Facebook Ads for landscaping are a powerful promotional channel to acquire new customers for your lawn care business. There are still hundreds of millions of users on Facebook, making it a market through which businesses everywhere absolutely have to advertise.
When you are a landscaping business, the industry can be crowded regardless of the local area. Because of this, your business needs to find a way to attract your audience’s attention and make your business stand out from the rest of the market.
Lawn care Facebook Ads are a great way to do this. Contractor SEO is all about getting your brand in front of your audience, making them aware of your company and what it is about, and converting those leads into sales. Without Facebook Ads, you will likely tread water at best if you even manage to do that.
But how can you create the right ads for your landscaping company to truly stand out in the crowded marketplace of the industry and Facebook in general? This is a comprehensive guide you must follow when creating your next set of landscaping ads to run on Facebook.
Choose Your Facebook Ad Type
Not all ads are created equally, which is the case for Facebook. As a matter of fact, Facebook runs seven different ad formats that you will need to choose from:
- Single Image
- Instant Experience
The ad you choose will depend on your ad campaign’s objectives. Posting your ads on Facebook can include things like generating brand awareness, website traffic, or just developing engaging content that your audience clamors for.
When you create your ads, you must have clear and compelling imagery that sets your business apart and captures a client’s attention. Though Facebook offers stock imagery for free, you should have your own pictures to give your ads a unique and individual visual.
You should take pictures of all aspects of the job: before, during, and after. This will clearly showcase what it is your business can bring to the table, and these kinds of compelling pictures can instill a level of confidence in prospective customers that would not exist without those pictures.
Retargeting was mentioned above; this is an optional campaign through Facebook. If you have ever visited a website and had that same product pop up repeatedly, that is a retargeting campaign. These can be highly effective ads when establishing brand awareness.
A steady amount of traffic is recommended for retargeting campaigns, as they can be a powerful option for keeping your business in the minds of potential clients.
A retargeting campaign uses a bit of code (which is called a Facebook pixel) and is added to your site. This pixel then tells Facebook when a visitor arrives at your website and places ads for your site on Facebook when they leave.
Target an Audience With Facebook Demographics
Through Facebook, you can use demographic information to target your ads so that they will only display to a specific audience. Obviously, this means that you are missing out on the “casual” audience, but you have to appeal to your target audience first and foremost when you are a smaller business.
An example of this in landscaping is that you know a specific age group will likely use your services. You can then deliver your ads to a specific group – think homeowners over 35 – instead of trying to appeal to an audience that isn’t likely to use your services.
Your landscaping company would want to target your ads in specific zip codes to emphasize this a bit more. This is known as geofencing. Since your business is likely only to serve certain zip codes, you won’t want to waste your advertising dollars and energy on places that you can’t serve.
Create Persuasive Ad Copy
Since we are talking about landscaping businesses, there is a pretty good chance that your business offers a wide variety of services, things as yard clean-ups, lawn maintenance, and landscape design. Because your business offers such a wide array of services, you want to create ads that can showcase everything you can do, right?
Resisting this temptation to create a broad-scoped ad. Focus instead on making each ad have a singular focus. The landscaping service means focusing on a particular service, maybe a special promotion or even another offer.
Prospective clients might eventually be interested in your other services, but they aren’t looking to solve all of their problems at once. Instead, they’ll be focused on solving one of those problems at a time.
This is the best avenue for proving to those prospective clients that you are the company that they need. Focusing on one specific service in each ad really emphasizes that you are the professional and the authority when it comes to that topic. When you try to focus on everything at once, you risk not connecting with anyone at all.
Align Ad Visuals With Content
Since we are focusing on the landscaping business, let’s just say that your business offers a weekly service that includes lawn maintenance during the year’s summer months. When you promote this via your online ads, you create content that describes the benefits this package can have for the client.
When you have done this, you need to choose the ad’s visual. Would you want to choose a lawn that is full of things like leaves and other debris? No, of course, you wouldn’t. This is because it could cause confusion when your client views the ad. You’re essentially saying one thing and showing another.
The key here is to ensure that the visuals and the ad content line up. If you are promoting lawn maintenance, make sure that your visuals show the benefits that the maintenance will have. Don’t confuse your audience in any way; make everything as clear and concise as possible.
Optimize Your Landing Page
While creating the perfect ad is certainly an important aspect of creating a successful online ad, you also need to think about the client’s experience once they click the ad and arrive at your landscape website. If your ad goes to your home page, it requires an extra step for your client to go through to find that service. That extra step is often enough for the client not to want to use your business.
That is why it is essential to drive traffic through to the landing page with the ad’s content. Ads have a significantly lower success rate when they direct to the homepage versus a specific landing page.
This is why it is so important that, if you are creating separate ads for each different service, you create a custom landing page for each of those ads. Make it as easy as possible for your clients to find that service page, and don’t give them any extra steps.
When clients click on your ad, they take the first step towards potentially using your service. When they click that ad, make sure that you “pay off” that potential interest by bringing them right to the service page they want so they can learn even more about that service.
Don’t waste those clicks because they are far too valuable and important. Sending clients to the right landing page maximizes those clicks and gives those clients the incentive to want to use the product or service since you have basically brought them right to it.
Most of all, make use of your analytics services. You can use various analytics services to track the clicks that go to your website. This is important for discovering where you are succeeding with your ad campaigns and where refinement is necessary.
You invest too much time and money into your ads to have them ignored once they are deployed. Learn what your audience responds to and make a point to emphasize those strengths. This can help keep your ad campaign going strong while you work out the kinks with the ads that aren’t working so well, allowing you to keep going strong while making those refinements.
Analytics can be almost as valuable as the ads themselves; making proper use of them can be informative and help you keep your ad campaign moving along toward positive results. Use them well and use them wisely.