Facebook Ad Funnel Formula PERFECT for Service Businesses in 2022

If you provide a service of any kind to clients, and want to reach way more of those clients in 2022, we really need to talk about paid advertising. Specifically, let’s talk Facebook ads.
Believe it or not, service businesses can benefit more from Facebook ads than other types of businesses for a few reasons:
Service businesses tend to cater to a more local audience, bringing ad spend WAY down
Most service businesses aren’t advertising on Facebook, making your competition low to non-existent (bringing ad spend down even more!)
But as you may know all-too-well, not any ol’ Facebook ad’s gonna work like gangbusters for your service business.
There’s an art and a science to high-performing ads.
And I’ve identified a Facebook ads funnel that ANY service business can use to win more business for less money.
Not only is it actually super simple, and crazy effective - as of right now, it’s all YOURS!
Watch and discover the last Facebook ad funnel you’ll ever need, complete with guidance on what needs to go into each ad, the best targeting options, how much money you should be spending, even examples for each.
🎬 Register for the FREE On-demand video masterclass training, "The Automated Clients-on-Demand Website Blueprint for Service Businesses" Just go to: wesmcdowell.com/training
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[@fathulbariofficial]

Those were some really great strategies. Rather than directly selling something to your audience, focus on building awareness and connection with your audience. 😊

[@WesMcDowellInc]

Thanks, Fathul! Glad you liked it. 😊

[@grapeleaf63]

Wes, I'm so grateful for your generosity. The tool kit is incredible. However, I'm going to speak with one of your consultants to see if you guys can place ads for me affordably. thanks again.

[@stephaniedunn3135]

Hey Wes... please please do more Facebook Ad videos! I love your tips and the way you deliver them. I can not find any other videos on this topic that I want to watch or that I find useful. Thank you!! 🙏

[@WesMcDowellInc]

I'll do. Glad to hear you liked it Stephanie! Thank you for watching! 😊

[@TonyHardy-CannyCreative]

Love this Wes. Always love your tactical stuff about Facebook ads. Helps a lot - appreciate it.

[@WesMcDowellInc]

Anything for you guys! Thanks for watching! :)

[@ochovisuals]

Great info man, always enjoy your videos. What’s the ideal budget for the -1M funnel?

[@tzahihayun5873]

Great stuff How would you divide your ad budget across the funnel ?

[@andrewschilling]

Well done. Your videos are extremely clear and concise...AKA refreshing. Thanks for what you do, just subscribed!

[@WesMcDowellInc]

Awesome, thank you, Andrew! Happy Holidays! :)

[@andrewschilling]

@@WesMcDowellInc 2 quick questions, my business is in Edgewater, CO which is just on the edge of Denver. Would you suggest using the handraiser for something like that? Lastly, in one of your other recent videos, I thought you mentioned that we should be using the lead generation objective (instead of conversions) given the changes from Apple? Could you please clarify that?

[@danielnelmes5848]

Great tips, i'd love to see your take on a retail business ads funnel

[@douglasbeattie3777]

Will definetely give this a go. 1 quick question, what percentages would you assign the ad rev for each advert?

[@maricalaing8418]

This was incredibly valuable. Thanks so much, Wes!

[@WesMcDowellInc]

My pleasure! Thanks for watching Marica! :)

[@Tam712]

So helpful! Thank you.

[@WesMcDowellInc]

You're welcome Tam & thx for subscribing 👏

[@samanthahuber8893]

Hi Wes! Thank you so much for this content, it's so helpful! I have a question about the CTA for the 'Wingman' ads. Are those wingman ads leading 30 day 3 second video viewers back to the Opt-in for Irresitible offer if they didn't opt-in ? Or is it leading the people who DID opt-in for the offer to the next step in the funnel? Thanks so much :)

[@WesMcDowellInc]

Great question Samantha! They should lead ppl back to the irresistible offer landing page (same CTA as ad 2)... its basically a secondary attempt to get them to do the same thing. Make sense?

[@adamsnyder5574]

Thanks Wes! Appreciate this video - I've learned a lot from you, cheers brother!

[@WesMcDowellInc]

Glad to help, Adam! Thanks for watching :)

[@adamsnyder5574]

One quick question - would you recommend doing the bonus tip first (engagement, likes, comments,shares) or running the ads first? I fit into the less than 1M audience category. Thank YOU!

[@danscreativespace]

Hello Wes thanks for the information. I had a question on the engagement ads. Are these ads running to the 3+ second video watched group?

[@oukastoukast]

Thank you for all this info, is this strategy outdated with the new Facebook and Apple iOS?

[@cafe2918]

Hi Wes！ This stretegy opens up my eyes!😊 I currently run a parenting and child therapy service in Taipei which is about 2.4 million people. Would you say option one or option two is better for my situation? I'm quite new to this. Thanks a bunch

[@JulianTheMarketer]

Great video! Quick questions how would I structure my campaign using this strategy? how long should I wait till I turn on the next ad? and do you have any recommendations on how much ad spend I should use?

[@ODaughterofZionMinistries]

getting a cup of tea and a note pad. this should be good!

[@WesMcDowellInc]

Better prepared right? 🤣 Thanks for watching! :)

[@DrMcampbellDC]

Great content. Thank you. I downloaded your free tool kit and I’m looking forward to using it.

[@WesMcDowellInc]

You bet Michael! Have your way with the tool kit :)

[@saurabhsen5271]

Thanks a lot man. It is really helpful. Now let's see how it performs after implementing it.

[@WesMcDowellInc]

Thanks Saurabh!😀👍

[@onta4459]

Hello, I must run all three in a unique campain? What kind of budget for each is required?

[@bluneinc.5729]

So grateful for this video! Do these strategies still hold up for facebook in 2024?

[@chinnobi]

Hi Wes - How does this change if I’m advertising a high cost procedure or non-repeating service?

[@limuelcelada2476]

Very detailed tutorial, Amazing!

[@WesMcDowellInc]

Glad you think so! Thanks for Watching!

[@DrMcampbellDC]

Thank you for the great content. And the free took it! :-)

[@WesMcDowellInc]

Our pleasure! Enjoy using the tool kit!

[@salesmarketing4457]

Hey Wes great video but what if you don’t have many previous clients? 🤔

[@GritandGrace]

Is it advisable to choose a major city an hour from your location if it is indeed part of your service area to increase to that 1m audience, or would the ads be more effective casting wider net in a smaller radius area from your base?

[@captainlarrry6031]

Thanks sooooo much subscribing now!

[@WesMcDowellInc]

Thanks for subbing Larry! 👏

[@quickfactsdaily1]

Real value video! thanks bro

[@WesMcDowellInc]

You bet! Thanks for watching!

[@rico3831]

Where is this all done on? Ad manager? Also question on the custom audience based on a this video. I’m confused on where to select that

[@mindfulspeechchicago]

Loved this video! Do you have any tips for professionals who cannot as easily have testimonials due to HIPAA? I'm a speech-language pathologist so I cannot as easily ask for testimonials and certainly cannot display pictures or names of current or previous clients. Thank you!

[@WesMcDowellInc]

Great question! There are certainly other things you can do to build your credibility that don't involve testimonials. One of my favorites is something I talk about in this video : kzbin.info/www/bejne/qIS6hIt3e9tkfck

[@Gaijin0823]

Hi Wes! New to the game and loving your videos. Very helpful. Question, in one of your videos about 2022 changes, you mention that we should stop using conversion ads and start using lead generation ads. Does that change the funnel in some way that you are recommending here?

[@galihhapsari3685]

Lead gen3ration is for expensive stuff only

[@skunksmisery]

@@galihhapsari3685 Stop selling cheap shit!

[@Elio36]

Hi Wes, Thanks for the useful insight. Do you have a Facebook ads for Product Businesses kit available to download? I'm interested in learning how to create a FB Ads Funnel for my products. Thank you!

[@nigeljovero4345]

Hi Wes! Love your work and this funnel system is great! How long would you suggest to run each Level of Ads for before moving onto the next phase?

[@WesMcDowellInc]

Hey Nigel! They all run concurrently.

[@lipnpour]

Hi Wes - what do you recommend for the budget for each starting out?

[@RigorReflections]

Love the content! But I have one question. How do I target the people who watched my ad for 3 secs or more for the last 30 days in my facebook ads manager? I'm a bit stuck here and would love some help. Thanks!

[@AkhtarAnsariLive]

Thank you so much. , for audience size of 1 Lakh gym & classes client , can I go with last strategy, will deliver result?

[@minicrew7850]

Thanks! Very clear and informative. This was great.

[@WesMcDowellInc]

Glad it was helpful and informative. Thanks for watching.

[@minicrew7850]

@@WesMcDowellInc Do you consider "The Hand-Raiser" to be one of the constant engagement ads that are running (talking about at end of your video), or are those slightly different?

[@sukuchen]

+1

[@americanbuilttolast]

THANK YOU, Wes. 🙏

[@WesMcDowellInc]

Any time! Thanks for watching 😊

[@baileystark7629]

For the hand raiser would you link to your website or your Facebook page? Also what would you set the retention to for your 3 second audiences and would you use Advantage+ on any of the ads?

[@LazerrickRobinson]

Where did you get the ad illustration graphics from in the power point? I do power point videos and I've been lookging for graphics like that to include in my videos.

[@andrewcoggins]

Hi Wes, great video! I'm new to this and don't follow some of the things you said. How do you set up the second and third ads to target people who have watched the previous ads? Do you have a video on that? Thanks.

[@galihhapsari3685]

Search: create custom audience vid3o viewer

[@garyculley9939]

Hey Wes, I'm teaching photo-basic by a course. Is this Service Business video for my world. I thought it was, but then I realize the service core may not be for me. Any suggestions? Thanks so much for your work.

[@josephhernandez9428]

Is the hand raiser video cheaper than videos 2 & 3?

[@jimmylingjiengming9415]

thanks for sharing!

[@WesMcDowellInc]

My pleasure, Jimmy! Thanks for watching! 😊

[@prolanzdigital]

I really want to know how the post engagement helps reduce my ads cost for other initial ads you talked earlier

[@WesMcDowellInc]

They don't help DIRECTLY, but they help facebook see activity on your account, and it adds in some extra data that is being lost now due to the ios14 updates.

[@dratiesoapcandleco.5523]

Will this funnel work with a product? If not, do you have a video about funnels for products?

[@brandonlong2064]

Amazing thx for this

[@WesMcDowellInc]

You're welcome! and thanks for watching! 😊

[@thatweblook]

Thanks Wes! Another great video. What % of total Ad Budget would you allocate to the (Joey Tribbiani) Engagement Campaign you mentioned in your last couple of videos?

[@WesMcDowellInc]

Great question! $5 a day should do it for those

[@thatweblook]

@@WesMcDowellInc perfect, thanks!

[@Achezvil2003]

incredible bro

[@WesMcDowellInc]

Thanks 🔥

[@bonassKamer]

thank you

[@WesMcDowellInc]

You're welcome.

[@beattweaks]

So super helpful thank you. I was wondering though, shouldn't you also include people who clicked to the website as well as Facebook/Instagram engagement in your retargeting? So I get you should retarget people who watched the video, but wouldn't the website traffic and engagement also be great to retarget? Maybe just create a big, broad retargeting audience of all of those things?

[@themanthemyth7950]

I agree with that. Email subs who didn't buy and website/blog traffic to retartget starting at the offer they can't refuse section. But since this video is for vid views, I guess, you'll have to add the audiences on the 3rd add too and not just the video viewers.

[@galihhapsari3685]

Youre right

[@dennisthiele9080]

Hey Mate, love your content! just watched the video with the best pro tips for 2023. Got from there to this video. Is it fair to say that the point of using target audiences, lookalikes and so on is not completeley up do date? Because it goes a little bit against what you and your peer experts said in the last video. Letting the FB algorhytm do its work. It works best

[@idariousosborn7570]

Super helpful Wes, thanks... I'd love to take some action on your advice but I need a bit of help understanding something: What would be the step-by-step process of targeting a major city such as Houston or Dallas with ads regularly? I'm operating a service-based business and my #1 CTA is for a free consultation and if like to consistently keep that opportunity out there in the marketplace.

[@WesMcDowellInc]

Targeting a city is as simple as just typing it in on the ad set level when you're choosing the geography of where your ad will show. Just look for the map and that's where you'd start typing it in. Cheers!

[@idariousosborn7570]

@@WesMcDowellInc Thank you again!!

[@guiacarteirinhadeestudante]

Muito Bom, Estou aqui do Brasil consumindo seus conteudos.

[@WesMcDowellInc]

Thanks for watching, Honorato! :)

[@seoxpert7073]

Hy Thank you. Can you make a video about how to manage clients accounts. How do you get access to their manager account and Ad account

[@cre8ivecraig]

Wes - I love this video. But I am confused about the 3rd retargeting ad. Do people who watch only ad 1 only see ad 3. Do people who only watch ad 2 only see ad 3? Or do people who only watch ad 1 and ad 2 see ad 3? Just need some clarity here. Thanks again for the great content!

[@drjeffhousecallchiropractor]

People who watch Ad 1 then see ads 2 and 3. (Only Ad 2 for the first 5 days, and then both 2 and 3 after that)

[@thefreedomlifestyle14]

Thank you, Wes. Helpful. What would be an approximate duration & budget for the first 3 ads campaign?

[@thadbefadin]

I’d keep the first Brand Awareness running as indefinitely, then have the other two rotating appropriately, retargeting those people. You may want to change out the ads on the second and third ads to see if you get better results with something else

[@thefreedomlifestyle14]

@@thadbefadin thank you

[@davidscout8193]

Hello

[@rahatuddin6331]

What would I do IF my page is just new I mean please tell me the road map strategy of FB Ads

[@zevul7870]

what if someone doesn't have testimonials yet? should he stick to the 2 ad strategy? or is it another ad strategy?

[@jpna8223]

How would I apply this to a service business that has a small audience?

[@themanthemyth7950]

Can I use this is my audience is a lookalike of customers? It will not be less that 1M, but 2-3 Million of course. If not, what do you recommend for big lookalike audiences?

[@rzvvvvvvvv]

I have a question, I got a Facebook and Instagram page where I sell my products so I don't use a Pixel, if I get a site will my conversions raise? Because right now I'm not getting any sales, will Pixel optimise my ads?

[@pam18888]

Does this also apply to Instagram? Considering its run from the same Ad Manager? Also can you recommend someone good to show us how to do this, take us through step by step.

[@ODaughterofZionMinistries]

i love it, i think this could help during these last two months of the year when competiion is fierce! Do you like likes campaigns, do they work to build value instead of a post engagement campaign, will it lower costs also? I ran a likes campaign that had thousands of likes on it, i felt it did help but can't be sure, will it do the same as your suggestion for the engagement campaign?

[@WesMcDowellInc]

I like engagement campaigns because they are meant for all types of engagement. In the hierarchy of engagement, likes are actually down the list of what FB weighs as important. Comments and shares are higher, so its a god idea to "season" your facebook account with all that good engagement. Cheers!

[@ODaughterofZionMinistries]

@@WesMcDowellInc thank you! I will use my best posts and run an engagement with the post engagement objective : ) It mmight be cheaper than a likes campaign too i'd think.

[@Gracefarmogunstate]

Thanks

[@WesMcDowellInc]

No problem. Thanks for watching!

[@MMcCarthyRealty]

Wes, does this formula still apply? I know in subsequent videos you spoke of (once or twice) Facebook changing things up and many things you said in the past needed updating. Does that apply here?

[@theglory3813]

So would we just post the ads video on facebook like that?

[@brunoerckmam5070]

I can’t believe this video is free

[@WesMcDowellInc]

Just trying to help people out. Thanks for watching Bruno!

[@katrinadelostrinos5597]

Looks like a promising ad strategy! I'd like to clear out though, the last part of the video was you're talking about creating an engagement objective ad to minimize ad spent on the more expensive ads -- should I do this first before I do the Funnel Formula Videos Ads you discussed in the video? Thanks a lot more power!

[@WesMcDowellInc]

Great question Katrina... yes, I recommend starting engagement ads ASAP so they have time to start feeding data to your FB ad account. Just spend a few bucks a day on them, thats all you need.

[@katrinadelostrinos5597]

@@WesMcDowellInc I appreciate the reply Wes! This is helpful, thank you!

[@yogagilmusic]

Will this work to get people sign up for a on demand monthly yoga subscription?

[@WesMcDowellInc]

Done correctly, of course!

[@lipnpour]

Hi Wes - for the ad wingman and offer ad for the audience under 500k, what budget do you recommend for each ad?

[@thiagopiva2084]

Start with 2 - 5 usd each ad set, then increase as needed.

[@AestheticStudiosMelb]

yoyo has this funnel changed much in sept 2023?

[@IrinaBeier]

Hi Wes, I really enjoy your videos. Would you like to do a special video similar to this one for the Product Businesses? It will help a lot of people. I would love to learn how to create a FB Ads Funnel for my products. Thanks!

[@scentofcanela1803]

I second that🧡

[@sommzyglobals]

You can actually duplicate this strategy in product base business, what matters most is the content and context

[@edonshala]

Dose this still works

[@RCFurnishHomes]

Why my retarget ads getting impressions but no clicks Is it because I waited to run my retarget ads like 3 weeks later?

[@hunterjak1168]

Can this work for contractors/tradespeople like electricians, plumbers, mechanics etc etc?

[@WesMcDowellInc]

It can... the only thing is this works less well for "emergency" type services. Those ppl don't need as much warming up as they just need to find someone with a good reputation (good reviews!)

[@hunterjak1168]

@@WesMcDowellInc then what kind of service providers do you think will benefit mostly to FB Ads?

[@Vaastuwisdom]

Hi!is this funnel suitable for consultation business..?

[@WesMcDowellInc]

Of course! You can use it too for your consultation business. 😁 Thanks for watching! 😊

[@ShiiWaddyWaddy]

Would you set these up in separate campaigns?

[@WesMcDowellInc]

Hey Ethan, yes. Whenever an ad has a different objective you don't have a choice, you can't have different objectives in a single campaign. Cheers!

[@LifeOfInsamity]

How long would you recommend running this content?

[@WesMcDowellInc]

As long as its profitable, it keeps going! Ad 1 keeps feeding the audience for Level 2 ads, and it can just keep going!

[@LeQwane]

Hey Wes, have you attempted to use this formula outside of facebook feed posts? Ex. Instagram stories

[@WesMcDowellInc]

Yes Leqwane, this works across the board for most placements, including IG!

[@LeQwane]

​@@WesMcDowellInc When a page has organic traffic through reels/ IG video could boosting the reach of that organic "hand raiser" content be used as a substitute over paying for video views? Context: The following ads simply retarget the 3s viewers of the organic content.

[@sirqe6791]

Hey Wes, can this work for B2B also? Any examples?

[@WesMcDowellInc]

It absolutely can Eric! Not sure how to show you examples in the comments, and I don't have any at the ready, but I'm sure you can find some if you look!

[@sirqe6791]

@@WesMcDowellInc thanks for your reply! I’m gonna give your method a shot!

[@adiazcazorla]

is this still the best strategy?

[@WesMcDowellInc]

Here are some updated tips for 2023 - kzbin.info/www/bejne/qanGc5SYm82jerM&lc=UgyHrwdZTQORcz1Ivyx4AaABAg

[@deepinspired]

Hi Wes, when giving an offer for Ad 1 (if you have under a million subscribers), could a free PDF ebook work?

[@WesMcDowellInc]

It could if the topic and title are interesting enough.It's less about the format and more about the promise. Cheers!

[@gwilchek]

This is 2022, do you have an update for 2024 or is it same strategy?

[@WesMcDowellInc]

Hey Garrett - I actually published a FB ads video today - check it out: kzbin.info/www/bejne/i3yymHaAm857sKs and here is another more recent video: kzbin.info/www/bejne/d2m0p52sqa51hsU

[@HarrySingh-oq2ne]

The toolkit didn't appear. Is it because im on my mobile?

[@WesMcDowellInc]

Hi Harry! Have you tried accessing it using your computer? I checked and it works for both computer and mobile. 😁

[@denniston]

What do you reccomend as a minimum ad spend to know if your funnel is working???

[@WesMcDowellInc]

Hey Jason, depends on a lot of factors, but I think $20/day is a good place to start. Cheers!

[@ocastaned]

I think you forgot one important thing. Where are we sending the traffic to for ad1? Our landing page, squeeze page, Facebook page, Instagram profile, etc.?

[@WesMcDowellInc]

Hey Fernando, as I said ad 1 is a VIDEO VIEWS objective, the purpose is not to take anyone off platform.

[@ocastaned]

@@WesMcDowellInc I got it. Thank you so much.

[@Pmason718]

Hey Wes I’m a children’s author and I recently released a children’s book. I’m looking to master my social media marketing/presence. Do you have a specific video that may help me?

[@WesMcDowellInc]

Here is my Social Media Marketing Mastery Playlist: kzbin.info/aero/PL2MA6QzfYgVpaKe1fyP9bqCLPG0uZFjEc

[@cgeddz]

For the audience, 1 M +: Does the wingman ad and irresistible ad run concurrently for those who watched 3secs+ for 5 days the hand raiser?

[@Ari-zp4dd]

Is there a reason why it wouldn't work for audience less than a milion?

[@deethesinga6030]

My audience is not 1M as I am trying to target my local area so should I not follow this?

[@WesMcDowellInc]

Hi There! You might wanna check at 9:10 as I discussed the funnel under 1M. :)

[@theglory3813]

So how do we start? Post the video just like that?

[@sedonawyse2087]

Hi Wes, I am new to following your videos but I love the content! I am creating a funnel ad just like this for a local gym, but I am confused on a few things. First - since my audience size is under 1M people, I am just creating the second two ads. For the first one, I am going for a reach because my audience is about 400K, does this mean that we completely ditch the video views ad? If so, is my reach still supposed to send them to a destination? That seems to be the only option. Second, when do we create the audience that watched the video for 3+ seconds - when we are creating the 2nd and final ad? I am confused here. If it is during the second ad, do we change the 365 days option to 30 days? I appreciate your help!

[@SharonKenny]

I keep getting shut down cos I'm a matchmaking

[@directormikkell]

Based on that, I think you should do ads that focus on what problem matchmaking solves and then the ad lead persons to some material that helps them with those issues (improve self confidence, learn more about yourself) and within that material, you can advertise the match making service. I think that may serve you better.

[@sidneenutter2432]

Do you feel this is still an effective strategy for 2023 since fb ads have changed a bit?

[@WesMcDowellInc]

Hey Sidnee! I actually have a new video about FB ads - kzbin.info/www/bejne/qanGc5SYm82jerM Check it out! 😊👍

[@LehighValleyBinCleaning]

I've been watching your videos and trying to learn as much as I can. Where I'm getting stuck is that I WILL BE (currently building a waitlist) offering a service in a local area. My target audience on Facebook is simply based on geography but is only ~70k people, much lower than what you discuss in your videos. How can I apply your concepts to my business?

[@Vj45459]

Target everyone with desired interests. Also create lookalike audience.

[@PatrickHallScreenwriter]

👍

[@WesMcDowellInc]

Hi there patrick! Thanks for watching! :)