There are various ways to market your HVAC company online. These include HVAC Facebook ads, which you, as an entrepreneur, should not discount. There are plenty of potential customers for your HVAC cleaning service on Facebook, which currently has 2.9 billion users worldwide as of the fourth quarter of 2021.
There’s another reason why you shouldn’t take Facebook advertising for granted. As of 2020, it has more than 300 million users based in the United States alone. Forecasts even indicate that Facebook will have 324.76 million users in the United States by 2026!
These statistics mean that Facebook presents a significant market that your HVAC cleaning company should try to capture. However, its broad reach is not the only benefit your business can reap from advertising on Facebook.
Facebook Ads Are Suitable for Both B2C and B2B Marketing
There are two types of users on Facebook: the individual and the corporate entity. It’s common for businesses nowadays to create a company profile on Facebook. Aside from marketing, a Facebook page is also a great venue to interact with their customers and share valuable information. Facebook helps organizations build rapport with existing and potential markets, in other words.
This makes Facebook a very fertile ground for business-to-business advertising. Your HVAC cleaning service caters to residential and commercial clients, which means you’ll also dabble in B2B advertising aside from B2C. You create a separate campaign targeting business pages aside from your ads targeting individual users.
You’ll need a compelling copy when using Facebook for HVAC B2B marketing. Your target market considerably shrinks when you advertise to businesses. The landscape has become very competitive, so you’ll want to do your business-to-business marketing right.
How to Write Good Facebook Ad Copy
Creating ad copy that can convert prospects is an art form. Take away the guesswork by bearing in mind the following tips for writing compelling ad copy for Facebook:
- Keep the copy concise
Facebook users generally spend their time scrolling through posts and scanning captions. Only a few of these people actually spend time reading long-form copies. You’ll need to keep your message short and easy to understand to keep your audience interested in your message.
- Understand your target audience
You have to understand what your target audience requires before you can craft your ad copy. Revisit your customer profiles and create your ad captions based on those personalities. The write-up should touch on specific customer points and present your proposed solutions.
- Incorporate a call to action at the end of your copy
Your goal is to divert traffic from the ad copy to the landing page. You should not forget to add a call to action at the end of your article. The CTA invites the reader to proceed further through the sales funnel. If the copy is convincing, the CTA merely reminds the reader to go to the landing page.
- Use appropriate visuals
Human beings are visual creatures. Studies show that people demonstrate a retention rate of 65% for information that includes relevant imagery. You want your viewers to remember what your copy is all about, and images are great for imprinting that data on their consciousness.
- Consider using video
YouTube may be the #1 website for video content, but that doesn’t mean Facebook users don’t consume video as well. In fact, HubSpot says that 67% of Facebook’s global user base prefer to watch videos on the platform.
Facebook Ads Can Function at Any Stage of the Sales Funnel
As a social networking website, Facebook is a venue for sharing content that evokes an emotional response among viewers. It’s possible to drive traffic to your website from Facebook with the correct text copy and visuals. You only need to tailor your content to conform to the goals of each stage of the sales funnel and not just the conversion stage.
Most marketers on Facebook make the mistake of going in for the kill almost immediately. The truth is that Facebook can do so much more than make a sales proposition to your potential clients. It helps you foster interest during the awareness stage. You can boost informational posts to your target audience, for instance. On the other hand, Facebook remarketing can help you remain on your customers’ radar even after they’ve been converted to a sale.
You have absolute freedom when designing a user experience for each potential customer. This is regardless of what stage of the funnel they are in. You just have to bear in mind that, like Google, people are on Facebook to consume and share information.
Facebook Ad Targeting is Surgically Precise
Facebook’s algorithm can segment its user base into appropriate demographics thanks to its extensive profile personalization. Every user can populate their profile to accurately reflect their educational background, personal information, job history, and items of interest. This data, of course, is not compulsory due to privacy reasons.
Profile customization allows Facebook to curate content that you find interesting as you scroll through your news feed. From a marketing perspective, customizing your profile means that you’re expressing your interest in certain products and services. Suppose you expressed interest in buying an air-conditioning unit, for instance. In that case, you’ll see Facebook ads for HVAC cleaning services.
As an HVAC marketer, you can fine-tune your ads to appear on the news feeds of those who are most likely to book your cleaning services. You can expand each ad’s reach beyond your own Page to contact people whose interests align with your services but have not seen your Facebook profile. Marketers can also limit the reach of the ads to specific areas only.
The best part about targeting HVAC Facebook ads is transparency. You can see the details of your ad the entire time. If you find an ad that has been erroneously targeted, you can cancel the campaign before it consumes the budget. You can then divert that budget to a duplicate campaign of a high-performing one.
In-Depth Data Available For Decision Makers
As mentioned above, you can see every detail that concerns your ad campaign on Facebook’s advertising platform. More than just a means of gauging your ad’s performance, Facebook’s advertising dashboard provides a wealth of information that will aid marketers immensely in planning and executing campaigns.
You can access various insights through Facebook’s ad dashboard, including:
- Demographics
You can see the age groups, gender sectors, and geolocations of the users that your ads reach.
- User behavior
Like Google Adwords, Facebook ads let you see specific user behavior on your ads. You can see whether they click on your ads and go to the landing page.
- Impressions and click-through rates
You can see how often your ad appeared in individual news feeds and how many clicks it has garnered from your target audience.
Facebook’s detailed breakdown of your ad performance allows you or your decision-makers to decide if the ad’s performance is up to par with the expenses already incurred. The statistics also reveal opportunities for further marketing you might not have realized before.
You Can Save Money on Facebook Ads
The depth of your targeting is a significant factor in your Facebook marketing expenses. The broader your audience is, the more you’ll have to spend. A broad target base will consume your budget quickly like hotcakes, but for little to no return. This happens when you pay for impressions and not clicks. Even clicks cannot guarantee a sale if the user has no pre-existing interest in what the ad offers.
However, with Facebook’s custom targeting for ads, you can zero in on the people and businesses that are nearly guaranteed to subscribe to your cleaning services. You can build a custom audience set, for example, comprising users who like heating, ventilation, and air-conditioning products and people who follow your competitors’ Pages.
Facebook ads let you get more value out of every advertising penny spent for the service by focusing on the users that matter. A properly targeted marketing campaign can bring in more leads with higher chances of becoming purchasing customers or clients.
Facebook Lets You Make Use of Various Media for Your Marketing
Video and text are not the only media you can incorporate for your Facebook advertising. There’s a range of options available, including:
- Stories
Stories are brief and straightforward yet can be very effective at fostering brand awareness. Moreover, adding a link to your product post in the Story acts as a referral to your business Page.
- Messenger ads
As an advertiser, you can choose to have ads appear in the middle of conversations about topics relevant to your business. Exercise care, however, because some people may find persistent ads in conversations annoying.
- Carousel
Carousel ads appear in between organic posts in the user’s News Feed. It features up to 10 static images that the user can swipe through.
- Playables
Game developers generally use this ad format to give people a preview of what their game is all about. However, you can be creative and create playable ads even for non-game products.
Facebook gives both individuals and businesses plenty of creative room for their content. For marketers, this is an opportunity to employ novel means of catching customers’ attention and improving retention.
Statistics Show That Facebook Is the Most Effective Ad Platform
The data speaks for itself. In 2020, Wolfgang Digital’s KPI report placed Facebook ahead of platforms like Google Shopping in being the most effective ad platform for eCommerce. According to the report, Facebook’s feed ads displayed the best Return on Ad Spending numbers compared to Facebook Marketplace and Messenger ads.
In addition, the Wolfgang Digital Report also said that 93% of eCommerce sales came from clicks on Facebook Feed ads. Participating eCommerce shops also reported that more than 80% of their traffic was referred from Facebook Feeds ads.
Statista also conducted a separate survey in 2019 with nearly identical results. Almost half of US retailers that participated in the survey said that Facebook gave them the best ROAS for their digital marketing. Instagram came second, with 21% of participants acknowledging the optimal ROAS it gives their marketing.
Facebook Ads Can Be Customized According to Your Goals
One of Facebook’s distinctive features for marketing is “Ad Objectives.” Simply put, the feature allows you to customize your Facebook ad campaigns to suit specific objectives. Sales are but one of the goals of advertising in general, after all.
When you start your first ad on Facebook, the platform will ask you for your Ad objectives. You can pick whether you want to foster brand awareness, drive referral traffic to your website, or build the Follower base of your Facebook page. You have numerous options to choose from.
Being able to customize your ad goals also helps minimize ad spending as well.
Key Takeaways
If you’ve been on Facebook for a while but has not converted any lead, it’s time to start thinking about investing in HVAC Facebook ads.
One reason why it is an excellent investment is cost-effectivity. You can balance your ad costs and the potential return by creating ad campaigns that correspond to your client profile. You can even hack your competitors by targeting their Facebook pages’ audience. Facebook advertising’s custom targeting alone promises a good return on investment for your marketing.
Facebook ads provide a wealth of information that can be used for both executive decision-making and marketing. For instance, you can access demographic data that give a snapshot of who makes up your audience. You can also extract extensive data that lays out the performance of each ad campaign you’ve run. Finally, you can see how users reacted to seeing your ad on their newsfeeds.
As a marketer on Facebook, you enjoy total creative freedom in devising the content of your ads. For instance, you can go beyond images and videos for your ad media. Last but not least, HVAC Facebook ads expose your businesses to a market with huge potential. Facebook is one of the most popular websites on which people spend more time nowadays. These people will surely need cleaning services for their heater or air-conditioner. You can drive these Facebook users through your sales funnel and close a deal by positioning yourself using Facebook ads.
