Fix Home Improvement Ads That Get Leads But No Sales In Under 9 Minutes

Introduction

Are you frustrated with getting loads of home improvement leads that never turn into sales? What if I told you that you could cut out tire-kicking leads and attract higher-paying customers with just a few tweaks to your ads? Hi, I’m Joe Thorp, and when I started home improvement advertising, I faced the same exact problem: tons of leads but almost no conversions. I wish I had known these strategies back then. Today, I’ll show you how to attract high-value customers and filter out time wasters. Let’s get into it.

Ad Creatives: The First Impression

The ad creative is the first thing prospects see, so it’s crucial to get it right. Most home improvement companies use image ads, but the results they receive are nowhere near as good as video ads. High-ticket prospects are mainly looking for who they can trust, so boring, uninformative image ads will not cut it. Video ads, especially TikTok-style videos, are much more effective. They build trust quickly, which is essential for attracting high-ticket customers. These short and punchy videos should feature real people, preferably the owner of the company, to make them more relatable and authentic. The video could highlight the top qualities and benefits of your company, walk prospects through a job, or provide helpful tips. These videos show that you’re friendly, authentic, passionate, and knowledgeable—exactly what high-ticket customers are looking for.

To get the best results with these videos in your ads, include eye-catching subtitles, B-roll clips to break up the video, and a clear, friendly call to action at the end. These elements will make your videos stand out on social media feeds, increasing their visual appeal and retention.

Success Story

I initially used images in Facebook ads for a company for two months, and we generated a very small amount of quality leads. However, when we switched to a simple TikTok-style video ad, including the owner, the results were night and day. We quickly secured two sales worth about £6,000, and after refining the video ad, our next campaign generated £30,000 from only a £500 ad spend.

Check out the full video in the top right corner or find it in the description to learn how I create these successful ads from start to finish.

Strategy 1: Switch to Engaging Video Ads

To summarize this strategy, switch from image ads to engaging TikTok-style video ads featuring real people. Keep them short, dynamic, and informative, with clear calls to action.

The Power of Attractive Offers

Your offering in the ad is crucial for its success. Many home improvement businesses shy away from any offers beyond a free consultation or quote, which is a mistake. A well-crafted offer will attract serious prospects, while generic offers usually attract time wasters. It’s essential to have an attractive offer tied directly to a purchase. Remember, people on social media aren’t there to be sold to, and your ad is competing against a highly stimulating feed. Therefore, your offer needs to be compelling enough to divert their attention.

Effective Offers

Most effective offers provide a bonus related to your product or service, which is only redeemable upon purchase. For instance, in the home improvement sector, there are many small but valuable items you can include as a bonus:

For a flooring company, offer a flooring cleaning kit.
For landscaping services, provide a garden maintenance kit with a sprayer and tools.
For roofing companies, include a gutter cleaning kit.
For fencing, add solar-powered fence lights or another cleaning kit.
For window fitting, give away a window cleaning kit.

If I didn’t list your specific industry, ask ChatGPT for some bonus gift ideas for your company. These thoughtful gifts not only enhance the appeal of your offer but also make sense to prospects, adding perceived value.

Success Story

I ran an ad campaign for a flooring company offering a free flooring cleaning kit and an underlay upgrade with every purchase. The results were outstanding. We booked 17 appointments into their shop with a £500 ad budget, and they experienced their best March in terms of revenue in the 25 years they’ve been running. The best part? Only one person ended up redeeming the offer. This way, they benefited from the urgency and perceived value created by the offer without having to give them away.

In contrast, many companies offer discounts in their ads, but as a first touch point with a prospect, this approach is far less effective. Discounts are overused and have lost their impact because consumers are aware that these deals are often inflated. Instead, tangible bonuses are much more enticing because they appear valuable and unique. Additionally, offering a bonus that is only redeemable upon purchase helps filter out those looking for a freebie without any intention of buying.

Strategy 2: Valuable, Purchase-Tied Bonuses

To summarize this strategy, replace generic discounts with valuable, purchase-tied bonuses such as toolkits. Create urgency by limiting the offer to drive serious prospects and filter out those looking for a freebie.

Filtering Out Time Wasters

When following up with leads from your home improvement ads, you can’t just offer to go and see them immediately. In my first campaign for a flooring company, we offered a free quote and consultation and would go and see them as soon as they filled out the lead form and agreed on a time for us to visit. Initially, I thought it was a huge success because we got so many bookings from such a small ad budget. However, once I got on a recap call with my client, I saw an unhappy face and heard that none of these bookings had turned into jobs, and it was basically a huge waste of time.

Actionable Methods to Filter Out Time Wasters

Here are some actionable methods to filter out time wasters and identify ready-to-buy prospects:

Booking Shop Appointments: Create a booking calendar with the opening times of your shop and send this to leads who fill out your Facebook form or contact you.
Rough Quote Forms: Have potential customers fill out a form with their measurements and what they’re looking for before you go out and do a full, precise quote.
Detailed Questionnaires: After they fill out your lead form or contact you, send them a comprehensive questionnaire to get all the information you might need.

Conclusion

I hope these strategies help you attract high-ticket customers and filter out time wasters in your home improvement ads. Remember: create compelling ad creatives, offer valuable purchase-tied bonuses, and implement effective follow-up tactics. Ready to start finding purchase-ready prospects? Give this video a thumbs up, subscribe for more tips, and drop your questions or experiences in the comment section.

Good luck with your next advertising campaign!

Keywords

High-value customers
TikTok-style video ads
Eye-catching subtitles
Purchase-tied bonuses
Filtering time wasters
Booking shop appointments
Rough quote forms
Detailed questionnaires

FAQ

What are the benefits of TikTok-style video ads over image ads?

TikTok-style video ads build trust quickly, are more engaging, and can showcase the authenticity and personality of the business, leading to higher conversions.

Why should I include eye-catching subtitles and B-roll clips in my videos?

These elements make your videos more visually appealing and increase their retention on social media feeds.

Why are purchase-tied bonuses more effective than discounts?

Purchase-tied bonuses are perceived as more valuable and unique, and they help filter out those looking for freebies without any intention of buying.

What are some examples of valuable purchase-tied bonuses?

Examples include a flooring cleaning kit, garden maintenance kit, gutter cleaning kit, and window cleaning kit.

How can I filter out time wasters from my leads?

Require actions like booking shop appointments, filling out rough quote forms, or completing detailed questionnaires before providing a free consultation or quote.