Facebook Ads for Private Security Companies

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Should private security companies advertise on Facebook? ​Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Facebook Ads, Google Ads and Remarketing. Over the years, I have worked with quite a number of private security companies that were interested in ​Facebook Ads. Today, I am going to share with you what I learnt along the way. This article is divided into the following sections;

  1. Do Facebook ​ads work for Private Security ​companies?
  2. Getting ​set ​up.
  3. How to create your own Facebook Ads.

Do Facebook Ads Work for Private Security Companies?

That’s probably the first question that I get ​when people in the industry approach me. ​There is usually a high level of doubt. ​​The idea of advertising on the world’s largest social networking platform can be ​​intimidating, particularly for small to medium sized businesses. 

Where do you even start? And what’s are the best ​practices? My answer to these questions is; yes, Facebook Ads Marketing works very well for Private Security Companies. In fact, Facebook Ads Marketing works for almost any business that’s out there! The following are the reasons why;

Your Target Audience is already on Facebook

Facebook plays host to over 2.7 billion monthly active users. Each day, over 1.​82 billion people log into Facebook. Clearly, the platform is huge.You can see current Facebook user statistics in the graph below. 

Statistic: Number of daily active Facebook users worldwide as of 3rd quarter 2020 (in millions) | StatistaFind more statistics at Statista

So, what does ​this mean for private security companies? Well, it simply means that your target audience is already on the platform. That’s where you need to be if you wish to reach out to the right kind of people.

Targeting your audience is easy

Yes, Facebook may be huge but that does not ​automatically mean you will have success when advertising on the platform. In fact, up to 62% of advertisers on the platform ​fail produce the desired results when advertising on Facebook. 

​So, what can you do to avoid ​a similar fate? What matters most when advertising on Facebook is being able to reach out to the right ​​audience. The great thing is that Facebook has made it relatively easy for businesses to find their ideal audiences on the platform.

It’s probably why so many businesses are already advertising on Facebook. Today, up to ​9 million businesses ​around the world advertise on Facebook. That’s a big number. It means there is something on the platform that’s inspiring confidence.

Statistic: Number of active advertisers on Facebook from 1st quarter 2016 to 2nd quarter 2020 (in millions) | StatistaFind more statistics at Statista

Indeed, the CTR for Facebook Ads tends to be higher than average. That’s in spite of the fact that Facebook has a bit of a problem with intent. People see your ads not when they are looking for something, as is the case with Google.

They see your ads when they are in the middle of chatting with friends or watching the latest funny video. In spite of this, Facebook still performs better than the competition. So this is the place to be for all types of businesses, including Private Security companies.

Advertising on Facebook is Affordable

How much can you afford to spend on advertising? Most people worry that advertising on Facebook is going to drain their finances. But that is hardly the case. Indeed, Facebook Ads can be created for as low as $5 a day. You could go even lower. It depends on your Campaign Objective.

But the point is Facebook is affordable in terms of advertising. That’s why you will find small businesses flocking to the platform. I have previously written on how to do Facebook Ads Marketing for Kindle publishers. That only goes to show that even moms and pops operations running from the basement can afford to advertise on the platform.

You can learn how to create your own Facebook Ads

And therein lies the beauty of it all​! Yes, Facebook ads marketing can be a complicated subject. I have been doing it for years and I am still to master everything. But, truth of the matter is that you can learn how to create your own Facebook Ads.

You probably only need to get everything set up by a professional like me. It’s the complicated bit. Once that’s done, you will be able to handle your campaigns going forward. If you are interested, check out my Facebook Ads Setup Plan.

​The plan comes with all the basics done on your behalf, along with two live ads and an optional landing page. You also get Zapier integration, which is great because you get notification in your mail the moment that you get a lead. ​Read my article on how to send leads from Facebook to ​your email via ​Zapier

Getting Set Up

Before we jump into showing you how to create Facebook Ads for ​your Private Security Company, we need to talk a bit about how you can get set up. That way, you won’t encounter problems along the way. There are some things that you need to have and some things that you need to think about before you even start creating Facebook Ads;

You need to have a Facebook Page

Facebook Ads for Private Security Companies

The Planet Marketing Facebook Page

Hopefully, you already have a Facebook Page for your security company. Most businesses tend to have one nowadays. You can see the Planet Marketing Facebook Page in the above screenshot. Over time, we have gotten a number of followers and likes. Not as many as we would like, but every one of those people is a potential lead. 

​Therefore, if you Private Security Company does not already have a Facebook Page, it’s time for you to get off your bottom to join the bandwagon. Facebook Pages are created free. So, there is virtually no excuse for not having ​one.

​When run properly, ​Facebook Pages can be a real asset for any business. You can learn more about the “running them properly” bit in this article. All that I can say here is that a Facebook Page should serve as a hub where you can interact with current and prospective customers.

Another use for Facebook Pages is that you can draw your target audience form them. You can, as an example, choose to have the audience for your paid ads composed of people who have liked your Facebook Page. These people are already interested in what you have to offer. So, it’s easier to sell yourself to them.

Set up a Facebook Pixel on your website

Have I already mentioned that success when advertising on Facebook depends on how well you can define your target audience? If you do things the wrong way here, you will join the ​businesses that have failed to get meaningful returns from their Facebook Ads ​marketing investments, as noted above.

One way of doing things right is​ by setting up a Facebook Pixel on your website. Pixels ​are how Facebook does remarketing. For those that are not aware, remarketing involves showing people ads on Facebook or on Google or elsewhere based on their interest on your website.

So,  a person may land on your Private Security ​company’s website and they may click on the Home Security section. ​What it means is that they are probably interested in ​getting security for their homes. If they leave without getting in touch, that interest will be tracked by Facebook using Pixel.

The next time that they visit their Facebook profiles, they will be shown your ads based on their interest on your website. In this particular case, they will be shown ads featuring your Home Security products. By doing remarketing, you improve your conversion rate from a dismal 2% to around 10%.

Understand what you wish to achieve

That’s another thing that you need to get out of the way before you even start the process of creating Facebook Ads for private security companies. What is it that you wish to achieve? Do you wish to generate leads directly on Facebook? Do you wish to get brand awareness? Being clear on your goals makes life easy for you going forward.

Creating your Facebook Ad

Facebook Ads for Private Security Companies

Start creating Facebook Ads for your Private Security Company

Okay, it’s now time for me to show you how to create your first Facebook Ad. Facebook Ads are created in Ads Manager. You need to have a Business Account to get started. You can sign up for one using your personal Facebook credentials. The process of creating Facebook Ads roughly has 3 steps;

  • You first need to choose a Campaign Objective
  • Then you need to define your ​Target ​Audience in the Ad Set
  • Finally, you need to create the Ad itself

Choosing a Campaign Objective

That’s the first port of call as far as doing Facebook Adds Marketing for Private Security Companies is concerned. The moment that you hit the Create button in Ads Manager, you will have to choose a Campaign Objective.

The Campaign Objective is simply a definition of the direction in which you wish to have your Facebook Ads go. Facebook provides you with 11 Campaign Objectives. Each of your can only have one, however. The following are the available Facebook Ads Campaign Objectives;

  • Traffic
  • Lead generation
  • Catalog sales
  • Conversions
  • Video views
  • App installs
  • Messages
  • Reach
  • Store traffic
  • Brand awareness

What’s the best Campaign Objective for Private Security Companies? 

Facebook Ads for Private Security Companies

We will go with Traffic as our Campaign Objective

The Campaign Objective that you choose can vary from one instance to the other. There is no one Campaign Objective for any one business. Some will work better than others in some instances. Ecommerce businesses, as an example, would be better off choosing Catalog sales as a Campaign Objective. That way, they can link their websites to Facebook, allowing them to run dynamic ​​ads.

For our example, we will go with Traffic as our Campaign Objective. We want to have people taken from Facebook to a landing page where they can give us their details. From there, we can get in touch and try to turn their interest into conversions.

​Defining your Target Audience in the Ad Set

​Now that you have chosen a Campaign Objective, it’s time for you to define your target audience. When creating Facebook Ads, audience definition happens in the Ad Set. Here, you get a ​raft of tools that enable you to really zoom in on your target audience;


Choose a Target Location for your Ads

Our ads will be shown in Salt Lake City

Where do you wish to have your ads delivered? Where does your business operate? Businesses differ in this regard. A gym, as an example, only draws customers from about 4 miles from its physical location. So, it’s restricted in that regard. Ecommerce businesses on the other hand, now have operations that span around the world.

For a Private Security Company, you may probably wish to restrict your area of operation to the city in which you live. Or you can go national if your company operates across the United States. Whatever the case, it’s important to define the correct target location for your ads. Otherwise they will be delivered where people are not interested in what you have to offer.

​In this example, we will assume that our Private Security Company operates around Salt Lake City in Utah. We have chosen to target people living in this city. Frankly we don’t care about those that have previously passed through Salt Lake city.


​Age is another tool that you can use to define your target audience when creating Facebook Ads for private security companies. You probably already know the age ranges of people who are interested in your services. Maybe they are between ​20 and ​65+. That’s the age range that we are going to go for in this example.


Gender ​can also be used to define ​a target audience when creating Facebook ads. In this case, we are going to leave this setting at both men and women. But there are some businesses that may be looking to target people of one gender.


You can also target your audience based on the language(s) that they speak. For this example, we will leave this setting on the default.

Detailed Targeting

Narrow down on your Target Audience in the Detailed Targeting section

Narrow down on your target audience in the Detailed Targeting section

The options that we have chosen so far are a bit too broad. If we were to run with them, our ads would have a very low success rate. To achieve better results, we need to zoom in on our target audience.

That’s done in the Detailed Targeting section. Here, audience definition is through demographics, interests and behaviors. Using these, you can really ​narrow in on your target audience. For this example, we will target people who have shown an interest in the following;

  • ​Private security company
  • ​Safe alarm security
  • Security Alarm
  • Security guard

You will notice that we have ticked the box to allow Facebook to reach beyond our detailed targeting options in the event that that will improve the performance of our ads.


You can also target people who are connected to you in one way or the other. As an example, you can target an audience that’s composed of people who have previously likely you Facebook page. You can also target people who participated in an event that you hosted.

Lookalike Audiences

Let me just briefly touch on lookalike audiences here. They are based on other audiences that you may have created already. As an example, you may have created an audience that’s composed of people who have liked your Private Security business’ Facebook Page.

But that may not be that many people. So, what do you do? You can opt to have a lookalike audience that’s composed of people who have liked other pages that are similar to yours. That way, you will be able to reach out to a lot more people.

Budget and Schedule

Avoid overspending by setting start and end dates for your ads

Avoid overspending by setting start and end dates for your ads

In the Ad Set, the Budget and Schedule section is actually the first ​item on which you need to work before getting to audience definition. This section is important. I need to point out a few things. You should absolutely retain control of your spending.

Facebook keeps your credit card data on file. So, they may keep deducting money from your account even when you no longer wish to have your ad run. To avoid that scenario, you should set start and end dates for your ads. So you will know exactly how much you are going to spend per Campaign.

Creating ​your Facebook Ads for a Private Security Company

Now that we are done with audience definition, it’s time for us to move over to the creation of the Ad Itself. Needless to say the Ad is what people will see. They probably won’t even appreciate all the work that you have done in the background!

You need to make your ad as eye catching as is possible. Remember what I have already noted about people on Facebook being in the wrong frames of mind to make purchases. They are there to exchange gossip with friends and family.

So, you need to be creative if you are to get them to take the desired action. Remember that when you are doing a Video ad, you only have about 15 seconds in which to make your pitch. That’s what Facebook recommends. So, you really have your work cut out for you.

Primary Text

The Primary Text appears on the top of your ad. Don’t get carried away writing lots of things here. Facebook works better with images and videos. Text​… not that much! Make your primary text 2 lines at most. Otherwise, people are going to lose you. Or you are going to lose people​!

Your Landing Page

We chose Traffic as our Campaign Objective. That means we will have to provide a link to a landing page where we wish to have people who click on our Facebook Ads taken. It’s important, therefore, to make sure that the landing page is geared to turn leads into conversions.

I noted earlier that the aim for this example is to get people to leave their details. That way, we will be able to get in touch with them so we can convince them to sign up for our services.

Maybe our Sales team will get in touch with them. So, you need to create a landing page that helps you achieve your stated goals. Ours will probably have a form that people can fill out to give us their details.


That’s how to create Facebook Ads for Private Security Companies. In this article, I highlighted the fact that Facebook Ads work for almost every business that’s out there. You just need to learn to do things right in terms of audience definition and targeting.

​Those are the most important thing, in my view. You also need to make sure that you have a landing page that designed to convert your leads. Otherwise those hard won leads are going to be wasted.

Do you need to learn more about creating Facebook Ads for you business? If yes, then get in touch with me by filling out the form below. Facebook Ads are what I do on a daily basics. So, I am very well placed to help you! What are you waiting for?  Sign up to get ​the FREE Facebook mini course today!

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