3 MORE Successful Facebook Ads From Real Churches | Ep. #172

Pro Church Daily is the show where - in ten minutes or less - you’ll get your daily dose of tips and tactics to help your church share the message of Jesus, while navigating the biggest communication shift we’ve seen in the last 500 years.

August 9th, 2018

Brady shares three more examples from real churches of Facebook ads that they ran. He talks through the details of their campaigns, as well as their results.

What’s In This Session?

  • Example #1: Dear Mom & Dad (0:57)
  • Example #2: Christmas (3:26)
  • Example #3: Parents (6:58)

Show Notes & Resources Mentioned

The Full Transcript

Alex: Well, hey there and welcome to Pro Church Daily, the show where in 10 minutes or less you’re gonna get a daily dose of tips and tactics to help your church share the message of Jesus. Where we try and navigate the biggest communication shift we’ve seen in the last 500 years. I’m your host Max [Thrills 00:00:14], joined as always by the boss man, it’s Brady Shearer. Today we’re talking about three more successful Facebook ads from real churches.

Brady: Another one.

Alex: Another one.

Brady: Another one.

Alex: Three another ones, because in episode 171 of Pro Church Daily, we shared with you three successful Facebook Ads campaigns from real churches. But, we thought that’s not enough because there’s more. We wanted to share with you three more successful Facebook Ads campaigns. If you’re trying to understand the macro strategy behind Facebook Ads for your church, we also did an episode on that. Episode 170 of Pro Church Daily all into the show notes.

Brady: But here’s some real examples. You can look at these graphics. You can see the metrics. You can read the copy and put this into action for your church. Let’s get right into it.

Alex: Okay. First example calling it Dear Mom and Dad. What’s cool about this Facebook Ads campaign example is that it’s from the perspective of a child. So, there’s a picture of a kid’s ministry with a text overlay that looks like it’s a direct screen shot from Snapchat, back in the day. The text on top of the graphic, on top of the photo of the kid’s ministry simply reads, “Your kids are gonna love it here.” Smiley face emoji. The copy for the Facebook ad reads, “Dear mom and dad. Can we go to blank church this Sunday? They have a rock wall, basketball court and a playground, so I’ll get plenty of exercise and free ice cream for the kids.” And the ad goes on from there. Basically that gives you an inside look into what the Facebook Ad copy is. Again, what’s cool about this is that it’s from the perspective of a child. So, the whole point of Facebook Ads is you’re trying to stop the scroll. If you’re scrolling through and you read a Facebook ad that’s written from a kid, hey that’s a little unusual. 

Brady: Yeah, I love this one.

Alex: You might be likely to stop. Let’s talk about the specifics of this Facebook Ads campaign. The church that ran this spent 356 dollars on ad spend. They targeted everyone between 18 and 50 years of age. You wouldn’t wanna target anyone older than 50 because they likely don’t have kids.

Brady: Yeah, so don’t-

Alex: That would love the kids ministry.

Brady: … waste ad spend money on people that this ad isn’t gonna resonate with.

Alex: Exactly. 18 to 50 years old within 15 miles of the church’s geographic location. The ad got 57,000 impressions-

Brady: Oh wow.

Alex: … with a frequency of 3.6. There were 686 clicks to the website at a cost of 52 cents each. The landing page that this church was sending users to had the location and service times for all three campuses of the church, directions to the church, photos of what the kid’s ministry actually looked like.

Brady: Of course.

Alex: There were three sermon videos from the past three Sundays, so the parents could check out, “Okay, if my kids are in the ministry what am I gonna be in for?”

Brady: Right.

Alex: And there was a big headline that we’ve heard before, we really like, Test Drive a Service. What about the results? Well, this was a church of 6,000 people. They spent 356 dollars on their Facebook Ads campaign and they got these results. Both the main service and the kid’s service numbers were up significantly in their words. They had a bunch of new visitors during the length of the campaign.

Brady: Nice.

Alex: Simple, you can copy that exact strategy and put that into motion.  Well what about a bridge event, Alex? We’re talking about the intersection between faith and culture. Really the core component of every great Facebook Ad strategy. It’s difficult sometimes to get people to come to your service right away. But what you can do is you can use these bridge events, like fall festival, like Easter, or in this instance like Christmas.

Brady: Christmas.

Alex: So we’ve got a Christmas Facebook Ads campaign here. It’s not promoting a church service, mind you. It’s a bridge event. The Facebook Ads image that was used here was a stock photo. I love about all these examples is that the creative is frankly, not good. 

Brady: Yeah, it’s not great.

Alex: They’re stock photos. I would recommend using photos of your real church, kinda like the last one, which is actually my favorite of the example’s we’re using. This is a stock photo. There’s a girl wearing a Santa’s hat, looking up-

Brady: Looking at the moon.

Alex: … to a giant moon, with a silhouette of Santa and the reindeer over the moon.

Brady: It’s not great.

Alex: Just bad, it works.

Brady: Yeah, it worked.

Alex: So, here’s the copy. Santa is coming to blank-

Brady: Hold on. We’re talking about Santa in church? Alex. 

Alex: Santa is coming to blank church on Sunday December 11th. Bring the whole family for a fun, safe day with Santa. We’ve got free candy and a warm friendly environment. This event is 100% free, open to the public. We’ve got free candy, free hot dogs, free popcorn, free family photos, and every kid gets a free Christmas stocking. Mark your calendars for Sunday, December 11th. Don’t miss pictures with Santa. We can’t wait to meet you. 

Let’s talk about the specifics for this Facebook Ads campaign that was clearly sent from the devil. 79 dollars of ad spend. Everyone between the ages of 18 and 65 plus within 10 miles of the church’s geographic location, 11,000 impressions with a 1.37 frequency, 236 clicks to their website, 33 cents per click. 

Brady: Nice.

Alex: The landing page that this church sent their users to had the date, location, service times, and directions to the church as well as a summary of what to expect for the pictures with Santa, including the free candy, the free hot dogs, all that stuff said again. Results, this is a church of 120 people-

Brady: Alex?

Alex: They spent 79 dollars on their Facebook Ad campaign. They got 11 new families-

Brady: Awesome.

Alex: … to get their pictures taken with Santa resulting in 47 new visitors-

Brady: Wow.

Alex: … on a single Sunday. So a church of 120 people with 47 new visitors on a regular Sunday in December.

Brady: Yeah, look at this.

Alex: No, this was December 11. So this was a random Sunday in December. This wasn’t their big Christmas yearly event that everyone knows to and they had an influx of new visitors because it was Christmas. Random Sunday in December, 47 new visitors for a church of 120 people. All driven by Facebook ads.

Brady: I love this for a couple reasons. First, my comment about Santa was obviously in jest, because this is a perfect example of finding that intersection between faith and culture, between what you’re doing and what you’re community’s up to. You know that your parents, your families with young kids are taking their kids to get pictures with Santa at the mall, wherever. So why not host your own event, put some Facebook Ads, you know money behind it and get them into your church. This is a perfect time to do it, a couple weeks before your big Christmas service. You can make that point of contact with those families, follow up with them and almost guarantee that if they have a great time, that you make a good first impression, that they’re gonna come back and see your Christmas experience as well.

Alex: Here’s the bottom line. Facebook Ads is the single greatest outreach platform that we’ve had in human history because of the crazy amount of attention that’s on the platform. Seven out of every ten American adults is on there.

Brady: Yeah.

Alex: And then secondly, the affordability. This church spent 78 dollars. You wanna do traditional ads like radio, television, billboards, you’re talking about thousands. You wanna do mail outs, you’re talking about hundreds and hundreds, maybe even thousands for that when you add in the delivery and the printing and the actual design of it. Then you only get one shot. So, when you put the spelling error in there, you can’t fix it. It’s out there. Everyone saw it.

Brady: Yeah, exactly.

Alex: Let’s talk about a third example. Before that, again, relationships take time. So it’s okay to not go straight for the, “Come to our service.” You probably wouldn’t run Facebook ads that say, “Commit your life to Jesus now.” Right?

Brady: Right.

Alex: You probably wouldn’t do that. You’d probably run your ads to a service, because you figure, “Okay, if we get them to a service, then we can actually begin to share the gospel with them.”

Brady: Yeah.

Alex: We recommend taking it one step further back. Connect them to that bridge event. There’s no risk that way to your community. They can get in touch with your church for the first time. This is gonna do tremendous for your brand overall. 

Brady: Yes.

Alex: And you’re gonna create that profile within your community as, “Oh, this church is invested in the city here. They’re not just serving themselves. They care about everyone in the community.” That will bring return on investment in the long run in a huge way.

Brady: So good.

Alex: Final example, this one was directed directly at parents. Basically what’s interesting about this Facebook Ads campaign is there’s no real call to action.

Brady: No.

Alex: But, the results from it actually were a lot more impressive than the other ones. So the other examples we’ve shared are like, “Come to this event. Come to this service.” This Facebook ad doesn’t do that at all. The image for this Facebook Ad is-

Brady: It’s like a kid playing on a trampoline or something.

Alex: … trampoline. Okay, with the headline, “Attention parents. You’re doing better than you think you are. Keep going.” Smiley face.

Brady: That’s it. 

Alex: That’s all it is. Now there is a link. What’s interesting about the link to the landing page for this Facebook ad is that when someone lands on the landing page, when they’re like, “Hmm, this person is being nice to me as a parent-

Brady: Yes.

Alex: .. I’m gonna click on this.” What happens, they land on a page, has the location, service time for the campuses, test drive a service. Kind of that same landing page that we talked about earlier.

Brady: Right.

Alex: But, this Facebook ad doesn’t have any big call to action.

Brady: Right.

Alex: I think that curiosity that’s built into that actually drove a ton of results. Because here are the specifics for this Facebook Ad campaign. 422 dollar Ad spend. Everyone between 18 and 65 years within 20 miles of the church’s geographic location. 93,000 impressions with a 2.6 frequency. They got 1500 clicks to the website at 28 cents per click.

Brady: Wow. So that’s the best price per click we’ve seen so far, incredible.

Alex: With no direct call to action. Yeah, fascinating. The results, a church of 6,000 spending 422 dollars on this Facebook Ads campaign. Their kids services were packed. They had a ton of visitors during the length of this campaign. Not to mention, and this is big.

Brady: Yeah, it’s huge.

Alex: A ton of positive comments from thankful parents on their ads. Building a brand. There’s this rule of marketing called the Rule of Seven. That it takes seven instances of connecting your brand with a person before their willing to take a next step. 

So, yeah, maybe someone doesn’t “convert” this time. But they have a positive interaction with your church-

Brady: Of course.

Alex: … that will pay huge dividends down the road. 

Featured resource we wanted to highlight in this episode of Pro Church Daily is the perfect church homepage infographic. We took a look at a number of different eye tracking studies to identify every single element that you need on your church website’s homepage. It’s 100% free to download, linked in the description in the show notes for this episode of Pro Church Daily. Thanks for watching. We’ll see you next time.