I’m always listening to skepticism.
Facebook ads are not working.
Social media is a waste of time.
You know what I’m thinking, most companies try Facebook ads for Roofing, can’t execute strategies and blame the platform.
They don’t learn what their audience wants, how traffic behaves on Facebook, and they don’t have the patience to see the results.
Logically, it doesn’t make sense. Even at the rooftop level, there are thousands of documented examples of successful local businesses with Facebook ads for Roofing.
As a roofer, you need to remember that people don’t buy someone’s roof on the internet. Facebook ads for roofing and any other industry offers a great opportunity to create value-first marketing campaigns that can deliver impressive results.
This article provides a step-by-step guide to launching your first Facebook campaign.
Why Choose Facebook Ads?
Facebook is huge. It has tremendous potential for roofers. Advertising on Facebook has grown exponentially in recent years, and many companies are ending it.
As a roofer, you will put your business at a disadvantage by ignoring Facebook. There are some amazing stats that show the size and range of Facebook.
- Over 2 Billion Facebook users
- Over 4 million advertisers on Facebook
- Average Facebook Ad CPC (Cost per click) $0.64
- 1.15 Billion Mobile Users
- The average American spends 40 minutes per day on Facebook
Education Based Marketing
Facebook marketing is different from other channels. Facebook definitely wants to protect the user experience. A user is someone who uses Facebook as a meeting place.
As an advertiser, you need to adapt your approach and lead an educational marketing strategy.
Facebook is like a party.
A social gathering with friends and family.
Do people want to buy things at a party?
No, they want to hang out, chat and learn new information.
Roofs are not what most people buy on the internet. It takes a relationship-based approach, identifies, qualifies, and ultimately sells.
The roof is a high-priced item. As a marketing rule of thumb, the higher the price of a product / service, the more education you need to sell.
Facebook Ads vs. Google AdWords
Facebook has several advantages over Google AdWords. For one thing, Facebook traffic is cheaper than Google AdWords.
You have more control over who you can talk to. With Facebook’s spooky targeting options, you can target almost anyone in the world.
You can target by demographics, net worth, zip code, home prices and more.
Creating a successful Facebook campaign is a bit more complicated than an AdWords campaign.
Unlike Google AdWords, the traffic it receives behaves differently.
AdWords is still a much more effective strategy for commercial roofers than Facebook.
Value First Approach
We understand that Facebook is different from most marketing channels, so we need to lead with a value-first approach.
What is the Value First Approach?
You only need to educate your prospects first by providing valuable content to help you make roof decisions.
Facebook Marketing is interruption-based marketing. This means breaking people’s news feeds with ads.
The best strategy is to create content that will be used to “ethically bribe” someone’s contact information. In the world of online marketing, this is called a “lead magnet”.
Creating an effective lead magnet is very specific. As digital marketers say:
You simply need to solve a specific problem with a specific solution for a specific segment of your market.
Here’s the key…
Your Lead Magnet must be consumed by the prospect for it to have an impact.
There are many different types of “lead magnets” you can create. I will go over some different types of lead magnets you can use.
Infographics can provide awesome content in a visually appealing format. The best infographics understand the context of what the customer is shopping for.
Infographics can be expensive to create. You can hire someone on Fiverr to create an Infographic or go to Upwork or even Dribble.
Infographics should be seen as an investment.
Even if you don’t succeed with your Facebook ads for roofing, a well-done infographic can provide valuable information to your prospects for years to come.
Ebooks / reports / guides have been used for years as lead magnets for millions of different types of businesses, for good reason. They can provide valuable information and arouse curiosity.
The overall goal of the ebook is to create curiosity about the product / service. In fact, most ebooks aren’t even read by potential customers.
People who are online are less attentive than goldfish, so they often forget to even download an ebook.
Checklist / Checklist works fine. They provide an opportunity to convey valuable specific information in a compact form. They are also likely to be read.
As a roofer, do you need to consider the information you provide to come across as an authority?
Some ideas look like:
– How to choose the right contractor
– Insurance FAQ
– Roof guide
How to Get Roofing Leads on Facebook :: Use this Facebook Funnel
2. The thank you page has links to calendars or additional forms with attractive offers. Coupon discounts will work here.
3. Ask someone on your team to call you immediately for leads that have selected coupon discounts. To maximize results, connect CallDrip and connect the leads to your phone instantly.
Once you understand targeting, activate Facebook ads. Here’s a step-by-step guide to creating a Facebook campaign:
First, create a campaign and select “Conversion” as your goal.
Targeting is the key to the success of this campaign. This part needs to be correct. Otherwise, the campaign will fail. You need to appeal to people who are in the roof shopping stage.
There are several ways to do this.
You can use Facebook targeting to target all homeowners in the city. You too can aim for the value of your home. You can also target by demographics, interests, and wealth.
For local campaigns, it’s always best to localize your ads. This means that you need to target your residents with your ads.
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Here are some Facebook Ad examples that you can model:
This type of Facebook ads for roofing works much better with Google AdWords. When people search Google, they are looking for information. On Facebook, people scroll through news feeds without looking for a roof.
They want to know what their friends and family are talking about. They don’t care about their roof.
For this reason, we recommend that you take the lead with a curious and value-focused approach. A value-first approach creates greed.
Our brains process images much faster than text, making images the most important part of advertising. This image is the first one you see when you scroll through the news feed.
As a rule of thumb, the image should be related to the rest of the ad. If your ad doesn’t work, the first thing to change is the image.
Once your prospects click on the ads they are taken to a landing page. A landing page should consist of two main elements:
- Benefit Driven Copy
- Conversion Focused Design
An example that the campaign above is using is below:
Thank You Page
Once your prospect fills out his/her information they should be taken to a thank you page. On the thank you page I would make an offer. A voucher discount can work well here.
If the lead did not fill out the coupon rebate form, follow up on the lead that just downloaded the lead magnet. Email consists of educational content that provides value to homeowners.
You should create the following custom audiences and create retargeting campaigns for each:
- Website visitors: 7 days, 14 days, 30 days, 60 days, and 180 days
- Landing Page Visitors that did not convert
- Thank You Page visitors
Facebook ads for roofing and any other industry are incredibly powerful to promote your roofing business. Facebook has several advantages over other platforms.
You can target your ideal customers, build authority, and generate business leads. Unlike lead brokers, Facebook campaigns are designed to help you promote your business locally and control what you want to serve.
What is your experience with Facebook Advertising? Have you already tried it for your company?
If you want any help regarding Facebook ads, then we are here to help.
We help agencies and their clients generate a massive ROI through our white-label Facebook Ads Services.
I will take care of the Facebook Ad campaigns of your clients so you can focus on scaling your agency.