When advertising on platforms like Google and Meta (Facebook) you used to be able to use a “set it and forget it” approach. These days, that approach can be a very costly mistake.
Both Google and Meta (Facebook) use AI to improve ads, but these tools often don’t fit the sensitive nature of funeral services. Here are some ways AI can negatively affect funeral home advertising.
Ads Get Blocked or Limited
AI systems sometimes flag funeral-related ads as upsetting or inappropriate. Meta, for example, has rules against sensitive content, which can reduce how often these ads are shown. This means fewer families will see the services offered when they need them most.
Even a patriotic ad thanking veterans for their service will often be flagged by Meta’s AI. Unfortunately, we see this all too often and must go through an appeal process just to run an ad for Veteran’s Day.
Less Control Over Where Ads Appear
Tools like Google’s Performance Max and Meta Advantage+ (both AI-powered) place ads automatically across different sites and platforms. While this saves time, funeral homes lose control over where their ads appear. This can lead to ads appearing in places that don’t match the respectful tone funeral services require.
Both tools also like to override geotargeting, displaying ads hundreds of miles from your funeral home. Paying to advertise to families who would never possibly consider your funeral home is a complete waste of your money.
Higher Costs with Fewer Results
AI algorithms favor ads that get lots of clicks, likes, or comments, which is harder for funeral homes to achieve. As a result, funeral homes may need to spend more money on ads to get noticed. Competing with other businesses that naturally draw more engagement can make it costly just to stay visible.
Harder to Target the Right Audience
New privacy laws like GDPR and CCPA limit how companies can use personal data. AI systems now rely more on first-party data—information the business collects directly from customers. Funeral homes that don’t have strong ways to gather this data may waste money advertising to the wrong people.
While AI offers some benefits, it can make advertising harder for funeral homes. To succeed, you’ll need an advertising expert to carefully manage campaigns and find ways to reach families without overspending.
Thanks to AI, the days of “set it and forget it” are over.
Until next week
John
