Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your garage door repair lead generation, given your current challenges with Google Ads and your interest in exploring Facebook Ads. It sounds like you've already got a good handle on Google Ads, but FB Ads can be a different beast altogether, especially for home services. Lets jump right in, shall we?
We'll need to look at the audience targeting on Facebook...
The core difference between Google Ads and Facebook Ads is user intent. On Google, people are actively searching for a solution ("garage door repair near me"). On Facebook, you're interrupting their scrolling with your ad. That means your targeting and your ad creative need to be on point to grab their attention and make them realise they need your service, even if they weren't thinking about it before.
You mentioned you've been using Google Ads for a decade, which means you likely have a wealth of data. This is gold when it comes to Facebook Ads! Here’s how you can leverage that:
- Customer List Upload: Upload your best converting customer list to Facebook. FB can then match these customers with their Facebook profiles.
- Lookalike Audiences: Once you've uploaded your customer list, create a "lookalike audience". Facebook will then find users who share similar demographics, interests, and behaviours to your existing customers. This is a fantastic way to reach people who are likely to be interested in your services.
I remember one campaign where we helped an environmental controls business reduce their cost per lead by 84% using a combination of LinkedIn and Meta Ads. Like your situation, they were looking for ways to improve lead generation. We found that leveraging customer data for lookalike audiences significantly improved their Facebook ad performance. Also the Facebook targeting options are not always perfect, I would suggest targeting by postcode area.
I'd say you should think about the creative strategy...
Now that you've got your targeting sorted, you need to craft ad creative that resonates with your audience. Here's where you can think outside the box. Instead of focusing solely on "emergency garage door repair," consider these approaches:
- Seasonal Ads: Tailor your ads to the time of year. For example, "Is your garage door ready for winter? Get a safety check today!" or "Summer heat can damage your garage door. Schedule a maintenance appointment."
- Problem/Solution Ads: Address common garage door issues. "Is your garage door making a loud noise? It could be a sign of a broken spring. We can fix it!"
- Maintenance Package Ads: Offer preventative maintenance packages. "Protect your investment with our comprehensive garage door maintenance plan."
I recall another campaign where we focused on seasonal messaging for an HVAC company, and it performed really well. The ads highlighted the importance of getting AC units checked before the summer heat arrived, tapping into a common concern and offering a timely solution. It's all about anticipating their needs and positioning your service as the answer. Some seasonal offers may be useful here too. For instance, discounted maintenance for the winter months or a spring discount for door tune ups.
You probably should use a lead magnet...
Garage door repair might not be the most exciting topic, so you need to give people a reason to engage with your ad and take action. A lead magnet is a valuable resource you offer in exchange for their contact information. This could be:
- A free guide: "The Ultimate Guide to Garage Door Maintenance" or "5 Signs Your Garage Door Needs Repair."
- A discount: "Get 10% off your first repair service."
- A free inspection: "Schedule a free garage door inspection."
Once you've captured their email address, you can nurture them with valuable content and special offers, building trust and increasing the likelihood of them choosing your services when they need them. This also allows for further targeted campaigns via email marketing to those that engage and sign up for these incentives.
You'll need to test different campaign types...
Facebook offers various campaign objectives, each designed to achieve a specific goal. Here's a simplified overview of which ones might be best for you:
- Lead Generation: Use Facebook's lead form ads, which allows users to submit their contact information directly within the Facebook platform. This is a quick and easy way to generate leads, but the quality might not be as high as leads generated through a landing page.
- Traffic: Direct users to a landing page on your website where they can learn more about your services and submit a lead form. This gives you more control over the user experience and allows you to track conversions more accurately.
Start with a small budget and test different ad variations (different headlines, images, and copy) and targeting options to see what works best for your business. Pay close attention to your performance metrics, such as cost per lead, conversion rate, and return on ad spend.
One thing to watch out for: if you have really low CTRs and high CPCs, then your ad copy or product images likely need work. Do you get visitors to your landing page but only a small percentage of lead form submissions? You're either getting the wrong type of traffic, or maybe the product features aren't a good fit.
You will want to focus on conversion optimisation...
At the end of the day, it all comes down to conversions. Track everything so you know where your money is being spent and what the return looks like.
I remember working with several software clients who achieved excellent results using UGC videos. There are many different angles you could test. Retargeting can also help activate more users and convert more of your website visitors, which lowers your acquisition costs.
You might want to consider switching to conversion optimisation. The best ad platform is where the target audience can best be reached with the ad platform’s available targeting options. Wrong ad platform = wrong targeting = difficult to achieve results. And to optimise performance, I’d always split test creative and targeting within the same campaign.
I've detailed my main recommendations for you below:
| Recommendation | Action | Reason |
|---|---|---|
| Leverage Google Ads Data | Upload your best-converting customer list to Facebook and create lookalike audiences. | Target users who share similar characteristics to your existing customers. |
| Refine Ad Creative | Focus on seasonal maintenance, common problems, and preventative solutions. | Catch potential customers before they actively search for repair services. |
| Incentivize Engagement | Offer a valuable lead magnet (e.g., free guide, discount, inspection) in exchange for contact information. | Build trust and capture leads for long-term nurturing. |
| Test Campaign Types | Consider Facebook's lead form ads and traffic ads. | Maximise lead generation. |
| Optimise for conversions | Track user actions so you know how best to improve the return on your ad spend. | Maximise lead generation. |
Facebook Ads can work for home service businesses, even one as specific as garage door repairs, but it requires a strategic approach that leverages your existing Google Ads data and creative ad campaigns. Just remember to keep the focus on conversions for a better return!
You've been in this game for 10 years, I'm sure you've seen loads of changes! By implementing these strategies and testing what works best for your specific business, you can unlock the potential of Facebook Ads and diversify your lead generation efforts.
I understand that implementing these strategies and optimising your Facebook Ads campaigns can be a bit overwhelming, especially when you're already busy running your business. If you'd like a hand in managing your campaigns - or even just want a second opinion - don't hesitate to book in a free consultation with us. We can review your current strategy, identify areas for improvement, and develop a customized plan to help you achieve your lead generation goals.
Regards,
Team @ Lukas Holschuh
