Local Paid Ads: Making Every Dollar Count (Local Marketing Series)

The overarching strategy behind local ads, what to do (and not do), and this week's campaigns!

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LJ Barnum & Fahad
March 07, 2025

Hey there, friend. Hope your week was worth every penny!

(Or at least, not a total loss?)

Maybe you boosted a Facebook post once. Got some likes, maybe a comment. But… no sales.

Or you ran a Google ad, but the only clicks came from bots and your cousin who thought he was being supportive.

So, what went wrong?

Ads aren’t just about spending money—they’re about making it back (and more).

Paid ads WORK—but only when you run them RIGHT.

Paid Ads: The Basics

Ads work by a brand (you) bidding for the average cost of a click from your ad (user) to your landing page.

This means the ads only charge when you’ve had someone click on them (unless using an impressions-based ad strategy – NOT RECOMMENDED).

After a user clicks on your ad, they’re directed to your landing page where they complete an action (fill out a form, purchase, call, chat, etc.) and are entered into your marketing/sales funnel where they convert at some point.

That’s ads at a 30,000-foot view, but what makes them successful?

What makes an ad successful?

✅ Target the right audience – here’s our market research series if you’re new.

✅ Have a clear goal – we don’t run awareness ads for sales; on the same note, we aren’t running direct sales for a brand awareness campaign.

✅ Feature an irresistible offer – it’s not a pen…its a conversation starter that’ll get stolen by everyone you know (so you’d better buy an extra box). 

✅ Make it easy to take action – more work = fewer completions; less work = more completions.

What makes an ad fail?

❌ They’re too broad – targeting should be in the 100k’s, not millions!

❌ They don’t stand out – missing visuals or made in Microsoft Paint 2007? Not cutting it.

❌ The landing page is trash – focus on the benefits and make sure everything works!

❌ There’s no follow-up – do you email your leads? Call? The point is that there should be a continuance from this interaction.

Where Should You Spend Your Ad Dollars?

At the end of the day, ads cost money. 

(Sorry to shatter your worldview.)

We want to make sure that the dollars make “cents” (HA, we’re hilarious).

  • Facebook & Instagram Ads: Great for local businesses.

  • Google Ads: Perfect for businesses people actively search for or when selling products.

  • TikTok & YouTube Ads: Better for brand awareness.

  • LinkedIn Ads: Best for B2B marketing.

It’s best to choose one platform before adding a second or third. 

An ads budget doesn’t need to be huge, but consider the sales value when planning your budget!

How to Make Your Ads Work

  1. Start small, then scale.

  2. Retarget your warm audience.

  3. Use high-intent keywords.

  4. Check your numbers.

  5. Make changes fast.

» Ad: Confused? Hire our team from $299/platform/month! Hit reply to claim your coupon.

Valid thru 4/30

This Week’s Campaigns

Retail/e-Commerce

Subscription Box Reveal

If you offer subscription boxes, show the contents of a recent box, highlighting the value and variety of products. Direct viewers where to sign up and offer a freebie if you’re able to for extra points.

Alternative:

"How It's Made" Series

Offer a peek into the craftsmanship behind your products, highlighting the quality and attention to detail. This is even better if your products are handmade. Pop your phone on a tripod and record on time lapse!

Real Estate

Home Design Trends to Watch

Showcase the latest interior and exterior design trends, giving potential buyers and sellers inspiration for their own spaces. This is a great way to promote your listing (or borrow one from a friend for street cred).

Mental Health

Recognizing Signs of Burnout

Help viewers identify the signs and symptoms of burnout and offer strategies for prevention and recovery. If you offer a group session or free discovery session, this is an easy foot in the door for getting new clients.

Running paid ads shouldn’t feel like gambling. If you’re strategic, every dollar spent should bring in way more than you put in.

Need help setting up your local paid ads or want to hire the team? Reply to this email anytime!

Thanks for reading!

LJ and Fahad

Photo by evelynn mi on Unsplash