How to Get More Paving Leads This Week with Facebook Ads & Google Ads

Online marketing for pavers is by no means an easy task. Yet, worn-out traditional methods such as radio ads, yellow page ads, or door-to-door pitching are still commonly used to try to generate more asphalt paving leads.

Sure, those methods might work for some. But they won’t consistently help you get more paving leads walking through the door. Luckily, there’s a better way to reach the exact audience you’re looking for – with the powerful combination of Facebook Ads and Google Ads.

Many paving companies overlook the power of pay-per-click (PPC) marketing. When done correctly, these campaigns can generate consistent, high-quality leads. Maybe you’ve tried them once or twice before and didn’t see results—that happens.

What you’re really looking for is a steady flow of calls and estimate requests for asphalt paving jobs, helping you hit your monthly revenue goals faster.

If that sounds right, we’ve got good news for you.

We’ve developed a ready-made multi-channel funnel that helps paving companies get more paving leads using Facebook and Google Ads—starting this week.

Why Google and Facebook Ads Work for Paving Companies

Let’s start with Google.

Asphalt paving contractors can have a tough time getting new leads. When someone needs paving work, they typically go to Google and search for something like “paving company near me,” then start calling the first listings they see.

If you want to get more paving leads, you need to show up in those top positions. Otherwise, potential customers will go straight to your competitors.

To maximize your customer base, you need a strategy that helps your business appear at the top of Google search results when people are actively looking for paving services.

3 Reasons Asphalt Paving Contractors Should Use Google in Their Marketing Strategy

1. Google Replaced the Yellow Pages

At one time, it was a simple process to place an ad in the local phone book and wait for customers to call. Today, however, nearly everyone searches for local businesses online from their computers or smartphones, and Google dominates the market.

If you want to get more paving leads, your business needs to show up where customers are searching.

2. The #1 Most Predictable Form of Traffic

While Yellow Page ads are a thing of the past, advertising is still one of the largest expenses for many businesses. The difference now is predictability.

If you can capture people actively searching for paving contractors on Google, you can generate a steady stream of high-quality leads that are much more likely to convert into paying customers.

3. Fast Results

Asphalt contractors have a huge advantage when it comes to Google. Many homeowners and commercial clients go straight to Google to search for the services you provide.

If you want to get more paving leads, this type of advertising can produce results quickly when done right. You can be up and running with Google Ads in just a few days and start generating multiple asphalt paving leads each month.

Google Ads is the most popular CPC advertising platform in the world. It allows businesses to create ads that appear on Google’s search engine and other Google properties.

Ads operate on a pay-per-click model, where you bid on keywords and pay for each click on your ads.

Every time someone searches, Google reviews advertisers and selects which ads appear in the available space on the search results page.

These “winners” are chosen based on factors like ad quality, keyword relevance, and bid amount.

Let’s Move Over to Facebook Ads for Paving Leads…

Simply put, Facebook is one of the most targeted, cost effective ways to promote your paving/seal coating company online. Why? Well, the popular social media platform recently reached 2 billion active users, meaning there’s a good chance this is a place your current and prospective customers spend a LOT of time each and every day.

Not to mention, Facebook has access to a massive amount of data on its users – demographics (age, gender), geographic location, do they own a Home, behavior (purchase history, job role, media usage), interests, user activity, pages they like, etc., and so much more.

Because of this, you’ll have the ability to reach the right people in your local neighborhood with your ads – those interested in your paving or seal coating services – while avoiding those who will scroll right past your offering faster than me getting a speeding ticket the time my old boss let me drive his Aston Martin. ;-).

An Ad Combined With a Jaw-Dropping Offer (JDO) for Asphalt Lead Generation

We’re sharing key strategies today to help you succeed. One of the most important is the “secret sauce” behind effective ads—the advertorial landing page—combined with a strong jaw-dropping offer (JDO).

After setting up your advertorial landing page (which we’ll explain shortly), the jaw-dropping offer is what makes your ad stand out. It stops users mid-scroll and grabs their attention, compelling them to click.

When done correctly, this combination can help you get more paving leads consistently from your advertising campaigns.

The Advertorial Blog Post That Generates Paving Leads from Facebook

First things first, let’s take a look at the Advertorial Lander which works for our clients. In a nutshell, it’s basically an informative article / blog post we put in front of our client’s ideal paving customers that makes them aware of our offer.

They are home owners, within a 20 mile radius of the client, that make a certain amount of money a year (all of which we can target with Facebook ads).

We pay $5/day during the paving season to put that ad in front of our prospective audience. The right people who are interested in paving and want to avoid falling for a paving scam click on our article ad on Facebook to read it.

The article is informative, includes persuasive writing, and positions your business as a strong choice—helping you get more paving leads from your campaigns.

There are also two subtle banner ads on the Advertorial landing page that link to the two Jaw Dropping Offers we use for this particular client. (Note these can vary from client to client. You may choose to use only one of these, both, or something completely different that fits the JDO criteria).

Once someone has visited the Advertorial Lander some readers will click on the Banner ads right away, while others won’t. The ones that click right away now have the chance to take advantage of the Jaw Dropping Offer and become real leads for your paving company.

But That’s Just The Start…

The ones that visit the Advertorial Lander but DON’T click over to the Jaw Dropping Offers we retarget with Facebook ads driving to the Jaw Dropping Offer landing page.

Perhaps that has your wheels spinning about the exact offer you could serve up to your ideal audience, hold up for just one minute. There are a couple requirements that go along with creating your JDO.

So, Let’s Start With The First Requirement

You need to determine who exactly it is you’re wanting to target. With an asphalt paving business, there are a few different audiences you can appeal to – home owners looking for paving, home owners looking for seal coating, and the commercial equivalents.

But, you must focus on one audience at a time and build an offer that’s exclusive to them. In this case, we’ll focus on home owners looking for paving – specifically home owners, ages 30-65, within a 15 mile radius of our client’s location, that make between $75,000 + in yearly income. For most of our clients that targeting on Facebook is ideal.

These homeowners, not renters, within this radius typically have the financial means to pay for paving services.

Dialing in your targeting like this is essential if you want to get more paving leads consistently.

Idea #1: “The Bad Driveway Contest” $500 Makeover Offer

For a couple of our clients we have run a “Bad Driveway” contest where we offer a $500 Value touch up to one of the bad driveway contest submittals.

Here’s How It Works:

We run a targeted Facebook ad offer to homeowners that fit our ideal targeting and to people who visited our advertorial Landing page too.

The ad copy reads something like: “Bad Driveway Contest From [Business Name] – Win A Driveway Makeover! (a $500 Value!)

Let’s face it, Mother Nature is hard on our driveways. If you have a bad driveway we want to see it!

To be entered to win simply follow these two steps:

1. Grab your phone, snap a photo of it and post it in the comments below

2. Go to this page (Link to landing page here), and complete your entry so we can reach out to you if you win.

This type of offer works extremely well if you want to get more paving leads quickly from Facebook ads.

Idea #2: The $100 Off Coupon With a FREE Quote

Now I admit this isn’t my favorite. Its not really a Jaw Dropping Offer like we prefer, BUT it has worked to generate some leads so I feel I need to share it with you.

This offer, however, is going to allow the paving company to get leads to talk to, build trust with them, and double the odds of them closing a deal.

It can still be an effective way to get more paving leads, especially when combined with a strong follow-up process.

The Winning Funnel You Need

To catch those leads, you need to set up a simple four-part funnel, which includes:

A well-targeted Facebook ad
A landing page (aka opt-in page)
A thank you page
And, a simple follow-up email sequence and text message.

Consider it a mini puzzle of sorts—without one part, you can’t complete it with much success. Now, let’s walk through each part of an
effective asphalt/paving sales funnel to ensure you pass the process with flying colors.

This type of funnel is essential if you want to get more paving leads consistently from your marketing.

The Facebook Ad

This is where you’ll put that JDO on full display for your audience to see (and get excited about). Remember, it doesn’t need to be lavish.

And, you don’t need to write a novel for the copy. You’re ultimate goal is to just get those clicks = LEADS. And, the most effective ad type to do just that is Consideration, with the ideal objective being Traffic. That means you’re focused on sending people to a destination on or off of Facebook for lead generation.

When done right, this step plays a big role in helping you get more paving leads from your campaigns.

Targeting Your Audience On Facebook

Now that the ad objective is knocked out, next, let’s move onto the meat and potatoes targeting. This is where the segment we discussed earlier comes into play.

To begin attracting leads in your area with your special offer, you’ll want to start with the targeting options we mentioned above.

Once you have your targeting all set up, it’s time to build your ad creative! Again, it doesn’t need to be anything fancy.

It just needs to get them to take action and move onto the next step of the funnel. We’re just asking them to provide their contact information to opt-in to your email list and receive the special offer (aka JDO). It’s as simple as that.

After that point is when you can reach back out to them to schedule appointments and offer other services.

Some elements to consider:

The Ad Headline—super simple. States the offer clearly and who it’s exclusive to
The Main Ad Copy—pinpoints who this ad is for by using appropriate phrasing.
The Ad Image – should grab someone’s attention and be relevant to your offer.
The Ad Description—again, states the offer clearly with a bit more information.
The URL—is easy to read and is a custom domain. That’s important as you want to be sure to avoid extension URLs (ex. .clickfunnels). They’ll cost your ad more in the long run because they’re ranked poorly Web of Trust.
The Call-to-Action Button—by choosing Learn More, you’re preparing the audience to get more information about the offer
Once your audience clicks through the ad, they’ll be redirected to an opt-in page. This page is solely designed to get their name, email, and cellphone number, in exchange for the offer.

The Landing Page (Opt-In)

While it’s great and all if you have a website for your business, we recommend you set up a designated page for this offer.

When building out your landing page, consider the following:

The image and page text must be consistent with the ad that led your target there.
The target should be asked to provide very minimal information—name, email address, and phone number. Thus, steering clear from overwhelming the user and causing them to click away from the page. All before they fill out the form and claim the offer.
And, there’s scarcity. Make sure there’s some urgency to your offer.

A well-optimized landing page is key if you want to get more paving leads from your ads.

The Thank You Page

After the prospect enters their information on the landing page and clicks the ‘Submit’ button, they’re added to your email list and redirected to a Thank You page. It should be very similar to the opt-in page, with just a few changes.

It starts off explaining that an email is coming their way soon with more details about the contest of JDO.
Most importantly, at the end, we throw in an incentive to encourage people to take action now – instead of waiting to see if they won. I mean, we know they need their driveway re-done – so why not offer them 20% off your regular pricing because they entered the contest?

And, that completes the first three parts of our four-part winning funnel. Lastly, and the most important part of this process, comes the follow up, helping seal the deal with leads who’ve opted-in.

The Follow-Up

We’ve said it before, and we’ll say it again. The degree to which you follow-up with those who’ve opted-in to receive your offer can definitely make or break your campaign. You’ve got to remove any barriers that stand between them and actually doing business with you.

To help with that, you’ll need to send a series of two emails (at a minimum).

The first email they should receive immediately needs to restate the same information from the Thank You page. Super simple.

And, the second email they should receive two days later needs to tell them the benefit of claiming the offer, while reminding them that it expires soon. (There’s that scarcity element again!)

Strong follow-up is essential if you want to get more paving leads to convert into actual customers.

Give It A Go!

We’ve set you up for success, providing you with an outline for your four-part funnel to generate a steady flow of leads using Facebook ads. And, the best part? It’ll work no matter what stage of business you’re in.

If you’d like help setting this up for your paving company, feel free to book a call with Paver Launch.

Helping small businesses grow through smart online marketing or pavers is our passion – you’ll know it as soon as you talk to us for 5-minutes. I hope to talk with you about growing your business very soon.

Want to see how we can help your paving company?