Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your plumbing advertising with Meta ads. I've had a good look at what you described, and a few things jump out immediately that we can explore to see how we can improve your ROI.
We'll need to look at your Targeting
Firstly, it sounds like your targeting might need a tweak. Are you targeting specifically the areas you service? It's easy to waste money if your radius is too broad and you're showing ads to people outside your service area. Be really precise about this – think about the postcodes you cover and set your location targeting accordingly.
Another important point is who you are targeting. Are you simply targeting everyone in the area or can you narrow it down to homeowners (you can target by demographics) or even people interested in home improvements (you can target by interests) or people who are likely to move soon. Facebook/Meta offers decent targeting options. Have a play around and see what fits best. You want to target people who are most likely to need a plumber, right? Also, don't forget retargeting. You can retarget website visitors, people who watched your videos, and people who engaged with your ads.
I'd say you Need to Test Different Visuals and Ad Copy
While before-and-after photos can work, they might not be enough on their own. Some people respond well to them, but others might need more convincing. Here's what I'd recommend:
Pricing: Ads with clear pricing for common services tend to do really well. Think "Drain Cleaning £75" or "New Tap Installation From £120". People like knowing what they're getting into, especially with something like plumbing where costs can be a worry. Be upfront and transparent.
Test different visuals: Try videos showing you fixing a common problem, or even just a quick explainer of your services.
Offers and discounts: People love a good deal. Promote a seasonal discount or a special offer for new customers.
Address Pain Points: What are your customers main concerns? Highlight these. Do you guarantee the price? Are you availble 24/7? Address these issues head on and show the benefits of your services.
Call to action: Make it easy for people to contact you. Use a clear and compelling call to action, like "Call Now for a Free Quote" or "Book Your Service Today." Add your phone number to the ad and on your website.
You probably should Setup Proper Tracking
Tracking is absolutely essential. If you're not tracking your results, you're flying blind. You need to know if people are actually calling you as a result of your ads.
Call Tracking: Use call tracking to measure how many calls you are getting from your ads.
Website Tracking: Track people who are clicking on your ads and visiting your website using the Meta pixel. This is a bit of a pain to setup but worth the hassle, as its a gread way to retarget people later. Make sure it's configured properly to track conversions like form submissions or phone calls.
Landing Pages: Send people to a specific landing page on your website that is designed to convert them into customers. Don't just send them to your homepage, as that will likely cause confusion. Make sure you are tracking conversions here too.
You'll need to Improve Your Website
People will often check out your website before calling you. A poor or untrustworthy website will scare them away. You need a professional looking website if you are going to make a good first impression. The bare minimum is a clean design, clear service descriptions, transparent pricing, testimonials, and contact information.
I've detailed my main recommendations for you below:
| Area | Action | Reason |
|---|---|---|
| Targeting | Refine location targeting, target by demographics and interests, retarget website visitors | Ensure ads reach the most relevant audience in your service area |
| Ad Creative | Test ads with clear pricing, videos, special offers, and address customer pain points | Attract more potential customers with compelling visuals and offers |
| Tracking | Setup call tracking and website conversion tracking | Measure ad performance and optimise for better results |
| Website | Improve website design, add service descriptions, transparent pricing, and testimonials | Build trust and increase conversions |
These are just some initial thoughts, of course. Getting paid advertising right can be tricky, and it often takes a bit of expertise and experience to really dial things in. I remember one eCommerce client that we helped generate $71k revenue with an 8x return using Meta ads, so I know what's possible with a good strategy. You might want to consider getting some expert help to ensure you're not wasting money and that you're getting the best possible results.
I'm happy to offer you a free consultation where we can review your current strategy and account together. This will give you a better idea of how we can help you improve your results. I can't guarantee anything, but with paid advertising its usually easy to see within a few weeks if what we are doing is working or not. If its not working for any reason we can always pause or stop. Its all about trying and testing.
Hope this helps!
Regards,
Team @ Lukas Holschuh
