Facebook Ads

When Is the Best Time to Use Facebook Ads Versus Google AdWords?

Last Updated: June 13, 2019

You’ve probably noticed that organic search results pages are getting harder and harder to rank on.

(This is mostly due to Google’s quest to monetize every inch of space on Page 1, but that’s a rant for another day…)

As a result, many business owners are trying paid ads, instead. Most people are using either Facebook Ads or Google AdWords (or both).

If you’ve tried this alternative yourself, we don’t blame you. It’s a smart move!

However, if you’re going to start a paid ad campaign, make sure you’re using the platform that best matches what you’re advertising. Otherwise, you’ll be throwing away your money.

But don’t fret. We’re here to help. In this post, we’ll explain when you should use Facebook Ads, and when you should use Google AdWords. Keep reading!

Choosing the Appropriate Platform

Let us tell you about a mistake we see often.

Many small, local business owners start off using Facebook Ads because the platform is super-affordable and easy to understand. However, sometimes they don’t realize it’s not well suited to what they’re specifically advertising.

No matter how much a paid platform costs, it’s a waste of money when it doesn’t effectively market your services.

This is why it’s so important to recognize the differences between Facebook Ads and Google AdWords.

So, without further adieu, we’ll now discuss Facebook Ads versus Google AdWords and how to tell which platform is a better fit for your business.

Facebook Ads vs. Google AdWords: What’s the Difference?

When deciding between the two platforms, your choice boils down to one thing: urgency.

Put another way, how immediately do people need your services?

Is your typical customer calling you for a fast solution to an urgent problem?

Or, on the other hand, does your typical customer spend time planning and researching what they need before contacting you?

If your customers are often in a rush to get something fixed, then Google AdWords is the better fit. However, if you offer a service that your customers tend to put off for a while or take their time thinking about, then Facebook Ads is a more suitable option.

Why?

It has to do with the nature of the platforms.

With Google AdWords, your ads are displayed only when users search for your products or services. They have a specific need and they’re seeking you for it.

For example, here are some services that are a good fit for Google AdWords:

Appliance repair
HVAC repair or replacement
Windshield repair
Leaky pipe repair
Drain unclogging
Basement flood cleanup

As you can see, these services are for time-sensitive problems that demand a swift solution. People aren’t likely to hem and haw over price quotes or do extensive cost comparisons. Rather, their most pressing concern is how quickly the job can get done. The idea is, when they google something like “furnace repair in Albany,” they’ll see your ad right away and give you a call.

By contrast, Facebook displays your ads in the news feeds of the people you’ve selected to target. These ads interrupt their activity without them explicitly seeking out your products or services. The goal is to keep your brand on their minds as they go about their days so they remember you when the time is right.

Here are some examples of services that are successful with Facebook Ads:

Trash removal
Home remodeling
Car audio and mobile electronics
Driveway paving
Landscaping
Electric panel upgrades
Massage therapy

Before hiring a company for the above services, most people take time to do research, ask for recommendations, compare quotes, and/or plan their budgets. These are not emergency situations. Therefore, it’s helpful to plant the seed early and often by periodically displaying your ad in their Facebook news feeds.

Is the difference between Facebook Ads and Google AdWords a little more clear now?

Let us know if you need further explanation! We’d be happy to answer your questions and give you some guidance on setting up your first campaign. Just give us a call or shoot us a message!

If You Don’t Promote Your Summertime Services Now, You’ll Hate Yourself Later

Last Updated: May 21, 2019

Now that summer is only a month away, let’s talk about how you want to promote your summertime services.

We need to start looking at what you can do right now to boost your bookings this summer. Especially since your competitors probably aren’t planning ahead—which gives you an edge.

This post will arm you with some strategy ideas to help you book better jobs this season. Let’s jump in!

How to Book Better Jobs Than Your Competitors This Summer

The truth is, most people don’t plan ahead. They won’t remember to update their website or social media to highlight their seasonal offerings. And they certainly won’t think to campaign for a specific service months in advance.

Thankfully, you’re smarter than most people.

If you start advertising now, you’ll beat your competitors to the punch this summer. You’ll also put yourself in a strong position to cherry-pick your favorite jobs and book up your calendar through Labor Day.

Which Services Should You Promote?

Getting started is simple. Just think about the one or two jobs you would love to do all summer long, and advertise the heck out of them.

For example, here’s what some savvy businesses are doing to prepare for the season:

Landscapers are targeting homeowners who want to get their backyards and patios ready for summer.

Cleaners and junk haulers are pushing to help people with their big clean-out projects.

Home builders and remodelers are getting in front of people who put off their construction projects until it’s nicer outside.

HVAC technicians are marketing central air tune-ups in preparation for hotter temperatures.

Tax attorneys are marketing to people who are now in a panic about filing late or who had an issue with their returns.

Paving contractors are targeting homeowners and business owners who need new asphalt installation or resurfacing now that the weather is more cooperative.

Appliance repair technicians are seeking RV owners who need to service their special-sized appliances before taking their campers out on the road.

Mobile audio installers are marketing to boat and RV owners who want to optimize their stereo systems before the season officially begins.

Plumbers on the East Coast are promoting sump pump installation and backflow prevention ahead of hurricane season.

Basement waterproofers are also getting ahead of hurricane season by pushing drainage systems, sump pumps, and waterproofing panels.

What Promotional Strategies Should You Use?

Once you’ve chosen the summertime service(s) you want to promote, here are the next steps:

Dedicated web page. Make sure you have a corresponding page on your website for each service you wish to promote. Not only will this provide more information to interested site visitors, but it will also improve your credibility in Google’s view.

Pay-per-click (PPC). Get out in front of your competitors by starting a Google AdWords campaign for your specific service. This way, you’ll show up whenever someone in your area searches for that type of work.

Facebook Ads. Start a Facebook ad campaign and pop up in your target audience’s news feed! You’ll stay top of mind for that service they’ve been thinking about but haven’t pulled the trigger on yet.

Social media. Make adjustments to your social media profiles to showcase your summertime services. This way, when a potential customer visits your site or page, they’ll see it right away. You should also create posts and photos about these services to further boost your reach.

So… do you have a specific service you want to prioritize this summer?

Then get to work ASAP.

Or, if you need some guidance, give us a call or shoot us a message now. We’ll get you set up with a powerful campaign to boost your bookings this summer.

Facebook Costs Less Than AdWords, But Is It Better?

Last Updated: February 15, 2024

It’s no secret that paid ads are a great way to inject some power into your online marketing efforts. But whether it’s a PPC (pay-per-click) campaign from Google AdWords or a social media campaign from Facebook Ads, you need to be using the platform that best aligns with your business’s needs.
This is where most people get stuck.
If you’re struggling to decide between Google AdWords and Facebook Ads, there are two things you need to know:

Facebook costs less than Google AdWords by a substantial amount.
Facebook and AdWords are built for different kinds of businesses.

So, if you’re on a tight budget, that’s one reason to be in Facebook’s corner. However, just because Facebook costs less, that doesn’t necessarily mean it’s the best fit for your company. The nature of your business will largely determine which advertising platform you use. Facebook is good for some businesses; AdWords is good for others.
Keep reading to see what we mean!

Facebook Is More Budget Friendly

For most business owners interested in paid ads online, their first question is, “How much is this going to cost me?” While the exact cost will obviously depend on the specifics of your campaign, we can tell you Facebook is typically the more cost-effective option.
Managing numerous campaigns for clients, we’ve seen firsthand that Facebook ads are, overall, a better bargain than AdWords. Take Bethany’s Cleaning Service, for example:

In one day, Bethany’s Cleaning Service spent $39.45 on AdWords versus $22.67 on Facebook.
On AdWords, their ad was placed in front of 126 people and was clicked 7 times.
On Facebook, their ad was placed in front of 951 people and clicked 29 times.

Therefore, Facebook cost $0.78 per click, while AdWords cost $5.64 per click. That’s a pretty big difference.

Read the full case study about Bethany’s Cleaning Service to see how Facebook Ads and Google AdWords match up!

So, if you’re worried about spending too much on sponsored ads, then Facebook is the way to go.

Facebook Is Good for Ongoing Service Providers

However, while Facebook costs significantly less, that doesn’t mean it’s beneficial to everyone. On the whole, Facebook ads make more sense for businesses that provide ongoing services for customers. These businesses can be anything from landscapers to beauty spas to weekly garbage collectors. Their common traits are:

Their customers typically do a fair amount of research and get referrals before working with them.
They provide recurring services their customers need on a regular basis (not just one-and-done jobs).

Our client, Advantage Disposal, is a prime example. As a residential trash collection company, they have regular, loyal customers whom they serve every week. Due to the nature of their business, they rely on name recognition, word-of-mouth, and customer satisfaction not only to retain their current customers, but also to gain new ones.

READ: [Case Study] Advantage Disposal

We ran two different Facebook campaigns for them (one short-term, another long-term), and they both flourished. As you can see in our case study, Advantage Disposal’s Facebook ads received a ton of engagement and generated an incredible number of leads with each passing month. Each ad focused on their customer service and personal touch, which led lots of fans to like, share, and comment to show their support. The result is that their ads reached thousands of local users and got them a lot more phone calls.

Google AdWords Is Better for One-Time Jobs

Unlike Facebook Ads, Google AdWords is suited for businesses that specialize in time-sensitive, one-off jobs. People are more likely to search Google for something like “refrigerator repair near me” or “dumpster rental in [town name]” when they’re on a time crunch and just need a one-time service. They aren’t as concerned about building an ongoing, working relationship with the business, nor do they have the luxury of time on their side.
Take a look at how AdWords worked for our client, All Bergen Appliance Service, LLC. As a local appliance repair business, they’re the ideal candidate for an AdWords campaign. In their case study, you’ll see how our pay-per-click campaign increased their monthly leads and doubled their monthly calls.

READ: [Case Study] All Bergen Appliance Service, LLC

Ultimately, we helped All Bergen Appliance Service, LLC, increase incoming calls from prospective customers from 203 in April 2017 (the month prior to the AdWords launch) to 464 in July 2017!

Don’t Go by Price Only

Sure, price is a critical factor when deciding which online ad platform to use. However, don’t let that be your only deciding factor. Although Facebook costs less and is more affordable across the board, it will still be a waste of money if it’s not well suited for your business’s needs. So, make sure you’re listening to more than just the part of your brain that wants to pinch pennies. Listen to your marketing specialists and invest wisely.
Want to discover more info about the differences between these two platforms? Check out our previous post, “How Do You Choose Between Facebook Ads and Google AdWords?”

Promote Seasonal Services to End the Year Strong

Last Updated: February 15, 2024

It’s that time of year again! It may feel too early to start compiling your Christmas wishlist or planning a holiday party, but it’s never too early to start promoting your seasonal services. In fact, doing so will ensure you close out 2017 with a bang.
Right now, most local business owners are starting to think about what they can do to capitalize on the holiday season. If you’re smart and you want to make sure you’re booked through the end of the year, you’ll start promoting now. Whether it’s a limited-time coupon, holiday special, or seasonal service, Prospect Genius can help.
Our online marketing specialists are here to put your wintertime specials in front of the right people and get your phone to ring. Keep scrolling to see how our services can help you close out the year strong!

Promote These Seasonal Services

Local businesses in a wide range of industries can take advantage of the winter season. Whether you’re a handyman, electrician, or landscaper, there’s bound to be a seasonal special you can offer to your customers. For example:

Leaf removal
Stringing up Christmas lights and outdoor decorations
Snow plowing and/or snow removal
Firewood delivery
Christmas tree pickup
Year-end accounting
Aftermarket car accessories
Massage therapy
New appliance installation
Home theater installation
And many more!

Of course, there are countless other seasonal services we haven’t mentioned. If it makes for a popular gift idea or a helpful service during the winter months, it’s an offer worth promoting right now.

Use the Resources Available From Prospect Genius

If you’re a Prospect Genius client, you have access to numerous packages optimized for both short- and long-term results.
Since we’re talking about holiday promotions right now, you’ll want to focus on just the next couple of months ahead. So, let’s dive into a few options that will help you achieve the short-term performance you’re looking for.
Boost

This is a 1-month, paid advertising package that uses Facebook ads to drive results. Its short duration means minimal commitment or investment. Therefore, it’s ideal for quick campaigns and anyone who wants to try Facebook ads for the first time.

Read: “How to Run a Holiday Facebook Ad That Drives Results”

Pay-Per-Click

This package uses Google AdWords and places your ads in the sponsored section of Google’s search results pages. We manage every aspect of your campaign, from ad rotation to keyword testing to bidding. You set your budget, and our experts work their magic to keep your costs as low as possible.

Facebook Advertising

In this package, we put you in front of a targeted audience on Facebook. You can use this package to promote general awareness of your business, increase visitors to your website, or amplify a specific Facebook post. Our marketing specialists will work with you to tailor this package so it fits into your overall web presence and short-term goals.

Check out this case study to see how effective Facebook ads can be for our clients!

Take Advantage of the Holidays

This time of year, many people have Christmas gifts to buy and inclement weather to endure. Smart business owners will use this season to their advantage and keep themselves busy until the ball drops on New Year’s Eve. If you, too, want to end the year with a bang, start promoting your winter specials now!
As always, Prospect Genius is here with the expertly designed packages you need, no matter what your goals are. Let us help!

How to Run a Holiday Facebook Ad That Drives Results

Last Updated: November 21, 2019

So, you want to run a holiday Facebook ad this year.

Holiday and winter-themed promotions are different from ads you’d normally run on Facebook, given their specific and temporary nature. You want people to make an immediate purchase or hire you for a particular, seasonal service. Therefore, you’ll have to create your holiday Facebook ad with these goals in mind.

But have no fear! Follow our recommendations below to run a holiday Facebook ad that’s effective and successful.

Choose an Audience for Your Holiday Facebook Ad

First, identify the people you want to target with your holiday Facebook ad. To run successful ads, you need to target the kinds of people who will actually want to click on them. This is your “audience,” and you’ll decide what your typical audience member looks like:

How old are they?
What’s their gender?
Where do they live?
What’s their education level and occupation?
What are their spending habits? (Yes, Facebook has access to this third-party data…)
Are they homeowners? (Again, Facebook knows this through outside channels.)
And more!

Note: If this is your first time running a Facebook ad, you may want to target your audience more broadly.

For instance, you might just say you want people age 18-65 in your home state to see your ad. Why? Since you haven’t run ads before, you probably don’t have much data regarding your target audience’s specific demographics and behaviors. Therefore, you don’t really want to narrow it down too much unless you’re super-confident in the profile you’ve created for your audience.

Set a Goal for Your Ad

What do you want to get out of your holiday Facebook ad? Do you want people to…

Visit a specific page on your website?
Buy your product?
Contact you?
Like your Facebook page?

Because you’re promoting a specific service for a short amount of time, your goal is probably for people to make a purchasing decision of some kind. If that’s the case, then you’ll want to set up your holiday Facebook ad with a “conversion” objective.

AgoraPulse advises, “Use the Conversion objective when your goal is to get people to convert for a specific action, whether that be opt-in, register or purchase.”

However, Facebook says you should only aim for conversions if you’re confident you can get a minimum of 50 conversions per week. In other words, only use this objective if you’re certain you can get at least 50 people to make a purchase, sign up for your program, or hire you in some way. Why? Because Facebook needs data about the people who convert so it can better optimize your ad and show it to even more people who are likely to convert.

If this sounds confusing, you’re not wrong. But just take Facebook’s word for it that your ad will be more successful if you can ensure a minimum of 50 conversions per week.

So, what if you’re not confident your holiday Facebook ad will get that many conversions in a week? You’ll want to use a “consideration” objective, instead. With this goal, your ad will increase things like website traffic, Facebook engagement, and lead generation, rather than purchasing decisions. These are still highly valuable actions!

Get all these tips simplified on a single page in our step-by-step guide!

Set a Budget for Your Ad

One of the reasons we love Facebook ads so much is that they use a super-simple billing system. In this regard, Facebook is much easier to use than Google AdWords.

Facebook simply charges you per day for each of your campaigns. So, all you have to do is decide how much you want to spend in total, and then divide that by the number of days your campaign will run.

During your ad campaign setup, Facebook will ask you how much you’d like to spend each day. This is where you input the daily spend you’ve calculated. Easy-peasy.

Create the Appearance of Your Ad

This is where practice makes perfect. You’ll probably end up experimenting with multiple versions of your holiday Facebook ad until you’re satisfied with how it looks.

However, the most important aspect of your ad is the image you use. Often, the success of an ad comes down to its visual component rather than its headline or messaging. People are visual creatures, after all.

Building on this fact, Facebook’s carousel ads take visual formatting to the next level by allowing you to display several different images and/or videos at once:

“The carousel format allows you to showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.”

In our own experience testing out different Facebook ad formats, we’ve had substantial success with carousel ads. We highly recommend at least trying out this format and seeing how it performs for you.

With all that being said, here are some general tips to keep in mind when developing the ad itself:

Use a high-quality image with bright colors and a high contrast. This will make your ad leap off the screen.
Make sure your image has a visually interesting subject to grab people’s attention. In most cases, it should represent the particular product or service you’re promoting.
Use strong call-to-action language (e.g. “call now,” “click here,” “contact us today,” etc.).
Make your ad’s headline count. Put the most important message right there in the headline so your audience can’t miss it.
Your ad must link to a dedicated page on your website about the product or service you’re promoting.

You can find even more tips in our post, “How to Start Promoting Holiday Services in October (and Why You Should).” Go check it out!

Note: As the folks at RWL Design point out, there’s a significant increase in the number of people using Facebook on their smartphones during the holidays.

Whether it’s because they’re out shopping for gifts or attending holiday parties, they’re scrolling through their news feeds on their phones more often than on desktops. Therefore, you’ll want to be sure your Facebook ad looks great on mobile devices.

This means shorter text, concise call-to-actions, and light-colored images. Moreover, make sure the webpage your ad links to is mobile optimized, as well.

Get the Most Out of Your Holiday Facebook Ad

Phew! Did you catch all that?!

When you’re setting up your holiday Facebook ad, use this post as your guide. These tips apply to virtually any type of local business or service provider. If you follow our above suggestions and advice, you’ll have a stunning ad that targets the right audience and gets you the results you need—all without breaking the bank.

Good luck!

Prospect Genius

When Is the Best Time to Use Facebook Ads Versus Google AdWords?

Choosing the Appropriate Platform

Facebook Ads vs. Google AdWords: What’s the Difference?

Contact Us

Business Hours

Let’s Connect!

What Drives Us?

Client Portal App

Helpful Links

Sign up for our newsletter!