If you’ve been running ads on Facebook and Instagram, the costs can add up quickly. We work with many clients who, after running ads themselves, come to us hoping we can improve their effectiveness while saving them money in the process.
First, we need to fully understand the types of campaigns available in Meta. There are generally two distinct types: awareness and click-based campaigns. To understand their unique roles, let’s explore how a local HVAC company increased their advertising effectiveness and saved thousands of dollars.
The Awareness Journey
Awareness ads are like a friendly wave. I equate them to a billboard you might see as you drive down the road. As you scroll on social media, an awareness ad won’t ask for immediate action—instead, it focuses on becoming a familiar face in the digital neighborhood. These ads prioritize visibility, reach, and brand recognition.
How They Are Set Up:
- Optimized for maximum views and impressions
- Focused on storytelling and brand personality
- Built for long-term community presence
- Measured by reach and brand recall
When homeowners see awareness ads, they might not need an AC repair immediately. But three months later, when their unit starts making strange noises at midnight, they remember that friendly HVAC company that regularly appeared in their feed, sharing helpful maintenance tips and seasonal advice.
Awareness campaigns strengthen “word-of-mouth” marketing and keep your business top-of-mind for when a homeowner—or their friend or neighbor—may need your service.
Click-Based Campaigns: The Call to Action
Click ads are your digital handshake—they invite immediate interaction. These ads are designed with a clear purpose: getting potential customers to take specific actions, whether it’s booking a service or claiming a special offer.
How They Are Set Up:
- Optimized for user engagement and clicks
- Include strong calls-to-action
- Create sense of urgency
- Drive immediate results
- Measured by click-through rates and conversions
Click-based ad campaigns speak to immediate needs or desires. When a homeowner sees a click ad during a heatwave offering same-day AC inspections, they’re more likely to take immediate action because the need aligns with the offer.
A Winning Combination
The real magic happens when both awareness ads and click-based ad types work together. We utilize both types of ads with our clients at different stages of their customers’ journeys. Here’s how:
Step 1: Building Recognition (Awareness)
We first want to ensure that your target audience becomes familiar with your brand, what you stand for, and how engaging with your brand is beneficial to them.
- Share educational content that can be useful to potential customers
- Highlight company values and team expertise
- Showcase community involvement to strengthen customer trust
- Tell stories that solidify the brand attributes you want customers to know
Important note: Don’t assume that your target audience already knows your company so well that you don’t need to spend money on awareness ads. I see too many business owners make this assumption, and they are wrong 99% of the time.
Step 2: Driving Action (Clicks)
Once the brand identity is fully established in the minds of the target audience, we want to create a sense of urgency and run ads that motivate the customer to take action.
Some ways to do this:
- Urge the target audience to engage with your content
- Create a sense of scarcity with limited-time packages and seasonal offers
- Push specific products or services and send clicks to landing pages specific to that product or service (not the homepage of your website)
Knowing When to Use What Type of Ad
Using our HVAC client as an example, here’s how they might use the two types of campaigns:
When to Choose Awareness:
- New service area launches
- Building community trust
- Long-term brand development
- Educational campaigns
When to Choose Click-Based:
- Seasonal promotions
- Emergency service campaigns
- Special offers
- Direct response needs
Expert Tips for Success
Seasonal Strategy:
- Use awareness ads during off-peak seasons
- Switch to click ads during high-demand periods
Budget Balance:
- Allocate 60% to awareness during brand-building phases
- Shift to 70% click-based during peak seasons
Content Mix:
- Educational content for awareness
- Promotional content for clicks
The Bottom Line
Success in Meta advertising isn’t about choosing between awareness and click campaigns—it’s about understanding how to use both effectively. Like a well-maintained HVAC system, your marketing strategy needs both types of ads working in harmony to create optimal results.
Remember: Awareness ads build your brand’s foundation, while click ads drive immediate action. Together, they create a comprehensive marketing approach that keeps your business top-of-mind and ready for action when customers need you most.
—
Want to learn more about maximizing your company’s digital marketing? Contact J DelSUR Marketing Group for a free consultation.