Ad Value with Local Ads (Part 5)

Hey Boss,

Here’s secret number 4 to getting more leads, served up hot and ready. 

Today, we’re talking about ads. Paid Ads.

Full disclosure on this one. I’m not a paid ads expert so what I’ve done below is consolidate world-class advice from some of the best in the business.

And while I may try to learn Facebook, Google PPC, and other platform paid ads until I can generate a consistent return for clients, I haven’t yet. But I’m listing it here as it’s a pretty massive lead gen strategy if you can get it right. 

Stand Out in Your Local Ads

• Go Left when Everyone Goes Right: This is your call to stand out! The biggest piece of advice I want you to remember when you test out ads or hire an agency to run ads for you is to make sure your ad stands out compared to your competitors. Why? Because your eye is drawn to what is different. But make sure what you’re selling is clear!
• Use Strong Visuals: High-quality images or videos of your work, team, and happy customers CAN make your ads stand out if used effectively. Consider including time-lapse videos of projects or aerial shots to add visual interest.
• Clear, Compelling Copy: Focus on your audience’s pain points and how your services solve their problems and give them what they’re looking for. Use direct, action-oriented language with clear calls-to-action (CTAs) like “Get a Free Quote Today” or “Book a Consultation.”
• Local SEO Ads: Use Google Ads (PPC) with location-based targeting and extensions, including your business address, phone number, and operating hours. This increases visibility and trust. Set up Google Ads with a focus on local searches. Use geo-targeting to display ads to people searching for services in your specific area.

Stand Out in Your Ads: A Comprehensive Guide

To make your construction, trades, or home services business stand out in digital ads, you need to focus on powerful visuals, clear messaging, and precise local targeting. Here’s how to optimize each element to attract more leads and convert them into paying customers.

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1. Go Left when Everyone Goes Right

When creating an ad, think about who you’re talking to and what kind of content would make them interested to click. An AD is about interrupting their scroll and getting their attention to click. You can’t just try and sell to them right away! That’s asking someone out when you first meet or asking someone to marry you on the first date. Don’t do it. Here’s more insight on the different parts of a Google Ad.

• Click Content
  • Instead of trying to sell your service, get their attention with one of your articles, checklists, or templates and leave them wanting more! 
  • Sell the click by giving them valuable information that can immediately help them with their problem or remove some pain in their lives.
• Meta Title
  • Share the checklist title and benefit so your target prospect will be intrigued to click and explore.
  • Use power words to help entice the reader to click using intrigue.
• Meta Description (right underneath)
  • Give more information on what this content will be about and why your prospect might want to use it. Use language like “8 mistakes to avoid when trimming your own trees”. Free report reveals all. Access ends soon. Get it now!

2. Use Strong Visuals

Strong images are key. Using high-quality, engaging visuals in your ads capture attention and differentiate yours from your competitors’ ads. Connect your visual to what you’re trying to “sell” in your ad. If it’s a click to a checklist about landscaping, you could show a disgruntled homeowner with ugly landscaping showing the pain the customer might be feeling. 

Here are some general ways to make your visuals stand out whether you’re using them for Ads or Organic Content:

• High-Quality Project Photos:
  • Showcase your best work with high-resolution images. For construction and home services, before-and-after photos are effective in showing the transformation your services provide.
  • Feature completed projects with a clean, professional look, such as a newly remodeled kitchen, a finished roof replacement, or a landscaped garden.
• Videos of Your Team at Work:
  • Create short, engaging videos that show your team in action. Time-lapse videos of construction projects, from start to finish, are particularly eye-catching and offer insight into your process. A quick 30-second video showing a kitchen renovation, for example, can keep viewers engaged while showcasing your expertise.
  • Highlight safety practices or your team’s professionalism in these videos to build trust and credibility.
  • And get you or an expert employee on camera describing what you’re going to do on a job, how you’re working through decisions, and your explanation of a job after you’re done. This builds massive trust! 
• Aerial or Drone Shots:
  • Aerial views provide a unique perspective, especially for larger projects like roofing, construction, or landscaping. Drone shots can show off the scale and scope of your work, which is particularly compelling for potential clients looking for experienced contractors.
  • Use aerial shots for advertisements that highlight extensive projects, such as commercial builds or major renovations, where the scale is an important selling point.
• Highlight Happy Customers:
  • Include photos or video testimonials of satisfied customers. Hearing directly from happy clients, especially in the form of a testimonial video, can build trust and provide social proof.
  • Pair visuals of your completed work with testimonials to create a stronger emotional connection. For instance, show a family enjoying their newly renovated living room, with a brief text or audio quote from them.
• Showcase Specialty Equipment or Techniques:
  • If your business uses specialized equipment or unique methods, feature those in your ads. This can be especially effective for businesses that rely on innovation or advanced technology in their services. For example, a roofing company using cutting-edge materials or tools can set itself apart by visually showcasing these advantages. 
  • If you already use or can name a system your business uses to service customers, use it in your marketing! Something like, “Reach out for a free quote on our 5 Stage Shine and Show Power Washing Method for your home exterior”. But pick something even better!

3. Clear, Compelling Copy

Your ad copy is just as important as the visuals. It should be concise, direct, and focused on your target audience’s pain points and how your service solves those issues.

• Address Customer Pain Points:

Use your copy to empathize with potential clients by addressing their biggest concerns. For example, a homeowner might worry about the time and cost of a renovation. A generic ad from your competitors would say, “Tired of dealing with old, outdated spaces? Let us transform your home—on time and on budget.” 

But your ad is going to say something like, “20 expert tips to hire the best contractor for a home renovation – avoid going over budget and get back to living in your home on schedule.” This is way more specific to the pain your customer is feeling in that moment of searching!

For trades or home services, common pain points may include poor workmanship, missed deadlines, going over cost, or suggestions for things you don’t actually need. Your messaging should focus on how your business solves these issues with reliability, expertise, and transparency.

• Direct, Action-Oriented Language:

Avoid overly complex language. Keep your copy simple and action-driven. For example, instead of saying, “We offer a wide range of services to suit your needs,” say, “Get your dream kitchen—start your renovation today.”

Use verbs that prompt immediate action, such as “Call Now,” “Schedule Your Free Consultation,” or “Get Your No-Obligation Renovation Checklist Today.”

• Compelling Offers in the Copy:

Make sure your ad highlights any offers, promotions, or lead magnets. For instance, “Save 10% on your first project,” or “Get a free inspection when you book today.” Time-sensitive offers can also create urgency (e.g., “Limited-time offer—Get it Now!”).

Ensure that the call to action stands out visually with contrasting colors or bold fonts, and place it in an easily noticeable location within the ad.

• Tailor Your Message to the Platform:

For Google Ads, the basic advice is to focus on short, direct headlines like “Affordable Home Renovations in [City]” or “Expert Plumbing Services Near You.” But everyone else is doing that so how will your ad stand out? Test out some of those lead magnets that meet your prospects in their pain and doubts. Help them out and they will start to explore the rest of your site and are more likely to remember you when they’re ready to pull the trigger on the job. 

In social media ads, you can be more conversational or even playful, especially if the ad is designed to increase engagement or reach a broader audience. The same principles on meeting prospective customers with value apply here!

4. Local SEO Ads: Focus on Geo-Targeted Digital Ads

Local search advertising (PPC) allows you to reach potential customers in your area who are actively searching for your services. Here’s how to set up and optimize your local SEO ads:

• Geo-Targeting:
  • Use geo-targeting to display ads specifically to people searching within your service area. You can set a radius around your business location or target specific cities or neighborhoods.
  • For example, a landscaping business in Vancouver could set their ads to show up only for users in Vancouver and nearby cities like Burnaby or Richmond. This ensures your ad budget is focused on relevant, local leads who are most likely to convert.
• Location-Based Keywords:
  • Include location-specific keywords like “[City] construction company,” “plumbers near me,” or “electrician in [Neighborhood]” in your ads. They improve your ad’s relevance to local searchers.
  • Use tools like Google Keyword Planner or SEMrush to find local keywords that have high search volume and are relevant to your services. A simple trick to get your started is to use Google Search’s auto-complete. Type in “Tree Service” and see what search phrases show up in the drop down. Focus on using those in your Ads and Articles.
• Google Ads Extensions:
  • Make use of location extensions to show your business address, phone number, and hours directly in the ad. This is especially useful for mobile users who may want to call you or visit your location directly from the ad.
  • Call Extensions: Add a “Call Now” button to encourage potential customers to contact you directly from the ad without having to visit your website first. This is particularly effective for time-sensitive services like emergency plumbing or HVAC repairs.
  • Review Extensions: If your business has positive reviews, use Google’s review extensions to highlight high ratings in your ads, which builds trust and credibility.
• Local Search Ads in Google Maps:
  • Running local search ads on Google Maps is an excellent way to get more visibility for your business when people search for services in their area. These ads appear at the top of the results and often include a pin on the map, making it easy for potential customers to find and contact you.
• Ad Copy for Local Search:
  • Use your location to your advantage in ad copy. Phrases like “Serving [City] Since 2005” or “Your Trusted [City] Electrician” can make your ads more relevant to searchers. Mentioning local landmarks or neighborhoods can also help build a connection with your audience.
  • Be hyper relevant to the pain your audience might be experiencing. Change in seasons, common issues homeowners face in your experience, or anything you can mention connecting a specific aspect of the audience’s geography to the specific pain they may have or solution you’re proposing to a problem. 
• Dayparting Ads:
  • Use dayparting to run your ads during the hours your target audience is most likely to be searching. For example, if you find most of your leads come in during business hours or weekends, adjust your ads to run at those times for better performance and cost efficiency.

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By combining a helpful offer for a customer who doesn’t know you, quality photos and video, clear and descriptive copy, and localized ad targeting, your ads will not only stand out but also connect with your audience on a more relevant, personal level. This combination will drive better engagement, increase click-through rates, and generate more qualified leads for your business. 

Remember. Your most important goal with an Ad is to SELL THE CLICK!

The final step in this series is focusing on a better client user experience for more leads.

To your Ad success,

Andrew

FREE Bonus Step – Try Facebook Marketplace:

Facebook Marketplace is free to use and is somewhere home owners are already buying and selling. Try making posts about each of your services, name your starting price, use great before and after photos, and write a clear description on what the service is and how the client can reach out!