התמלול המלא של Why Contractors Are Missing Out on Facebook Ads (And How to Make Them Work)

has a really interesting opportunity, has a moat around it where a lot of companies still aren't playing the meta ads game. 00:04:45.519 --> 00:04:51.040 Um, whether they're scared of it or whether they don't know how to do it correctly, or whatever those things are. 00:04:51.120 --> 00:05:00.480 But I think that Meta is one of those tools where if you want to separate and kind of look at a blue ocean strategy for home service, meta's the place. 00:05:00.639 --> 00:05:07.439 Because even most of the home service companies that are running meta ads right now, they're not running them super well. 00:05:07.680 --> 00:05:21.839 Almost, I would say 90% of the conversations I have with other home service companies running meta ads is without even looking at their account, I can look at their ads and ask them three questions and know if they're do like if they're having good results with them or not. 00:05:22.000 --> 00:05:30.399 And it's just an undeveloped, an underdeveloped platform or an under-the-radar platform for a lot of home service guys. 00:05:30.480 --> 00:05:35.920 So I think that the ones that are eyeing it are like, oh, I think that there's opportunity here, and there there is. 00:05:36.480 --> 00:05:41.600 I've wasted a lot of money on marketing agencies that made pretty reports but didn't make the phone ring. 00:05:41.680 --> 00:05:43.839 And that's why we use Service Gailers at Wilson. 00:05:43.920 --> 00:05:54.879 They work exclusively with home service companies and focus on what actually drives leads PPC, local service ads, SEO, Google business profile, and everything you need to get in front of homeowners who are ready to book. 00:05:55.040 --> 00:05:59.759 The best part is that you know exactly where your money is going and what's producing real jobs. 00:05:59.920 --> 00:06:07.360 If you're ready to stop guessing and start getting better leads, head to the link below, book a free strategy call, and let them know that owned and operated sent you. 00:06:08.079 --> 00:06:10.800 Help sell me on meta ads. 00:06:11.040 --> 00:06:12.959 Because I, as a Google Ads guy, right? 00:06:13.040 --> 00:06:20.079 Like I've always done Google, um, I've always demonized meta because you know you gotta get the sell, so you gotta make something the problem. 00:06:20.319 --> 00:06:24.560 Why would you go with meta when Google has super high intent? 00:06:24.879 --> 00:06:29.680 So uh the the pitch that I always talked about is we like to lead thirsty horses to water. 00:06:29.839 --> 00:06:33.040 Someone's already having an HVAC problem and searching for it. 00:06:33.439 --> 00:06:36.079 And so you're just literally going, yeah, you have an HVAC problem. 00:06:36.240 --> 00:06:38.399 Great, we sell HVAC services. 00:06:38.639 --> 00:06:38.959 Boom. 00:06:39.199 --> 00:06:42.480 Meta, they're scrolling, they're not looking for HVAC services. 00:06:42.560 --> 00:06:55.759 They're they're trying to figure out what the sports uh or you know, the highlights

of uh a sporting game, or they're they're looking through their their kids' uh albums or something like that, and you're interrupting them to sell them an HVAC system. 00:06:55.839 --> 00:06:56.639 Like, how does that work? 00:06:56.800 --> 00:06:58.720 Why would Meta work in that situation? 00:06:59.040 --> 00:07:04.480 Yeah, I think what we'd want to do is first take a step back and say, like, when does it start to make sense to use meta? 00:07:04.959 --> 00:07:05.199 Right. 00:07:05.360 --> 00:07:15.519 And so I talked to a lot of different uh home service companies working with service scalers, and a lot of times people are like, Well, we really want to try out meta ads right now. 00:07:15.600 --> 00:07:19.680 And then we go in and we ask, like, okay, well, how many leads are you getting from LSA? 00:07:19.920 --> 00:07:21.759 How many leads are you getting from PPC? 00:07:21.920 --> 00:07:23.600 Are you using aggregators? 00:07:23.920 --> 00:07:34.639 And to your point earlier, it's like, yeah, we we kind of want to be in the place first where people are already looking for us because those are going to be our T balls worth of leads. 00:07:34.720 --> 00:07:38.639 If somebody types in, you know, AC replacement near me, right? 00:07:38.720 --> 00:07:40.879 Like we want to show up for that all day long. 00:07:40.959 --> 00:07:45.439 And if we're not showing up for that yet, meta's probably not the best place to start. 00:07:45.600 --> 00:07:54.560 Like you need to get those Google channels working and running to be able to take advantage of those hot downfunnel prospects. 00:07:54.720 --> 00:08:03.040 Now, where I love Meta is the aspect of getting in front of people who aren't searching for you yet. 00:08:03.199 --> 00:08:08.079 And this is the good and evil side of meta, right? 00:08:08.160 --> 00:08:20.800 Like you said, when people are sitting on their computer or on their phone and they're just scrolling and they see an ad, like they're not necessarily looking for you at that moment, right? 00:08:21.120 --> 00:08:23.519 Which makes them a lot cooler of a lead. 00:08:23.600 --> 00:08:44.080 They're probably, unless you have a great intro offer, like somebody isn't sitting on their couch watching TV, scrolling through their phone, being like, boy, oh boy, I hope I get an ad today for somebody that has a$16,000, you know, AC replacement that I can click on and give them my information and then call them right away. 00:08:44.240 --> 00:08:47.120 No, absolutely nobody like nobody's thinking about that. 00:08:47.200 --> 00:08:54.480 Now, again, are there certain times where when we're running ads, we can get in front of those types of people? 00:08:54.639 --> 00:08:56.000 Yes, absolutely. 00:08:56.159 --> 00:09:05.039 But the way that we want to think about meta is a new or is a way to get in front of new customers and kind of get our foot in the door, right? 00:09:05.200 --> 00:09:20.399 So if we're taking the the idea that, hey, I'm a I'm a person on the other side of the screen and I just get an ad, what would be something that would make me click it to be interested in whatever this company's offering, right? 00:09:20.879 --> 00:09:26.960 And so one experience that I've had that we've had a lot of luck with was attic insulation. 00:09:27.120 --> 00:09:35.840 Okay, and an ad for attic insulation in and of itself isn't that sexy or fun or very clickable, right? 00:09:36.080 --> 00:09:42.879 Who nobody really is thinking again, man, I'd love to have some new insulation in my attic. 00:09:43.200 --> 00:09:44.000 That would be sick. 00:09:44.080 --> 00:09:46.399 Nobody thinks about that, like nobody cares. 00:09:46.879 --> 00:09:49.039 Doesn't matter how gross it is, right? 00:09:49.360 --> 00:09:51.840 Like they don't, and and most of them don't know, right? 00:09:51.919 --> 00:10:03.519 And I think that this kind of applies to a lot of home services that there's a lot of a lot of consumers that have no idea like what could be wrong, and they're just kind of living with it, right? 00:10:03.840 --> 00:10:15.840 So the way that I like to kind of frame meta ads when we're talking about offering a specific service like attic insulation is like we're not here to say, hey, get your attic insulated for$3,500. 00:10:16.240 --> 00:10:19.120 Like nobody will want to click that, and that's not interesting. 00:10:19.279 --> 00:10:29.519 But the way that we kind of want to use meta is to either help like push on a pain point or get somebody to where they want to go. 00:10:29.679 --> 00:10:42.879 And I think that home service is really positioned for pain points when we take it a level deeper and we say, okay, what would fresh insulation in someone's attic, how does that actually change their life, right? 00:10:43.039 --> 00:10:46.000 The easy one is your electricity bills. 00:10:46.159 --> 00:10:49.759 So it's like, hey, is your electric bill out of hand? 00:10:50.000 --> 00:10:59.919 If you have that on a meta ad, right, and somebody's scrolling through and they just got their electric bill within the last week, and it was absolutely crazy, and they're like, how is it this high? 00:11:00.159 --> 00:11:05.919 They're immediately gonna see, they're immediately gonna look at your ad and be like, what is what is this all about? 00:11:06.000 --> 00:11:09.120 How can this company help me reduce my electric bill? 00:11:09.200 --> 00:11:12.159 And they don't care at this point how that's done, right? 00:11:12.320 --> 00:11:17.360 It could be a new system, it could be addicted insulation, it could be whatever. 00:11:17.600 --> 00:11:28.480 And then we want to use the rest of our ad real estate after we kind of hit on that pain point to be like addict insulation can help lower your electricity bills by over 43%, right? 00:11:28.639 --> 00:11:35.039 Send us your electricity bill, and we'll say we'll tell you how much new attic insulation we think we could save, right? 00:11:35.120 --> 00:11:36.799 Or

whatever those types of things are. 00:11:36.960 --> 00:11:40.080 I think that the energy one is often overplayed too. 00:11:40.159 --> 00:11:43.600 Like that's the easiest one for most of those types of services. 00:11:43.840 --> 00:11:52.799 Some of our best performing um ads when we're talking about like actual fear-based, is like, hey, notice you and your family have been getting sick a lot more? 00:11:53.200 --> 00:11:54.240 Question mark. 00:11:54.480 --> 00:11:54.960 Hmm. 00:11:55.120 --> 00:11:58.879 I wonder if there's mold or rodents in your attic. 00:11:59.120 --> 00:12:00.480 My wife bought into that one. 00:12:00.639 --> 00:12:03.840 We got all our insulation, we got everything fixed out because of that. 00:12:04.000 --> 00:12:04.559 That right now. 00:12:04.960 --> 00:12:05.919 Absolutely, right? 00:12:06.000 --> 00:12:08.559 Because what do people actually care about in their home? 00:12:08.720 --> 00:12:12.080 They want their home to be clean, they want their home to be safe. 00:12:12.320 --> 00:12:22.879 And so if we can make our services relevant to those types of issues that people are facing, then we have a lot better chance of getting them through the door. 00:12:23.120 --> 00:12:29.840 Way too many times I see home service guys literally advertising like a generator, just a picture of a generator. 00:12:30.000 --> 00:12:35.039 And it's like, nobody's like, oh, I'm gonna go buy a generator because I saw it on a Facebook ad. 00:12:35.120 --> 00:12:36.559 Oh, it's only$14,000? 00:12:37.200 --> 00:12:37.840 That's nothing. 00:12:37.919 --> 00:12:39.919 Like, that's not how the average consumer thinks. 00:12:40.159 --> 00:12:50.399 But if storm season's coming up and they're worried about being out of power for three days and how they're gonna keep their baby's bottles warm, a generator starts to make a lot more sense, right? 00:12:50.480 --> 00:13:08.080 Yeah, and so again, like these are the types of things that we need to when we're talking about meta ads, it's not again, it's not that you can't get just generic ads and get a response from it, but we it's such a great opportunity to let people know why they should be doing it, right? 00:13:08.159 --> 00:13:12.080 And that is like the example I gave you is a direct response example. 00:13:12.240 --> 00:13:20.480 Like what we're trying to do is we're trying to evoke a little bit of fear, we're trying to get them to fill out a form, and then we want our team to call them as soon as we absolutely can. 00:13:20.639 --> 00:13:26.320 But there's other aspects of meta too, which is again, you know, brand awareness that are a lot harder to measure. 00:13:26.480 --> 00:13:32.480 And again, I don't think that most companies under 10 million a year need to run brand awareness campaigns on Meta. 00:13:32.799 --> 00:13:46.639 But I mean, the impressions and how many times people in your local area will see your logo that will help feed again the other channels like Google, you know, PPC, LSA, all of those different things, like it makes a big difference. 00:13:46.799 --> 00:13:56.320 But I would say when we're thinking about meta ads, it you know, we could either do direct response, fear-based types of ads that kind of get people to take action and move on this service. 00:13:56.559 --> 00:13:59.279 Or the second thing is, you know, intro offers, right? 00:13:59.360 --> 00:14:13.919 So if you're you know an HVAC guy in the summer's coming, and again, um we if especially if the heat hasn't been on all year, there's a lot of furnaces about about to get turned on and it's gonna smell like something's on fire, right? 00:14:14.159 --> 00:14:20.559 So it's kind of like hey, get your fall heater checkup before winter comes, right? 00:14:20.639 --> 00:14:21.919 Winter is coming. 00:14:22.159 --> 00:14:25.759 Make sure that your furnace works so your family doesn't freeze to death. 00:14:25.840 --> 00:14:28.399 Now you probably don't want to put it out like that, but you know what I'm saying. 00:14:28.480 --> 00:14:32.799 Like, and it could be just a little intro, hey, this is an$80 tune-up. 00:14:33.200 --> 00:14:46.159 But when we're talking about these intro small ticket jobs, right, the goal of that meta lead for that tune-up ad that we put up is not to just go and make eighty dollars. 00:14:46.399 --> 00:14:57.200 It's to go get in front of a homeowner and talk to them, do the tune-up, and if they need anything else, that's your opportunity to sell them more, right? 00:14:57.440 --> 00:15:00.240 Meta ads are great at getting our foot in the door. 00:15:00.480 --> 00:15:13.600 And if you can get your foot in the door and then offer more services or stay in touch with your customers, so when they do have a problem, they're not going to Google, they just know, hey, we had this one company that did a tune-up for us, you know, three months ago. 00:15:13.759 --> 00:15:17.600 Like we have their magnet on our fridge, we're gonna go ahead and give them another call. 00:15:17.840 --> 00:15:25.120 I think that was my first experience in in meta-ads was uh actually your client that we were we we started. 00:15:25.200 --> 00:15:27.519 I I came in as kind of like a fractional CFO. 00:15:28.240 --> 00:15:28.720 CFO. 00:15:28.960 --> 00:15:29.519 CMO. 00:15:29.759 --> 00:15:30.879 I did not do their numbers. 00:15:30.960 --> 00:15:32.480 You do not want me doing your numbers. 00:15:32.799 --> 00:15:34.320 Uh marketing, yes. 00:15:34.480 --> 00:15:35.519 Numbers, no. 00:15:35.919 --> 00:15:43.759 Um but I came in and the first thing I noticed is one, they were spending a huge amount of money on Google Ads, which is awesome. 00:15:44.000 --> 00:15:50.240 Um but two, meta was sitting there at 30k a month and they were closing, and it was a great return. 00:15:50.639 --> 00:15:58.159 Um, which a lot of my clients really struggled with it, but they were not struggling, they were crushing it. 00:15:58.320 --> 00:16:00.559 It was a primary lead source,

they loved it. 00:16:00.960 --> 00:16:11.759 Um so it kind of gets me into the question of like who is meta-ads like who is the right person to be running meta-ads, and who are the wrong type of companies to be trying meta-ads right now? 00:16:12.080 --> 00:16:20.720 I think we kind of already hit on the spot of like, hey, you need to have your you know, your Google channels all firing before we like really take a deep dive into meta. 00:16:21.120 --> 00:16:33.200 Uh, and the way that I like to talk about like who it's for and who has success with meta, are organizations with strong sales teams or CSRs in place. 00:16:33.519 --> 00:16:43.519 Okay, so again, since these leads are not as high intent as they are coming from Google or even an aggregator, and we'll kind of get into that point in a little bit. 00:16:43.919 --> 00:17:01.759 But by the time they fill out the form, whether that's on your website or the lead form that you're using, if you don't call them within 60 seconds, they have probably seen another 10 ads go across their feed, and they might have filled out another couple forms for a bunch of different things, right? 00:17:02.000 --> 00:17:20.400 So if your team is not positioned to call a lead within 30 seconds or within 30 to 60 seconds of that form being submitted, you're not gonna have that much fun with meta ads because you're just gonna run into a bunch of people who don't pick up, who are asking, like, oh, did I actually submit that form? 00:17:20.480 --> 00:17:24.480 Like, that's one of the comp most common things that I hear from people that run meta ads. 00:17:24.559 --> 00:17:26.960 It's like, I'm gonna all these people, and they're like, wait, I submitted. 00:17:27.039 --> 00:17:28.640 Well, I I didn't submit anything. 00:17:28.799 --> 00:17:40.160 And it's like, yeah, it's just their attention span is about that of a goldfish because Instagram reels have fried all of our brains that they legitimately do not remember filling out the form. 00:17:40.400 --> 00:17:46.000 So then, you know, you just go and ask the question, it's like, well, what's the best way to help people remember if they filled out a form? 00:17:46.559 --> 00:17:49.119 Call them as soon as you can. 00:17:49.680 --> 00:17:54.720 And if you can do that, then you'll you'll make a lot of money with Meta, right? 00:17:54.960 --> 00:17:58.000 Um, and I always kind of relate it to aggregators, right? 00:17:58.079 --> 00:18:01.599 So, Angie, when you get a lead from Angie, they're gonna sell that lead to four other people. 00:18:01.759 --> 00:18:08.559 And if you don't call that lead within nine like 60 to 90 seconds, that phone number has been absolutely blown up. 00:18:08.720 --> 00:18:12.559 And they're that the homeowner on the other side is thinking about changing their phone number. 00:18:12.799 --> 00:18:23.759 Where meta's somewhat similar, it's just that we're not competing against other direct competitors, we're just competing against all of the advertisers on Meta to fight for their attention. 00:18:23.839 --> 00:18:27.599 So when you get that lead, you need to make sure that you call it quick. 00:18:27.680 --> 00:18:33.920 And if you don't, you're gonna hate it and you're gonna say you get a bunch of junk leads, people who never answer the phone, all of those types of things. 00:18:34.240 --> 00:18:37.839 I kind of want to dive into that phone call real quick, uh, just a little bit more, right? 00:18:37.920 --> 00:18:48.480 Like, I assume that that your CSRs have to be trained a little bit differently on how to handle like a lower intent lead versus just somebody that is looking for an HVAC company right now. 00:18:49.119 --> 00:18:52.000 Um, can you talk, walk me through like that phone call? 00:18:52.079 --> 00:18:53.359 What is that like? 00:18:53.839 --> 00:19:01.039 Yeah, so again, this is gonna be one of the first initial interactions that somebody has with your business, right? 00:19:01.200 --> 00:19:09.680 So I think that what what our main goal once we get on that phone call is to get somebody to the house, right? 00:19:09.839 --> 00:19:15.119 We don't we're not trying to upsell them or cross-sell them or anything like that. 00:19:15.279 --> 00:19:22.240 Is like, hey, if you're running that tune-up offer, you're saying, hey, saw you just submitted some info about getting a tune-up. 00:19:22.480 --> 00:19:25.839 I could have a tech out there, you know, by this time tomorrow. 00:19:26.000 --> 00:19:27.200 Here's what's gonna happen. 00:19:27.440 --> 00:19:28.480 Do you have any questions? 00:19:28.640 --> 00:19:29.839 Can we get that scheduled? 00:19:29.920 --> 00:19:30.160 Right? 00:19:30.400 --> 00:19:32.000 Straightforward and simple. 00:19:32.079 --> 00:19:34.640 And if they have any questions, you can kind of field those. 00:19:34.720 --> 00:19:41.359 But we're not, we're not trying to go into, you know, again, having a conversation about replacing any of their units or anything like that. 00:19:41.440 --> 00:19:54.799 It's like, again, that phone call's priority is to just get somebody to walk in the door, have a conversation with the homeowner, help them out with the tune-up or whatever that offer is, and then go in, you know, if we need to sell them more things after that point, awesome. 00:19:54.960 --> 00:19:57.440 That's great, and that's really what we're looking for. 00:19:57.599 --> 00:20:00.000 But the primary goal is to just get us there, right? 00:20:00.079 --> 00:20:06.160 We're not trying to get anybody to sign the dotted line right on that phone call because they're likely not ready. 00:20:06.319 --> 00:20:10.480 They weren't thinking about your service 45 seconds ago, and now they're on the phone with somebody. 00:20:10.559 --> 00:20:18.640 So we kind of have to respect that and just lead the customer to what the next best step for them is, which is booking that appointment and getting somebody out to the house. 00:20:19.440 --> 00:20:21.920 Are you

following up immediately with a text message as well? 00:20:22.079 --> 00:20:25.920 Like the text message going out to try to connect them and get an appointment and you're calling them? 00:20:26.319 --> 00:20:27.119 Yeah, absolutely. 00:20:27.200 --> 00:20:33.119 Like, um, so I ran a test with meta ads with my own money. 00:20:33.680 --> 00:20:34.160 Tell the story. 00:20:34.319 --> 00:20:35.039 This is great. 00:20:36.000 --> 00:20:41.359 Most home service companies don't stall because of demand, they stall because they run out of good people. 00:20:41.519 --> 00:20:45.680 Finding solid help fast is hard, especially in this industry. 00:20:45.839 --> 00:20:47.839 And that's where Quick Staffers comes in. 00:20:48.000 --> 00:20:53.920 They help home service companies build reliable virtual teams that actually understand how the trades work. 00:20:54.079 --> 00:21:02.720 Quick Staffers provides vetted, remote staffed who are already trained on Service Titan and use proven SOPs, same as the ones that I use at Wilson. 00:21:02.799 --> 00:21:10.319 These are VAs you can plug in from day one to handle customer service, lead follow-up, scheduling support, and a ton more. 00:21:10.480 --> 00:21:14.240 They've been a huge help in scaling my team without the usual hiring headaches. 00:21:14.400 --> 00:21:16.319 Check them out at the link below. 00:21:16.960 --> 00:21:24.720 I had a client and we were running meta-ads for them, and it was actually a really high-ticket product, right? 00:21:24.799 --> 00:21:26.480 Or a high-ticket, yeah, high-ticket product. 00:21:26.559 --> 00:21:27.680 It was tiny homes. 00:21:28.240 --> 00:21:42.640 And um, the client came back to us and he kept saying, He's like, Man, none of my none of these leads are booking at-home consultations for my$250,000 starting at Tiny Home. 00:21:42.799 --> 00:21:45.119 And I say, hmm, that seems odd. 00:21:45.200 --> 00:21:54.160 So the first thing that we do is we go in and we are going through the different leads that we've been generating, and there's certain things that we do on Facebook uh that you can implement. 00:21:54.240 --> 00:21:56.000 It's called SMS verification. 00:21:56.160 --> 00:22:10.480 So it's kind of like uh if you're logging into Google and they make you they send That code to your phone, meta lead forms have that same that same feature so that you can make sure every lead that you get has a legitimate phone number. 00:22:10.559 --> 00:22:15.039 Like never get a bad phone number from Meta again, is essentially how that works, right? 00:22:15.359 --> 00:22:21.440 And so, all right, we know that they all have good phone numbers because if to become a lead, you have to do the SMS verification. 00:22:21.519 --> 00:22:27.920 And then it's like, okay, let's go through and like look at some of these addresses that we're getting through to see if the quality of these leads is actually good. 00:22:28.079 --> 00:22:34.880 So as I'm scrolling through, about one in every three leads had a two to four million dollar home. 00:22:35.119 --> 00:22:42.319 And so I'm sitting there and I'm looking at the lead sheet and I'm like, man, these are great leads. 00:22:42.640 --> 00:22:44.160 And he's like, nobody's scheduling. 00:22:44.240 --> 00:22:54.720 So I go back to the client and I say, Hey client, um, how soon are you calling these leads to get them booked for an on-site consultation? 00:22:54.880 --> 00:22:57.119 He's like, Oh, I don't call my leads. 00:22:57.279 --> 00:22:58.880 I said, Why don't you call your leads? 00:22:58.960 --> 00:23:02.880 And he goes, Well, if they were actually serious, they would just book it. 00:23:03.039 --> 00:23:09.519 And I'm like, My brother, my brother, they don't know what to do next. 00:23:09.680 --> 00:23:12.880 They just filled out a form asking you for more information. 00:23:13.039 --> 00:23:17.359 Like you were supposed to be the steward to your service for them. 00:23:17.599 --> 00:23:26.480 Like the client, like, again, nobody was sitting on their couch looking for, like, man, I hope I get an ad for a$400,000 tiny home that I could put up in my backyard. 00:23:26.640 --> 00:23:29.039 It's like, no, they saw it and they're like, oh, this seems interesting. 00:23:29.119 --> 00:23:33.599 Maybe I need more room for my kids, or maybe my mom's moving back in, or whatever that may be. 00:23:33.759 --> 00:23:34.640 Here's my information. 00:23:34.799 --> 00:23:38.240 I hope somebody reaches out to me to tell me what the next step is. 00:23:38.480 --> 00:23:41.200 So, anyway, I told him to call the leads. 00:23:41.279 --> 00:23:42.319 He didn't want to call. 00:23:42.480 --> 00:23:48.240 And I, this was like at a point in life where I was just kind of frustrated with this trend happening. 00:23:48.400 --> 00:23:50.400 So I said, you know what I'm gonna do? 00:23:50.559 --> 00:24:03.119 Is I'm gonna go run the same exact ads with the same form with a different logo in a way more competitive market, and I'm going to try to book consultations myself and let's just see what happens. 00:24:03.279 --> 00:24:03.599 Okay. 00:24:04.079 --> 00:24:14.000 So for the client that we have, we probably spent about$22,000 and booked maybe like four or five on-site consultations, and I think we sold a couple of them, right? 00:24:14.160 --> 00:24:15.119 One or two, which is great. 00:24:15.200 --> 00:24:18.319 I mean, still honestly a great return on investment. 00:24:19.039 --> 00:24:20.160 I do bad. 00:24:20.319 --> 00:24:22.400 And he wasn't even calling his leads, right? 00:24:22.559 --> 00:24:24.319 Like that was the other crazy thing. 00:24:24.640 --> 00:24:30.880 So I spent about eight or nine thousand dollars of my own money running these same ads in a different market. 00:24:31.519 --> 00:24:37.599 I made it a goal to myself that whenever a lead came in, I was going to stop what I was doing. 00:24:37.759 --> 00:24:43.200 It didn't matter if it was six in the morning, it didn't matter if it was 11

p.m. 00:24:43.440 --> 00:24:51.519 at night, I was going to pick up the phone and I was going to call and text my leads and try to book a consultation. 00:24:51.599 --> 00:24:52.559 So what happened? 00:24:52.720 --> 00:25:12.720 So with me having getting a calling and texting the prospects within 60 seconds, I got a 92% contact rate on every single lead, and I booked at home consultations for a service and for a service that starts out at$200,000 at a 33% rate. 00:25:12.880 --> 00:25:21.279 I was booking one in every three leads that I got for a$200,000 price tag service, and it was on my ads and on my form. 00:25:21.599 --> 00:25:31.759 So the people that I was getting in touch with already knew at least I was booking one in every three leads that I got for a$200,000 price tag service. 00:25:32.000 --> 00:25:36.160 I can confidently say, hey man, I'm not just telling you to do it. 00:25:36.400 --> 00:25:41.279 I did it, I spent my own money, and I booked a lot of consultations because of that. 00:25:41.440 --> 00:25:48.960 And this is on a product or service that costs 10 to 20 times more than the average home service ticket is. 00:25:52.000 --> 00:25:53.920 Dude, I tried. 00:25:59.279 --> 00:26:05.359 Comes to be there's a lot more about building tiny homes than just knowing how to do leads, but we were booking consultations. 00:26:05.759 --> 00:26:06.960 We have the leads part down. 00:26:07.039 --> 00:26:12.079 So if anybody out there has tiny home, like they really wanted this to go, we got you on the leads. 00:26:12.160 --> 00:26:14.799 Um we'll call this for you. 00:26:15.119 --> 00:26:18.880 Uh oh, dude, that's amazing. 00:26:19.119 --> 00:26:19.519 Yeah. 00:26:19.680 --> 00:26:19.920 Yeah. 00:26:20.160 --> 00:26:24.400 Pretty crazy story, but I think it goes to show just the importance of speed the lead. 00:26:24.559 --> 00:26:28.000 And it also kind of goes back to all of the clients that we work with. 00:26:28.079 --> 00:26:33.200 Who are the clients that make the most money with us and service scalers no matter what they what channel they're running from? 00:26:33.359 --> 00:26:34.880 They call their leads quick. 00:26:35.039 --> 00:26:37.119 They have a strong sales organization. 00:26:37.359 --> 00:26:37.839 Oh, yeah. 00:26:38.079 --> 00:26:41.759 Clients that have that strong sales organization make us look really good. 00:26:41.920 --> 00:26:43.759 We are way cooler in that situation. 00:26:43.920 --> 00:26:50.960 And I also say people that run meta ads make us Google ads people look a lot better as well. 00:26:51.200 --> 00:26:59.279 Um, I remember uh I was running an HVAC campaign, and that you could tell like year over year we were doing better, but we started doing really good. 00:26:59.440 --> 00:27:03.920 And of course, because you know I I am who I am, I started taking credit for that. 00:27:04.000 --> 00:27:05.759 I was like, oh man, this is doing really good. 00:27:05.839 --> 00:27:10.559 Google, like all the optimizations are great, we're running it up, let's go. 00:27:10.880 --> 00:27:16.799 Um, and then suddenly it's the the the it started to drop a little bit on the performance. 00:27:17.200 --> 00:27:18.799 I was like, what the happened? 00:27:19.119 --> 00:27:28.000 And so I was trying to dig into it, and I realized during this time, this guy started running meta ads in the same period, and he killed it because it wasn't working. 00:27:29.680 --> 00:27:44.400 Realizing that Google and meta were playing that game, we were getting better Google results because they were running meta ads campaigns on the back end, they just didn't weren't good at attribution, they weren't good at sales, but it was still affecting how good the Google Ads campaigns were working. 00:27:44.880 --> 00:28:04.079 So I truly believe that once you get to a spin, like I don't know, I don't know what that magic number is, but I would say like if you're already spending 20 to 30 grand on Google ads, you should also be trying to uh allocate some budget to a meta ads campaign because all of your campaigns will work better because of that, and vice versa, right? 00:28:04.160 --> 00:28:12.240 Like if you're already spinning on medads, you have a really good meta-ads game uh game plan, running Google Ads, all both campaigns will feed off of that. 00:28:12.720 --> 00:28:16.799 It's crazy because it's almost like advertising works, you know? 00:28:17.119 --> 00:28:23.759 It's almost like putting your company in front of people will lead to more people calling your company. 00:28:24.960 --> 00:28:26.720 It's weird that it works that way. 00:28:26.960 --> 00:28:27.359 Whoa. 00:28:28.480 --> 00:28:30.960 Um okay, let's talk budget, right? 00:28:31.119 --> 00:28:43.519 Like how much if you've got uh let's say you got 20 grand a month to spend in ad spend, how much of that do you think should go towards Meta versus Google versus um anything else? 00:28:43.839 --> 00:28:51.839 Yeah, so this question I get all the time, and it's always like the classic marketing answer, it depends, right? 00:28:51.920 --> 00:28:53.920 And I'll kind of frame it like this. 00:28:54.960 --> 00:29:03.279 If you were running ads and you're just like, I only want to do, I only want to get people who knew who need new HVAC systems, right? 00:29:03.440 --> 00:29:05.519 $16,000, and that's all I want. 00:29:05.599 --> 00:29:08.799 I don't want to talk to people about an intro offer, I don't want to do any of that. 00:29:09.039 --> 00:29:23.359 Get prepared to pay a lot of money for a lead like you would on Google because there's not that many people that need it right now, and it's I mean, you're you're you're fishing in a big pond of people that may or may not be looking for this, right? 00:29:23.599 --> 00:29:36.640 So it's not like you're not gonna just start meta-ads on$100 a day for a$16,000 service and just think that you're gonna get$25 to$35 leads. 00:29:36.799 --> 00:29:53.759 Like the cost of your project

is going to be semi-equivalent to how often it's needed, and or I'm sorry, the cost of your leads are gonna be tied to how expensive your product or service is and how many people actually need it at that time, right? 00:29:53.920 --> 00:30:09.519 Similar to how Google operates in the when like it's summer and winter, it's like, man, your HVAC ads are gonna be working a lot better, and your installation ads are gonna be working a lot better because there's a lot more people that need you right now. 00:30:09.680 --> 00:30:17.519 And then in the spring and fall, when it's more temperate, your HVAC ads aren't gonna be that great because people have the windows open and they're not thinking about their AC unit, right? 00:30:17.920 --> 00:30:25.200 So when we're talking about budget, it's kind of like okay, there's the seasonal aspect of like when are we running, what are we trying to do? 00:30:25.359 --> 00:30:28.000 But usually what I tell people is start with an intro offer. 00:30:28.079 --> 00:30:33.519 How can you get into somebody's home, do something valuable for them, and get the opportunity to sell them something else? 00:30:33.680 --> 00:30:43.440 And if you start with an intro offer, that's you know, around$100 for an inspection, a tune-up, whatever those things might be, I would start with a hundred bucks a day, right? 00:30:43.680 --> 00:30:45.279 That's$3,000 a month. 00:30:45.440 --> 00:30:47.599 And you're gonna be able to get clicks to your lead form. 00:30:47.759 --> 00:30:49.839 You're gonna start to, you know, generate some leads. 00:30:49.920 --> 00:30:54.559 You probably get anywhere between two to four leads a day, right? 00:30:54.799 --> 00:30:56.720 And you can kind of run that. 00:30:56.799 --> 00:31:14.640 And then as soon as you kind of find the flow, the ads, the offer that are turning into consistent revenue, meta's really fun because it's a lot easier to scale than Google too, because we can just get in front of more and more people in our service area, where on Google we're just relying on people searching for us, right? 00:31:14.799 --> 00:31:18.640 Google is demand capture, meta is demand generation. 00:31:18.720 --> 00:31:26.480 And so if you can find something that your homeowners really want that you can provide, it's like, man, what an opportunity to get out in front of them. 00:31:26.640 --> 00:31:33.920 And Meta, I don't know if a lot of people know this or not, is one of the cheapest advertising platforms to get in front of net new people. 00:31:34.000 --> 00:31:35.440 It's cheaper than radio, it's cheaper. 00:31:35.599 --> 00:31:37.920 How many people actually need it at that time, right? 00:31:38.079 --> 00:31:47.039 Similar to how Google operates in the win like side of your shop, you know, saying get your new AC today, or something like that, right? 00:31:47.200 --> 00:31:49.519 Yeah, or the little wavy noodle dudes. 00:31:49.680 --> 00:31:51.440 Those that might be cheaper. 00:31:52.319 --> 00:31:53.920 Yeah, yeah. 00:31:54.720 --> 00:31:56.880 Um, dude, I actually love that. 00:31:57.119 --> 00:31:59.839 Um, like people talk about like putting up billboards all the time. 00:32:00.160 --> 00:32:15.359 You you you could put up a Facebook awareness campaign, get those cost per um view super low, way cheaper, uh, and just get a bunch towards um uh bunch of views and brand. 00:32:15.519 --> 00:32:39.279 I was even looking at it, I think it was Gary V who was talking about like you know, the uh Super Bowl uh commercials and how much they spend to get that many views and that you know 15 seconds on a Super Bowl commercial where you could just spend that same amount on Facebook ads and you would get significantly more views uh in that same time frame and probably more than 15 seconds. 00:32:40.000 --> 00:32:57.039 Yeah, I mean to put some perspective on that the average cost to get in front of a thousand people, so to show your ad on a thousand screens on Meta is gonna be anywhere between twenty to forty dollars per 1,000 people. 00:32:57.599 --> 00:32:57.920 Right? 00:32:58.799 --> 00:33:00.480 So that's pretty cheap. 00:33:00.559 --> 00:33:02.400 It's a lot cheaper than Google, right? 00:33:02.559 --> 00:33:04.240 Like that's that's the truth. 00:33:04.480 --> 00:33:09.680 Um but it's also a lot lower intent, and that's why it's less expensive, right? 00:33:09.759 --> 00:33:13.599 Is because you're not you're not in a pool of people that are looking for you right now. 00:33:13.759 --> 00:33:18.559 And we're we're also just talking about cold traffic, net new customers from Meta. 00:33:18.720 --> 00:33:23.839 The other advantage of Meta too that a lot of people um don't realize is retargeting. 00:33:24.079 --> 00:33:39.839 So if you're running SEO campaigns and you're getting a lot of organic traffic through your SEO strategy and your Google Business Strategy and anything else that's bringing traffic to your website, Meta is a phenomenal tool to follow those people around Facebook and Instagram. 00:33:40.079 --> 00:33:54.319 You can you can say, like, okay, Meta, I only want you to show these ads, and maybe they're testimonial ads or review-based ads, or this is how we work, or about the company to build a little bit more trust with those types of people. 00:33:54.559 --> 00:34:00.240 But you can follow those people around, Facebook and Instagram, so that they don't only just see your website one time. 00:34:00.319 --> 00:34:05.920 It's like once they're on your website, you could have them on your audience list for 180 days. 00:34:06.079 --> 00:34:07.279 And you're just there. 00:34:07.920 --> 00:34:16.159 You're like standing outside of their house, half of your face that they can see through the window, you know, just always there, just waiting. 00:34:19.039 --> 00:34:24.159 Uh and that's that's our aim, really, is just to be that person that you're always there. 00:34:24.400 --> 00:34:26.480 Always for your customers. 00:34:26.880 --> 00:34:29.519

Uh, it's worse than uh Jake at State Farm. 00:34:29.760 --> 00:34:34.480 Uh you can call, like you can call Jake whenever you want, but we are always there. 00:34:34.719 --> 00:34:37.840 Um yeah, no, love that. 00:34:38.000 --> 00:34:53.840 Are there any type of uh industries that like should or shouldn't be in meta, like uh fencing or you know, plumbing electricians or HVEC, like is there a type of company that you've come across, you're like, yeah, these guys really like appliance repair. 00:34:54.079 --> 00:35:00.000 Like, is there a type of company that shouldn't be on meta versus you know, really absolutely need to be on meta? 00:35:00.639 --> 00:35:02.960 I think it's expectation setting, right? 00:35:03.119 --> 00:35:14.079 If you have a really high and in-demand service, so any of our mainstream trades, plumbing, HVAC, electric, insulation, you know, all of those different ones. 00:35:14.159 --> 00:35:17.920 It's like there's probably something that you could offer a homeowner that they don't know that they need. 00:35:18.000 --> 00:35:21.679 And meta's a great opportunity to do that, and I think that you should play that game. 00:35:21.840 --> 00:35:26.719 Uh, also, as a fundamental, I believe that marketing is never a bad thing. 00:35:26.960 --> 00:35:32.880 Obviously, we want to be able to track where our budgets are going and what type of ROI that that's bringing. 00:35:33.039 --> 00:35:41.679 But let's just say you do something that's pretty niche that doesn't happen a lot, like foundation repair, I think is a good example, right? 00:35:42.480 --> 00:35:45.679 Foundation repair, super high ticket, usually. 00:35:45.840 --> 00:35:49.039 Like there's a lot of work that goes into that and all of those things. 00:35:49.119 --> 00:36:02.559 But I wouldn't start a meta campaign for them and be like, hey, in your first three months of running these meta ads, that you're gonna make, you know, you're you're gonna get five hundred thousand dollar prod projects, right? 00:36:02.639 --> 00:36:05.440 Like, I don't think that that's how it's gonna work. 00:36:05.679 --> 00:36:15.760 Where if you're in one of those trades that's like less in demand, but it's high ticket, meta's a wonderful opportunity to get people on your email list, right? 00:36:15.920 --> 00:36:23.599 And I'm talking about guides for like um, is your, you know, is your basement wet? 00:36:24.079 --> 00:36:24.559 Right? 00:36:24.800 --> 00:36:34.400 Get our guide to figure out why these might be the things because you're likely like those types of things have to turn into really big issues before people are ready to take action. 00:36:34.480 --> 00:36:38.880 And one thing that's really hard for us to do on meta is time the market, right? 00:36:39.039 --> 00:36:48.559 We can't go into the back end of meta and say, hey, meta algorithm, go get in front of people whose foundation is cracked and they need it to be repaired, right? 00:36:48.639 --> 00:36:50.159 Like that's what Google

is. 00:36:50.400 --> 00:36:55.280 Um, but what Meta is, is it kind of allows us to get in front of those types of people. 00:36:55.519 --> 00:37:08.079 And again, for any of those long sales cycle or need it, only need it, you know, in really far out increments and there's not that much demand, get them on a list, right? 00:37:08.239 --> 00:37:15.280 Because now you can get that person and you can market to them for free via text and email for eternity, right? 00:37:15.440 --> 00:37:24.159 So whether that's a PDF guide or whether that's those types of things, now again, I wouldn't recommend a foundation repair company start with that as their marketing strategy. 00:37:24.400 --> 00:37:35.920 It would be more of a, hey, you are, you know, you've you're hitting most of the volume you can in your area, you're on the aggregators, you're doing SEO, you're doing all of these different things. 00:37:36.079 --> 00:37:42.239 Here's another tool that we can use to increase the amount of people that you're getting in front of on a daily and weekly basis. 00:37:42.480 --> 00:37:47.119 But I think that I think that almost any home service business could use Meta. 00:37:47.199 --> 00:37:48.880 It's just is the timing right for you? 00:37:48.960 --> 00:37:58.639 And are you prepared and are your expectations set correctly that you know it's not gonna it's not it's just not it's just not Google. 00:37:58.800 --> 00:38:00.079 It's just a different game to play. 00:38:00.400 --> 00:38:10.159 All right, Will, I'm gonna hit you up with five uh just quick hitter questions, answer one sentence, give them the deets without the fluff. 00:38:10.400 --> 00:38:11.599 Uh let's do this. 00:38:11.840 --> 00:38:15.280 How much should I start spending on uh Facebook ads? 00:38:15.920 --> 00:38:21.360 At least$100 a day, more if you have a really, really high-ticket service and you want a lot of leads. 00:38:22.000 --> 00:38:24.159 How long does it take to get results? 00:38:25.119 --> 00:38:30.880 We've gotten results for some clients where we turned on an ad campaign and in two hours we were getting leads through the funnel. 00:38:31.760 --> 00:38:34.400 I would usually say 10 days. 00:38:34.639 --> 00:38:40.960 You know, 10 days is when you can start to get an idea of what your average cost per lead might be or getting close to that. 00:38:41.119 --> 00:38:50.159 Um, and then when we're talking about so that's lead results, and then sales results are you know, how long does it take you to figure out how to get a hold of the customer and then how to book them? 00:38:50.800 --> 00:38:53.199 Uh videos or still images? 00:38:53.519 --> 00:38:54.400 I love both. 00:38:54.559 --> 00:39:03.280 I love static images because we can get our offer across and a customer could ex understand it in less than four seconds because it's just words on a screen. 00:39:03.519 --> 00:39:09.440 I love video because it builds a lot of trust and also lets us communicate more about what we do and how it helps. 00:39:09.679 --> 00:39:13.840 So you should use both, but they both have different functions. 00:39:14.239 --> 00:39:14.719 Love it. 00:39:14.880 --> 00:39:17.199 Uh, what size company should be thinking about meta? 00:39:17.519 --> 00:39:19.599 Is it one, two, five, ten million? 00:39:19.679 --> 00:39:21.440 Like where should we be thinking about this? 00:39:21.679 --> 00:39:34.559 I feel like around five, because if you're around five million, then that usually means that a lot of your market, like your demand capture marketing channels are up and running, and then you're starting to look for new ways to get in front of more people. 00:39:34.719 --> 00:39:41.280 Uh, so I think that I would say, you know, between probably three and five million would be a good time to start looking at it. 00:39:41.599 --> 00:39:43.760 How to stop getting junk leads. 00:39:44.000 --> 00:39:47.119 Yeah, so junk leads, here's here's the rapid fire on this. 00:39:47.280 --> 00:39:49.920 Put your price on the ad somewhere. 00:39:50.079 --> 00:39:54.960 Then you don't get people who are surprised when you talk to them on the phone that it costs a certain amount of money. 00:39:55.119 --> 00:39:57.360 Number two, use the meta lead forms. 00:39:57.440 --> 00:40:11.199 Don't worry about landing pages when you're first starting off and do two things: ask at least two qualifying questions, kick out the people who don't have the budget, who aren't homeowners, who aren't any of those things, get them out of your funnel and add SMS verification on. 00:40:11.360 --> 00:40:20.800 Then what that means is that every lead that you get knows the price of your offer, is a homeowner in your service area, and has a valid phone number. 00:40:21.199 --> 00:40:22.000 Uh, great. 00:40:22.159 --> 00:40:24.880 Anything else you want to make sure you talk about on Meta? 00:40:25.280 --> 00:40:26.400 Don't be scared of it. 00:40:26.559 --> 00:40:36.960 It's not rocket science, and I think the biggest thing is our ads should be we should have a strong intro offer. 00:40:37.199 --> 00:40:42.960 We should communicate the benefit of what our offer does for the client in the ad. 00:40:43.280 --> 00:40:46.719 And we need to call our leads quickly. 00:40:46.960 --> 00:40:52.480 You do those three, you do those three three three things right, and you're gonna make more money. 00:40:52.559 --> 00:40:54.000 Like you're gonna make money with meta ads. 00:40:54.159 --> 00:41:00.719 If you're having a problem with low quality leads with meta, we'll fix it, and then I'll call the leads for you and I'll show you that you're just doing it wrong. 00:41:00.960 --> 00:41:02.159 Love it, love it, love it. 00:41:02.320 --> 00:41:13.920 Will thank you so much for joining me today in uh the mutiny that has started uh on me taking over John's uh uh owned and operated podcast. 00:41:14.079 --> 00:41:16.719 Uh, if you were listening today, I really appreciate your time. 00:41:16.880 --> 00:41:18.159 You made it to this point. 00:41:18.239 --> 00:41:22.719 There's just so much love for me uh to you for listening. 00:41:22.960 --> 00:41:24.239 Thanks for being with us. 00:41:24.400 --> 00:41:30.719 Uh, we want to grow with you on and help you get to that next level in uh your home service journey. 00:41:30.880 --> 00:41:39.440 Uh, if you liked what you heard, hit that like button, hit that sub button, uh, let John know that I was the best host you've ever heard. 00:41:39.599 --> 00:41:43.840 You know, throw in a comment uh whether you like mine or John's better. 00:41:43.920 --> 00:41:45.519 You know, just like which one? 00:41:45.840 --> 00:41:49.519 Uh you're just gonna be all John, trust me. 00:41:49.760 --> 00:41:56.559 Like uh and uh yeah, I appreciate uh wherever you're at. 00:41:56.719 --> 00:41:59.760 Uh unless you're driving, please don't like and sub right now. 00:41:59.920 --> 00:42:01.199 Just you know, just keep driving. 00:42:01.280 --> 00:42:01.760 It's okay. 00:42:02.000 --> 00:42:02.480 We'll be fine. 00:42:02.639 --> 00:42:03.119 We'll be fine. 00:42:03.280 --> 00:42:06.000 Thank you so much, and we will see you on the next one. 00:42:06.320 --> 00:42:07.119 Peace. 00:42:07.679 --> 00:42:08.480 Thanks, Sam.