If you are running Facebook ads for your cleaning business there are some important metrics you should pay attention to. When you know what certain key metrics mean, it can help you know if your ads are working or what you can do to improve them. In this post you’ll learn 7 metrics you must track to know if your cleaning company Facebook ads are working.
The first metric and probably most obvious that you should track is leads coming from your ads. If your ads aren’t generating leads it is likely the first sign that something with your ads isn’t working.
However, one thing to note is that you also need to look at the time frame that you aren’t generating leads. Sometimes you might go for a few days without generating a lead, but then you get several in one day.
Try and look at the bigger picture and see if the average cost per lead is staying relatively steady or if it is significantly increasing. If lead costs are steady and you go a few days without getting leads it probably isn’t something to be too concerned about.
Another thing to consider if you aren’t seeing leads coming through is you may need to check if your tracking is set up correctly. Your Facebook pixel may not be set up correctly or any number of reasons could cause tracking to be off. Understand that a lack of leads from your Facebook advertising is usually a warning sign, but it doesn’t often tell the whole story.
Conversions are another important metric you should track as they may lead to changes you need to make with your Facebook ads. Also, if you aren’t getting conversions from the leads you generate, it might be a sign of issues with your sales or follow-up process.
However, if you continually find that the leads you are generating are not a fit for your services, it could be an issue with your targeting. It could also be an issue with the ad copy or method you are trying to generate leads.
For example, if you are offering something that your ideal customer doesn’t actually want, your leads won’t be a good fit. One thing to keep in mind with this, however, is that just because some of the leads aren’t a good fit, doesn’t mean the ads aren’t profitable.
When you run a paid advertising strategy on Facebook, some of the leads are going to say no to hiring you. That is normal. Not every lead you generate needs to hire you for your ad campaigns to be profitable.
Also, with Facebook advertising for a cleaning business, not every person seeing your ad will be actively searching to hire a cleaning business. Some leads you generate from Facebook may just be curious or are price shopping. Your job is to sell them on your service vs assuming they will be ready to buy.
If you aren’t getting leads or conversions, first look at whether your ads are getting a good amount of clicks or not. A lack of clicks could be caused by several reasons.
One reason you might not be getting clicks is that you are targeting the wrong people. Another reason could be that the messaging of your ad isn’t resonating with the people seeing it.
Your offer could also be something people don’t want. Often offering a free estimate is enough, but you may also consider offering a discount for new clients or a lead magnet for people to download.
The image or video your ad is using might also not be effective. For example, if you are just using a stock image vs a real image like a cleaning technician in action, it can reduce the number of clicks you get.
If your image is not attention-grabbing, or if it stands out in a bad way like a poor stock photo, people will just scroll past your ad.
Cost per click
In addition to tracking the clicks on your ads, you also want to be mindful of the cost per click on your ads. If your cost per click is significantly high, and you aren’t getting enough profitable conversions on the back end, it could be an indication of a problem.
While it isn’t perfect, generally if you are getting a cost per click significantly over $1 per click you might have some issues. One issue could be that you aren’t targeting the right people.
If your ad copy and images or videos are working for other audiences, but not your current targeting, it can cause your cost per click to rise. Also, you may be targeting the right people, but if your ad copy and images don’t resonate with your ideal customers, the higher it will cost to get clicks on your ads.
Another thing that could cause the cost per click to rise is if you have been running the same ads to the same people for a long time. If you are targeting people within a small geographical area or are targeting a small audience, the frequency of how often a person sees your ad repeatedly goes up.
Some frequency is good as most people need to see an ad a few times to take action, but when the frequency gets too high it can lead to a high cost per click. When this happens you may need to re-write the ad or use new images to keep the ad fresh.
Now the cost per click and total clicks don’t tell the whole story, you also need to look at the click-through rate or CTR. Click-through rate is the percentage of people that see your ad that actually click on it.
This is an important metric to track because if a lot of people are seeing your ad but few are clicking on it, there is likely some issue to address. Typically this again comes back to the targeting, offer, ad copy, or images and videos used for the ads.
One way to improve your click-through rate is to use remarketing campaigns as a part of your advertising strategy. Remarketing is when someone has visited your site and then you target them with relevant ads based on where they have been.
For example, you might run an ad targeting those who visited your site but did not yet request an estimate. Your ad copy would differ from your main ad and it might even include a special discount or bonus offer to try and get them to take action.
Landing Page View Percentage
Landing page view percentage is a metric that most people don’t think about or track. However, when you know what it means and how having a low percentage can impact the results of your ad campaigns you’ll likely make it a priority.
Most people don’t realize that when someone clicks on your ad it doesn’t necessarily mean that they get to your landing page. If your website takes too long to load or has other issues, people may move on to something else before getting to the ad’s destination.
Ideally, you want your landing page view percentage to be 80% or higher. If your landing page view percentage is low it could mean that much of your ad spend is being wasted. For example, if your landing page view percentage was 60% that means 40% of people who click your ad never let the page load and were lost.
This could be another reason you want to include remarketing in your Facebook advertising strategy. For example, you could create a custom audience that is those who have engaged with a post or advertisement. Then you could run an ad at those people but exclude those who haven’t visited the landing page. This way you could target those you may have missed because of a poor landing page view percentage.
Best performing copy and creatives
This next aspect of Facebook advertising isn’t necessarily a metric, but you can view this by analyzing your data. As a part of your Facebook advertising strategy, you’ll want to determine what are your best-performing ad copy and creatives. This means the messaging of your ads and the images or videos you use in your ads.
One way to do this is through A/B testing. This means that you run two versions of an ad against each other and see which one performs better over time. Once you have determined a winner, then you use that ad as the foundation and run the test again with another ad to continue to optimize your results.
This process can be quite time-consuming, and it can require a significant amount of ad spend to gather enough results. However, Facebook has a feature to make this A/B testing process much easier with Dynamic Creative.
With Dynamic Creative you can input multiple ad copy variations, images, and videos into one ad. Then Facebook will mix and match them as they display the ad and then it chooses the best performing ads.
Using this feature can be a great way to gather data easily to help you to see which combination of ad copy, headlines, images, and videos performs best. Over time you can remove the underperforming ads and scale the ads that are performing well to maximize your results.
The main takeaway to understand about troubleshooting your Facebook advertising is that you need to track metrics beyond just leads and conversions. The number of leads and conversions you generate is a starting point but it doesn’t tell the full story.
In order to fully troubleshoot an underperforming ad, you need to know metrics like the clicks, CPC, CTR, LPV %, and the best performing ad copy and creatives. You also need to look at these metrics together not just individually.
For example, you might have a high number of clicks but if the landing page view percentage is low, people aren’t reaching the landing page. Without knowing that information you might think your ads are working fine when they really aren’t.
Also, without split testing various elements of your ads to see what performs best, you won’t know if a specific version of your ad is bringing down all of the numbers or that is outperforming other ads.
Overall, when you track and optimize the metrics listed in this post, you’ll be far more likely to run a successful ad campaign for your cleaning business.