We hear it from new clients all the time: Facebook Ads don’t work. Social media is a waste of time. In reality, most contractors try Facebook Ads for a little while, but they fail to execute a strategy that works for their business. Instead of learning what their target audience wants to see, they blame the platform and ditch social media marketing altogether.
To differentiate yourself from the competition, you need to take a different approach. Instead of ditching your social media strategy, you’re going to run toward the fire with knockout Facebook Ads. There are thousands of local contractors succeeding with Facebook Ads—even in the roofing industry. In 2021 alone, roofing companies spent $9.59 million on Facebook Ads. And when you consider that 2.89 billion people use Facebook each day, there’s no denying that the platform has incredible potential for roofers.
Still not sold on Facebook Ads? Think about it this way: Facebook offers the perfect opportunity to create a value-oriented marketing campaign. And with so many homeowners prioritizing value over price, Facebook Ads can help you get your foot in the door. They’re the tool you need to build relationships with leads, showcase your credibility, and guide prospects down the marketing funnel.
So, what are you waiting for?
Most of your prospects don’t care about your process or the materials you use. They care about the benefits of your roofing services—and they want to know how your business is going to add value to their lives.
You might think that customers can deduce the benefits of choosing your company just by hearing about your products and services, but most of your prospects aren’t roofing experts or contractors. As a business owner, it’s your job to help homeowners realize the benefits of your services.
So, how do you showcase the benefits of your roofing services? Start by helping homeowners realize the “pain” of ignoring their current situation. You want to tap into the emotional side of their pain points. This way, you’re creating a need that your roofing services will solve—all while motivating leads to invest in their home.
To effectively target your customers’ pain points, research your audience. Remember that pain points will vary depending on your target audience—and not all roofing companies will be able to target the same pain points. To narrow down your options, try sending an email survey or posting an Instagram Story asking a simple question, like “What makes you think that it’s time to get a new roof?”
Once you’ve identified some common pain points, create ad copy around them. Use your Facebook Ads to address your customers’ pain points and position your services as a solution. You want to highlight your selling points to show how your roofing business is uniquely qualified to solve the problem.
Addressing customer pain points with Facebook Ads is a great way to showcase the value of your roofing services and set yourself apart from the competition. Plus, when you highlight the value of your services, the actual monetary cost becomes much less of a concern for homeowners when closing the sale. Ultimately, you’re showing homeowners that an investment is necessary to resolve their pain points.
What’s the best way to cut through the noise? Relevant ads. Your target audience needs to see Facebook Ads that are relevant to their stage in the sales funnel. Think about it: If someone just discovered your brand, you don’t want to serve them an ad encouraging them to hire your company again.
The sales funnel generally includes three stages:
Experimenting with different ad formats might feel intimidating, but that doesn’t mean you should stick to classic image or carousel ads. With the right strategy, Facebook video can be an amazing tool to capture new roofing leads and position your business as a leader in the local industry.
Why? Because consumers love video content. It’s engaging and educational—and it drives more traffic to your website. According to Sprout Social, half of social media users prefer video over other types of content, and 85 percent of users want to see more video content from brands. And when you mix the power of video with the unrivaled reach of Facebook Ads, that’s when the magic happens.
So, how can you hit the ground running with video content? Here are some effective top-of-the-funnel ideas for video ads:
When done right, Facebook Ads can be a powerful tool to grow your roofing business. They can help you differentiate your company from the competition, giving you the opportunity to form genuine connections with your target audience of homeowners.
Ready to generate more roofing leads with a knockout Facebook strategy? Whether you’re trying Facebook Ads for the first time or rethinking your current strategy, we’re here to help. Reach out to our team to dominate the competition with powerful Facebook Ads.