Facebook Ads have made my exterior cleaning business hundreds of thousands of dollars.
No joke.
This is a campaign I ran last month that brought in 36 leads, of which helped bring in over $14,000 worth of new business.
It’s hard to keep track once you have several sources of leads such as referrals, Google SEO, and FB ads but even just one particular roof cle job we did was $2,000 and as you can see we spent just $179 on this campaign.
Once you learn the fundamentals of Facebook ads and you can spend $1 and bring $2 or even $10 back that’s when you have a money printing machine.
It becomes very hard not to win when you’re making money every single day because you’ve mastered the principles of advertising.
So with that out of the way let’s begin.
Today we are going to cover some of what is in my book The Ultimate Pressure Washing Marketing Guide. No you don’t need to buy the book but if you enjoy this type of knowledge and have a business that can use it I suspect it might just make you a lot more money than you paid for it.
I’ve had guys credit it with making them thousands of dollars because when you have a roof cleaning business, gutter cleaning or pressure washing some of these jobs can easily be worth thousands of dollars.
So the sooner you implement this in your exterior cleaning business the sooner you can start turning on the faucet of leads.
Anyways, the first thing you need to be aware of is running ads is incredibly simple. That doesn’t mean easy, but it is simple.
You need to put your business in front of other people’s eyeballs.
The more people who know about you and your business the better.
In fact it doesn’t matter if its Facebook, Google, Tik Tok or if you had a goddamn hot air balloon flying around every city in America.
Your business needs to be in front of more people, plain and simple.
And the cheaper you can do it, the better.
No matter how you shake it, advertising costs either time or money.
Right now, and for the last several years, Facebook is one of the cheapest and best ways to do all of this so I won’t spend too much time comparing all the other ways you can get leads let’s just focus on Facebook and get you going as soon as possible.
Facebook (or Meta as they like to be called) makes it pretty straightforward to set up and run ads.
First, you obviously need a Facebook account and from there you need a Facebook Page for your business.
The best way to run ads is from a Business account and if you don’t know how to set one up, Google is your best friend here and is outside the scope of this article.
Once you are ready to start turning on ads we want to click the green button that says “Create”.
I know this is bare bones basics but if you already know this stuff you can skip to the end where I go more in depth.
Next, my favorite way to run ads is with an “Engagement” campaign. This allows us to get people to directly message our business and is a powerful way to get leads for cheaper, because Facebook likes it when you keep it’s users on the platform.
Keep clicking and set your budget for around $10 a day, we can tweak this later but I like easy numbers so $10 and set your Audience size around how far you like to drive, call it 20 mile radius or so.
Then we need to set the targeting a bit and If you haven’t done this before I’ll just go ahead and say target “Home improvement” and “Age 30+”
We want people who are old enough to buy and also care about their home and the appearance of it.
You can definitely go way more in-depth but often I find the simpler the better because the longer we run ads the more data Facebook collects and this will help us out a lot later.
Once that’s set the last part is putting together what’s called our Ad creative.
This is the word to describe either a picture, video or combination of the two.
Again simple is going to win here.
We don’t want an ad that looks like this
It’s way too busy and it looks like an ad. It may seem silly but I see tons of guys who run ads that have way too much going on.
Maybe it’ll work but it’s like trying to use a big and flashy bait to catch a fish when sometimes a little worm does the trick better.
Enter the before and after picture ad. A classic way to intrigue and advertise without being too forceful about it.
I love these because they’re so simple.
My next thing I recommend is to go out and buy a cheap tripod you can use with your Iphone. This is going to be attached to you and go wherever you go.
You need content, and especially videos of you doing the work.
These are deadly because they show you doing good work, they imply social proof (you have clients) and are very engaging and fun to watch.
Go watch any of my videos that I post on Youtube or Tik tok. I run many of these as Facebook ads because they work so well. Some of these videos get millions of views so clearly people like watching said video, why not run it as an ad?
In the beginning, I mentioned how it becomes very hard not to win when you have this type of system working for you.
When you find the right combination of creative and such the last step is to have a killer offer that your future customers need.
Not kinda want. Not look at and then ignore. Something that gets them up off their butt and practically forces them to message you on the spot.
This is why “free quote” and “10% off” offers don’t work so well. They’re lame and overused and don’t offer anything the customer actually wants.
People are only going to respond if they see a clear advantage in responding to your ad. The advantage needs to be 100% in their favor otherwise you can forget about getting anything from anyone.
I like to always have a clear offer and a reason to act now. A special price and a scarcity of some sort.
Above all, you need to invoke action from your customer.
As Eugene Schwartz said in his legendary book Breakthrough Advertising;
“This book is not about building better mousetraps. It is, however, about building larger mice, and then building terrifying fear of them in your customers. In other words, it is about helping to shape the largest and strongest market possible, and then intensifying that market’s reaction to its basic need or problem, and to the “exclusive” solution you have to offer it.”
You need to build a very clear reason they need to act and act now and once you can do this, I will be shocked if you don’t start seeing leads and sales pour into your business like you’re a magnet for it.
Spend some time thinking about a good offer. There are entire books written about it by folks like Alex Hormozi and Dan Kennedy to name a couple.
Again I go more in depth with this in my book and my private coaching groups but this will help get you started.
Put something together and run it.
You probably won’t nail it on the 1st or even second try. I’ve had to do 12 different tests before I found the right ad and offer combination. Stick with it, study and keep throwing shit at the wall.
Eventually something will stick and you’ll be in business my friend.
Hope this helps get you started. Let me know how it goes for you.
Your man,
-Spencer Claeys