This is how you build your first contractor Facebook advertising campaign, step by step. I cover how to structure the campaign, how to do the targeting, what type of ads to use and what type of images or videos to use for best results. The power of social media marketing is truly the future of advertising for contractors. It’s about time that you escape, lead generation websites, google and offline marketing methods. Instead start utilizing the power of social media marketing and Facebook advertising!
Here’s what we cover:
- What a Facebook CBO campaign is
- How to create your first adsets
- Why targeting is so important
- How to create your ads
- Why good images are crucial
- How to launch your first campaign
FULL VIDEO TRANSCRIPT
Okay, we're going live. So before I start to share my screen, I just want to make sure that the that the live stream is actually working. So let me check my Facebook page. Nothing yet probably pops up soon. Let's see. There we go. It seems to be working on Facebook. Let me check LinkedIn as well. It seems to be working there as well. Perfect. And that's about it. So let me go to the instructions here and then we do it like this. There we go. So yeah, welcome to today's live stream. My name is max Pearson and I run a company called lead trufirm.com where we help contractors, roofing, solar sighting, painters, gutters, basically all types of contractors doing exterior work. We help them with social media marketing. And I do a LightStream like this pretty much or I do them every Monday, Tuesday, Thursday, and Friday should say Thursday here at 11:00 AM Eastern time.
And what I do every Monday is that I do like a presentation where I share how our system works. On Tuesdays today I'm actually going to build a cold traffic Facebook advertising campaign that we help contractors with. So this is actually a proven campaign that we've been running for companies making $1 million per year up to eight figure contractors making tens of millions of, of dollars per year. So it's a proven campaign. I'm going to share that with you today. So it's a cold traffic on pain. Then on Thursday I'm going to continue to build on this campaign. So I'm going to do a warm traffic Facebook advertising campaign, basically showing you how you can do retargeting and do branding on, on Facebook and social media as well. That's Thursday. And then on Friday I do a light piece presentation again, sharing our system and the replace will be hosted or posted and hosted on YouTube, Facebook and LinkedIn after the live session is over.
So let's, let me do it. And if you have a question during or after, after the stream, you can just type it below this video and I will make sure to help you out. You can also click the link above this video to get taken to our website leads roof, not comm for a free training where we share their share even more that I don't share on this live stream. So if you want to start to do Facebook advertising for your contractor business now in social media now in 2020 I highly recommended that you check out our website and free training. We a bunch of testimonials and reviews there as well. So let me close this and let's dive into it. So I have some instructions here for myself. Then I'm going to what I'm going to do today. So I'm going to build a cold traffic campaigns specifically for contractors today and we're gonna.
Yeah, I guess it's easiest for me just to dive into this right away. So I have my instructions open in front of me and I also have the Facebook business manager open in front of me here as well. The Facebook business manager, this is where you build all of your campaigns for Facebook and Instagram advertising. It's free. You can just go to business.facebook.com you can sign up, you can hook it up to your Facebook business page. You set up an ad account and set up payments and so forth. And Karen says, good morning. Good morning Karen habitat be here. Let me know if you have any type of questions. I'm able to like pull in the questions like this. So if there's anything that you guys want me to show you, anything specific, if I'm unclear with something, you can just let me know and I will be able to show that for you on the screen.
So it's, it's pretty convenient. So yeah, this is the Facebook business manager. Here are my instructions and basically what I do is that I run a company again called lead through com dotcom where we teach contractors via an online training portal, essentially how to do all of this. And, and basically what I'm showing you here is information that we share in the program. But because this is free, this is like an introductory introduction type of a lesson for people that have a number that never done social media marketing before. I've left out some of the key components so I'm not going to show you exactly how to do the targeting on Facebook the right way. I'm not, and I'm not going to show you exactly how we craft our ads. That's something that we only show for our customers. But still, if you've never done social media marketing before or if you're curious about doing it for your business, this livestream is going to be a perfect introductory lesson for you.
I'm still going to share a ton of information here. So let's dive into it. So the first thing that we want to do is to create a CBO lead generation campaign on Facebook. So I will explain what all this means and we're going to name it cold traffic conversions, auto and basically what a cold traffic campaign is and what a warm traffic campaign is, is cold traffic is when we ask Facebook to show ads to people that have never seen your ads before. So it's basically lead hunting. We were paying Facebook to show ads to people that have never seen your company for it before. That's a cold traffic campaign. A warm traffic campaign is when you tell Facebook to only show ads to people that have already been to your website once or senior ad once. And that's called retargeting. That's something I'm going to talk more about on Thursday.
But we're inside the business manager. We go to ads manager right here and we create a new campaign and we're going to name it cold traffic conversions, auto. And then on Facebook, when you do a campaign, you can have different campaign objectives. So you basically want to tell Facebook what do you want to do with this campaign? And they have a ton of different alternatives. You can do brand awareness, you can do reach lead generation, you can do conversions campaign. What I like to do initially when we build contractor campaigns is to do a lead generation campaign. Which basically means we want to collect information from a homeowner in your area. We want a homeowner in your ear to see an ad from you where you pitch a free estimate. For example, the homeowner clicks on the ad, a lead form pops up within Facebook, so they never, you don't have to build like a separate landing page or anything like that.
So it's very convenient. And you can collect information from within the Facebook advertising platform. So that's what we're going to do. And then I'm going to turn on something called campaign budget optimization. And basically Facebook describes campaign budget optimization or CBO like this or campaign budget optimization will distribute your budget across ad sets to get more results depending on your delivery optimizations choices and bid strategy you can control spending on each ad set. So this is a, it might sound weird if you've never done Facebook ads before, but basically what you do is that you put in daily budget here of how much you want to spend per day to Facebook. And then Facebook is going to take this budget and basically do the optimization for you. So it's if you've never done like a campaign before, it's a, it's an easy way to get started and it's a good way. Like it's a, it's very powerful. So I'm going to say, let's say we're going to spend $100 per day, so about $3,000 per month you can save to draft. Then I'm going to review and publish this campaign
And again, like don't worry if, if I'm going through things here like too quickly again, if you want me to clarify something you can just write that in the comments and if you want to watch the replay it will be posted on Facebook and Instagram and YouTube and all over the place. And if you want to, again, if you want to learn even more and you can go to our website where we have like more like a prerecorded training. So then we have the campaign created. I would go into the ad sets and go back to the instructions and it says create six ad sets, three ad sets for two unique ad angles and we want to utilize the following naming convention. So the ad angle, name, the audience and the interest and then the age that we want to target. So it says create one ad set per ad angle first. And basically an ad angle is you know, the, the body copy on the ad, the headline and then the images that you're utilizing for that ad.
So Karen asks, are you targeting specific sip codes? That's a great question. So how you do targeting and Facebook is that you can choose either like an area and I'm going to show you that in a second. You choose like a specific area that you want to target. You can have anything from between. Like I think it's like 10 mile radius to 50 mile radius. Or you can do zip codes. I don't like to do specific zip zip code simply because I don't want to narrow down the target audience too much. So if you only do specific zip codes, that might mean that you have, I dunno, 10,000 people in that specific area. I rather do like a circle on a specific area. And this goes into like, you don't want to narrow it down too much. You want to have it rather broad so that Facebook can optimize it for you essentially. But that's it's like you can do a big area and then you can take out specific zip codes if you want to ignore specific zip codes essentially. So let's here, let's continue. So we want to create one ad set
And we're gonna, I'm not going to share in the exact ad angle here today is I'm going to utilize one of my own, I'm going to call it Justin and for audience interests, I'm going to name this interest one. I'm not going to share the exact audience targeting here today. So I'm just going to name it interest one save to draft.
And then what you want to do is inside the actual ad set is that you can pick different types of targeting here. So you can do your area. You would obviously take your let's say I'm a roofer in Orlando, let's say. So I would do or Lando, Florida and I can do here 25 miles. Let's say. So I have my area, then you can narrow down the age as well. Which you should do. You can narrow down specific genders. I recommend that you do all to both men and female. You can narrow down with languages, you can narrow down with detailed targeting. So this is where you want us pick different audience or different interests to target. You basically want to find homeowners in Orlando, right? So you need to find like Facebook has a tons of different interests that you can target.
And this is something that I only share with our customers, but yeah, you want to want to find audiences that include homeowners in the area essentially. And then you can also narrow down the placements. So you can either do automatic or you can do manual placements here where you can tell Facebook, do you want to be Facebook only or Instagram only? Or do you want to do both? So here's something you can optimize to this as well. To narrow it down because some placements works better than others. But for the sake of this video today, I'm going to just going to leave it out automatic, then I'm close it. And then once you've created your first ad set, you go into the ads and here can create your ads. So I'm just going to name this ad one. And then what do you do inside the actual ad is that you can choose images, right? You can also do a primary text, the headline and a description and a call to action. And since this is a Facebook or a lead generation campaign, you will also need like a lead form. So this is something that you can create here very easily. Just click create lead form. You go through the steps and you set it up. And then once that is done, you will have your lead form created here.
You choose your pixel. So for the sake of this video today, I have a, I'm gonna utilize one of my own ad angles that I'm running for my own business. And you would obviously create your own nag ad angles for your contractor business
And adjusted accordingly. And again, if you want to know more about the best types of ad angles for your specific contractor business we share that on our website here. So here's my angle, the first one, like, so I'm just going to leave it at that like so, and display link. You don't need to do that. Call to action. I recommend that you do learn more. And then you can obviously use lice or choose an image. And so I just have some example images uploaded here. Some stock images, a, you should never do stock images. You should have your own images. So if you're running a roofing business, you should take your own high quality images of when you have a crew on a roof or something like that. Never use like stock images, take your own images. And if you don't have a high quality video, you don't need to hire like a professional photographer.
You can literally just take it with your with your iPhone. That's good enough. So that's it. But the images are super important. And also the actual ad angle. It's very important that you craft the ad angle the right way. You have a good headline, you have a good image and you also do the targeting correctly in the ad set that I just showed you, that's literally like the most important things when you do Facebook advertising and also the the backend system like how do you, what do you do with the ad or with the lead when you generate the lead, how do you follow up with them and so forth? How do you save them into the CRM system? And that's something that I talk about in the live streams on Mondays and Thursdays and also in our program, obviously now we have one ad, one ad angle. We don't want to image, I want to, no one want to duplicate this ad four times because I want to test different images. So that's what I'm going to do now.
So now I have five ads, so I'm going to go into each one here. I'm going to edit, I'm going to choose a new image. I'm going to keep everything the same, the text and everything in the same. Ben just gonna replace the image like so for the third one
And then you can also do videos. You can test videos. So Facebook makes it super simple to create videos out of images. So I have one example video that I created. So I'm going to show you how that looks. And basically how you do it is that you, you take an image and then you click turn into video and it becomes a video. So I can just show you how these ones looks now. So I have four images and one video. So here's how the video looks. It just says like get a new roof. And then at the end you can have like your logo. Now I just have an image there. You could have like a logo there at the end. And then we have an image again
And it's where four images and one video. So that's how it looks. So now what we want to do is that, so we have one campaign, we have one ad set and we have five unique ads for this ad set. So I'm gonna duplicate this ad set two times so that we have three in total. And why we do that is because we want to test, we want to have different targeting for each ad set. So I'm going to go into the first one here and then I'm going to name it interest too.
And then you keep everything the same but you do, you changed the detailed targeting here. So for the first one you have a specific targeting. For the second one you have a new one. For the third one you have a third one and you can do five to like four or five or six different ones if you want to. So hopefully, and then I go into the third one. I named this one interest three keep everything the same again, but now a Tet. Now I want to test a third unique interest here. Right now we have everything is the same. So if a highlight all of them. Now we have 50 nods in here and we're testing three different interests. Actually we can do another one so I can duplicate it again and do one more because maybe I want to test a fourth interest as well. I'm going to change this one to interest for
And then I'm going to keep everything the same. I'm in detail targeting, I'm going to change to fourth interest. Hopefully that makes sense. So that's that. I'm going to review and publish and then we're going to do everything again for another ad angles. So we want to test two ad angles simultaneously and basically do the exact same thing, but we're going to have a new ad angle with five new unique images. And then we're gonna target the exact same interests here. So this is how you should structure your campaign. Most people do this completely wrong. They have like one campaign, one ad set, and one ad. Now we're doing one campaign, four ad sets, and each ad shed had spy bads. So at the end of this, we're going to have like 40 odds, right, that we give to Facebook so that they can optimize it for us. So now we're going to do the same thing, but for another ad angle. So I'm going to duplicate one of these and I'm going to name it instead of Justin as I called my first ad, I'm going to name this one, Austin. I'm going to keep everything in the same. Then to close it, go into the aunts and then I can I can delete these ones.
And then I'm going to do redo it.
So now you would have created a new angle. You should have a new headline and new body copy text and five new unique images. And I have one, my second ad angled here, I have the same headline. You could have the same headline, but or you could change it. That's up to you. But I have a completely new body copy text here. And when you do, like, this is for my business, right? Where I like to help contractors. So this is going to be shown to contractors where I help them. You know with social media marketing, but obviously you would have an ad getting shown to a homeowner, right? So you don't need to have it like as long as I do. You can have it pretty short and to the point. Yup. So primary texts, call to action, learn more. Can I utilize a Facebook lead for America here again?
And then add media. I'm going to add four new images and one new video. So for in here I have five unique roofing images and find unique solar images. So I'm just gonna do a solar set here as well. Again, do not utilize stock images, take your own, create your own images. I'm going to duplicate is four times so that we have five in total. And then I'm just going to keep everything the same but I'm going to change the image for each one here. Images or yup.
Like, so that changed the third one
Change the fourth one. And then for the fifth and final one, I am going to do a video. So here it says turn into video, you can click there and then Facebook gives you a ton of different templates here that you can utilize and you can create like a video from a couple of images. So yeah, it's very convenient. It's quick. So that is what I have prepared already. So I'm going to clear the image, add video and I'm going to take this one for this one. Is that
There we go.
No, I have done that. Now I have a new angle and we have five new images for that specific angle. So I'm going to duplicate this ad set three times and do the exact same targeting that we did for the other ad angle that we did. Right? I'm going to duplicated, first of all, duplicate it three times.
Then you go into each one. So the first one we have interest one. This interest should be the same as the interest one for the other angle. Interest two is going to be the same for interest two on this other adding as well and so forth. I'm going to go into each one here. I'm going to name this one interest to remove the copy, keep everything the same, but you do the detailed targeting here again that you chose. And then for interest three, we do the same thing here. Again, she take the interest three here. And then for the final one we do interests for
And they do keep everything the same. But you do your detailed targeting interest for the same one as you had before. And then we click review and publish. So now I'm just gonna cover very quickly what we've done and how it works. So let's see if I can publish this first. And I just need to remember to turn this off because last time I built the campaign I, I left it on. So it started to spend a couple of hundred dollars, which was not the best. Let me see. So we were publishing everything here. It's in review. There we go. So now what we've done is we created one campaign called cold traffic conversions auto. It's a lead generation campaign. And if you remember we turned on campaign budget optimization. So let me just cover that very quickly. What it is again. So now we're telling Facebook we want to spend $100 per day, and then we've created eight different ad sets and we have created 40 unique ads, right?
So we have five ads for each ad set and we have four unique interests that we're targeting as well. So we're telling Facebook, Hey, we want to test these two ad angles, we want to test these for unique interests and we want to test these ads, right? In those 10 unique images that we gave to Facebook, it's not what Facebook is going to do is that they're going to take those hundred dollars, they're going to check this, and then they're going to start spending different amounts of money into different ad sets and they're going to start to optimize. They're going to see, okay, how many leads do this ad set generate, how many leads did this ad set generate and so forth. And then once they find the best audience or the best, the best combination of an angle, interests and image, then they're going to spend most of the money in there.
So instead of you going in here and telling Facebook that you want to spend like $10 into each of these ones unique, Facebook might spend $80 into this one and maybe just $10 into this one, five into this one and three into this one and so forth and CRO and tune the ones that do not work. So the CBL campaign makes it very easy for you to kind of work hand in hand with the Facebook algorithm so that they can optimize it for you. And that is basically it. So that's basically what I had for the livestream here today. I'm basically building a cold traffic campaign over the shoulder. Then what I'm going to do on Thursday, so the next live stream at the same time, 11:00 AM Eastern, I'm going to build a warm traffic campaign. Retargeting. It means I'm going to continue on this structure that we have right here and I'm going to build a retargeting campaign.
And what retargeting is, is, you know, essentially if you go to Amazon and you want to buy a new product, whatever now might be maybe a new iPhone case or something and you, you you check it out, but then you leave Amazon, you're like, Hey, am I going to buy it tomorrow or something? And then you start to see this iPhone case all over the place. So Facebook ads and Instagram ads and like Google display banner ads and so forth, that is retargeting. It's a very, very powerful it's also very cheap. You can do a full bond retargeting campaign for like $300 per month and you're going to get seen all over the place for every website. [inaudible] That had been your web to your website the past one 80 days. So basically for the past six months and everyone that has been to your Facebook business page or seeing your ads for the past six months, you can retarget those people as well for like $300 per month.
So it's very powerful that you can do that for your contractor business. And retargeting is insanely powerful. So that's something I'm going to show and share for free in the, in the, in the life room on Thursday. So yeah, I'm not seeing any more questions as of right now. So if you have any specific questions or anything that you would like me to show you guys please feel free to just let me know right now so that I can, so, so that I can show you live. If you just tuned in if you missed everything then the replay will get posted on my Facebook also on LinkedIn and on YouTube as well. But yeah, the reason why I do those live streams, essentially one, I think a, it's a rather new thing. It's not super new, but I think it's a cool way to interact with a potential potentially new customers.
And instead of just writing a boring post on Facebook, you can actually do live stream and share some content and share some, some value essentially. Right? So that's why I'm doing these ones. But I also want to have it like a like share free free stuff. So if you're interested or if you have any specific questions like Karen did, you can just ask away and tried to pick my brain as much as you can. But yeah, social media marketing is definitely the future of advertising as we know it. You know, specifically in the contractor world, you know, everyone is like stuck in offline marketing, so TV and radio and direct mail and commercial and you know, magazines and billboards, door knocking or only depending upon referrals. It's also very popular with those Legion sites, you know, like home advisor and Angie's list and porch and solar reviews of calm and so forth which generates like duplicate and rather expensive leads.
Or Google, like Google is also very popular in the, in the contractor world, everyone is doing SEO and like paper clicks. So it's becoming more competitive and more expensive all the time. So when you figure out how to do social media marketing and build campaigns, as I haven't shown you, you basically escaping all that competition and you had a huge leg up on your competitors simply because there's not a lot of people out there that knows how to do Facebook advertising for the contractor industry. So we can get leads for between 10 to $20 instead of paying 80 to $130. And you can also do branding on social media. Since you can share images like this, right? You can basically create an ad with a headline and a long body copy. And also an you know, an image where you can have a video.
So instead of doing like commercial videos, paying a, you know, expensive TV stations or radio stations, a bunch of money to do branding on TV and radio, you can do branding and lead generation on social media instead on the iPhone or on the phone. And this is really the new, the new TV, the new radio the new magazine, the new new sores, the new entertainment platform. It's all in this and the average American current dispense three hours per day right now on social media. And it's going like this. So social media marketing is the future of advertising. So you know, all of the homeowners in your area, they spend time on this thing every single day. So why aren't you advert advertising? Why aren't you showing ads to them when they're spending time on this thing? So yeah, the average American three hours per day on social media, and then on top of that, the average American spends three hours on top of that, just looking at their phone all day, browsing websites, playing games, watching YouTube, all of the things that people do nowadays, everyone's just stuck in this thing.
So yeah, social media marketing is the future of advertising. And if you want to adapt and have a predictable system in place to scale your contractor business to that next level, you need to stop depending on the upon referrals, right? Referrals are great, but if you want to go from $1 million per year to $10 million per year, you really need like a system in place. You need to be able to spend money to make money. And that is what we, what we teach in our program. So I can just show you our website real quick. So it's lead through from.com and if you go here, you can read Lidman more about what it is that we're doing. And if you want to learn even more, we have a free training that you can check out where I share, you know, how our system works.
I have like a presentation. We also have no testimonials here. Justin Shelton, vice president of knowledge roofing, a huge eight figure company, been utilizing our system for the past two and a half years. We have also have Austin Miller running a company called P S solar, also an eight figure solar company utilizing our system for the past one and a half years. I also did an interview with Edward Rollins. He runs a they do roofing and siding in Atlanta, Georgia and he runs a company called professional grade roofing and siding. He also talks about his transformation here in the, in the interview that I did with him. So if you want to check that out, you can go to our website and watch it and watch the free training and if it looks interesting to you and you wanna join our course and our programming get like the exact system that we use.
We show you the ad angles, the targeting, we show you everything step by step, click by click then you can watch the free training, you can schedule the call with me personally here as well. If recall there's no pressure or anything. And if you're ready to go, you can sign up and we will help you out, get everything set up correctly and show you how to do social media marketing the right way. So that's it. I still don't have any questions here, so I think or we have some more questions here. Actually nuts. It's not just showing up weird. Okay. So is retargeting being done by Facebook? Karen is asking. Hmm. That's weird. I don't see the ads on here. So Karen says is a retargeting being done by Facebook? Yes. So you can, you can do retargeting on,
Oh, let's keep it. Yeah. So you can do retargeting on Facebook and Facebook owns Instagram as well. So in here, right when you build a Facebook advertising campaign and say the Facebook business manager, you can retarget people on both Facebook and Instagram. And then you can also do retargeting on the Google network. So you can like spend most money into Facebook, right, to bring new people in. But then since retargeting is so cheap, you can retarget people on all platforms. So you can do Facebook, you can to Instagram, you can do the Google display network. So if they go to like their favorite website, you can have like a designed a digital display banners showing up with retargeting, bringing them back to your website, bringing them back to a lead form so that if they didn't contact you guys, you can remind them. That's the, like the whole idea about retargeting. Just following people and follow people around and retarget them. You can also retarget people on YouTube if you want to do that. So when they go to YouTube, they start to see videos from you guys and you can also retarget people on LinkedIn. So that's really the big players right now. It's like Facebook, Instagram, it's Google, YouTube and LinkedIn that is owned by Microsoft. So if you do have any type of like, commercial or B2B type of services then you can retarget people on LinkedIn as well. So yeah, so
I wonder if I can like reply in here. It's, yup. Oh my. So yeah, I think that's it. I'm gonna hang around for a couple of more minutes here to see if they had drops in and more questions. If not, I'm gonna end today's live stream. I'm going to share like this for a second. I'm just going to open up a LinkedIn window to see if I have any, cause I can't see the comments on LinkedIn for some reason. Let's see if we have any questions on LinkedIn. Actually I can do share it.
Do it like that. Then I'm going to go to my LinkedIn profile to see if I can have one comment.
Let's see. Facebook sucks. Says Wilton man. Yeah, he seems to be knowing what he's talking about. So that must be true. Shout out to Wilton, Matt, if not but yeah, I think that's it. Karen Rose says thank you. Yeah, no worries. Great questions. It sounds like you already know a little bit about advertising, Karen, since you knew about like specific targeting and so forth. But yeah, that's basically it for today. This is how you build a cold traffic campaign and kind of the the theory behind it on Thursday, same time, 11:00 AM 11:00 AM Eastern time. I'm going to continue to build a one traffic retargeting and pain, so that's going to be good. But yeah, thank you guys so much for watching. If you want to watch the replay again, it's on Facebook, Instagram, Facebook, YouTube and LinkedIn. So you can watch the replay there and that's it. Have an awesome day. Let me know if you have any questions in the comments and I hope to see you soon. Have an awesome day.