Hi there! Trying to get leads but not getting the results you expect? Constantly boosting ads or creating copy that doesn’t convert?
No sweat! We’ve got tips to help you clean up your act on Facebook Ad campaigns.
At Motion Ave, we’ve been helping commercial cleaning companies become successful in their advertising campaigns. We’re familiar with industry concepts like disinfection dwell time, high touch surfaces, dusting without desktop disruption, and cleaning techniques for carpets and hard floors- and we know how to make the vital but often-overlooked commercial cleaning service sparkle in the eyes of your prospective clients!
Stop scrubbing away at your Facebook campaigns! Cut right to the clean with these simple tips and get better results on your campaigns! We know they work- they’re how we’ve helped businesses like yours succeed!
1. Make sure you have the right objective for your campaigns
Every marketing campaign must have a clear objective. With commercial cleaning companies what we usually do is drive traffic to a landing page and get people to register so we can follow up with them and set up an appointment. This process is mapped out in what we call a funnel.
A good funnel will allow you to bring new prospects, convert them, make sales, retain customers and automatically follow-up leads. This is an example of one of the funnels we use with our commercial cleaning customers:
2. Target the right audience
You can’t talk to two different people in the same way! Every ad has to target its own audience. If not, your ad won’t be successful. With Facebook, you have plenty of possibilities when it comes to audience segmentation (by age, gender, income level, location, interest, language etc.). You can also create lookalike audiences similar to your leads, clients and franchise owners.
For the commercial cleaning industry, we usually conduct preliminary research to find out who are the “buyer personas” or the people that would be interested in acquiring a franchise. Then, we design our ads based on their needs, pain points, wishes, and dreams. We use at least 5-6 different types of audiences in our ads.
3. Put the right offer on the table
Once you have the right objective and audience, you have to figure out the right budget. Your results are directly related to your investment – a very low investment level will yield a low number of leads. On the ad set level, Facebook gives you the option of estimating the number of leads you can get with a specific daily budget as illustrated below:
With our commercial cleaning clients, we usually recommend a fixed budget for ad spend around $1,000 dollars a month that we usually adjust based on the results. With this amount, we have managed to get at least 80-100 leads per month for our clients.
4. Get the right creatives up and running
The difference between a good and a bad ad is usually the copy (matched up with some awesome video testimonials).
Copy is not just a catchy headline. You need to spend a lot of time designing the content of your ads and testing different options to see what resonates with your target audience. Try including some of the following in your ads:
- Emoticons- text alone can look dull and boring. These little icons help break the monotony.
- Killer CTAs- These determine whether your viewer takes action on your ad. Use power words such as Improve, Learn, Discover, Increase, Reduce, Ultimate, Complete, etc.- always verbs!
- Monitor the text in your images – Facebook punishes text-heavy images. Make sure you check the requirements on Facebook Image Text Check tool.
- Storytelling- Videos with subtitles as 80% of Facebook users watch video content without audio.
Commercial cleaning is not usually the first thing people think about when scrolling down through Facebook. You’ll need to build social proof in your ads, usually done through video testimonials.- the more the better!
5. Optimize budget based on ad performance
Optimizing campaigns is a combination of art and science. Remember we set our campaign objectives? Well, we have to monitor the variables based on that objective. With commercial cleaning companies what we usually monitor is the cost per lead, cost per link click, CPM, frequency, and link click. Nonetheless, we study many different variables before making decisions about turning off ads or testing new creatives.
Don’t think that because an ad is not working today, it won’t work in the future. Sometimes what works in the fall might not work in the summer, and vice-versa. Always monitor your results! Check your data, analyze, and think outside the box! Never forget your metrics.
6. Monitor constantly
Finally, constantly monitor your campaigns. What works today might not work tomorrow! Change your creatives from time to time and always use your own genuine style of communication with your audiences.
Optimize your budgets until you reach the sweet spot where you are achieving great results and all variables are in place (copy, creatives, budget, placement, audiences, ad sets, etc).
Cleaning an office requires skill, knowledge, and experience- so does managing Facebook ads! If you feel like you can’t crack the code, don’t worry! We’ve represented the commercial cleaning industry for more than 2 years, and have helped our customers grow their leads base by as much as 300%! If you’re tired of doing it yourself and not getting the results, contact the professionals- just like your clients do!