Painting Company Meta Ads (Facebook and Instagram) in Your Service Area
Meta Ads (Facebook and Instagram) put a painting company's message in front of people while they scroll. We plan the audience, write the ads, manage the account and report on the calls and forms the ads bring in.
Search ads answer a typed request. Meta Ads (Facebook and Instagram) work the other way around: you choose who sees the ad, so the work starts with deciding where the tape goes.
How it differs
A feed is not a search box
On a search platform, a person types what they want and the ad answers. In a feed, no one has typed anything. The ad has to earn a moment of attention, so the audience and the message carry the weight. We aim Meta Ads (Facebook and Instagram) at homeowners and business owners around the towns the crews serve, and the owner decides which jobs the ads talk about.
Meta Ads (Facebook and Instagram) sit alongside Google Ads, not in place of them. One reaches people who are searching, the other reaches people who are not yet, and each opens a page on the company website.
For a painting company the ad account is the owner's, with the owner's card, and Meta bills the spend directly. Platform ad rules are the owner's to read, as is the company's own legal paperwork, and no ad runs with a statement the owner has not approved.
What we handle on the platform
- Audience
Where the ad is aimed
We set the towns, the kinds of people and the jobs each ad speaks to, using the list the owner gives us of places the crews will drive.
- Ad writing
Words and images the owner clears
We draft the text and suggest the pictures. Nothing runs until the owner has read it, and no ad makes claims about paint or finishes.
- Landing page
The page the tap opens
Each ad opens a page on the site that fits its job and its town, so the visit continues where the ad left off.
- Reporting
A monthly walk-through
We go over the ads that ran, the calls and forms counted and the changes made, and the owner picks what stays and what goes.
Who an ad might be aimed at
| Audience we aim at | Reason it is in the plan | Page the tap opens |
|---|---|---|
| Homeowners around one town served | The crew wants repaints there | Town page the click lands on |
| Homeowners in towns at the edge of the range | The owner wants to test a new area | Town page the click lands on |
| Owners of shops and offices | The crew takes commercial walls | The commercial page |
| People near a builder's new homes | The company wants new construction work | The new construction page |
| People who already visited the site | A second reminder where the platform allows it | The page they first looked at |
From first sketch to live ads
Mark the edge of the audience
The owner lists the towns and the jobs. Anything outside the line is left out of the targeting.
Cut in the ad wording
We write several ads for each job and the owner reads, edits or strikes each one.
Lay down the budget
The owner picks the monthly spend on the owner's own account. We build the campaigns to match, and Meta bills it.
Pull the tape and look
Each month we go through what ran and what it brought in, then adjust the audience and the wording with the owner.
What we set before an ad goes out
- Towns the ads can cover
- The jobs each ad talks about
- The wording the owner approved
- The page each ad opens
- The monthly spend the owner chose
- The account and card in the owner's name
Meta writes the ad rules and the owner reads them. We follow what the platform allows and rewrite any ad it turns down.
Beliefs about Meta Ads (Facebook and Instagram)
Overheard on the ladderIf people are not searching, the ad is wasted.
What the tape line showsA feed ad reaches people before they have a job in mind. It is a different tool from search, and we use it for that purpose.
Overheard on the ladderA broad audience covers more ground.
What the tape line showsA wide audience spreads the budget of a painting company over towns the crews do not drive to. We keep the audience inside the service line.
Overheard on the ladderThe agency should run the account under its own name.
What the tape line showsThe account is the owner's, so the settings and history stay with the company.
Questions about Meta Ads (Facebook and Instagram) for painters
Does the ad run on both Facebook and Instagram?
Who settles the platform invoice?
Do you write the ad pictures?
Can I run Google Ads at the same time?
What counts as a result from these ads?
Point us at the towns on your list
Write to us on the contact page with the towns you want the ads to reach, or choose a half-hour there and Ross Cohen will call at that time.
Which paint jobs should get pages first?
Which interiors, exteriors, cabinets or commercial walls do you want to be asked about? Add the towns your trucks cover and any real estate or contractor offices that pass jobs along, but nothing about individual customers.
Pull the tape and look at the edge
Our CEO can take your call, or you can describe your painting company in a note first. Either way the next move is a conversation about the jobs you want your phone to ring for.
That tape peeling off the wall is only a sketch of the ending, never a forecast.