This is part 3 of 3 in the series about creating a kickass Facebook Ad (that doesn’t suck).
Now that you understand how Facebook Ads can benefit your business and how they work, let’s talk about creating one.
This article will give you:
- Step-by-step instructions for creating a kickass Facebook Ad,
- Professional marketing advice for your cleaning business,
- Outside resources,
- And secret surprises that’ll jumpstart your cleaning business’ growth in no time!
In order to create a successful Facebook Ad for your cleaning business, these are the steps you’ll need to take:
Need a little extra boost for your Facebook Ads?
Facebook Ads Manager is located on your business page's dropdown menu.
After you begin creating your ad, you'll be given the option to create a pixel.
Step 1: Create Your Pixel
Before we begin creating our ad, let's do a little overview first... A pixel (Facebook’s version of a cookie) is the ultimate deciding factor for the success of all Facebook ads.
Facebook pixels allow your cleaning business to…
- Measure the success of your campaigns,
- Test other campaigns against each other
- And retarget website visitors via Facebook Ads.
Target your audience and service area... and even create Ad Sets to see your audience's interests!
Take advantage of the audience tips. Facebook will even tell you when you're too specific or broad.
Check out your audience insights map within your Account Overview.
Here’s a quick tutorial for setting up your Facebook pixel:
Here's a more in-depth guide for setting up your Facebook Pixel:
Step 2: Create Your Ad Campaign & Ad Set
Click on “Ads Manager”, which is located in the drop-down menu.
For 99% of you, you’re going to choose “Create Complete Campaigns,” when you receive the prompt in the next step.
Only those who have experience with social media marketing and Facebook Ads Manager should choose “Create Campaign Shells”.
We don’t need to go into specifics here… just know “Create Complete Campaigns” is easier, because it takes you step-by-step.
Click “Create” and choose which way you’d like to create your campaign.
Click "Create New Campaign" and "Create New Ad Set".
Step 3: Choose Your Objective
After you’ve clicked “Create Complete Campaigns,” Facebook Ads Manager will then form a list of objectives (aka campaign types) for you to choose from.
After you choose an objective, Facebook Ads algorithm will automatically optimize your campaigns based on your chosen objective.
If you choose:
- A traffic campaign: Facebook will position your ads where it thinks people are more likely to visit your cleaning site.
- A conversion campaign: Facebook will position your ads where it thinks people are more likely to purchase from your cleaning business.
This is an example of a conversion ad we did to gain more acquisitions (members):
How to Choose Your Objective
I want to get back to ad creation, but let’s briefly break down each objective:
- Traffic = site traffic. This objective is great, if you’re looking for more site traffic, brand recognition or want to boost your SEO (search engine optimization).
- Lead generation = immediate lead information. This objective is great, if you’re looking for immediate information about your leads (i.e. names, email address and phone numbers).
- Pro tip: give free gifts in exchange for the information (i.e. free cleaning services, free cleaning upsales, gift cards, discounts, etc.).
- Conversion = encourages leads to hire you upon clicking. Since we’re mainly focused on converting leads into clients - this is what I’m about to teach you to do.
Since you’re more than likely a residential cleaning business, you’re going to choose the conversion objective 90% of time.
Step 4: Choose Your Audience
Remember that pixel audience we talked about earlier? This is where you pick which one you're using for your ad.
This is what sets Facebook apart from other social media ads.
With your Facebook audience, you can:
- Create interest-based audiences (i.e. people who follow other large chain cleaning companies like Merry Maids or households - like “working moms,” etc.).
- Target current fans and clients (this is that upselling benefit we talked about in part 1).
- Target everyone in a specified area.
Test out different options to see what works for your cleaning business. You want your Custom Audience number to be as high as possible… unless you’re in a metroplex, such as Dallas - then you’ll want your Custom Audience as close to 600,000 - 1 million as possible.
Fair warning though, you also don't want to target too large of an audience either.
You should target people that are 24+ for both genders.
When you’ve never created an audience, be as broad as possible - find out what works/doesn’t work for your cleaning business. Add as many fields relating to your business as possible (i.e. all applicable genders, languages and field-related interests).
When you get enough clicks (a few dozen or so), go back and evaluate the demographic data. Then, go back to your Custom Audience and make it more targeted (specific).
Detailed targeting allows you to narrow down your audience.
Unlike any other social media ad platforms, this feature allows you to target users based on their interests.
Always start advertising broadly, find out what works, and then narrow down your audience.
When you have some substantial traffic and engagement, you’ll be able to utilize Facebook’s Audience Insights to find out your target market’s interests.
Step 5: Choose Your Placements and Budget
Choosing Your Placements
Almost always, “automatic placements” is your best course of action. This gives Facebook more wiggle room to optimize, and see which placements give you a better result.
If you opt not to do this, expect to hire a full-time marketer for your cleaning business. Deciding not to choose “automatic placements” is going to create more work and a working knowledge of social media advertising.
Choosing Your Budget
You’ll be able to begin seeing results with a budget of just $5 a day.
There aren’t exact stats behind this one. Just common sense.
If you’re utilizing social media marketing (even for as small as $5), you’re increasing your awareness and creating more conversions.
Typically, it’s better for most small cleaning companies to keep a small Facebook Ads budget. It allows you to have more “trial-and-error” to figure out what is or isn’t working.
Additionally, it gives you more time to hire new employees as needed and grow your business at your own pace. And remember, your budget can (and should) be changed as needed.
Pro tip: Sometimes, it can take up to a week to start seeing results for Facebook Ads. So, don’t change your ads budget more than 50% within 3 days. You’ll essentially be throwing away unnecessary money.
You have to give Facebook’s algorithm time to “work its magic”. Just post. Sit back for a bit. And let the magic happen.
Consider adding an end date to your ads. This way, if you forget about your ads, you won’t lose money on ads that aren’t working. You’ll have time to go back later and evaluate the data.
Like a lot of things in Facebook Ads Manager - usually, you’ll want to set your bid amount to “automatic”.
The only reason you’d choose “maximum cost per conversion” is if you knew the Lifetime Client Value (LCV) to the exact decimal as well as your exact prices.
Step 6: Creating a Facebook Ad
Facebook uses a “relevance score” to review your ads, which are based on:
- Positive reactions
- Negative reactions
- Number of people ignoring your ad
Second to your “Audience,” your image and copywriting have a big impact on your relevance score.
The most successful ads have the most engaging pictures and copy. This goes back to the best possible user experience to keep them on Facebook.
Here's a quick overview - in order to create a Facebook Ad, simply:
- Click “Ads,”
- Click “Create,”
- Choose which campaign it falls under
- And input your ad preferences.
Step 7: Choose Your Format
Facebook has several ad formats that are used for different purposes.
This is the easiest option you can choose, but your picture and ad copy need to be really engaging and eye-catching.
You’ll choose this option when you’re trying to…
- Raise traffic to your site,
- Quickly create an ad
- And increase product awareness.
Some pro tips for this ad format:
- Avoid using too much copy on the image itself
- Stay “on brand” by using your company colors
- Have a strong Call-to-Action
- Show your cleaning services in action,
- Avoid using too much copy (text),
- Use 1 focal point (if you have more than 1, check out carousel and video ads),
- Be visually consistent (when running a campaign with multiple ad sets, choose a theme - you’ll be more easily recognizable),
- Use high resolution images (they don’t necessarily have to be professional, but always check size and quality)
- And try different things with your visuals (try different images and formats and always preview your ad before you begin running it - all can be done over Creative Hub)
This is one of the storyteller ads. If you have a story to tell, this format is for you. You’ll have a variety of styles and length options. Choose a short video for those who are on the go or a longer video for the people chilling at home.
This is a great Top of Funnel ad, and in today’s
Some pro tips for this ad format (please note, I’m only including the ones that might apply to your cleaning business):
- Use short videos and GIFs to capture a brief moment of attention.
- Use short vertical videos to get users to stop and pay attention to your ad in full screen.
- Use short Instagram stories to bring attention to your cleaning business’ story. This is an all-in video ad with personalized text and graphics as content.
- Use a short carousel to provide another new form of engagement through an interactive format.
- Use a an in-stream video to reach those engaging with Facebook video content and Audience Network.
Here’s how to create the best mobile video ad:
- Grab the audience’s attention early.
- Have a clear message.
- They make sense both with and without sound.
- Use different formats (i.e. square crops, vertical video, stacked videos and 3D framing effects).
This is a second option for a storytelling ad (the first being through videos).
These are videos with captions throughout… it’s almost like a video slideshow.
Your potential cleaning clients (and Facebook’s algorithm) will like this, because…
- It creates a connection,
- It’s genuine,
- It makes them feel a part of your business,
- It’s addicting
- And it’s seamlessly optimized for vertical phone screens.
Why this format can help your cleaning business:
- It grabs the leads’ interest,
- Creates a Call-To-Action
- And it’s quick, easy to understand and provides leads with tips and advice (or rather, it should!)
If you want to strike a conversation with your leads or clients, this is a great option.
This gives you the potential to really connect with them. As a bonus, you can add interactive or automated features.
Some pro tips for for this ad format:
- Reach more people by paying to have your ads delivered right into their Messenger.
- Use click-to-Messenger ads, so that you can continue to communicate with them.
- Use sponsored messages for retargeting those leads who haven’t converted yet.
- Use messages objective to get more personal and increase leads, sales and answer questions.
This ad format is great for showcasing the different packages or services you’re selling to new or existing cleaning clients.
Additionally, you can add up to 10 images within a single ad with different links. You can also use this format to tell your cleaning business’ story.
Here are a few ways you can use it…
- Showcase multiple services,
- Present the benefits of choosing your cleaning business,
- Engage with the audience through storytelling
- And give housekeeping tips and tricks (to provide your audience with a deeper benefit).
These are similar to video ads, but with shorter clips telling a story.
This format is great if you’re wanting to make a video ad that seamlessly integrates across all devices and internet connections.
Choose the slideshow ad format when…
- You want the same effect as a video, but don’t have the budget.
- You want to make a quick, meaningful connection.
- You want to create a kickass ad from your page or phone.
- You’re trying to simplify an in-depth process (i.e. certain housekeeping tutorials).
This ad format makes it easy to use images you already have.
Slideshows allow you to:
- Showcase the benefits of choosing your cleaning business,
- Provide housekeeping tutorials on everyday upkeep,
- Advertise your packages and services
- And tell your audience how you started your cleaning business.
Step 8: Write Your Ad
In order to write a great ad for your cleaning business, there are a few things you should focus on:
Your cleaning business’ headline should:
- Have 25 characters or less,
- Have keywords,
- Focus on the deeper benefit,
- Solve your cleaning leads’ and clients’ problems,
- Ask questions,
- Have humor (but keep it clean and non-offensive),
- Keep the words simple and easy-to-read,
- Have proper grammar,
- Use quotes and testimonials,
- Make promises
- And make the offer clear.
Essentially, your ad copy should go into further detail about the deeper benefits of choosing YOUR cleaning business.
Make it as engaging and informative as possible, but keep it short (80 characters or less).
Step 9: Publish. Test. Rinse & Repeat…
After you’ve completed these steps, go ahead and publish your ad!
Not sure about the ad?
That’s okay. Publish it anyways.
You should always test different ads against each other. This allows you to see what’s working, and what’s not working. Trying playing with different audiences, headlines, copy and images - see what works for YOU and YOUR cleaning business.
To test an ad, simply:
- Go to “Ads Manager,”
- Open the ad you want to test,
- Click “Duplicate”
- And make the changes you’re wanting to test with the duplicate ad.
Win back your clients with this “Done-for-You” Email Campaign!
In today’s world, Facebook Ads are an essential part of growing your cleaning business.
This article gives you:
- Professional advice for Facebook marketing your cleaning business,
- Information on how YOU can market your own cleaning business,
- Insider secrets,
- Invaluable resources
- And gives you surprise gifts along the way.
As a cleaning business owner, you NEED to focus on working ON your business rather than IN it.
Stop putting your dreams on hold, and start Facebook marketing your cleaning business, TODAY. You’ll be SO GLAD you did!