7 Tips For Pressure Washing Facebook Ads!

0:00finally the video that everyone's been waiting for if you own a pressure washing company and you're trying to run your own Facebook ads or you've run your own Facebook ads in the past and you haven't had any luck in today's video I'm going to give you my seven best tips to make sure that your pressure washing Facebook ads crush this year it's a video you guys have all been waiting for if you run a pressure washing company and you've ran Facebook ads in the past or you're thinking about running Facebook ads and you're kind of intimidated about how to set up your campaigns in today's video I'm going to

0:28give you my seven best tips on running your own pressure washing Facebook ads and be sure to stick around until the end because I have a bonus tip that's really going to help you guys out with your Facebook ad campaigns if you don't know me my name's Sean and I run the social media Pros a pressure washing digital marketing agency if you want to learn about how we grow pressure washing companies check out the link down in the description but jumping right into today's video I'm going to show you a bunch of really great tips that's going to help you level up your pressure washing Facebook ad campaigns but before

0:58I get into the tips this is very important there are a couple of things that I want to cover that you need to understand before you spend any money in Facebook ads for pressure washing and the first one is is that messages that come through from Facebook are not like leads that you would get from let's say Google ads or yard signs or Angies or any of those other platforms right and you have to treat them accordingly you have to understand that Facebook ads is interruptive advertising right we are serving pressure washing ads to people who are not necessarily looking for pressure washing services versus you

1:29know if somebody goes to Google and they go looking for the service they're trying to get an estimate if they see a yard sign and they call they're trying to get an estimate so these people are a lot more Tire kickers if you will their intent is very low so you need to handle those leads or messages rather accordingly the second thing that you need to implement and understand is that you don't want to just copy and paste responses to these messages or leads that come through on Facebook what I mean by this is as I've seen this happen tons of times and this will absolutely

1:55kill your ability to get leads is let's say somebody clicks on your ad and they say something like I would like more information if you just copy and pasted something that says something like send me your address so I can shoot you over a quick quote you will get ghosted so fast and you will never hear from that person again you have to treat these people like they're your friends like you're trying to engage in conversation you know so if they say something like I'm interested can you tell me more you know just ask them like hey how can we help you in your next pressure washing

2:22project like what are you looking to have cleaned you know make it more personable you need to try to engage in this conversation and open it up a little bit more the third thing that you need to do before you start running these ads is that you need to try and get these these potential leads or messages on the phone as quick as possible and never talk about price over messenger and the reason for this is you guys know just as well as I do that there is a preconceived notion that homeowners have as far as how expensive or inexpensive rather pressure washing services should be so you can imagine if

2:51somebody says hey can you give me an estimate on a house wash you know you pull up their address get their square foot and you shoot them up over a house washing quote for 450 you know in their mind they may may think it should only be 200 and then they just ghost you right they're gonna you know you don't ever get the opportunity to explain why the price is what the price is and why you're better than the guys who are doing it for 200 now some of you guys may say well you know if they're going to be the kind of people that you know

3:14are gonna you know bat their eyes at a 450 house washing quote when they think it should be 200 then maybe Facebook ads isn't for you because again you know this is not intent based you know marketing this is interruptive advertising these leads are going to be lower intent they take a little bit more cultivating to turn them into customers and really the fourth thing that you need to understand and I kind of just hit on it is again you want to get these people on the phone as fast as possible because then once they're on the phone you can build rapport you can tell them

3:40a little bit about your company you can explain your services etc etc you can't really do that over messenger so we recap this really quickly before you run your Google ads you want to make sure that you're getting them on the phone as quick as possible you're never shooting prices over uh messenger um you're you know you're not just copying pasted auto-generated responses and you have to understand that these messages or leads are very low quality they're low intent so just go into it knowing that you can't treat these like you know yard sign calls or Google ads or any of that stuff but if you're if

4:10you understand all of that and you still want to run Facebook ads then let's get into the tips that are actually going to help you level up your campaigns the first tip that I have for you guys is use the Facebook business manager if you're going to run Facebook ads do not boost posts you want to use the business manager and you want to do it for several reasons within the business manager you can test different images you can test ad copies there's a lot more parameters that you can set it's just you know if you're going to spend the same amount of money use it in a

4:37better platform now most of you guys probably already understand this but for a lot of you new guys who are just getting started in Facebook ads try to stay away from boosting posts and only run your ads within the business manager if you don't know how to set up and use the business manager just at you know put type that question into YouTube there's a million videos about how to set up a business manager and how to use it but make sure that you are using the Facebook business manager the second thing tip that I have for you guys is when you create your first campaign you

5:02want to optimize for message and engagement or engagement and message I forget which order it's in this has actually changed in the last 12 months and those of you that have ran ads for a couple of years you've realized that when you go to create a campaign now the screen looks a little bit different it's important that you optimize for engagement and then messages you don't want to click on leads you don't want to click on anything else because you're going to get significantly more messages if you optimize for engagement and then messages so when you go to create a new campaign in the Facebook business

5:30manager you get taken to a screen where you can select the campaign objective here you want to choose engagement there are two options for getting messages and that is engagement and leads I know it may be tempting to choose leads but if you do you'll get way fewer messages and your cost per message will be significantly higher for tip number three I want to talk about budget I highly recommend that you only start running ads when you can afford around a 35 a day budget and this is for a few reasons first and foremost if you don't understand how Facebook ads works uh it works kind of off of a learning

6:01algorithm right so when you first create your first set of ads you know you're going to tell Facebook you're going to give them a set of parameters uh to as to who to serve your ads to with that being said on the back end they're still you know trying to do learning on who's interacting with your ad and who isn't uh and there's this whole learning phase that happens and so if you don't spend enough money you'll never exit that learning phase and you'll be trapped in these super high cost per messages so I will say that there is a direct correlation with the amount of money

6:29that you spend every day and the cost per message the less that you spend the higher the cost per message the more that you spend the cheaper the cost per messages the other reason that you want to use around a 35 a day budget or more is because we're going to get into this in a future tip is because you shouldn't just be running one ad right so if you're running let's say four or five ads and you're only spending ten dollars a day you're you're trying to spread ten dollars a day across five ads it's like two dollars an ad Those ads will never get out of the learning phase right so

6:57if you're spending 35 or 40 a day acros five ads you've got a lot more money to work with and Those ads can then exit that learning phase that I was just talking about the fourth tip that I have for you guys is try to use when it comes to setting your service area at the ad set level try to select the radius and not use zip codes and uh so I say this to say we do use zip code sometimes we only go to zip codes um on one or two occasions if we can't get the radius to give us the cost per message that we're looking for or if

7:27we've already tested out of a bunch of things and we've got a really low cost per message and we want to test something new we'll try zip codes the only con to using a radius right and especially when we're optimizing for messages is Facebook is going to try to find us people who are likely to interact with our ad and message us for the lowest cost per click so if you have a very big radius and you have a lot of people who are um let's say in a neighborhood that you don't want to do business in and a lot of people in that neighborhood start

7:52interacting with your ad you're going to start getting a lot of those more inexpensive jobs right when all I know all of you guys you guys want to be in the more higher priced neighborhoods and get the bigger jobs right so it can be tempting to use zip codes but we want to start off with radius because again we want to have a more broad spectrum of who we're targeting and let Facebook try to find who we're looking for and again if that doesn't work you can go with zip codes but oh always prioritize radius over everything something else that you want to be mindful of is that once

8:20you've selected your service area and you've set your other parameters like your detailed targeting and all of those things on the right hand side of the screen now this is on desktop and honestly if you're setting up these Facebook ads you should be using a desktop it's significantly easier to do but if you look at the right hand side it'll show you the amount of people that this particular ad set could reach right so if you're spending 35 dollars a day and you have an appropriate radius you know this number should really never drop below 200 000 people and you really shouldn't go over 400 000 people if

8:50you're spending thirty five dollars a day if you're spending less that number can come down if you're spending more that number could go up but you know if you're spending thirty five dollars a day you want to be between about 200 000 people and 400 000 people now this is because if the audience size is too small you're not going to get any leads and again you're going to be stuck in that learning phase if it's too big it might take too much money to exit the learning phase and again you're in this you're in the same Circle again so try to aim for around 200 thousand to four

9:15hundred thousand people um in this area for tip number five I wanna talk about detailed targeting and using Home Improvement um interest in order to narrow down that ad right so you know once you set your radius you know that number might be 500 or 550 000 but as you start to add in interest um that number is going to decrease so I want to go over some of the interests that we like to use in order to to obviously get our ad in front of the right people as well as lower that audience number as for the ones that I typically use here's a list so I like to

9:45use HGTV home renovations home repair renovation Home Improvement and DIY Network something to keep in mind is that this will not just show your ad to the people who share these particular interests because as you can see if you scroll down a little bit it says we may deliver these ads beyond your audiences and your selective objective if it's likely to improve performance so basically what that's saying is that you know even though you've selected you know four or five interests like HGTV and run Innovation and all that good stuff you know Facebook's not just going to serve your ad to the people who show those interests as people start

10:21interacting with your ad they're going to slowly test your ads against audiences that are kind of like the interest that you've already selected if that makes sense getting on to tip number six it is having one ad set in at least four to five ads right so you know when it comes to Facebook ads you have a campaign and under that campaign you can have several ad sets and under those ad sets you could have several ads but to simplify this the way that I would recommend doing this is having one campaign with one ad set and under that ad set having four or five ads right and

10:51so what this is going to do is if you set your budget at the ad set level right 35 a day at the ad set level any of the ads that you add at the ad level it's going to spread that budget across those and it will actually use like algorithm learning and uh and basically funnel that money into the ads that's best performing so my advice here is just have one ad set and a couple of ads now this is questionably one of the most important tips that I see a lot of people get wrong because you know they may put together one campaign one ad set

11:21and one ad and then you know it may not work and then they go well Facebook ads just doesn't work right the key to Facebook ads really really you know write this down somewhere this is probably the most important thing that I can say about Facebook ads for pressure washing and this is Facebook ads in general is the key is to test right the reason that when we create ads we may run seven or eight different creatives now creatives are images videos Graphics it's that it's that part of the ad the reason that we will start with seven or eight or maybe even nine of those

11:49creatives is we want to figure out what people like to interact with the most in that particular demographic so we might have one campaign one ad set and like eight ads and within those eight ads we might have two videos three or four before and afters and a couple of Graphics right and we let that run for a week or two and then we see kind of which which one of these ads that people like to interact with right and next to all of these ads there's going to be a cost per message associated with that specific ad and as you notice that some of these ads will have really high cost

12:18per messages you can just turn off Those ads and allow for that budget to funnel into your winning ads right you don't know what what works until you test everything right and to take this even a step further we'll do the same thing with ad copies even so once we've ran eight or nine different creatives and we say oh these two before and afters are getting us cost per messages of ten dollars and we narrow our our ads down to those two then we might try four or five different ad copies so we take those two images and we try them with four or five different ad copies and we

12:48see which one of those combinations will get us an even lower cost per message and so on and so forth and this is the most important thing about running Facebook ads if you take nothing else away from this video uh implement this into your strategy and it will definitely 10x your results and this leads me to the last tip before the bonus tip make sure you stick around for that and that is make sure that you have professional ad copy that's another thing that can absolutely kill your ad is you know you yourself writing the ad copy even if you think you can write the ad copy it's just not worth it

13:18especially when you can go to a site like Fiverr and pay like 30 40 bucks and get a couple of AD copies that are professionally written they're designed and crafted for the purpose of what you're trying to do and AD copy makes a huge impact on your ads you know you could go from a cost per message of forty dollars to Fifteen dollars just by changing the ad copy I've seen it we do it all the time which is why in our order we test our creatives first and then we test our ad copies etc etc so for this tip make sure that you are reaching out to somebody

13:48um you know it could be Fiverr upwork find somebody who does professional copy and have them write the copy for your app as for the bonus tip um I would I would highly stay away from Graphics um and I'm going to go ahead and tell you exactly what generally works best for us and it's videos and before and afters and it's kind of a mix between the two but before and afters of concrete actually tend to be the best performing before and after pictures and videos that are less than 60 seconds tend to be the best kind of videos so so for the bonus tip don't use Graphics you

14:17know I know you may be tempted to use like promotional Graphics where it's like 20 off or starting at 999.99 or whatever the case may be I would stray away from Graphics because the mentality on Facebook and consumers on Facebook is that they don't want to be sold to um and so whenever you use a graphic you're almost always going to have a very high cost per message so gravitate towards videos if you can less than 60 seconds and if you can't do use before and afters preferably before and afters of concrete because those tend to do the best because as you guys are well aware

14:46there's usually a very dramatic difference between you know a dirty side of a driveway and a clean side of the driveway with that being said if you're running if you're using a before and after of concrete it doesn't mean that you're only going to get leads for concrete cleaning uh and you know if somebody reaches out to you and they say something like hey can you tell me a little bit more about this you can just ask them like were you inquiring about concrete cleaning are you looking for house washing gutter cleaning you know all that good stuff so just because the creative is geared towards one service

15:13doesn't mean they're not interested in their services and that you cannot sell them other services so that's pretty much wraps this video up these are the seven tips plus my bonus tip if you guys Implement these things I promise you you will have significantly higher success this year when you're running your Facebook ads if you have any questions about Facebook ads drop them down in the comments let's say you're setting up your campaign you have a question drop it down in the comments and I will respond immediately and try to help you guys out with this stuff so I will catch you guys in the next video