10 essential tips for using Facebook ads – Exterior coatings edition

One of the most effective tools modern businesses use for generating new customers is Facebook ads.

Now, before you say it, yes, you can get good quality leads from Facebook.

I know a lot of companies who use it very successfully to get high paying jobs.

You just need to know what you’re doing so that you attract the right sort of customer.

Before we dive in, I’m not talking about just ‘Boosted posts’

I’m talking about going through the proper settings to build an advert that’ll meet your objectives.

You can do this from your phone or laptop. I like to do it on my phone.

Simply go to your facebook business page and at the top you’ll see an option for ‘Ads’

Click on here and you’ll be presented with ‘Choose a goal for your ad’

In these tips I’ll be talking about the following 3 options:

‘Get more website visitors’ – Which will invite people to click a button on your ad that takes them to your website

‘Get more messages’ – Which gets people to click and start talking to you on FB messenger (Perfect if you don’t have a website and are happy to message people from your phone)

‘Get more leads’ – When they click on the advert a form will pop up where they can submit their name, email and phone number to you. (Again, this is great if you don’t have a website that can capture this sort of information. Also, people trust giving their information on a Facebook form more than they do on an unfamiliar website. So, it can mean more leads for you)

Here are my 10 tips to get you started:

1.Identify your target

When you run an ad on Facebook you can target certain demographics.

The 3 key things you’ll need to decide are: Age range, gender and location.

It is tempting to keep things quite broad here, but you need to be as specific as you dare. Think about your typical customer and set the details. You might say your average customer is female, 45-65 and lives in XYZ village.

Stick to this.

There will be a voice in your head saying ‘but I don’t want to lose potential work from men, or younger people’

You need to disregard that voice because it’ll waste your money.

To get the best deal from Facebook ads you want just the right people seeing and clicking on your post.


If you spend £10 advertising to women who are 45-65 and live in XYZ village, then Facebook might show your advert to 10,000 who fit that profile. From which, 50 of them might click on the advert.


if you spend that same £10 and add men into the equation, you might find Facebook show the advert to 5,000 men and 5,000 women.

And because men aren’t your typical customer, they won’t click as much. You might end up with just 10 click from males. And to make things worse, because only half as many women saw the ad you’ll only get 25 clicks from females.

Giving you a total of 35 clicks. 15 fewer than when you were specific on your target.

To summarise, be specific on your target or you’ll just end up wasting money.

  1. Set your objective and stick to it

Before you design your advert you must decide what your objective is and stick to it.

If your goal is to get people to click on to your website, by using something like the ‘Get more website visitors’ option or to start conversations with the ‘Get more messages’ feature.

Then your advert should be short, concise and simply trying to get them to click and take that action.

You shouldn’t be trying to sell them on the ins and outs of your services with the ad itself. You’ll do the selling when they land on your website or start messaging you.

NB: If you are directing people to your website, make sure when they get there, they have a clear idea of what to do next. Don’t just send them to your homepage.

It is a good idea to build a specific page for them to land on that continues from the advert. This page should tell them all the reasons why they should choose you and give them a clear and simple way to get in contact.

If you want them to see the advert and give you their information for a call back, like when you use the ‘Get leads’ option.

Then design your advert to answer all the questions they might have before they feel comfortable enough to work with you. This might mean you include a lot more text in the post and maybe a video that explains all your services and the benefits of choosing you.

  1. Decide on the photo/video and text before you open the Facebook ad

It is crucial to properly plan your ads. Do your first few drafts in a word document on your laptop or in a notes file on your phone. Don’t just open up the Facebook app and start winging it!

Consider multiple pictures/videos for the ad. Write out a few potential pieces of text to use. Refine and edit it over a couple of days.

Don’t rush it!

A well prepared advert can easily outperform a bad one by 10x.

This is the difference between getting 20 enquiries from a £20 advert or 200 enquiries. It could mean thousands of pounds. So, take the time to do it well.

  1. Use a headline generator

Once you’ve established a few keywords you want to use in your headline, try and think of at least 10 possible headlines. Search on Google ‘Free headline generator’ and you’ll find loads of services to help you with this.

Once you have at least 10 options, then decide on your best one.

NB: It is not uncommon for advertisers (including me) to write out 50-100 potential headlines for an advert. Often, you’ll find the best ones come to you after you’ve exhausted all the obvious ones.

A good headline can easily increase your enquiries by 5x on its own.

Give it the time and respect it deserves.

  1. Run the ad for at least 4 days

It will take the Facebook algorithm a few days to work out exactly how to get the most people clicking on your advert. I would typically suggest you run a 7 day campaign spending £5 - £10 per day to start.

Once you’ve refined the advert and got it to start performing, then you can increase your spend or extend the length of the campaign.

  1. Review the numbers

After you have run your advert, review the stats on it and see if you can be even more specific on your targeting next time.

If you targeted women between the ages of 45-65 but found 90% of the clicks and enquiries you got were from women between 55-65 then next time you run an advert make the age range 55-65!

It’ll mean you get even more enquiries for your money.

NB: All these stats can be easily viewed on your smartphone or laptop.

  1. Don’t give up

Finally, remember not to get disheartened if your ad doesn’t do as well as you’d hoped. Advertising is tricky and takes a lot of trial and error.

Most adverts fail. Not just for decorators. For everyone. Including me.

You certainly shouldn’t expect much success from your first few adverts. Be patient and stick with it. You will get there!

The key is to keep testing and improving until you find something that works.

Fail often but fail cheaply.

Then when you find the advert that works, you double down on it and make some serious money.

  1. Facebook pixel

If you choose to run a campaign that directs people to your website, make sure you install a Facebook pixel.

The pixel tracks the people who visit your website.

You can then set up an ad that retargets just these people.

You’ll have seen this type of ad before. One day you search for a particular product, say a laptop, and then for the next week all the ads that pop up on your social media are for laptops.

Often, people will need to see your ad several times before they fill out the contact form, so this is a great way to keep following up with them.

Retargeting campaigns like this are reported to be more than 3x more effective than standard ads.

(More info here on how to set it up here: https://www.facebook.com/business/help/952192354843755?id=1205376682832142)

  1. What to do if your advert is not performing

It is highly unlikely your advert will start performing straight away. If/when this happens there are 4 quick things you can do that can help.

  1. Change the headline
  2. Change the image / video
  3. Change the button (i.e from ‘Contact now’ to ‘Learn more’)
  4. Change the main sales copy

Play around with these 4 things tweaking them individually until you start getting the results you need.

  1. How much can you expect to spend per lead?

For an exterior company you are unlikely to get leads for a few pounds. After all what you are selling is a high ticket item. As a rule, anything under £20 per lead is pretty good. And you can expect about 5%-10% of those leads to turn into deals.

Of course, this can be much better, or much worse. It all depends on the type of customer your ad starts attracting.

You need to keep tweaking the ad until it works.

Some ads will get you loads of leads, but they might be the wrong type of customer.

Some will get you very few leads but they might all convert into deals.

The trick is to test it out slowly with cheap ads and make sure you’re attracting the right type of customer.

Then once you start converting leads into deals, increase your spend big time!