Just wrapped up a big chunk of work for a pressure washing client, close to $70K in ad spend, around 12X returned. Along the way we tested enough bad ideas to know which ones actually move the needle.
If you're a washer about to launch ads (or running them and frustrated), here's the shortlist:
Don't pick a lane, run image AND video ads. Image ads get you cheaper leads, but the quality drops. Video ads pull in higher-intent leads, but your CPL goes up. The sweet spot is a mix of both running side by side. Let the numbers tell you what to scale.
Ads with an offer + a clear CTA beat "service ads" every time. "We pressure wash driveways" isn't an ad, it's a business card. Tell them exactly what they get, what it costs (or what the deal is), and what to do next.
Go broad with targeting, but qualify in the creative.
Facebook's algorithm is smarter than most washers give it credit for. Instead of narrowing the audience to death, call out your ideal customer in the first 3 seconds of the ad itself, "homeowners in [city] with a driveway that looks like this..." The algo will find them.Speed-to-lead is everything. If you wait more than 3-4 hours to respond, that lead is basically dead. We built a system where Facebook leads get picked up instantly by a voice Al agent, pre-qualified, then handed off to a real person. Took our CPL down to $6-$10 with almost zero friction, and crushed our cost per site visit.
Stop running 3 creatives and wondering why your leads suck. This is the #1 mistake I see. Washers launch 2-3 ads, they don't perform, and they blame Facebook. For this client, we launched 50+ creatives before we found the clear winners on both cost AND quality. You don't find winners, you test your way into them.
Happy to answer specific questions, whether it's cre-direction, funnels, the Al voice setup, or why your cu. ads are bleeding money. Drop them below.