Most roofing companies don’t have the time, nor money to pay an agency to find the sweet sauce.
Running ads in a very hyper target way.
The problem I see a lot is running their ads in a huge broad scope. They may have a 25-50 miles service area. “I’m going to advertise to all of those people.”
- You’re getting people who don’t speak engine
- You’re getting people who don’t even have a house
- You’re getting people who are 19 years old, 77 years old
You’re throwing money down the drain. 95% of those people seeing your ad is not in the market for a new roof right now and You have no brand awareness to almost all of those people.
Creating super hyper targeted ads
Think about a 1 to 2 mile radius, instead of a 20 or 50 mile radius of neighborhoods that you know most these houses are about the same age. Get very detailed (like there was a bad storm the night before).You can run an ad targeting that specific neighborhood. Another example is running an ad after you’ve completed a project in that neighborhood. You already will have brand awareness (from seeing your company trucks, yard signs and you working in the area).
Now they are going to see you for the next month on facebook. They have an easy way to click to your website and see if “hey maybe I should get in touch.” Relevance is the key.
What type of content works for Facebook Ads.
One element is the targeting of the ads. Making sure you are targeting the right people. The more crucial element is your creativity and the relevance.
Most of the time a roofing company will take a pic of the their new roof they have completed, they’re proud of and use that in a facebook ad. The problem is the average homeowner doesn’t care about their neighbor’s roof, nor would the know they need a new roof after a hail storm.
Bring some value to your audience. Take your phone and record a 30 sec selfie video saying, “Hey my name is Tion with ABC roofing, I’m in your neighborhood this week giving free inspections because of the hailstorm that went through your area about a month ago. 7 out of 10 home owners don’t realize that they actually have hail damage until its too late. Click the link and I’ll personally come to your house for a free inspection.” GO THE EXTRA MILE!