Services
Facebook Ads
Getting in front of people before they start looking: a different job from search, and one that gets sold to plenty of businesses it doesn’t suit. If your work photographs well, it can fill quiet months, across Boston and New England.
When do Facebook and Instagram ads actually work?
Best when the thing you sell is easy to picture and easy to postpone. A deck, a kitchen, a treatment, a piece of furniture.
On Google, somebody has already decided they need you. Here, they’ve decided nothing.
So the job is different. You’re trying to make someone notice something they’ve been meaning to get around to.
It’s a weaker fit for genuinely urgent work, since people search for that rather than scroll to it. Even then it has a use, because the name they already recognize is the one they call.
The work these ads fit
and the work they don’t
The casting call: easy to picture, easy to postpone. Urgent work belongs to search, not the scroll.
The picture is the campaign.
A real photograph of your own work beats any amount of clever targeting. For a local business, one from a street nearby does better still, because people recognize their own neighborhood.
Stock photography tends to work against you. People usually notice, and it makes the offer look borrowed.
We shoot ourselves, so if you have nothing worth running yet, that’s where we start.
Two photographs, one choice
The one taken on a real job, and the one bought from a library.
The left frame is real: Sustainable Decks, photographed on the job. The right is the library kind. If you don’t have the left one yet, we shoot it first.
It suits some work and not others.
Works
- ✓
Anything people postpone rather than search for
- ✓
Work or products with a strong before and after
- ✓
A real offer with an end date on it
- ✓
Filling a quiet month in a market you already serve
- ✓
A launch, where nobody is searching for it yet
Harder
- ✗
Emergency work, which people search for instead
- ✗
Anyone who already knows exactly what they want
- ✗
Businesses without photographs of their own work
- ✗
Budgets small enough that nobody sees the ad twice
The right column isn’t a no. It usually means photographs or search come first, and we say which on the call.
You can also just talk it through: one short call on your situation, the approach we’d take, and what we’d do first, whether or not we end up working together. Book the call, or see what the audit finds first.
The rest of what we do
Show us your photographs
Whatever is on your phone will do. If the work looks good in a picture, this is worth talking about. If it doesn’t, we can fix that first.