Should landscaping companies bother with Facebook Ads? That’s a question that I get a lot from people in the industry. Hi, my name is Francisco. I am the owner of Planet Marketing, a Digital Marketing agency. My company specializes in Facebook Ads, Google Ads and Remarketing. If you have been wondering whether or not to take marketing for your landscaping business to Facebook, then you have come to the right place. Over the years, I have worked with quite a number of companies similar to yours. Today, I will share some of the insights that I have gathered along the way. This article has the following sections;
Why All Landscaping Companies Need to Start Advertising on Facebook
Facebook has a daily active user base of over 1.8 billion people. That number continues to grow. You can check out the latest figures in the graph below from Statista. I though I should include it here just to put things into perspective.
Find more statistics at Statista
Clearly, Facebook is massive, which should be enough motivation for landscaping companies to start advertising on the platform. In fact, almost all businesses can find their audiences on the platform. The following are some of the reasons why Landscaping companies should start marketing on Facebook;
- It’s easy to reach out to the right audience on Facebook. The platform provides you with a wide range of tools that you can use to precisely target the right people with your ads. That gives your ads a higher-than-industry average CTR. Generally speaking, Facebook Ads perform better than most of the alternatives that can be found out there.
- You can create your own Facebook Ads. Learning how to do it takes time, but it can be done nevertheless. In fact, that’s the object of this article. With a little patience, you can start running your own Facebook Ads marketing campaigns. Of course, if you would rather have a professional do all the hard work, don’t hesitate to get in touch with me. This is what I do best. So, I will be able to create top notch Campaigns for your landscaping business.
- Most people worry that Facebook ads are too expensive. Can you afford to advertise on the platform if you are a small landscaping company that’s just been set up? Well, the good news is that Facebook Ads are very affordable. In fact, they are more affordable than most of the other alternatives that are out there. It’s cheaper, in my experience, to run Facebook Ads than to run Google Ads. In fact, you can get started for as little as $5 per day or even lower.
Tips on Getting the Most Out of Facebook Marketing
In my experience, you can quickly plunge into creating Facebook Ads for your landscaping business and you will have a decent amount of success. However, if you really want to create outstanding campaigns, there are some questions that you are going to need to ask yourself before you even get started. There are also some steps that you are going to need to take beforehand;
Who is your Target Audience?
First, you need to have clarity on who constitutes your target audience. Who are the people that you are trying to reach with each Facebook advertising campaign. Please note that with Facebook Ads, the great thing is that you are not stuck in a hard set mould. Your audience can be variable from one point to another and from one campaign to another. The following are examples of target audiences for landscaping companies;
- People who are generally interested in landscaping
- Home owners
- Real estate agents
- Construction companies that may be looking to outsource
- Hotels and other resorts
What are your goals for that particular Campaign?
No two Facebook ads marketing campaigns are ever going to be the same, even for the same landscaping company. Before you set out to create a campaign, you need to be clear on what you wish to achieve.
Do you wish to create brand awareness? Do you wish to get people from Facebook to your website? Or maybe you could be looking to get people to contact you directly. There are many potential goals when doing Facebook Ads marketing.
Having clarity here can save you time when it comes to choosing a Campaign Objective, as you will see later in this article.
What are your Target Audience's pain points?
Once you have identified an audience that you wish to target for a particular Facebook Ads marketing campaign, the next thing that you need to do is to identify their pain points. It’s similar to all marketing.
In general, you need to identify potential points of concern for your audience. What is it that motivates and demotivates them? What is it that attracts and repels them? The following are possible pain points for people looking for landscaping services;
- Affordability. Perhaps people are looking for cheap options.
- Fear of property damage.
- Amount of time needed to complete the job.
Set up Pixel on your site
Setting up Facebook pixel is something that you absolutely need to do once you have decided to advertise your landscaping business on Facebook. Pixel is how Facebook does remarketing. Most people know what remarketing is from Google.
Remember those ads that seemingly follow you from one website to another? That’s remarketing at play. It involves tracking visitor interest on a particular site and then showing them relevant ads as they move across the web.
With Facebook, you need to install a pixel on your site. That’s code that is designed to track what people are doing. So, if someone lands on your landscaping website from Google or elsewhere, and they browse through your site, it’s safe to assume that they are interested in having work done.
Unfortunately, most people leave without buying. That’s just the nature of the eCommerce world. Only about 2% of traffic actually converts.
But with pixel, you can boost that figure because the moment that person goes to their Facebook, they are shown your ads based on their interest on your site. Facebook remarketing allows you to boost your conversion rate to around 9%.
Set up a Facebook page
The rest of this article is dedicated to the creation of paid Facebook ads. However, the good news is that you can actually start marketing on Facebook free of charge. All that you need to do is to create a Facebook Page. You can read my article on how to create functional Facebook business pages.
A page acts as a platform on which you can gather people who are interested in what you have to offer. You can answer question from current customers about your products and services. You can also use the platform to sway those that may be doubtful about whether or not you can deliver.
Your Facebook page needs to be vibrant. That’s easy for landscaping companies to do. You can post a lot of useful stuff to keep people engaged. Give them free landscaping tips. Publish pictures featuring your best works. When handled great, a page can be a real source of leads for your business. And did I mention that its free?
Creating Facebook Ads for Landscaping Companies
Everything that we have talked about so far should help us when it comes to the process of creating Facebook ads for landscaping companies. Facebook ads are created in Ads Manager. You need to have a business account to get going. You can sign up for a business account using your personal Facebook credentials. In Ads manager, the process of creating Facebook ads has the following steps;
- Choose a Campaign Objective
- Set up your Target Audience
- Create your Facebook Ad
What are Campaign Objectives and how do you choose one?
Facebook Ads Campaign Objectives are expressions of the direction in which you wish to have your Facebook Ad flow. Your choice here determines how you are going to create your ad. You need to note that Facebook ads have many dimensions. I have already noted that no 2 ads are ever the same.
Facebook provides you with 11 Campaign Objectives from which you are required to choose one for each ad. The following are the Campaign Objectives that are available when creating Facebook Ads for Landscaping Companies;
- Brand awareness
- Lead generation
- App installs
- Video views
- Store traffic
- Catalog sales
Which one should I choose?
Most people worry about choosing the best Campaign Objective when doing Facebook Ads marketing for landscaping companies. The truth is, you should choose the one that best answers your goals for that particular ad. You are not constrained here.
You can have one ad running with a particular Campaign Objective, and another running using another. As an example, you could be trying to get people to your website. In that case, Traffic would be the best Campaign Objective for you.
Maybe you wish to create awareness of your brand in your area of operation. Should that be the case, then Brand awareness will be the best Campaign Objective for you.
For this example, we are going to go with Messages as our objective for this Campaign. The assumption is that we wish to have people who see our ad immediately get in touch on Facebook, Messenger or WhatsApp. That way, we can give them additional details about our business.
Set up your Target Audience
The target audience for Facebook Ads is defined in the Ad Set. This is where the hard work really begins. You want to get your audience targeting to be as precise as is possible.
Otherwise, you are going to waste money having your ads delivered to people who are not even interested in landscaping. The good news is that Facebook gives you a host of tools that you can use to define and refine your target audience for maximum effect;
Where is your landscaping business located? Where does it operate? The location setting allows you to set up the location(s) to which you wish to have your Facebook ads delivered.
Please note that landscaping businesses are mainly localized. They only operate within so many miles around the physical locations of their businesses. Maybe you operate within a particular city.
It won’t help you to have your ads delivered to people across the United States or in other areas where you do not even operations. So, narrow your focus here. For this example, we are to assume that your landscaping company operates in the Florida neighborhood of Tampa Palms.
This setting allows you to define the age range of the people to whom you wish to have your ads shown. People below 25 probably are not interested in landscaping. So, you can set your audience from 25 to 65+.
You can also further define your target audience using the gender setting. That works great for gender specific products. In this case, we are going to target both men and women.
Language is another tool that you can use for audience definition when doing Facebook Ads marketing. Perhaps you wish to reach out to people who speak Spanish or some other language. We will leave this setting on the default for this example.
So far, we have somewhat defined a target audience for our ads. We wish to target people living in Tampa Palms, Florida, in the United States of America. These people should be above 25. We will be targeting both men and women.
This audience is great. But it’s not precise enough. If we use it as it is, we will have a limited amount of success. That is where the detailed targeting setting comes into play. It’s where you can really narrow down on your target audience, giving your ads a higher level of success. For this example, we will be targeting the following people;
- Those interested in landscaping
- Property developers
- Those interested in sustainable landscaping
Your connections are people who have interacted with your business on Facebook in one way or the other. Maybe they liked your landscaping page. Or maybe they took part in an even that you hosted. The Connections setting is one that you can use to further zoom in on your target audience.
The advantage of targeting your connections is that these are people who are already interested in what you have to offer. They are not complete strangers. So, they are much more likely to respond positively after seeing your ads.
Budget and Schedule
The Budget and Schedule section can also be found in the Ad Set. It’s important to properly define what you wish to spend per campaign. I usually advise people to start slow. Maybe you can start with $20 a day. See how many leads you are going to get from that.
From there, you can boost your spending to a level where there is a balance between what you are spending and what you are getting.
One thing of note is that you should retain control of your spending. Once you have signed up, Facebook will have your credit card details on file. If you don’t properly define your spending limits, they will keep deducting money from your card.
You can control your spending by setting a start and end date for your ads. That way you will know exactly how much you are going to have spent by the end of each campaign.
You can also set a lifetime budget for you campaigns. That way, there won’t be danger of overshooting your budget.
Creating your Facebook Ad
This is the final step when creating Facebook Ads for landscaping companies. The ad is what your target audience will see. So, you need to make it good.
Facebook is mostly about visuals. Landscaping companies have an advantage here. Their work is also about visuals. So, it’s easy for them to capture people’s attention with breathtaking images and videos from their portfolios.
Facebook ads can have any of the following formats;
- Single image
Which format is the best?
I am not going to prescribe the best ad format for you here. The great thing is that you can do a lot of A/B testing to find the right format for your particular business.
That’s the really cool thing about doing Facebook Ads. You are not stuck with one formula. If you chosen path does not work, simply dump it and choose something else.
The Primary Text appears at the top of your ad. You should not go overboard here. Let me repeat that Facebook Ads are mainly about visuals.
So, you Primary Text should be no more than 2 lines long. I usually try to keep in at 1 line. Let the picture do most of the talking.
Those are the basics of doing Facebook Ads marketing for landscaping companies. You may have noticed that the affair can be rather complex. I have only just scratched the surface here. To cover everything, I would need to write an encyclopedia. But with the information that I have given you here, you should be able to start creating your own Facebook ads.
And if you would rather have the work handled by a professional, don’t hesitate to get in touch with me. You can also sign up for my Facebook Ads Mini Course if you need further information on how to get kickass ads for your business. Otherwise leave a comment in the section below.