Mastering Facebook Ads: Five Tips to Fill Your Pipeline with Qualified Flooring Leads

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Work slowing down? If so, Facebook Ads could answer your lead generation needs. Facebook has become an invaluable platform for businesses looking to expand their reach and generate leads. Flooring contractors can leverage the power of Facebook advertising to create some very successful ad campaigns (well into six-figure returns if done correctly). In this article, we’ll explore five essential tips that can help you maximize the performance of your Facebook Ad campaigns and achieve some amazing results.

1. Craft a Compelling Offer to Stand Out

One of the key elements in creating a successful Facebook ad campaign is having an irresistible offer that sets you apart from everyone else. While discounts may seem like a knee-jerk reaction to offer as a promo, don’t go down that road. Not only does it devalue your brand long-term, but it attracts the wrong type of clientele.

Instead, I recommend focusing on value-based offers that appeal to your ideal client. I like extended warranty offers or complementary services thrown in at no cost. Some clients will throw in a free “floor care kit” after they finish the job.

Value-based offers resonate with customers who prioritize quality and long-term benefits. By showcasing the unique value your flooring services provide, you position your business as a premium choice in the market.

2. Optimize Ad Creatives for Impact

The visual elements of your Facebook ads (or the ad “creative”) play a crucial role in capturing your audience’s attention. We find images almost always outperform videos. As for what to show in those images, go for action shots, before-and-after pictures, and shots of your crew.

People like action shots because they can showcase your work’s dynamic nature, giving your prospects confidence in you. Before-and-after pictures provide the necessary proof that you can do what you say. Including a shot of your crew adds a personal touch and helps prospects put a face on who they might be working with.

Finally, avoid using stock images at all costs. They break trust and remove any sense of personality. The only images you should be using are original pictures. Don’t overthink it. A well-taken shot on your phone will be fine.

3. Grab Attention with If/Then Statements

The attention span of online users is short, making it crucial to grab their attention from the very beginning of your ad. Utilizing “if/then” statements in the opening lines of your ad can be an effective way to engage your audience.

For example, start your ad with a statement: “If you’re tired of looking at your old, outdated floors, then we can help!” This approach immediately addresses the pain points of your target audience and positions your services as the solution they’ve been searching for.

However, crafting compelling if/then statements requires a deep understanding of your target market’s needs and desires. You create a powerful connection by aligning your messaging with their concerns, encouraging them to read further and consider your flooring services.

People like action shots because they can showcase your work’s dynamic nature, giving your prospects confidence in you. Before-and-after pictures provide the necessary proof that you can do what you say. Including a shot of your crew adds a personal touch and helps prospects put a face on who they might be working with.

4. Set a Realistic Budget

Facebook advertising is not a one-size-fits-all solution, and understanding the cost per lead in your industry and location is essential for creating a budget that aligns with your goals. As of now, our benchmark for flooring contractors typically ranges from $20 to $60 per lead. This can vary based on the competitiveness of your local market.

To set a realistic budget, define your sales goals and understand your conversion rates. Remember that your conversion rate on Facebook will be much lower than leads sourced from referrals.

Clients typically book about 50 to 60 percent of Facebook leads to estimates. Then, about 25 to 40 percent of those estimates will turn into a closed job (depending on their sales performance).

Regularly monitor your ad performance and be prepared to adjust your budget based on the results. A well-optimized budget ensures that your ad campaigns consistently provide enough leads for you to profit from your campaign.

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Facebook advertising is not a one-size-fits-all solution, and understanding the cost per lead in your industry and location is essential for creating a budget that aligns with your goals.

5. Master the Art of Appointment Setting

While many flooring contractors are accustomed to referral-based leads, Facebook-generated leads may require a different approach to appointment setting. These leads often are colder, meaning potential clients may not have prior knowledge of your business.

A solid appointment-setting process starts with a couple of important principles. First, speed matters. The faster you can call your leads, the better. Second, always book a meeting from a meeting. Do not count on them “calling you back” at their convenience. Get it booked in the calendar. Finally, remember to follow up with your leads. Do not give up after dialing just once or twice. People are busy and forget.

Invest time and resources into developing scripts, training sessions, and role-playing scenarios to ensure you or your appointment setter is well-prepared to handle inquiries and turn them into successful appointments.

Mastering Facebook advertising could be a game changer for your business. So many flooring contractors don’t have a real sales or marketing system in their business that’s predictable. By implementing these five tips, you’ll be well on your way to getting more leads than you know what to do with.

Matt Thibeau is the CEO of Savant Marketing Agency. If you’d like to contact Thibeau to request a free strategy call, visit savantmarketingagency.com or follow him on Facebook at facebook.com/matt.thibeau.

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