Ads that create connection

Imagine these two different scenarios:

Sarah, who's looking for a contractor to replace her heat pump, randomly stumbles across your ad on Facebook.

Scenario A): Sarah sees a graphic design that pops and it instantly catches her attention. The graphic highlights a special promotion your company is doing, where you're offering new heat pumps with 0% APR for 36 months. Great deal! She fills out her information, and waits to hear from your company.

Scenario B): Sarah sees a graphic design that pops and it instantly catches her attention. The graphic design highlights the 0% APR for 36 months promotion - however, it also has a picture of Julie (someone on your team).

Julie is the one who calls back the leads. On your ad, it says "Get a new heat pump with 0% APR for 36 months! Just reach out and Julie will give you a calls." There's an arrow pointing to Julie, who has a bright, enthusiastic smile.

Sarah the customer gets a call from Julie at your company.

Now, in which scenario do YOU think the customer is more likely to:

1) Remember your company
2) Schedule an appointment and
3) Sign up with you?

At Service Allies, we think it's scenario B.

We think that making business more about the people, and building real connection, will help you stand out and be more likely to have success with your social media leads.
Keep reading to find out why.

The real impact of Meta ads

Contractors tend to view "Facebook ads" and "lead generation" as pretty much the same thing. In reality, there's a lot more going on with Facebook ads.

Firstly, they are connected to YOUR brand.

So while it's tempting to create ads that ad lots of fake urgency and every other trick in the book to generate as many leads as possible, you have to understand that it's not happening in a vacuum. It's potentially having a negative impact on how your community sees your brand.

Secondly, you get to put anything you want in the ads.

lead generation sources, you have full control over what you put in the ads. You can communicate your company values, crack jokes, or do something that's never been done before in your service area.

This gives you the opportunity to resonate with your customers in a powerful way - making direct leads easier to sell, and helping other potential prospects remember you for the future.

Thirdly - you are getting in front of thousands of prospects every month!

When we start running ads for a client, they often see an uptick in their website leads, and leads from other sources. Not only that - but the leads they get from their website, tend to be higher quality than direct form fill leads (60% + schedule rate.) And keep in mind, this is form fill leads that aren't even pointing to the website.

Why? It's because your Meta ads aren't just getting you leads, they are getting you views. Those views are often homeowners, in the market, who may just want to do a little more research before filling out their information.

A big part of your ROI from Meta ads comes from just getting in front of your ideal prospects.

So, why ads that create connection?

We ran ads for a while for a remodeler in New Jersey.

One time the owner of that company was at his kids' school and someone asked "are you the guy that's always look for 5 more kitchens to do?" That's what was in our ad at that time.

It's great the ad was memorable - but unfortunately he was memorable because it was the same salesy ad that was running all the time.

What if his motto was "service so fast it's out of this world" and it had the owner photoshopped into a astronaut? That would probably help people not only remember the company - but remember the brand promise, the unique selling point of that company as well.

There's a saying out there that people buy from people they 1) know, 2) like, and 3) trust.  While there's no immediate study we can point to that says "ads that create connection" are going to work better - it feels pretty obvious.

With Meta ads - you have an opportunity to get in front of a people, that AI is deciding are the best people to show your ads to, and put something in front of them they'll resonate with.

At Service Allies, moving forward, we want to help you make the most of that opportunity!

How is connection created?

Connection basically means that the people in your community - your customers - feel more connected to the people at your company. That could be you, your salespeople, your office staff, technicians, managers, etc.

I think that what makes people feel most connected is when you put yourself out there a bit - do something a little bit vulnerable.

That could mean something humorous,
Or just being more transparent than people usually are.

That connection, I believe, is especially made when people resonate with your jokes or the point that you're making.

As far as how we implement this for our clients, we're still figuring it out. But as we put the time, effort, and repetition into it, we'll get better and better.

If you'd like Service Allies to run Meta ads for your home service business that help create real connection with your customers - just click here to schedule your demo!