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Home Repair Businesses: Listen Up



My water heater broke and being one of the least handyman-type guys I know, I can’t fix it myself. That means I need to call a plumbing company to come to my rescue before my garage turns into a swimming pool (which, in theory, would be nice to have too). The question is, who do I call? Why do I call them? But, most importantly, who comes to mind when I think of plumbing?


In today’s digital landscape, plumbing and any other home repair businesses have an incredible opportunity to enhance their online presence and drive business growth through strategic digital advertising. By harnessing the power of visually captivating ads and precise audience targeting, plumbing businesses can unlock remarkable results in terms of brand exposure, lead generation, and customer engagement. There are two products that I would recommend starting with, especially for home service industries. One of these products is Social Mirror.


Social Mirror Ads Social Mirror advertising is a game-changer that allows plumbing businesses to create visually stunning ads based on their social media content. So, what are Social Mirror Ads, and how can they help you reach your target audience?

Social Mirror Ads resemble your social media display or video posts but appear on other websites and apps. They link back to the social media platform and your website and run across all devices using our targeting strategies. We are “mirroring” the exact look of your social post as an ad that runs on thousands of other websites and apps, specifically targeted to the people you want to reach across all devices.


There are a few reasons to lead off with Social Mirror Ads.

  1. Increase brand visibility: Your visually stunning ads will grab the attention of potential customers, increasing awareness of your plumbing business. Social Mirror Ads are relatively new. These ads have been around for only about 2 years. All of your competitors have not yet been introduced to these types of ads which means your ads are going to be the ones that stand out.

  2. Drive website traffic: By linking your ads back to your website, you can direct interested individuals to explore your services and offerings further. Our Social Mirror Ad Campaigns average 7x higher click-through rate than the national average! That means engagement with your ad campaign, which is what you want, people to interact with your ad.

  3. Target the right audience: Through precise targeting strategies, you can ensure that your ads are seen by the people who are most likely to require your company's services.

Targeting options for Social Mirror ads include:

  • Behavioral – thousands of targeting categories including demographics, on-line and off-line behaviors, and interests. Since everything we do, including the websites we go to, what we click on, the apps we use, etc identifies us within different behavioral categories, as a business owner, we get to work together to find the categories that work best for you. Here are a few of the categories that would make sense for a service company.


  • Keywords – target a list of up to 500 keywords related to your business, and show Native ads on the web pages where they appear. This is an opportunity to utilize any of the services you offer, competitors, and anything else you think people will be reading about when in need for your services.

  • A.I. Targeting – Showing your display or video ads to people across all devices, using machine learning to target consumers based on who is engaging with the ad.

  • Retargeting – Following people after they leave your website and showing them your Social Mirror ad, on other websites and apps they go to, across all devices.

  • Cross Platform Targeting available from Mobile Conquesting

Facebook and Instagram Ads with Meta

The next type of digital ads that I would suggest is social media advertising, specifically on platforms like Facebook and Instagram. While these ads tend to have great engagement, I see social media advertising as an excellent opportunity to increase brand awareness for your business.


The truth is, most people are active on social media, particularly Facebook and Instagram. As Facebook continues to add more features to its platform, it’s essential to recognize that there are more ad placements available to you than just the newsfeed.


With digital advertising, it’s crucial to reach your potential audience wherever they are. That’s why we created Facebook Premium—an opportunity to reach your audience across the entire social network.


The targeting capabilities on Facebook/Instagram are slightly broader compared to Social Mirror. In fact, combining the two can be an excellent strategy, allowing your audience to see your ads on Facebook/Instagram as well as outside of the platforms.

Here are a few examples of Home Service categories that Facebook/Instagram offer:


My favorite type of ad within the Facebook/Instagram platform is the Carousel Ad. This ad format enables you to showcase up to 10 images and/or videos that users can swipe through. Each panel can link to a different page of your website.


Consider including the following products or services in your carousel ad:

  • Repair

  • Maintenance Program

  • Service Program

  • Replacement

  • Testimonials or introductions to some of your staff

Becoming the Go-To Home Repair Company:

Earlier, I asked, “Who comes to mind when I think of plumbing?” By implementing either or both of the above strategies, you can position your company as the go-to option. However, to achieve that, keep in mind a few tips to create a successful campaign:


Creative: Create visually captivating ad creatives that resonate with your target audience. Utilize high-quality images, persuasive copy, and eye-catching designs. Consider incorporating interactive elements or videos to enhance user engagement and effectively deliver your message.


Captivating Call-to-Action: Craft persuasive and clear call-to-action (CTA) statements in your ad campaigns. Encourage users to take specific actions, such as contacting your plumbing company, scheduling an appointment, or requesting a quote.


Track and Measure Performance: Regularly monitor the performance of your ad campaigns and analyze essential metrics like impressions, clicks, click-through rates (CTRs), and conversions. Utilize this data to identify areas for improvement and make data-driven optimizations. Fortunately, our campaign managers handle all of this for you.


By following these tips and leveraging social media advertising and social mirror ads effectively, you can elevate your home service business and make a lasting impression on your target audience. And Wheeler Digital is here to help!

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