Meta Ads (Facebook and Instagram) for carpet cleaning companies
Meta Ads (Facebook and Instagram) place a company's ad in the feeds and stories of people in the towns it picks, whether or not they have searched for anything. We manage those campaigns for carpet and upholstery cleaning companies: we choose the towns, write the text for the owner to approve and keep customer details out of every ad.
It is a different job from search ads, and the plan treats it that way.
Shown, not searched for
A feed ad meets a person who was not looking for a crew
With search ads, the person types a phrase such as carpet and rug cleaning near me
and the ad answers it. With Meta Ads (Facebook and Instagram), the person typed nothing: the ad appears among the posts a person was already scrolling. That changes what the ad is for. It names the company, the services on the swatch rack and the towns served, and it leaves a way to call or send the form.
For that reason we do not run Meta Ads (Facebook and Instagram) as a replacement for text ads in Google results. It is another platform for the company's mix, added when the owner wants it. The paid ads page explains how platforms are added one at a time.
The parts of a feed campaign for a cleaning company
- Town circles
Locations around the route sheet
The ad is aimed at the towns the crews serve. A town the vans never reach is left off the map.
- Service ads
One ad for each service on the menu
Carpet, upholstery, area rugs, tile and grout, mattresses and commercial rooms each get wording of their own, so the swatch shown matches the service named.
- Pictures
Images the company owns
The owner supplies logos and images the company has the right to use. Pictures of customers, their rooms or their homes are not used.
- Landing pages
A page the ad opens to
The ad leads to a page on the company website with a call line and a form, the same pages we plan in our website design work.
Search ad or feed ad: the two platforms side by side
| Part of the campaign | Where a search engine runs the ad | In a feed |
|---|---|---|
| What the viewer was in the middle of | Typing a phrase into a search box | Scrolling posts from friends and pages |
| What the ad is built around | The words in the search | A service and a town |
| How the owner chooses who sees it | By the phrases that trigger ads | By the towns and the audience settings |
| What the swatch rack looks like | A text ad and its landing page | A picture, a line of text and a button to the page |
| What the owner reviews | Ad lines, block list and landing page | Ad text, images, towns and landing page |
How a feed campaign gets hung
Choose the service and the towns
The owner names the service to put in front of people and the towns where the crews have room, and says which towns to skip.
Write and approve
We write the text and set up the images for one service in one area. The owner reads every line, including anything on methods, results, credentials or pricing.
Launch inside the owner's account
The campaign runs in the company's own advertising account. The platform charges ad spend to the owner's card, and our management is a separate monthly line.
Count what arrives
Calls and form submissions are counted per ad and per landing page, and each month the owner sees which swatches got the most attention.
What the owner supplies for feed ads
- The service to put forward first and the towns to show it in
- Logos and images the company has the right to use
- Ad spend the owner wants to set, billed by the platform to the owner's card
- The company name, address and hours as they read on the Maps profile
- Wording about methods, results, credentials and pricing that the owner approves
- The person who answers the phone and reads the form
Customer names, street addresses and room details never go in an ad, an image or a tracking tag.
Feed advertising beliefs a cleaning owner may hold
Overheard at the van depotSocial ads are a toy for restaurants and shops, not for a cleaning route.
What the sample book showsThe platform shows an ad to people in the towns the owner chooses, so a company with vans in a few towns can use it. Whether it suits the company is a decision for the owner, not a promise from us.
Overheard at the van depotBoosting a post is the same as managing a campaign.
What the sample book showsA boosted post skips the town selection, the service wording and the landing page. A managed campaign sets each of those on purpose.
Overheard at the van depotThe agency needs a login to the owner's personal profile.
What the sample book showsAds run from the company's own business account, and the owner decides who is added to it. A personal login is not requested.
Paid plans that can carry a second or third platform
What the three ad plans have in common
- The ad account is yours from the start, and you add us to it as manager
- Ads, keyword lists and call-tracking numbers are put together and tried out ahead of any launch
- Negative keywords keep rental-machine shoppers, supply shoppers and job seekers out of your budget
- Google, Bing and Meta each take click charges from your card, which keeps them off our invoice
- A summary every month that sets your ad spend alongside the calls and form requests you received
One ad platform
$895/mo
A single campaign set on Google Ads, Bing Ads (Microsoft Advertising) or Meta Ads (Facebook and Instagram), whichever you choose.
Two ad platforms
$1,595/mo
Two of Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram), watched together in a single summary.
Three ad platforms
$2,295/mo
Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram) together, run as a trio with a single report.
Plans run month to month. Give notice before an invoice date and the next month will not begin.
Owners ask about Meta Ads (Facebook and Instagram)
Does the company need a business page first?
Can the ad be shown across the whole county?
Do the ads name customers or show their rooms?
Can the ads be paused?
Do you promise calls or a cost per call?
Decide whether feeds belong in your mix
Send a note through the contact form about your towns and your services. Prefer to talk? Choose a weekday and a start time, and Ross Cohen will phone the number you typed.
Which cleaning services deserve the first swatches?
Tell us the cleaning jobs worth a swatch first, the towns your vans can reach, and any realtors, property managers or offices that pass work along. Keep customer names, street addresses and room details out of it.
Hold your first swatch up to the light
Our CEO, Ross Cohen, can call you at a time you choose. Prefer to start with a note? The contact page has a form that a person reads.
The picture below is only for looks and tells you nothing about what a cleaning can do.