Most local businesses think of Google first when it comes to advertising, and for good reason. But Facebook and Instagram ads can do something Google can’t: put your business in front of people before they start searching.
Used well, they’re a great way to win more local work. Here’s how they help, and how to avoid the common mistakes.
How Facebook ads are different from Google Ads
The simplest way to think about it:
- Google Ads reach people who are already searching for what you do, right now. They have a problem and want it fixed.
- Facebook and Instagram ads reach people who aren’t searching yet, while they scroll. You’re getting in front of them early, so you’re the first name they think of.
That makes them a perfect partner to Google, rather than a replacement.
Where Facebook ads work best for local businesses
Showing off your work
Before-and-after photos and short videos of finished jobs are ideal for Facebook and Instagram. A new driveway, a bathroom transformation or a freshly tiled roof stops people scrolling in a way a text ad can’t.
Reaching people in your area
You can show ads only to people in the towns and villages you cover, and even target homeowners or particular age groups.
Staying in front of people who are deciding
Someone visits your website, then disappears to “think about it”. Facebook ads can keep showing them your work and reviews for the next few weeks, so you’re not forgotten. This is called remarketing, and it’s especially useful for bigger jobs like extensions and kitchens.
Getting enquiries straight from the app
Facebook lead forms let people request a quote without leaving the app. Their details are filled in automatically, which makes it quick and easy.
Promoting offers and quiet periods
Got a quiet month coming up? A seasonal offer, like a free survey or a winter discount, can fill gaps in your diary quickly.
Which businesses get the most from it?
Facebook and Instagram tend to work particularly well for:
- Builders, landscapers and anyone with visual, before-and-after work
- Kitchen, bathroom and flooring companies
- Pubs, restaurants, salons and barbers
- Any business running a local offer or event
For urgent jobs, like emergency plumbing, Google is usually the better place to start, because people search when something’s gone wrong.
Common mistakes to avoid
- Only “boosting” posts. The boost button is easy, but it gives you very little control over who sees your ad. Ads Manager gives far better results.
- Targeting too widely. Make sure ads only show in the areas you actually cover.
- Using stock photos. Real photos of your work and your team almost always perform better.
- Judging on likes. Likes don’t pay the bills. Track enquiries and what each one costs.
- Giving up too soon. Social ads usually need a few weeks of testing to find what works.
Facebook, Google, or both?
For most local businesses, the best results come from using both: Google to catch people searching right now, and Facebook and Instagram to build awareness and keep you front of mind.
If you’re not sure where your budget would work hardest, get in touch and I’ll tell you honestly, or take a look at my social media advertising service.