This Facebook Ads Strategy BLEW UP My Home Service Business (Copy Me)

0:00Most pest control or any service company don't think that Facebook ads work. They boosted posts. They pay for leads that never answered their phone. They spent money that they couldn't tie back to actually getting jobs on the schedule. So what do they do? They shut it off. And he said that Facebook ads just isn't for their service business. But want to know the truth? Facebook ads absolutely [music] work for pest control, lawn care companies, any service company, but only when you understand how to use them strategically. In this video, I'm breaking down exactly how we use Facebook ads, how to drive website traffic, phone calls, and jobs actually

0:32put on the schedule without burning through our budget. If you're running a pest control company or any other service business, and you want more predictable demand, then this video is for you. [music] Hey guys, my name is Jonathan. I'm the founder of Pest Budger. I've been in the service industry for 17 years, and over the past 5 years, we've scaled from one location to 17 locations across five states. I use this channel to share what's actually working for me and I wish my mentors would have documented their journey. So I'm documenting mine for you and hopefully this will help you guys grow your service company. As you

1:04guys know, I get to travel the country and I speak to hundreds of operators and I see the same thing and almost every time we sit down to go start growing through their ads. Uh they typically have no idea what type of lead they're actually buying or what lead they're supposed to use for their business. Facebook just doesn't hand you customers, but it gives you different types of intent, different strategies and awareness for every stage of your business. And once you understand the

1:29difference, everything else clicks. Facebook gives you a bunch of objectives. They give you engagement. They give you awareness, traffic, leads, sales, and app promotion. So, I'm going to give you the top three that we like to work with. [music] The first one is website traffic. Basically, Facebook sends people to your website to learn more about your services. Uh, you guys have to remember that these are very low intent and that's okay because their cost per click or leads are pretty inexpensive. You talk about 20 to 30 cents. But just remember like you're typically not buying book jobs here. You're buying attention. You're getting all the data

2:04and for future opportunity. So, website traffic typically works best when you're going into a new market and you're trying to build brand awareness for your territory. uh you're kind of warming people up before they're even ready to buy. Again, you're just getting your name out there. But the biggest mistake that I see when people start running uh these objectives is people expect an immediate ROI from them for these traffic campaigns. And this is not the goal here. Uh website visitors feed your retargeting funnel, which is actually where you guys start to make money later on. But just remember, if your website's super slow or it's confusing, it doesn't

2:36have like a clear call to action or a lead form and it doesn't convert, then it doesn't matter how much traffic you get. So, make sure that, you know, I talked about this in a different YouTube video. Just make sure you have a high converting website that they can fill out lead form to contact you. So, that's

2:50the first one we like to talk about. Hold up, quick pause. If you're running a pest control company or fertilization weed control company, you're not in our Facebook group, you're choosing the harder path. every operator that's there skipping years of mistakes because people are actually sharing what's working right now. So stop trying to brute force your way through growth alone. Search Pest Control Millionaires on Facebook or click the link below. And

3:09now let's get back to it. [music] The next one we like to use is the click to call ads. Basically someone goes into your ad, they click on the click now button or call now button and automatically calls your office. These are obviously very high intent leads cuz no one's going to call your pest control company for fun. Nobody's going to call your lawn care company to chat or to just find out pricing. That's typically what they're not calling for. They have a problem. They want it solved. With these leads, you're going to pay a little bit more for them because it's more higher intent. You're talking $15

3:38to $40. And I've actually seen them high as $100. But once they get that high, I'd recommend shutting them off. But they work really good for rodent infestations, you know, was nest removals. You got termite concerns, e any basically any emergency pest uh situation. I've even work really good for grub damage. And some people when they have, you know, like army worms or really bad lawn disease outbreaks, these will work really, really good. So, this isn't my favorite type of ad to run in the busy season because most companies just don't have enough people in their office, especially just starting out uh to answer these calls. So, if you you're

4:11paying for these leads, you don't answer them, you try to come back the next day, it's just not going to work. So, you have to answer these calls within seconds. You have to have a simple competent sales script that I talked about a whole separate YouTube video that came out a few weeks ago. But if you treat uh these calls like your life depends on it and you answer it every single time, these will work very very

4:30good for your service company. [music] So the third type and my favorite is a lead form where basically they have a lead form on Facebook that they fill out that captures their name, phone number, email, and then even their service interest. You can put in there uh some questions in there to create some friction all without ever even leaving the platform which obviously Facebook likes. Um, I would say these are a little bit lower intent than calls, but they're still very, very

4:56scalable and predictable, which I like. And you're going to pay anywhere from, again, you know, 12 to 30 $40 for uh these leads as well. Uh, these are really, really good for uh, you know, quarterly pest control, anything reoccurring. Uh, mosquito is really good, ongoing fertilization, weed control programs, like I said, any reoccurring service, these are really, really good for. But lead forms reward one thing above anything else and that is speed dele. If you call within the first five minutes, you'll win. But as you wait an hour or the next day, the lead is already dead. And trying to follow up these people is almost

5:34impossible. You got to remember that they're on their phone when they fill out the lead form. So the best time to call them is obviously when they're on their phone. So to highlight the big takeaways that we just talked about is you don't have to just pick one. uh website traffic builds awareness and obviously creates your retarget audience. So when you're running ads

5:51later on, you can go to retargeting ad. You can pick last 30, 60, 90 days, whatever you pick um and start retargeting all those people to drive them towards your new um call to action to get them to sign up later on. A lot of times people have to see you up to 21

6:0622 times before they ever buy from you. So, the more that you're in their face, whether it's every door direct mail, whether it's postcards, YouTube, Tik Tok, whatever, the more they see you, uh, you're retargeting them on Facebook, the better chance that they are going to buy from you. So, next, let's talk about creative, how to set these Facebook ads up. But first, you guys have to know that Facebook ads are interruption marketing. Uh, there people aren't actively searching for Pest Control or any other service company when they see your ad. They're scrolling through their feed. They're looking at, you know, vacation photos, memes, or whatever else they might be

6:40scrolling on Facebook for, but your ad has a job above anything else, and that's to get them to stop scrolling. If you don't grab their attention within the first two to three seconds, nothing else really even matters. Your offer doesn't matter. Your targeting doesn't matter. They're not jumping on Google saying pest control near me or putting

6:56in their problem that they're having. They're just aimlessly scrolling, basically wasting time, right? All right. So, here are the creatives that we like to use. Obviously, videos, pictures, before and afters, uh they work really, really well. So, with the video, you have your trucks, you have your technicians, you're out there doing the treatments. Basically, the movement is what stops people from scrolling, stops those thorns from scrolling. So, make sure you just get uh videos of your team spraying for mosquitoes, maybe have a technician taking down a wasp mask, putting down rodent bait boxes, anything like that. Uh before and after pictures work really good, too. So, if you have

7:28like ants in the kitchen, you see a trail of ants and then versus a clean kitchen, you have a a brown weed filled lawn and then also in a thick green weed-free lawn on the other side. Uh before and after pictures work really, really good. Obviously, they have to be strong um thumbnail style images. Make sure that just simple, clear, one message on them. Don't make it too wordy and make it short, simple, right? Uh it should also look like content and not look like an ad, right? So, make sure that you're just being very creative about this. It's not about being clear or cute or anything like that. It's just

8:02being uh interruptive and immediately get their attention and being immediately relevant. All right. So, now we have the single image, we have our video done. Now, we're going to need more the primary text uh message template and obviously your ad copy. And I'm going to give you the exact framework that I use for everything that

8:18I do. And this is very, very critical. But just remember that this doesn't only work for just Facebook. This works for every other platform too. So you have, you know, Facebook ads, Google ads, YouTube ads, every door direct mailers, postcards, door hangers, whatever you guys are doing for marketing. Uh the platform changes, but human psychology doesn't change. But here's the framework that I use for everything. So like I said, number one was the creative gets them to stop their attention. Two is a local call out. Uh this is where you just make it super personable. I could be like, "Hey, OKC homeowners," or, "Hey, Glennwick County," or, "Hey,

8:51specific neighborhood HOA homeowners." That way that they know, "Hey, this I live here and I'm a homeowner. This ad must be for me." Just make sure it's local. And you call that specific person out. Step number three is to put in their pain point, right? So, name the problem that they already know they're experiencing. Whether it's ants in the kitchen, mice in the garage, was messy by the back door, or weeds taking over the lawn. You guys are already servicing. you guys probably already have customers in these neighborhoods or in these cities. So, you already know what the issues are. Make sure when you're targeting these cities or

9:21neighborhoods that you're running the ad that the customers are already experienced with. So, like I said, one of your customers experienced ants the kitchen or multiple uh customers are experience with weeds in their lawn or specific weed at that time. Make sure you're using that ad to target that specific neighborhood and city. Next is your solution. Explain how you're going to solve that for them. You don't have to be super technical. Don't be super

9:44long. Don't need your whole process. Just enough to establish confidence that you'll control their issue. Step number five in the framework is why the customer should care. Answer the real question is why does it matter? Why does it matter? Now, obviously, it's safety for their kids, for their pets, protecting their most valuable asset, which is their home from damage, their shrubs, their bushes, um their lawn, whatever that thing is. Make sure give them a piece of mind. Um this is more

10:10emotional than it is technical, right? really really deep into why it dig into why it matters for the customer. All right, so step 5.5 is one of my favorites is make sure you're adding social proof to your ads, which is basically like a fivestar review. Uh, and to make it even better, if you can have a customer that's already in that neighborhood that is dealing with that specific pest. So, if you had mice in the garage and you had someone give you a fivestar review that lived in that same neighborhood that's having mice in the garage and how you solve it for them, that's the best social proof that

10:42you can put in your ad that will create a lot of confidence for the other homeowners and other neighborhood or other neighbors in that neighborhood. Step number six is just a clear CTA, which is a call to action. So, you're going to have one ad, one call to action, which is very simple, which is call now. Click the link below uh whatever that thing is, whatever the call to action is, but make sure in your uh copy above that when you write out the copy, one, don't make a copy super long. Two, make sure you have a clear call to action in the copy above. So, if

11:11you're writing out the copy to the right, say, "Hey, click the button below or click the button below to call now." Whatever that call to action is, make sure you have it in the copyrightiting as well. That way there's like no confusion and no multiple options, just one clear call to action that they have to do. Step number seven in the framework is a PS or a PSS. And this probably matters more than what you think. This is where your special offer lives where urgency is created or risk is removed. So PS, book this week uh and you get first treatment for 50% off or PS we only service your area until

11:43Friday. Or if you have a guarantee, you can put the guarantee in there as well. So, if the weeds come back, we'll come back out there for free, anything like that. But people will typically read the headline, they'll see the creative, and they'll drop right down to the PS. Um, so obviously having a PS or PSS is super important. Make sure you put that in there every single time. So, just remember that there's no perfect ad. The biggest thing you guys have to do is test, test, test, test, test. And this is where I actually see most people go wrong. They put up one ad copy with one

12:14creative and then they put it out there. They get it to run. Doesn't do very good and they just shut it off. So you need to test different creatives, different hooks, different offers, different local calls and obviously different call to actions and but use the same framework every single time. Then use multiple variations because uh different markets respond differently, different seasons respond differently, different services respond differently. Um so just make sure you're constantly testing. And the way that Facebook el algorithm works is obviously they want you to spend money on ads that are performing. So when you give it multiple variations, it automatically pushes the budget towards

12:50the one that's working. So it'll get engagement, it'll get clicks, it'll get conversions. Your job isn't to outsmart the algorithm. Your job is to give it options, let it optimize on its own. The algorithm picks the winner. then you can shut the other ones off and put more money behind that one and really keep pushing that thing and start scaling your ads forward. Inside of our Pest Control Millionaires program, we

13:10actually break down all this in detail. How to build the creative that actually converts, how to write copy that stops people from scrolling, how to structure and test ads without wasting a ton of money, and how to scale winners across all digital and print platforms. If you guys want our exact frameworks, testing structures, and execution playbooks built specifically for pest control, fertilization weed control, or any other service company, make sure to drop a

13:32comment below. It says Facebook ads. Hopefully, this video has helped you. Make sure to join our free Facebook group and I'll see you guys in the next