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facebook ads are still one of the best investments that any business can make especially service businesses but you do need to follow a proven strategy to see good results and be profitable on the other side and i'm going to show you the exact facebook ad funnel that you should be using if you provide a service of any kind so if you follow this structure you're going to be able to reach more potential clients for less money in other words these ads will be much more profitable than any you've ever run in the past or maybe even profitable for the very first time and if you stay till the end i'm going to show you an extra tip another thing you can be doing that's going to make this entire funnel work even more efficiently for less money all right so let's jump right into the computer to take a look at the funnel so the funnel i'm talking about today really consists of three different ads and this is if your audience is over one million people so this is gonna be if you're more national or if you're a local business in a larger market okay so these are the three ads that we want to be running and i'm going to go into more detail and examples on each of them as we go so the first ad is what i call the hand raiser add two is the offer they can't refuse followed by ad three the wing man so let's take a look closer at the hand raiser so this ad needs to be a video it should give a quick tip or basic advice that's closely related to your service and its purpose is just to see who's interested enough in your topic to actually watch and those who watch over three seconds of this video are going to move on to the next ad those who don't don't and the ad objective here is video views again all we're looking for here is for people to either watch the video or skip the video that is it you're not trying to get them to your website at this point you're certainly not trying to get them to buy anything at this point they're watching the video or they're not and the targeting here would be things like interests right demographics that seem like your best clients or a really good look-alike audience of your previous clients or your website visitors anything like that and again this is if your audience is over a million people if it's less we're gonna get to that later on in this video your targeting might be a little different there but we will get to that in a minute so i do want to show you some examples though of the hand razor in action so let's take a look at a few of these so basically you could do just a video a talking head video think of anything like the video you're watching right now something on youtube that's teaching a tip teaching some advice or it could be something like if you have a podcast it could be an audiogram of a podcast episode where it's basically a static image with just some you know wavy line files that's a good example of something that works or it could be more like real or tick-tock style you know these are actually really hot right now and they can work really well for this first ad in the sequence now this video ad actually performs a big function and it feeds the rest of the system so there is a little bit of work you need to do in setting up this first ad so the next thing you need to do is you have to create two custom audiences from this video the first would be people who watch three plus seconds in the past 30 days and people who watch those same three plus seconds in the past five days and this will all come into play and be more clear as as we go here so the next ad we want to talk about is add two so anybody who watches that first ad gets served up ad two the offer they can't refuse so the important things to remember here or it can be a video or an image must be a clear offer or promotion this is not just a hey here we are announcement brand awareness style ad it has to be a clear offer or promotion the ad objective here is conversions and when you set your ad objective to conversions this tells facebook hey go out and find people who are most likely to not only go to my website but actually convert give me their email address buy something fill out a form whatever that conversion means for you it can mean a lot of different things they're going to prioritize the people who they think are going to be most likely to do that move so the objective is really important next the targeting here is the custom audience that you created of everyone who watched the previous ad for over three seconds in the past 30 days and i know it helps to see examples of all these ads so i'm going to show you a few here so a good example of an offer they can refuse would be something like this get 50 off your first service now while some of these offers may seem like a big giveaway basically keep in mind if it's something that gets people in the door the first time they're much more likely to use you for follow-on services down the road so think about what the most irresistible offer you can make would be or it could be something like a free 30-minute strategy session so if you're a service business like like a consultant this kind of thing would work really well as long as you make it known that it's not a sales call it's an actual strategy session it's something you're giving away that provides real value or it could be something like this you know not only is this a pretty good ad like it's pretty visually compelling and kind of funny actually it's offering 25 off your first service so again it's really finding what that thing you can give away for either free i prefer free usually works better we're at a deep discount to get a customer in the door all right now let's move on to add three which is the wingman so this one should be a testimonial compilation letting your previous clients talk you up ideally it's either a video compilation or a slideshow of multiple videos or images of your clients testimonials should tackle the biggest objections your prospects might have so you really want to do a little bit of homework up front and figure out what are those objections what are the hesitations that people who may have already seen your offer ad why aren't they taking action yet what are the hesitations they have then if you can get a testimonial talking about that objection and then multiple objections in one ad that's going to be huge the ad objective here is conversions again we've already talked about that it's going to get people to your website to actually take you up on your offer and the targeting here is going to be the custom audience you created of everyone who watched the previous ad for over three seconds in the past 30 days minus the five day audience so let's talk about this for a second because this sounds kind of confusing right but remember in that first ad of all the people that watch that ad for over three seconds we've made two audiences of them people have done it for 30 days and then a smaller audience of people who've only done it for the past five days the reason we're eliminating the five-day people in this third ad is because we want to give them about five days just to see the offer ad on its own but once those five days are up now they're opened up into the other audience so now they're seeing the offer ad and the testimonial ad the wingman ad concurrently at the same time every time they go onto facebook or instagram they have the opportunity to see both of these and they probably will see both of them and that's where the magic really happens they're getting the offer then they're getting their objections basically just smack down one by one with these testimonials so yeah this just gives the previous ad five days to run on its own before the final ad starts delivering all right so next let's see some examples of the wingman ad in action so one could be something just as simple as this a image testimonial carousel where basically you have an image ideally you'd have an image of the testimonial subject that helps a lot with their testimonial text as well and as you can see here this is a carousel they cycle through one after another so you can get to multiple objections at once or this could be one better it could be a video testimonial carousel so each of these is a video which connects way better and what i like about this one is the headline of each of these really communicates the major benefit that that testimonial is talking about or could also be thought of as showing the major objection that that one's talking about or it could be a single video compilation right it could just be a single video not a carousel that cuts really quickly between subject a subject b subject c kind of quick hits telling all the most important information in a really succinct way so that's what the three ads look like that's what the funnel looks like if your audience is over a million so again we're talking if you run in if you have a nationwide audience or even a global audience or if you live in a bigger area with a lot more people like if you live in new york city or l.a or something like that you can still be local with a population of well over a million but if you're in a smaller area smaller town that kind of thing this is the funnel that you're going to want to look at and this looks very similar to the last funnel right except for one really important difference which is we get rid of the hand raiser so this becomes a two ad funnel add one being the offer they can refuse add two being the wingman and there is a bit of new information here this does work a little differently than the first funnel so you want to stick with me here on all these this ad the offer they can refuse needs to be a video even if it's just a static image with some kind of an animated gif or animated text over it but it the file format needs to be a video must be a clear offer promotion again not just a here we are style uh brand awareness ad that doesn't work the ad objective here is conversions and that's assuming our audience is over about 500 000 if it's under that i actually recommend going with a reach objective and that's just because facebook needs big audiences for something like conversions if you've got a smaller pool of people you kind of just want to run it out very widely and the targeting here again is interests demographics that seem like your best clients or that look-alike audience of your previous clients website visitors that kind of thing but don't restrict facebook with too many criteria right if you're really local in a small service area you may just want to target everyone in your town because here's the thing facebook's algorithm is way smarter than any of us will ever be so sometimes it is best to leave the targeting wide open let facebook kind of play around for about a week they will figure out who's interested who is not pretty quickly and examples we've got the same examples here so it's basically these you know come up with an offer that you can give even if it's a free strategy session and the next step here is you do need to create one custom audience from this video which is people have watched three plus seconds in the past 30 days that's the only custom audience you need to make here if your audience is under a million okay so now let's talk add two which is the wingman so this should be again a testimonial compilation letting your previous clients talk you up nothing changed there ideally this is either a video compilation or a slideshow of multiple videos or images of your clients and just like last time the testimonials should tackle the biggest objections your prospects might have and that objective here is going to be the same one that you chose for add one so it depends on the size of your audience if it's over 500 000 we're gonna go for conversions if it's less we're gonna go for reach and it's gonna be the same for add one and add two and the targeting here is the custom audience you created everyone who watched the previous ad for over three seconds in the past 30 days so just to break this down people who watch ad one for over three seconds they're served add two simple as that then again here are the examples either an image slideshow with text or a video carousel showing individual testimonials or one compilation video showing multiple subjects in one video and i did promise you an extra tip that's going to help your whole funnel run much more efficiently and more profitably so this is going to help you get a constant stream of facebook engagement which has been shown time and time again to lower your overall ad cost and build up some more awareness for your business in the process so what you want to do here is simply take one or a few of your best pieces of content i'm talking blog posts videos podcasts even and running ads to them for just a few dollars a day with an engagement objective so this is going to get you lots of likes comments and shares all of which tells facebook that people are into your business and this does tend to make your other more expensive ads that we talked about in this funnel less expensive and more profitable so now that you know what ads you need what about actually creating them right i've got you covered with my free download the profitable facebook ads for service businesses toolkit that includes my personal facebook ads playbook the ultimate facebook ads swipe file of all the best service business ads that i've compiled all for your inspiration and a hand created collection of all my favorite completely free to use images for your ads so click right here and download the free toolkit