Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on your Facebook ads for your pet care business. I've seen a fair few businesses struggle initially with their ads, and it usually comes down to a few common issues that are easily fixable.
We'll need to look at your Targeting...
Firstly, lets talk about targeting. You mentioned targeting "travels frequently" and "started a new job." While the logic is there, it might not be the most effective way to reach potential customers. "Travels frequently" is okay, but it's quite broad. And "started a new job" is a bit of a long shot - new job usually means they are up to their eyes and not thinking about pet care right away. You want to target people who are actively thinking about pet care right now.
Think about interests directly related to pet ownership: specific dog breeds (e.g., "Golden Retriever owners"), cat behaviours, pet food brands, or even interests related to pet training or grooming. The narrower you go, the better! Also, have a look at whether you can target people who are already engaging with pet-related content, liking pages of local vets or pet supply shops, or who are in pet owner groups online. That'll improve your CTR a lot.
I'd say you should consider your Ad Creative...
Now, lets move on to the image or video you're using. This is super important, as it's the first thing people will see. If you're using stock photos, that's your first mistake! People can spot them a mile off, and they scream "untrustworthy". You need to use real, authentic images that show you actually care about pets.
Ideally, you'd use photos of you interacting with pets – walking a happy dog in the park, cuddling a cat, playing with a hamster. Show, don't tell! If you don't have your own professional-looking photos yet, ask a friend with a good camera to take some for you. Even better, a short video of you talking about your services and showing off your passion for animals will do wonders.
Also, don't forget about the ad copy! This is where you clearly communicate what you offer and why people should choose you. Don't be afraid to be specific: "Dog walking in [your town]", "Cat sitting services", "Reliable and caring pet care". Make it clear what problem you solve for pet owners.
You probably should test your Landing Page...
Okay, so you've got people clicking on your ad... where are you sending them? This is where a lot of businesses fall down. Are you sending them to your homepage? If so, you're wasting clicks. Your homepage is probably too general and doesn't directly address their need for pet care.
You need a dedicated landing page specifically for your pet care services. This page should have:
-> A clear headline that matches the ad copy (e.g., "Reliable Pet Care Services in [Your Town]")
-> A brief description of your services and what makes you different (e.g., experienced, insured, loving)
-> A strong call to action (e.g., "Book Your Pet Care Consultation Now", "Get a Free Quote")
-> A contact form or booking system
-> Some testimonials from happy clients (if you have them). If not, get some!
-> Trust signals: your address, phone number, a link to your social media, any certifications you have, and links to reviews on other platforms.
The landing page should be easy to navigate and mobile-friendly, as most people will be browsing on their phones. It should load quickly and have a clean, professional design. Think of it as your digital storefront - you want it to be welcoming and trustworthy.
You'll need to A/B test everything...
Finally, remember that advertising is all about testing and optimisation. Don't expect to get everything perfect on the first try. You need to A/B test everything to see what works best:
Try different ad creatives, different targeting options, different landing page layouts, and different calls to action. Track your results carefully and make adjustments based on the data. Facebook Ads Manager has all the tools you need to do this.
This is the main advice I have for you:
| Area | Recommendation |
|---|---|
| Targeting | Refine your targeting to focus on specific pet-related interests and behaviours rather than broad demographics. Try targeting people who follow pet-related pages, are members of pet owner groups, or who have purchased pet products online. |
| Ad Creative | Replace stock photos with authentic images or videos of you interacting with pets. Highlight your passion for animals and showcase the benefits of your services. |
| Landing Page | Create a dedicated landing page specifically for your pet care services, with a clear headline, a concise description of your services, a strong call to action, and a contact form or booking system. |
| A/B Testing | Experiment with different ad creatives, targeting options, landing page layouts, and calls to action to see what works best. Track your results carefully and make adjustments based on the data. |
Hope this helps get you started! I know it's a lot to take in, and it can be tricky to get everything right on your own. It's certainly something a lot of businesses struggle with and they often get in touch with us.
If you'd like some expert help, we offer a free initial consultation where we can review your current strategy and account together. We can give you some more tailored advice and help you develop a plan to achieve your goals.
Regards,
Team @ Lukas Holschuh
