Local service
A local service is a business that serves customers in a specific geographic area, such as plumbing, landscaping, or home repair. Advertising for local services focuses on reaching people nearby who need that work done.
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Emotional vs. rational advertising appeals for services
Emotional ads win for restaurants, rational ads win for dentists.
Whether an emotional or a rational pitch works better isn't a matter of taste; research shows it depends on what kind of service you sell and how easily a customer can judge its quality before they buy.
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Judging an Ad Before It Runs
Writing ad copy for strangers versus ad copy for comparison shoppers.
An ad aimed at someone who has never heard of your business needs to earn a second of attention and say who you are; an ad aimed at someone comparing options needs to answer the specific reason they haven't picked you...
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Advertising on a Real Budget
One platform, one budget: what a plumber should run.
Local service businesses do best on Google Local Service Ads; product and appointment-based businesses usually need a platform built for browsing and patience, not the one closest to the phone.
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Judging an Ad That's Already Run
What counts as a good click-through rate depends on who's asking.
A dentist and a real estate agent can run equally well-built ads and land 4 percentage points apart on click-through rate (the share of people who see an ad and click it), because the benchmark moves by industry, by y...