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Expert Tips from Josh Wheeler To Master Facebook Ads

Why Invest in Facebook Ads for Your Moving Company?

Facebook ads offer moving companies a unique opportunity to reach potential customers in a highly targeted and cost-effective way. Unlike traditional advertising methods like billboards or print ads, Facebook allows you to deliver personalized messages directly to users based on their interests, locations, and behaviors.

For movers, you can focus on people who are most likely in the market for your services—whether they’ve been browsing moving-related websites or recently searched for new homes. By placing your brand in front of these users, Facebook ads can create awareness and attract leads, even before they begin actively searching for a moving company.

According to Josh Wheeler, an expert in Meta advertising, Facebook ads are particularly powerful for building brand awareness and generating demand. Since they are often more affordable than Google search ads, they can help you capture interest early in the customer journey. Facebook’s detailed targeting options ensure you reach the right people, increasing engagement and potential conversions.

The Difference Between Display Ads and Search Ads

Digital advertising has two primary types: display ads and search ads. Both play an essential role, but they serve different purposes in attracting customers.

  • Display Ads (Facebook and Instagram):
    Display ads are designed to capture attention as people browse social media or other websites. Facebook and Instagram ads fall under this category, showing up in users’ feeds as they scroll. These ads are often visually engaging and work to generate demand by introducing your moving company to potential customers, even if they aren’t actively searching for movers at that moment. For moving companies, this is key to creating awareness among homeowners or businesses who may not have realized they need a mover yet.
  • Search Ads (Google):
    On the other hand, search ads, like those you see on Google, are triggered when someone is actively searching for specific services, such as “local moving company” or “long-distance movers near me.” These ads are designed to meet demand, targeting users who already know they need a service. While search ads can capture immediate intent, they tend to be more expensive because of the competitive nature of Google’s bidding system.

Josh emphasizes that both types of ads work best when combined. Display ads (like Facebook ads) create initial interest, leading users to search for your company later on Google, completing the customer journey.

Building an Effective Facebook Ad Strategy

The Importance of Running Ads Consistently

One of the biggest mistakes moving companies make with Facebook ads is expecting immediate results. Josh Wheeler explains that Facebook ads require consistency and patience. Running an ad for just a week or two won’t give you enough data to fully understand its effectiveness or allow the platform’s algorithm to optimize your campaign.

The key to success is committing to running ads with a budget that supports your goals for at least 90 days. This timeframe allows the system to gather enough performance data, test different audiences, and refine your targeting. Short-term campaigns may give a false impression of failure simply because they didn’t have enough time to build momentum.

By planning for a 90-day campaign, you can properly assess how your ads are performing, what’s working, and what needs adjusting. And remember, consistency doesn’t mean just running the same ad for 90 days straight. You’ll need to track your results and make improvements based on performance insights to get the most out of your advertising spend.

Understanding the Buyer’s Journey

To create an effective Facebook ad campaign, it’s crucial to align your ads with potential customers’ stages of the buyer’s journey. Josh explains that customers typically go through several stages before purchasing, and your ad messaging needs to change at each step.

Here are the main stages of the buyer’s journey and how you can target them with Facebook ads:

  • Awareness Stage (Unaware/Problem Aware):
    In this stage, customers begin to realize they may need a moving company. Your ads should inform them of your services and the benefits of hiring a professional mover. Use simple, attention-grabbing visuals and messages that address common moving challenges, such as “Moving soon? Let us handle the heavy lifting.”
  • Consideration Stage (Solution Aware):
    At this point, customers know they need a mover but are evaluating different options. Your ads should focus on why your moving company is the best choice. Highlight specific services like local, long-distance, or specialized moving, and mention customer testimonials or awards. Messaging like “Trusted by over 500 local families” can help build credibility.
  • Decision Stage (You Aware and Ready to Buy):
    In the final stage, customers are ready to choose a mover. Ads here should include strong calls to action (CTAs), offering incentives like a free quote or a limited-time discount. Josh advises focusing on messaging that eliminates potential objections—like ensuring your team arrives on time, offering damage protection, or providing transparent pricing. An example ad could say, “Book your move today and get $100 off! Guaranteed to arrive on time, or we pay you.”

By understanding these stages, you can tailor your ads to meet potential customers where they are in their decision-making process. This approach improves engagement and increases the chances of converting leads into paying customers.

Common Mistakes Movers Make with Facebook Ads

Mistake #1: Running Ads Without a Clear Offer

Many moving companies face the issue of not having a clear, compelling offer in their Facebook ads. Simply telling potential customers to “call for a quote” often isn’t enough to grab attention. Instead, your ad needs to stand out with a specific incentive encouraging users to act.

Offers like “Get $100 off your first move” or “Free packing supplies with your booking” create urgency and give people a reason to engage with your business. Even if you’re hesitant to offer discounts, consider providing something of value, such as a guarantee on your service—like “Guaranteed on-time arrival or we pay you.” It’s important to remember that customers need an incentive to choose your company, primarily when they’ve never worked with you before.

Mistake #2: Failing to Optimize Ad Copy

One of the biggest mistakes movers make is relying on overused phrases or “platitudes” in their ads—words like “quality service,” “honesty,” or “integrity.” While these are important traits, they don’t differentiate your company from others. Potential customers expect these qualities as a baseline, so repeating them doesn’t make your ad stand out.

Instead, focus on specific benefits and solutions your company offers. If your crew is trained in handling delicate items, mention that you’ve successfully moved over 1,000 fragile items without damage. If your company has a 5-star rating, use that in your ad copy: “5-star rated moving services from a company you can trust.” The goal is to be concrete and avoid vague promises, showing potential customers exactly why they should choose you.

Mistake #3: Not Following Up on Leads

Many moving companies struggle to convert leads into actual bookings because they lack a strong follow-up process. Leads from Facebook ads need to be nurtured, and how quickly and effectively you follow up can make all the difference.

If your team doesn’t answer calls promptly or engage with potential customers in a timely manner, you risk losing those leads to competitors. Ensure your team is trained to answer calls on the first ring and is prepared with a script that converts inquiries into bookings. Additionally, you can set up automated follow-up systems that send emails or text messages to prospects who didn’t book immediately, reminding them of your services and reinforcing your value.

Mistake #4: Changing Ads Too Frequently

Another common mistake is tweaking or changing ads too often, especially in the early stages. Facebook’s algorithm needs time to learn and optimize your campaign, and constant changes can reset that learning process, leading to wasted ad spend and inconsistent performance.

Once you launch a Facebook ad, allow it to run for at least a few days before making changes. This will give you a clearer picture of how it’s performing. Checking ads every few days rather than daily can help you avoid impulsive adjustments based on early performance data, which might not be entirely accurate.

Facebook Ads for Different Moving Seasons

Tailoring Ads for Peak Moving Season

The summer months are the busiest time for the moving industry. During this peak season, competition and the demand for moving services are high. To make the most of this period, your Facebook ads need to be designed to capture immediate interest and convert leads quickly.

Key strategies for peak season ads:

  • Highlight time-sensitive offers: During the summer rush, customers need movers quickly, so including deadlines in your ads can encourage action. For example, “Book your summer move by June 30th and get 10% off” can create a sense of urgency.
  • Showcase availability: Many moving companies get fully booked in the summer, so let potential customers know you have openings. Ads like “Limited spots left for July moves” can attract leads who need to secure a moving date soon.
  • Leverage customer reviews: To build trust, use testimonials from satisfied clients who have moved during peak season. An ad that says, “Over 500 families moved this summer—read our 5-star reviews!” can boost credibility and attract attention.

Another tactic is to run ads highlighting the ease and convenience of hiring your moving service during the hectic summer months. Customers are likely stressed from planning a move, so emphasize how your company can handle the burden with professional, reliable service.

Running Ads in the Off-Season

While the colder months may bring fewer moves, people still need your services in the off-season. Adjusting your ad strategy for this period allows you to keep your business active and continue generating leads for movers, even when demand is lower.

Key strategies for off-season ads:

  • Offer winter discounts: Attract customers looking for a deal with seasonal discounts. Ads like “Winter Moving Special: Save 15% on your December move!” can entice customers to book, especially when they see a lower price than expected in summer.
  • Promote flexible scheduling: With fewer moves during the winter, let potential customers know they can book a move at their convenience. Ads highlighting your availability—”Flexible winter moving dates to fit your schedule”—can appeal to those who don’t have strict deadlines.
  • Target early planners: While some customers are moving during the off-season, others may be planning moves for the upcoming spring or summer. Ads like “Book your 2024 move early and lock in 2023 rates!” can help you generate leads ahead of time.

Additionally, you can take this quieter period to build your brand and engage with potential customers who aren’t ready to move. Use Facebook ads to promote content like moving tips or checklists for winter moves, positioning your company as a helpful resource. This can keep your brand top-of-mind when those customers are ready to move later in the year.

Best Practices for Successful Facebook Ads

Use Engaging Visuals

Regarding Facebook ads, visuals play a crucial role in grabbing attention. One of the most effective ways to stand out in a crowded newsfeed is by using authentic images that showcase your team in action. Photos of your moving crew, trucks, and even happy customers help build trust and create a personal connection with your audience.

Avoid using generic stock photos, which can feel impersonal and fail to make your company memorable. Instead, take real photos of your moving jobs, whether it’s a shot of your team carefully packing boxes or loading furniture into a truck. People are more likely to stop scrolling when they see a relatable, real-world image.

Pro Tip: Use high-quality, organic images that reflect your brand’s professionalism but still feel genuine. Candid shots of movers in branded uniforms or smiling clients at the end of a successful move can convey reliability and customer satisfaction.

Creating Eye-Catching Ad Creatives

To run successful Facebook ads, creating visuals and messaging that stop potential customers from scrolling is essential. A great way to do this is by using a pattern interrupt—something unexpected or eye-catching that grabs attention. This could be a humorous or unusual image of your moving crew or even a bold statement that challenges common expectations about moving companies, such as “Most movers won’t tell you this… but we will.”

Once you’ve caught their attention, make sure your headline and copy support the visual. As soon as someone pauses on your ad, the next step is for them to read your headline and decide if they want to learn more. Keep your copy short and to the point, focusing on what sets your service apart.

Pro Tip: Use a strong call-to-action (CTA) to encourage immediate engagement, such as “Get a free moving quote today” or “Save $100 when you book now!” A clear CTA can increase clicks and lead to more conversions.

Incorporate Video for Higher Engagement

Video ads tend to perform better on Facebook because they are more engaging and help tell a deeper story. A quick 15-30 second video showing a day in the life of your movers, customer testimonials, or tips on how to pack for a move can be very effective.

Video allows you to showcase your company’s personality and expertise, and it tends to hold attention longer than static images. You don’t need a professional production team—simple videos shot on a smartphone can be just as effective, especially if they feel authentic and relatable.

Pro Tip: To catch viewers’ attention, keep your videos short and lead with the most important information in the first few seconds.

User-Generated Content and Testimonials

One of the best ways to build trust through Facebook ads is using user-generated content (UGC). This includes video testimonials, reviews, or even customer photos shared with your company. People are likelier to trust and engage with ads when they see real customers sharing their positive experiences.

Ask satisfied clients to provide quick video testimonials or share a photo of their successful move, and then feature this content in your Facebook ads. Seeing a happy customer talk about how smooth their move was with your company can resonate with potential leads and build credibility.

Pro Tip: Add a strong caption to these ads, such as “See why hundreds of families trust us for their move” or “Watch how we helped the Johnsons move into their dream home.”

Tracking the Success of Your Ads

Measure Key Metrics (KPIs)

To ensure your Facebook ad campaigns are effective, you need to track specific performance metrics known as Key Performance Indicators (KPIs). Monitoring these KPIs allows you to understand how well your ads work and where adjustments are needed to maximize your return on investment (ROI). Below are the key metrics to focus on:

  • Cost Per Lead (CPL):
    This metric tells you how much it costs to generate a lead from your Facebook ads. If you’re spending too much on CPL compared to the value of the lead (e.g., if moving services bring in $1,000 but it costs $500 to acquire a lead), adjustments may be necessary. By tracking CPL, you can manage your ad budget more effectively.
  • Click-Through Rate (CTR):
    CTR measures how many people clicked on your ad compared to how many saw it. A low CTR may indicate your ad creative or message isn’t resonating with your audience. Aiming for a higher CTR can help reduce ad costs, as Facebook rewards ads that generate more clicks by lowering their cost-per-click (CPC).
  • Conversion Rate:
    Conversion rate tracks how many leads your ads generate into paying customers. This is a critical metric for moving companies, as it measures the effectiveness of your ad in driving actual business. If you notice a high CTR but a low conversion rate, it may mean your landing page or sales process needs improvement.
  • Return on Ad Spend (ROAS):
    ROAS measures how much revenue your Facebook ads generate for every dollar you spend. For instance, if you spend $1,000 on ads and earn $10,000 in revenue, your ROAS is 10:1. Tracking ROAS helps you understand if your ad investment delivers the desired financial return. A healthy ROAS for moving companies would typically be between 4:1 and 10:1.

Josh’s Formula for Ad Spend

Determining how much to spend on your Facebook ads depends on your revenue goals and conversion rates. Start by calculating how much revenue each move brings in, then work backward to estimate how many leads and conversions you need to hit your monthly goals.

For example, if your average move brings in $5,000, and your goal is to generate $50,000 in monthly revenue, you’ll need ten completed moves. If your close rate is 50%, you’ll need 20 leads to close 10 moves. Let’s say your cost per lead is $100, and you’ll need to spend around $2,000 in ad to generate those 20 leads and potentially achieve your revenue goal.

Using this simple formula, you can set a realistic ad budget based on your desired outcomes and ensure that your ad campaigns are driving measurable business results.

Refining Your Strategy with Data

Facebook ads are not a set-it-and-forget-it tool. You’ll need to regularly monitor the performance of your campaigns and make adjustments based on data insights. Some important questions to ask when evaluating your ads include:

  • Are your leads converting at a reasonable rate?
    If conversion rates are lower than expected, it could be due to a disconnect between your ad messaging and the landing page or follow-up process. Test different landing pages or tweak your sales funnel to see if that improves conversions.
  • Are you targeting the right audience?
    If your CPL is too high, consider refining your audience targeting. Test different demographics, interests, or behaviors to reach the people most likely to need moving services.
  • Are you running ads during the right times?
    Pay attention to when your ads perform best. You may find that certain days or times generate higher engagement, especially during the peak moving season. Adjust your ad schedule to capitalize on these high-traffic periods.

Automating Follow-Up for Better Conversions

One of the most important aspects of converting leads from Facebook ads is timely follow-up. Setting up an automated follow-up system can ensure you don’t miss out on potential clients. Whether through automated email sequences or SMS messages, staying top-of-mind helps nurture leads until they’re ready to book.

For example, after someone fills out a form for a moving quote, you can send them a series of follow-up emails highlighting your services, sharing testimonials, or offering a limited-time discount to prompt a decision.

Conclusion

Facebook ads can be a powerful tool for moving companies to generate leads, build brand awareness, and increase bookings. By avoiding common mistakes, using engaging visuals, and tracking key metrics, you can create effective campaigns that drive real results. Whether it’s peak moving season or the quieter months, a well-planned ad strategy will help you capture leads year-round.

Want more insights on how to improve your Facebook ads?
Watch the full podcast with expert tips and in-depth advice on managing your Meta ads, optimizing your strategy, and getting the best return on your investment. Click here to watch the video and take your moving company’s marketing to the next level.

Christina Hawkins is a seasoned digital marketing expert with over 25 years of experience in the field. Throughout her career, she has honed her skills in various digital marketing strategies and has worked with clients nationwide, including home-based service contractors and moving companies.

In addition to her marketing expertise, Christina also has a unique background in logistics, having spent 10 years as a Department of Defense logistician. As the wife of a US Marine Corps veteran and daughter of a US Air Force serviceman, Christina has a deep understanding of the military lifestyle and the challenges it can bring when moving from base to base.

In her current role as a fractional CMO and strategist, Christina continues to help businesses grow and succeed in the digital space. She is also gearing up to release her upcoming book, "The Complete Guide to Internet Marketing for Movers," which promises to be an invaluable resource for moving companies looking to expand their online presence.

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