a higher click-through rate than other means of lead capturing.
Here is where to select the “Lead generation” option:
Lead Magnet: A lead magnet is an offer or “hook” for your target audience to opt into your exchange.
Our lead magnet was a “5 Step Guide” .pdf for potential buyers in the area to download and we captured their name, email, and phone number in return. In this guide, we discussed what things they should look for upon deciding which contractor they should hire. By establishing authoritative insight, subconsciously our readers (leads) associated Josh’s company as a very reputable construction business.
Targeting: As you can see below, we targeted people within 10 miles of his office, people 35 years old and up, and people who matched specific interests related to home improvement companies, catalogs, and television shows. This information is based on purchase history, pages liked, influencers followed etc.
Targeting specific interests within Facebook is a great way to ensure you’re reaching your ideal audience, but keep in mind it can limit your reach, as well. (We suspect our outcome would’ve been similar if we kept our targeting broad, as not all people in the market for a kitchen remodel necessarily fall under one of these matches.)
Results: From this process alone, we captured 29 leads in two weeks, while spending just under $200. This gave us a cost per lead of $6.60.
What is your lead magnet for attracting new business?
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