Nine Facebook Ad Mistakes Plumbing Companies Should Avoid

Sep 11, 2023 | Social Media Marketing (SMM)

The HVAC and plumbing industry is a competitive one. When potential customers in your area need a plumbing company, you want to ensure you’re the first one they think of. In this digital age, you can’t get away with traditional marketing anymore. Digital marketing is essential.

One of the best ways to advertise to your customers is through your Facebook page. Facebook ads are a great tool, but only if you know how to use them. Too many plumbing companies make common Facebook ad mistakes.

To optimize Facebook ads for plumbing companies, browse Polianna’s search engine optimization services. 

Facebook Advertising

Few social media sites can boast the professional ad platform benefits of Facebook. Facebook also has the largest audience of adults. This is great for plumbing companies, which primarily target adults. The more they see ads from your plumbing company, the more likely they will use your services.

Facebook advertising has numerous benefits if you know how to get the desired results. 

Nine Facebook Advertising Mistakes To Avoid

No company is perfect when it comes to advertising on Facebook. It takes time to learn all the tools and how to optimize your results.

Still, there are a few Facebook ad mistakes that you can avoid off the bat to meet your goals faster. 

1. Misunderstanding Your Audience

Creating nonspecific ads to appeal to a wider general audience may seem like a good idea at first, but reaching a large audience won’t help if the ad doesn’t resonate with people. Your ad won’t be memorable unless you appeal to a specific audience.

Understanding your target audience will help you create ads that work.

2. Narrowing Your Audience Too Much

On the other hand, don’t limit yourself to an audience that is too narrow. It may seem contradictory to the last point, but finding a balance is important.

Targeting certain ages, locations, incomes, and other general demographics is helpful. However, adding too many qualifiers for your ads will limit their reach. To determine this balance, you might need to use a trial-and-error approach. Eventually, you’ll find what works for your plumbing company. 

3. Wrong Ad Placement

Facebook has a variety of options for ad placement. You can set your ads up on:

  • Stories
  • Instagram Explore
  • Instagram newsfeed
  • Facebook newsfeed
  • Facebook homepage
  • Facebook Messenger

Placement depends on your company’s campaign objectives and audience. If you want to boost engagement, you might consider using the homepage or stories. An Explore page or newsfeed is optimal for reaching new customers.

The automatic placement option will choose the location for you. This is a good tool if you’re unsure where to start and want to experiment with different ad placements.

4. Using Low-Effort Pictures

When running Facebook ads, visual elements are essential. If your potential client isn’t drawn in immediately by your photo, they may scroll past without reading what your ad has to say. 

Investing in high-quality photos of your company will help your ads stand out. Using low-quality pictures appears unprofessional, and generic stock photos won’t catch your customers’ attention. 

5. Not Regulating Your Budget

Facebook gives you the option to set a budget for each of your ad campaigns. Consider this number carefully. Your budget will depend on your campaign goals, your company’s other expenses, and how effective Facebook ads are for you. 

As you put out more ads, adjust your budget as needed. 

You may also choose between a lifetime or daily budget. Daily budgets are best if you’re still deciding what budget is best for these ads. Once this number is set, using lifetime budgets keeps your ads running longer.

6. Not Defining and Diversifying Objectives

Each of your ads should have a specific objective. If you don’t understand the purpose of your ad, how will potential clients? 

While many companies focus on sales, diversifying your objectives will keep your audience interested and your campaigns effective. 

For example, even if one ad has a sales-oriented goal, another can focus on building brand awareness or increasing leads. 

The objectives for each of these campaigns will reflect that. The sales-focused ad will have objectives involving conversions and store visits. If you want to increase leads, objectives will include traffic, engagement, and messages.

7. Lack of Variation in Ad Formats

Ad type matters. Using the same format for every ad will cause customers to lose interest. Formats should reflect your objectives for that ad. Limiting your company to one or two ad formats means you could miss opportunities for new customers or increased engagement. 

Facebook offers the following ad formats:

  • Photos
  • Slideshows
  • Videos
  • Carousel ads
  • Right column ads
  • Collect ads
  • Instagram Experiences

Experimenting with formats keeps current clients interested while drawing in new potential customers. 

8. Low-Quality Ad Copy

Visuals will draw a potential client in, but it’s the copy that will seal the deal. If your ad copy isn’t engaging and professional or is full of typos and misinformation, the client will look elsewhere. 

Ensure your copy speaks to your audience in a compelling way. Address their pain points, then use a call to action (CTA) to encourage engagement. 

9. Not Tracking Results

Using Facebook’s Meta Pixel to track the results of your ad campaigns is a crucial step. Look for click-through rates, how many customers are going to your landing pages, and how many are viewing them. 

Many Facebook ad campaigns are experimental. There is no perfect formula, so be sure to switch things up when needed.

Transform Your Digital Presence With Polianna 

Facebook ads management is just the beginning. Knowing Facebook ad mistakes to avoid is good, but there’s much more to learn. Transform your company’s online presence through Polianna’s SEO, website design, and web development services.

Polianna specializes in optimizing web content for HVAC and plumbing companies. To start, schedule a discovery call to speak to one of our team members about your goals. 

If you’re not quite ready to pick up the phone, you can download our PDF, 5 Secrets None of Your Competitors Know That Will Win You More Customers.

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