A business such as a landscaping or lawn care company relies heavily on the quality of their work, reputation, and even word of mouth.
However, in today’s competitive business environment, these companies need to do something extra to stand out. This is where lawn care Facebook ads can help a local business shine and grow.
Facebook may not be the first thought when a lawn care or landscaping business is mapping out its local marketing plan. But these ads not only work, they can also be an affordable portion of an overall marketing budget if done correctly.
Why Lawn Care Facebook Ads Work
While Facebook may reach billions of people on a daily basis, the users are made up of people like you and me. These are people who live and work in communities all around the world.
One of the best aspects of Facebook ads is that you are able to harness this global power but also bring it down to a highly targeted area.
Your business is located within a specific community, and Facebook gives you the ability to focus on this defined area.
Landscaping or lawn care Facebook ads are an ideal match for this type of marketing because you can select specific zip codes to target. This could be helpful if you are trying to build up your clientele in one area or target an entirely new neighborhood.
When executed correctly, these ads work. Over the years, Bobby and I have used Facebook ads for a variety of local businesses and have seen the results firsthand.
But to get these ads to perform the way you need them to for your landscaping or lawn care business, you need to have a plan in place.
Steps to Building an Effective Campaign
Getting started with Facebook ads is one of the most intimidating parts of the process. Luckily, taking these steps before you launch your campaign will increase your odds of success.
1. Identify the Goal of the Facebook Ads for Lawn Care
The very first step is to put thought into the goal of the Facebook ad campaign. This can look different throughout the year, similar to the changing of the seasons.
If you don’t have a goal as you create your Facebook ad campaign, your ads will not be specific enough for potential customers to act on. Your goals should be clear-cut.
Essentially, when someone is scrolling through their feed and their eyeballs land on your ad, they should know exactly what you are asking them to do. The only way to get to this level is to have a goal.
What exactly does a goal look like? Here are several examples that come to mind with Facebook ads for lawn care:
- Promote a special for lawn care aeration, seeding, mowing, etc.
- Highlight how to get the lawn ready for an upcoming season
- Share local reviews and satisfied customer stories
- Advertise the benefits of regular lawn care maintenance
- Show before and after pictures with a call to action to set up a consultation
Lawn care and landscaping have many facets, which means there are endless ways to promote various parts of your business. Don’t forget that you can also run multiple campaigns at once, which is another benefit of using Facebook ads.
2. Select the Objective and Ad Type
Facebook ads have many different objectives, so it’s important to choose the one that aligns with your goal. Objectives usually revolve around website traffic, building brand awareness, or some sort of engagement with your ad (like a download or sign-up).
Once you determine the objective, you can pick the type of ad to run and the imagery.
Choosing the right image or video is essential. Facebook provides several options for this.
You can use:
- One single image
- Carousel of images
Of all businesses, lawn care and landscaping must show proof of their work through clear, vibrant, show-stopping images.
Why is this? Homeowners and businesses do not focus on what products and methods you use – they want results. They want to see how their lawn will look after you’re done with it.
3. Determine the Target Audience
Like the goal-setting portion, selecting the target audience is also critical. Facebook not only allows you to select the zip code but other demographics as well.
You will be able to select the age range, gender (male, female, or both), and language. You are then able to drill down further with interests. Home and Garden is one of the many interests you can choose from and is particularly appropriate for a lawn care business.
You can also make selections for homeownership options and income.
Choose the target audience most likely to be interested in what you are promoting (see, aren’t you glad you defined your goal already?).
4. Creating Memorable Copy
Once you have your goal and target audience defined as well as the type of ad you’re running, it’s time to move on to the copywriting phase.
This is another intimidating aspect of creating an ad. Lots of people not only don’t know what to write, but they’re flat out uncomfortable with writing.
The good news? You do not have to be a master copywriter for this.
However, you need to be very clear in what you are advertising, and you need to make it as concise as possible. Get straight to the point and make it obvious to the reader what you want them to do.
For example, if you are running a 10% off special on aeration, you should make the coupon bold, the dates clearly defined, and say what the reader must do to get this offer. Do they need to call? Fill out a form? Activate a coupon? Whatever it is, make it crystal clear in your copy.
Be sure to check for spelling and grammar errors, and you’ll be good to go.
5. Review the Analytics
When you run a Facebook campaign, you have access to insights about the ad’s performance. This is useful information that allows you to quickly see what’s working and what’s not. Take the time to review this information so you can make changes as necessary.
The ultimate goal with Facebook ads is to convert someone to a new customer, whether it’s through specials, weekly lawn maintenance, or something else.
There are other aspects as well, such as the number of appointments you booked as a result of the ads or how many coupons were activated.
All of this should be reviewed so you understand which message, imagery, headline, call to action, and anything else involved is working.
6. Make Adjustments and Run Tests
Once you have your analytics, you can make adjustments. An adjustment may simply be changing an image. It could even be promoting an entirely new concept or advertising to a different target audience or zip code.
You can also run tests comparing one ad’s performance to another by testing them at the same time. There will be a slight difference from one ad to the next, such as a different video or headline. This allows you to easily compare which one is working.
After you find the better ad, you can take it and build on it.
Examples of Lawn Care Facebook Ads
Do you want to see these ads in action? Here are a few recent examples of Facebook ads for landscaping and lawn care to give you an idea of how local companies are putting this into practice.
#1. The Urgent Offer
This ad works for a few reasons. You definitely know the offer immediately, and there is little doubt you can save. Additionally, there is a time limit on this ad because Fall is the best time to aerate.
The image goes hand in hand (this is actually a video of leaves falling) with the goal of the offer and timing.
Ultimately, this ad makes the offer the focus and leaves no doubt that the call to action is to get your quote ASAP.
#2. The Clear Goal
There are several positive aspects of this ad. The image is beautiful, and the unique color of the bushes against the green is enough to get people to stop and look.
This ad has a goal of promoting custom landscaping designs and getting people out for their free consultation. The image and copy support this.
The icing on the cake is that the call to action is easy to understand.
#3. Beautiful Imagery
Landscaping and lawn care revolve around visual appeal. Using images like these provokes thoughts of what our own backyards could look like. This ad does a fantastic job of painting an idea of what someone’s lawn could look like if they hire you for their lawn care needs.
The Final Word on Lawn Care Facebook Ads
Landscaping or lawn care Facebook ads could be a pivotal part of your marketing plans. There are countless advertising options with these types of ads, each of which works well for the lawn care industry.
Take the time to build an effective campaign for your landscaping or lawn care business, and don’t forget to make adjustments to your ads as needed. You’ll start seeing the results in no time!