Why Landscapers LOVE Facebook Retargeting (and How it Works)
Retargeting is a little-known technique for Facebook Ads that savvy landscapers use to massively grow their business.
This might even be the most profitable way to grow your landscaping business. Why?
Most customers don’t buy on first sight. They need to interact with you many times (some experts say at least 8-10 times) before they make a buying decision.
Facebook Retargeting is the secret weapon for getting in front of your leads and clients.
Retargeting is the top reason landscapers who use Facebook Ads see huge growth. It’s faster than any other form of marketing, and you can actually see the results.
Retargeting lets you spend less money to get more clients, and earn a much larger profit. The best part? It’s easy to get started.
I’m going to show you 3 great ways landscapers use Facebook’s retargeting ads to make sales, right now:
What is Retargeting?
Retargeting ads allow your landscaping business to target users who have already interacted with you, on or off Facebook.
You can retarget users who have:
● Given their email
● Watched your videos
● Viewed pages on your website
● Followed or liked your Facebook Page
● And yes, you can even retarget users on Instagram
These ads can be anything from simple images and text, to complex marketing funnels that generate $100,000+ in ROI (we’ll show you those in a minute).
Why Do Landscapers Love Retargeting?
They work really damn well.
Retargeting allows you to only focus on people who have interacted with your business, meaning you only target people who are extremely interested in your services.
You can use retargeting to grow your business faster by focusing only on new leads, or you can maximize profit by doubling down on existing clients.
The best option? Do it all. Retargeting allows you to build your route density and get clients for a fraction of the cost of regular ads. Doorhangers and print materials have nothing on retargeting ads.
How do we know this?
Because we’ve seen it happen! Here at Lightspeed Social Agency, we help our landscaping clients build out and run their retargeting ads. We’ve developed a few strategies that earn our landscaping clients hundreds of thousands of dollars in new business, each year.
Let me show you a few of our best strategies for setting up your landscaping retargeting ads.
#1 - Retargeting Ads to Get Landscaping Clients Fast
The truth hurts:
99% of your clients will NOT buy the first time they see you.
That means 99% of “first time” ads don’t work. You need to think slow and steady to win this race.
Fortunately, “slow and steady” on Facebook is still ridiculously fast… if you build your ads the right way.
For this strategy, you want to set up two phases of ads.
Ad #1: Create awareness about your company and your services.
Ad #2: Retarget users who viewed your ad to convert them into buyers.
It’s so simple, but it works amazingly well. Even better, you can add a series of targeted ads to increase the effectiveness of your marketing funnel.
How to Execute This Strategy
If you get nothing else from this article, at least try this one strategy. This is the most basic form of retargeting, but you’ll be amazed how well this works.
Start with a video ad for your first ad that introduces your leads to your company, your services, and your brand. This video ad should be bright, engaging, and quick.
Sell your business, not your services. Remember, you’re not interested in getting people to become your customer after one ad (though you might get lucky here).
Next, you’ll create a “custom audience” from the users who watched at least 50% of your video, because they’re the ones who will stick.
To do this, click on “Engagement” when creating a custom audience, and then choose “video.”
Now, send this new audience a retargeting ad that contains a strong offer for your best service. You want to do everything you can to get this group to click, because these people are excited to buy from you.
That’s it! When you start running these ads in tandem, new customers will come knocking.
#2 - How to Retarget Landscaping Clients for Maximum Profit
Now that we’ve covered the most basic form of retargeting, it’s time to get a little more automatic.
Sometimes, your landscaping leads say, “I’m not ready to buy yet.”
What if you were there, the moment they change their mind?
That’s the idea behind this retargeting technique. Best of all, you can even use it to maximize profit from existing clients.
Here’s how it works:
1. Someone visits your page for a specific service…
2. …but leaves without buying anything.
3. Your retargeting ad triggers, and gives you more chances to sell them.
These ads are far more likely to work than any doorhanger or advertising shotgun-blast approach. Why?
Because these ads only target people who already have a proven interest in your service. AND, your ads will only show them the service they care about.
How to Execute This Strategy
We recommend starting with just one service (preferably your most popular one). Then, you can expand this campaign out to all your services for maximum profit.
First, make sure your Facebook pixel is installed on your website, particularly the page with the service you want to sell.
If you need help with this, our agency offers extensive help for advertising your landscaping business.
Next, make sure your Facebook pixel is also installed on your checkout page.
You’re going to make a custom audience of users who visited your service page. Exclude anyone who reached your checkout page, because they already bought.
Then, simply run an ad to that audience for the service they were looking for. An image or a slideshow ad works great here. You don’t have to get too fancy.
They’ll remember you, they’ll remember the service they wanted, and they’ll be way more likely to buy right then and there.
#3 - How to Win Back Lost Landscaping Customers with Retargeting
One last quick strategy for you:
Many of your landscaping clients disappear because they simply forget to sign up for your services each year. You’d be surprised how many of them just need a nudge to buy from you again.
You can create a retargeting campaign for all the people who haven’t purchased from you in a set period of time. This is HUGE in a seasonal business like landscaping, where you might not talk to a client for a year.
How to Execute This Strategy
Once more, we’ll start with a custom audience.
Download a list of all your clients that have cancelled your services, or have failed to sign up again. Then, get a list of all clients that have NOT opened an email from you in 6+ months.
Throw them into a custom audience.
Next, build an ad inviting them back. Say something bold and personal, like, “We can’t wait to see you again!” or “We miss you!”
The whole idea is to reconnect with disengaged customers. They bought from you before, so assume they want to buy from you again. And lean into it!
Be enthusiastic, and they’ll come flocking back to you.
How to Get Started with Retargeting Right NOW
Look, we get it. As a landscaping entrepreneur, there’s always work to do. You might not have time to fiddle with marketing and run your Facebook campaigns at peak efficiency.
The truth is, Facebook ads can be hard to set up – and even harder to keep profitable. Nobody wants to throw money down the drain… but that doesn’t mean you should leave money on the table.
So if your head is spinning, or you’ve been struggling with Facebook Ads for a while now… we want to help.
Our agency, Lightspeed Social, specializes in landscape marketing, from Facebook to Google to Indeed, our expert team creates truly great content and ridiculously profitable ads for landscape companies.
We can help you build high-converting campaigns that give you truly healthy ROI. Our mission is to help you grow.
Talk to us today, and we’ll show you how we can massively boost your marketing.
