Cleaning Business Entrepreneurs,
In 15 minutes, you will be able to do two things:
- Set up an attractive, eye-catching Facebook Ad
- Generate new, highly-qualified leads whenever you want
For local businesses – like cleaning services – Facebook yields a ridiculously high Return on Interest (I’ve seen some companies “buy” lifelong customers for as little as $10).
Crazy, right? And the rest of the market is just now figuring this out.
I’m going to show you how to take advantage of this platform, and give you a few strategies to grow your cleaning business.
But first, let’s answer the question: Why Facebook?
3 Reasons Why Facebook is the Perfect Tool to Advertise Your Cleaning Business
1. Everyone and their dog uses Facebook
- The majority of homeowners in the US and Canada have an account on Facebook.
2. Facebook knows way more about your clients than you do
- Where they eat.
- When they use the computer.
- What they do on their days off…
This means your ads can laser-target the right people. Facebook Ads are not like billboards – they will only go to the people most likely to buy your services.
With Facebook, you don’t have to waste money sending your Ads to the wrong people.
3. Facebook Ads are perfect for the Cleaning Industry
- Facebook has a special emphasis on Local Business.
- You can target a radius around your preferred work area, or simply send your ads to a zip code. It’s very flexible, and you can change it whenever you want.
- This allows you to build up route density, or to target specific areas and neighborhoods
With Facebook you can create marketing campaigns that:
- Increase awareness of your business
- Capture leads and interested parties’ information
- Sell your services directly to Facebook users (i.e., almost everyone)
Essentially, there are only a couple steps you need to take to start advertising on Facebook:
First: Build a Facebook page for your Cleaning Business.
A business page will act as the “homepage” for your business on Facebook.
The best part? Creating one is 100% free!
Note: You do not want to create a personal profile for your business, even if you are a solo cleaning operation. Facebook does not intend to allow personal profiles to advertise anything.
I’ll walk you through the basics:
Step 1: Log in to your Facebook account, and click the menu icon in the top right. Here, you can select “Create Page.”
Step 2: Choose the option for “Local Business or Place.” Even if you have several offices and operate in different states, choosing “Local Business” will give you the most power over your local advertisements.
Step 3: Add pictures and fill out your information!
Here’s an eye-catching example from Dusting Divas in Oklahoma:
A few things to note:
- Fill out as much of your profile as possible. This makes it easier to find you, and tells clients what makes you so special. Make sure all of this information exactly matches the information on your website.
- Your PROFILE PICTURE should be your Company Logo (this makes it easier to identify you)
- Your COVER PHOTO works best if there is a human element – especially if the person is smiling.
Limit your “on-image words” to 3-6 words.
Some businesses choose to include a few words on the Cover Photo. The Cover Photo is not meant to give information.
Rather they work best to entice clients, or to give an idea of who you are. Some quick ideas:
- “Get a cleaner life!”
- “Everyday should feel fresh.”
- “Brighter kitchen, cleaner home, happier life.”
Should I include a Call to Action button?
Absolutely. When you create your Facebook page, it will prompt you to add a call-to-action button. For most cleaning businesses, a simple “Book Now” will work perfectly.
Follow the prompts, choose “Link to Your Website” and paste in your booking URL. Now, people can buy your services… straight from Facebook.
Keep Your Page “Alive”
Make sure to keep your company’s page updated. You don’t need to add something every day. One post a week – or even one every two weeks – goes a very long way to show people you are an active and healthy business. It’s all about trust.
Think of it like brushing your teeth every morning. Would you rather buy from a guy with a bright, white smile… or Old Garlic Breath over there in the corner?
Congratulations! You have a Professional Facebook Page for your Cleaning Business!
How to Create a Local Facebook Ad for Your Cleaning Business
Facebook does a great job of walking you through the Ad Publisher…
…however, there are so many options, it can be daunting for a first time (or even a moderately-experienced) user.
In this section, we will cover:
- Key steps
- Major “watch outs” and problem areas
- And a few “secret tricks” and best practices to increase your conversion rates
Step 1: Go to your ads manager.
Step 2: Click on your account.
- It may prompt you to create an Ad account. Follow the instructions. You will not be charged anything until the you actually create an Ad.
Step 3: Install the Facebook Pixel on your website.
- In this case, “Pixel” is another name for a Cookie. This gives you the power to track users who visit your website through your Ad.
- The Pixel is essentially just a few lines of code. Don’t panic! It is actually very easy to install. You can also ask Facebook to email the code to your Web Developer.
Here is Facebook’s quick guide to installing the pixel:
Step 4: Go back to your Ads Manager, and click “Create Campaign.”
Step 5: Choose your goal.
- Since we want some new cleaning clients, we will choose “Conversions” as the main objective for this campaign.
Step 6: Name your Ad.
Eventually, you might be running dozens of ads simultaneously. I recommend you come up with a naming convention that is both simple and modular, so you can keep adding ads without getting confused.
Here’s a quick example of how I set up my ads:
- [Ad Category] – [Target Audience] – [Modifier or Characteristic] – [Date]
- Client Conversion – All Clients – First Ad Ever – 7.26.2017
This formula allows me to keep all of my ads organized. I can easily see which ads are performing well… and which ones aren’t.
Note: Don’t spend too much time on your naming convention! You can always rename your ads.
Step 7: Create your Conversion Event.
Essentially, Facebook needs to know what YOU consider a conversion. This is how you tell them.
For this campaign, a conversion will happen when a person hits your “Thank You for Booking with us!” page (the page that comes after they sign up for your services).
To create your conversion event:
- Select “Website or Messenger”
- Click in the box that says, “Please select a conversion event.”
- Add a new “Custom Conversion Event.”
- Under “Rule” make sure it says “URL Equals”
- Copy and paste in your “Thank You” URL
- Choose the category “View Content.”
Now, Facebook will know that when anyone “views the content” of your “Thank You” URL, that means someone just became your client!
Note: this will only count as a conversion when the person comes from Facebook, so your data won’t get skewed.
Step 8: How to Build Your Audience
- Click on Locations. Facebook will pull up a map.
- Drop a pin in the area you want to advertise to.
- Make sure you select “People who live in this location” since you want to sell to homeowners in the area – not tourists.
- Alternatively – you can simply type in your city or zip code.
- Choose the best ages, genders, and language for your target audience. Generally speaking, Men and Women from 25-65 will include all of your best clients.
Note: If you know that 90% of your clients are a certain demographic, you will have much better success building an ad specifically for them.
Step 9. Detailed Targeting.
This is where Facebook gets really powerful. You can enter in a few of your clients’s interests/characteristics to better target the right people. For example, you can type in…
- “Family-based household”
- And “Maid Service” as an interest
You can even add interests based on whether or not they have kids (and what age those kids are)!
SAVE this audience. This way, you won’t have to recreate it every time you build an Ad.
Step 10: Set Your Budget.
I highly recommend you start LOW. Do not plug in $500 a day (unless your company can easily handle that loss), because you will need time to adjust your ad.
I recommend starting with $20 a day to get the ball rolling. Set an end date, so you don’t forget to turn off your ad. Here are my settings:
Note: You can change your budget at any time, so don’t worry about “messing up” here. It will never hurt you too much.
How to Create a High-performing Local Facebook Ad for Your Cleaning Business [The Final Step]
This is the last step of creating your Facebook Ad.
Your Ad Format
Currently, there are 5 formats to choose from:
- Single Ad
The two most successful ad types are “Single Image” and “Video,” however each format has its place.
I wanted to keep this tutorial simple, so I chose to stick with the “Single Image” ad format. This format takes the least amount of time, and works just as well (if not better) than the others.
A few quick guidelines to choosing your image(s) or video(s):
- Make sure the media is high quality. Don’t choose a grainy photo, and don’t put up a poorly-edited video. You will only waste your own money.
- You may not even need to use a picture of your own work. Facebook provides professional stock photos for free, or you can find them from the web.
- Marketing secret: make sure to include SMILES in your images. There’s something about seeing a happy, human face that works wonders on clients. After all, Facebook is about FACES.
Why use Stock Photos? The professional touch goes a long way to catching eyes. Later, you may wish to “split test” some of your original photos against stock photos, and see which ones have a higher return.
How to Write a Great “Cleaning Business” Facebook Ad
Short and sweet. Keep your headline below 11 words.
Try to make it “benefit heavy.” That means, instead of saying “Get our cleaning services!” you could write, “Get a cleaner home, hassle-free!”
This is the text that goes above the image.
Your “News Feed Link Description” is where you can get a bit more wordy.
Use this section to SELL THE BENEFITS of your company – if you can, talk about what makes you different. Keep in mind that your clients don’t really care about you… they care about what you can do for them.
News Feed Link Description
Most marketing gurus suggest you keep this one short as well – it’s just there to give your clients one last little push to click the ad.
3 Example Facebook Ads for Cleaning Businesses
Check out these quick examples.
Feel free to STEAL any of the content or copy on these ads – these are just for you!
Ready to publish?
The last things to do are put in your URL for the sign up page on your website…
…and then, choose your “Call to Action” button. For this simple conversion ad, we want people to book… so we made it “Book Now.”
Then, you can hit publish and – hurray! You’re on your way to making money with Facebook Ads
Other Kinds of Facebook Ads You Might Want to Run:
If you have some sort of free asset to give out – perhaps a contest for a 1-time free cleaning – you might want to run a “Lead Generation” ad.
Lead Generation ads are focused on bringing you information on potential clients (that is, leads). Lead generation ads are much cheaper than Conversion-based ads, but most of your leads will not turn into clients.
Instead, these ads are great for generating interest in your business, earning awareness, and getting the all important email or phone number… so you can follow up.
Speaking of following up…
If you were asking earlier “what’s a custom audience?” – well, here comes your answer.
For most cleaning businesses, MOST of your leads will not turn into clients.
However, if you can somehow “follow up” with someone who interacted with you (on Facebook, on your website, etc.) then you have a much higher chance to convert them into a full client.
Custom audiences allow you to, among many other things, target people who have interacted with your ads or your website in the past. When you get more advanced, Facebook is a great way to retarget your leads, and hopefully convert them into life-long cleaning clients.
Final Thoughts on Advertising with Facebook
Cleaning businesses that DON’T use Facebook to advertise are BEHIND the curve.
But, armed with your new Facebook powers, you will make a huge impact on your business and get ahead of your competitors. There are hundreds of tests and experimental ads you can run – don’t be afraid to try out new ideas. Facebook makes it easy for you to test, or when something goes horribly wrong, to shut it down.
Get creative, and happy growing!
Patrick Hoffman is Marketing Director at Service Autopilot. He specializes in managing marketing campaigns and giving marketing strategies to the Lawn Care, Landscaping, and Cleaning Industries. When he's not writing, he's reading books on marketing, self-improvement, or science fiction.