I already know what you are going to say…
“Wait… you can get roofing leads on TikTok?”
I hear skepticism about this all the time…
“Isn’t TikTok for teenagers?”
“My target audience won’t be using TikTok…”
“My target audience uses Facebook, Instagram, and Google…”
That may have been the case when TikTok first launched, however, things have changed in the last year. For over 5 years, thousands of roofing companies have been using Facebook Ads to generate leads.
For example, we’ve generated over 100,000 roofing leads on Facebook over the last 5 years, and I remember the skepticism that was directed toward Facebook Ads when I first started.
Generate TikTok Ad Leads For Your Roofing Business
Now that Facebook and Instagram are an established part of many roofing company’s marketing strategies, TikTok will be the next vital tool.
I sincerely believe that TikTok will be a huge advertising platform in the next two years and will even eventually replace Facebook as the dominant social media advertising platform.
In fact, it’s already blown past Facebook in terms of usage and users and it’s only a matter of time before advertisers start putting more money into TikTok instead of Facebook.
Why Should Roofing Companies Use TikTok Ads?
TikTok is currently the most popular website in the world. At the end of last year the TikTok website was rated at #8 in terms of traffic. According to Cloudflare, TikTok blew past Google to become the world’s most popular website.
So what does this mean?
It means that this is an incredibly popular website that presents a golden opportunity for any person or business that can take advantage.
Over 50% of TikTok’s userbase is over the age of 30. Over the last 5 years, our top demographic in terms of roofing leads have been men between the ages of 55-64.
The primary reason why we believe TikTok will be a major player, and why you should start generating leads from this platform, is engagement. In fact, TikTok is the most engaging of all social media apps, with an average user session of 10.85 minutes.
That’s more than twice as long as the second-most engaging app, Pinterest, which clocks in at 5.06 minutes per session. It’s also more than 3X longer than users typically spend on Instagram, at 2.95 minutes per session Source here
This means that it’s only a matter of time before TikTok ads blow past Facebook and Instagram in terms of engagement.
Facebook Ads vs TikTok Ads
The main advantage TikTok has over Facebook is that it’s a lot less competitive than Facebook. Facebook’s ad costs keep increasing each year and while the value you get from it decreases year by year.
TikTok and Facebook both use billboard-style ads. This means that your ad will have to interrupt when someone is scrolling through their newsfeed.
Unlike Google, people are not necessarily looking for your services.
Facebook and TikTok are similar in that they both allow you to target a wide demographic of people, no matter where they are in the buying cycle.
There are 5 stages to the buying cycle as you see here:
TikTok and Facebook allow you to target people in the early stages of the buying cycle. There are pros and cons to this.
On the one hand, being in this early stage means you are first, lessening competition. Nobody in your market is targeting these potential buyers.
The vast majority of businesses are looking to target people who are already looking for a roofer. This is a smaller group, which means it’s more competitive and expensive.
Google will be the best strategy if you want to target these people that are already searching and considering your services.
A significant difference between Facebook and TikTok can be found when using image ads. These types of ads work really well on Facebook, but are not available on TikTok. TikTok makes use of video, and the videos have to be of good quality in order to be effective.
This can represent a barrier to entry for many because most people cannot produce a good TikTok video that can generate leads.
On Facebook, our best performing ads are image ads that anyone can steal.
The TikTok Algorithm
Have you ever used TikTok? If you have, you know that it’s the most addictive app ever created. Users routinely spend hours glued to their phones looking at different videos.
On one hand, this is bad for society, but good for smart advertisers who can take advantage of its popularity.
The Type of TikTok Ads
There are normally two types of ads that work well, the viral testimonial video ad and the hook video.
I would only recommend a testimonial ad if you have good customer testimonials to draw from. If not, then I would go with the hook video type of ad.
The hook video ad is a video that hooks people with an enticing offer that draws them in, with the goal of generating leads.
Building an effective hook for TikTok comes down to creating the right kind of script.
How to Create A Successful TikTok Script
This is a script that has proven to be effective for many different advertisers.
Key Elements Of Script:
- Hook/Grabbing Attention
- Pain Points
- (Story if you have time)
- New Opportunity
- Call To Action (Describe what benefit they get for submitting their information)
When creating a TikTok script, you first have to grab the audience’s attention, and then call them out directly.
- Grab their attention.
- The video should be able to grab someone’s attention within the first 3 seconds. If you don’t grab their attention then they will skip the ad.
- Call out the prospect directly.
- “Attention [State] homeowners…!”
- What’s your hook? This is where you present a new opportunity that your target audience will be interested in.
- Explain how it can benefit the prospect.
- Have a clear call to action at the end.
Don’t forget that the video can’t be longer than 1 minute so whatever script you create, be sure it’s brief and to the point.
Hire An Actor to Make Your TikTok Video
Once you have a script ready, unless you’re very confident on camera, I would recommend that you hire a spokesperson/actor to make your video.
A great place to find an actor or spokesperson is Fiverr.com. You can search for this person by typing “TikTok Video spokesperson.” The typical spend for one of these videos is around $100-$300.
How To Create A TikTok Campaign For Roofers
TikTok’s advertising platform is very similar to Facebook’s. There are three layers to each campaign, the campaign level, the ad group level, and the ads level.
The Campaign Level
This is where you select your advertising objective. In most cases, you can select lead generation or conversions.
The lead generation objective is similar to Facebook’s lead generation objective. You have people fill out forms on TikTok.
In general, we’ve had more success with the quality of the leads through the conversion objective. In a conversion campaign, you can send traffic to an external website, landing page, form, etc.
Next you pick the settings. This is where you select the campaign name. I usually use the company name.
At the moment, TikTok only allows for DMA targeting. So unless you live in a large metropolitan area, TikTok probably won’t be useful for your business. Radius or zip code targeting at the time of this writing is not yet available.
In order to find your DMA zone, you can do a Google search and find the areas that the DMA zone would be targeting. You can also use this map to find your DMA zone:
Next, you need to select the Ad Group Name. Usually, I select the target market. For example, in my case, it would be the Miami DMA zone.
Next, I would select the age groups and the interests behaviors. In the beginning, I usually select all the interests and behaviors
How to Install A TikTok Pixel
Make sure your Pixel is installed correctly. You must select a promotion type as a website and have an external website that traffic can be driven to.
Here’s a good video that shows you how to install a TikTok Pixel:
Bidding & Optimization
In the Bidding & Optimization section, select conversion as the goal.
The Ad Level
The final piece involves changing the settings on the ad level.
Ad Name. This is where you name the ad. To keep things organized, choose a name that corresponds with the type of offer that you’re running.
Now you’re ready to upload your video. Again, make sure that it’s less than 1 minute long.
In the area labeled ‘Destination Page,’ select ‘website.’
Call To Action
There are many different calls to action options. A call to action or CTA is a written directive used to encourage visitors to take the desired action on your offer.
Select “Learn More” as your call to action.
Landing Pages For Roofing Companies
Ideally, your CTA should bring a visitor to a landing page to capture their information.
Typically, we like doing multi-step forms or quizzes to get people to complete the form.
The form can look something like this:
The future is here and more and more it’s looking like TikTok will be the dominant platform as time goes on.
We believe that TikTok will be a major player in the advertising space within the next 2 years. Right now, its options are limited with targeting and demographics, however, this will change in the future as TikToks hires more people and expands its reach and capabilities.
Becoming familiar with TikTok now in these early stages will allow marketers and businesses to get the most out of this popular platform.
for your roofing business schedule a free strategy session below.